SECTION 3: How to Use Instagram

[Pages:33]SECTION 3:

How to Use Instagram

OPERATOR SOCIAL MEDIA TOOLKIT

HOW TO USE INTAGRAM

An Overview of Instagram

High impact visual content performs best on Instagram, with the platform providing various posting formats and posting options to optimize viewing and sharing rates, including:

? Photo posts ? Video posts ? Stories ? Live Video ? IGTV ? Reels ? Instagram Shop ? Promotions

Algorithm considerations Instagram's content is displayed based on their algorithm that factors interest, relationship, timeliness, frequency, following and usage into account. Creating and interacting with relevant content, garnering comments/likes/shares/views, managing your followers and using content formats that engage your audience are drivers of performance.

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AN OVERVIEW OF INSTAGRAM

Instagram Photos and Video Posts

Basic photo posts on Instagram include a single image with post copy. Video posts include up to one 60-second video with post copy. Carousels include up to 10 photos or videos within one post with copy on the feed.

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AN OVERVIEW OF INSTAGRAM

Instagram Stories

Instagram stories are photo and video content that vanishes after 24 hours and appears in a separate section at the top of users' feed. Stories provide users with the functionality to capture photo and video content directly within the platform or access their phone camera roll from the last 24 hours. Stickers are available for use within this format to grab attention and increase engagement. These stickers are customizable and include pre-set options for location, weather, time, emojis and more. Two increasingly popular stickers are being leveraged by users and brands:

? Hashtag stickers - stickers that increase the prominence of hashtags and

drive engagement

? Poll stickers ? A/B question style polls that prompt users to engage

. Given Stories disappear after 24 hours, Instagram provides a Highlights feature where video can live permanently on a profile page via pins at the top of the page.

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AN OVERVIEW OF INSTAGRAM

Instagram Live

This feature allows users to broadcast video in real-time as part of Instagram Stories. As soon as the broadcast ends, the video disappears with no reposting or replays enabled. Followers receive push notifications to inform them of a user going live and when live, followers can comment on or like your stream in real time.

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AN OVERVIEW OF INSTAGRAM

IGTV

Instagram TV is an app within Instagram that allows users to share long-form video content, up to 60 minutes in length, and users are notified when a new video is shared.

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AN OVERVIEW OF INSTAGRAM

Instagram Reels

Reels provide users with the ability to create, edit and share short, entertaining videos that are up to 15-seconds in length. Recording and editing functionality with audio, effects and new creative tools allow users to create highly engaging content easily. Users can share Reels on their feed and make them available to the wider Instagram community via Explore, Instagram's hub for real-time content curation. On the same page as the search function, Explore shows a different post for every user from accounts they don't follow yet but are likely to based on their past likes and interests. When users engage with your posts, your content has a better chance of showing up in the Explore page of their followers, reaching more users.

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AN OVERVIEW OF INSTAGRAM

Instagram Shop

The Shop feature allows for creation of a catalog of products with the ability to purchase directly within the platform. When using Shop, business can integrate Shoppable tags into their content that allow them to tag their products in their photos and stories.

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