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Anatomy of an Instagram Post

How to craft successful and Engaging Instagram Posts

What’s in an Instagram Post?

An Instagram post is a photo, carousel of photos or videos, or a Reel that appears on your profile and in your followers’ feeds shortly after you publish it.

Instagram Post

Posts can be a Photo, Carousel, or a Reel. These are your primary tools to catch your audience’s eye.

Location and Tagging

Boost visibility and connect with nearby users by tagging locations and other users.

Post Caption

This is where you convey your message to your audience. You can add hashtags and mentions to increase reach.

Sharing and Engagement

Receive real-time feedback, connect with your audience, and grow your community. Users can like, share, save, and comment on your posts.
Tap the + icon at the bottom center or top right of your screen to create a new post.

Types of Instagram Posts

When publishing content, there are several types of posts to choose from. Here are tips to ensure you’re uploading your content correctly and strategically:
  • Photo Post
  • Carousel Post
  • Reel
  • Instagram Stories
  • Live Video

Photo Post

A Photo Post is a single image posted to your profile that appears in the home feed.
Guidelines:
  • Aspect Ratios:
    • Landscape: 1.91:1
    • Square: 1:1
    • Portrait: 4:5
  • Sizes:
    • Landscape: 1080 x 566 pixels
    • Square: 1080 x 1080 pixels
    • Portrait: 1080 x 1350 pixels

Carousel Post

Carousels allow you to post up to 10 photos and/or videos in a single post that users can swipe through.
Guidelines:
  • Aspect Ratios: Consistent across all slides (first slide sets the aspect ratio)
    • Landscape: 1.91:1
    • Square: 1:1
    • Portrait: 4:5
  • Sizes: Same as Photo Posts
  • Order: Add images/videos in your desired order during selection
Videos in Carousels:
  • Length: Up to 60 seconds per video
  • Formats: MP4 or MOV
  • Maximum Size: 4GB per video

Reel

A Reel is a vertical, short-form video that appears on your profile, in the Reels tab, and can be discovered via the Reels Explore page.
Updates:
  • Length: Up to 10 minutes
  • Aspect Ratio: 9:16 (vertical)
  • Resolution: 1080 x 1920 pixels
  • File Size: Up to 4GB
  • Features: Music, effects, stickers, and more
  • Upload: Via mobile app or desktop

Instagram Stories

Instagram Stories are ephemeral content that disappears after 24 hours.
Guidelines:
  • Aspect Ratio: 9:16 (vertical)
  • Size: 1080 x 1920 pixels
  • Length: Up to 15 seconds per Story (longer videos are split automatically)
  • Features: Stickers, polls, quizzes, music, and more

Live Video

Instagram Live allows you to broadcast video in real-time to your followers.
Features:
  • Duration: Up to 4 hours per live session
  • Interaction: Real-time comments and reactions
  • Post-Live Options: Save and share to your profile or IGTV 

How Many Instagram Posts per Week?

Consistency is key to keeping your audience engaged.
Recommendations:
  • Feed Posts: At least 3 times per week
  • Reels: Regularly, to leverage Instagram’s emphasis on video content
  • Stories: Daily, to maintain visibility and engagement
  • Quality Over Quantity: Focus on creating valuable content
Scheduling Tools:
  • Instagram’s Native Scheduler: Available for professional accounts
  • Meta Business Suite: Schedule posts and Reels from desktop
  • Third-Party Tools: Buffer, Later, Hootsuite

Creating Your Content

Text, images, designs, videos, and how to make them stand out.

Writing Your Caption

Your caption should engage your audience and encourage interaction.
Elements to Include:
  • Impactful Opening Line: Hook your readers immediately
  • Call to Action (CTA): Encourage likes, comments, shares, or visits to your website
  • Hashtags: Use relevant tags to increase discoverability
  • Mentions: Tag relevant accounts to expand reach
  • Emojis: Add personality but use them sparingly
Best Practices:
  • Visibility: Only the first two lines are visible before the “More” link
  • Length: Keep it concise (125 characters is ideal)
  • Clarity: Avoid jargon and be clear in your messaging

The Call to Action

Examples of effective CTAs:
  • Engagement: “Double-tap if you agree!”
  • Sharing: “Tag a friend who needs to see this.”
  • Visiting Links: “Check out the link in our bio for more.”
  • Feedback: “Tell us your thoughts in the comments.”

Give Credit Where It’s Due

  • Tagging: Use “@” to mention collaborators or featured users
  • Attribution: Acknowledge original creators when sharing their content

Hashtagging Like a Pro

Strategy:
  • Relevance: Use hashtags that are pertinent to your content
  • Quantity: Instagram recommends 3-5 hashtags per post
  • Placement: Add hashtags at the end of your caption or in the first comment
  • Branded Hashtags: Create and use a unique hashtag for your brand

Caption Do’s and Don’ts

  • Emojis:
    • ❌ Don’t overuse
    • ✅ Use to enhance tone
  • URLs:
    • ❌ Don’t include unclickable links in captions
    • ✅ Direct followers to “Link in bio”
  • Hashtags:
    • ❌ Don’t clutter your caption
    • ✅ Organize them at the end or in comments

Creating Visually Appealing Content

High-quality visuals are essential on Instagram.

Photos

  • Quality: Use high-resolution images
  • Composition: Center important elements
  • Consistency: Maintain a cohesive aesthetic
  • Originality: Prioritize unique content

Text-Based Images

  • Simplicity: Keep text brief and readable
  • Clarity: Ensure high contrast between text and background
  • Font Size: Legible on mobile devices

Videos

  • Hook Early: Capture attention in the first few seconds
  • Captions: Use subtitles as videos autoplay without sound
  • Cover Image: Select an appealing thumbnail

Visual Do’s and Don’ts

  • Text Overload:
    • ❌ Don’t cram text into images
    • ✅ Use captions for detailed information
  • Image Quality:
    • ❌ Don’t use blurry or pixelated images
    • ✅ Invest in good photography or quality stock images

Take It Easy

Avoid burnout by using tools and strategies to streamline your workflow.
  • Automation Tools: Schedule posts in advance
  • Content Creation Apps: Utilize Canva, VSCO, or Lightroom
  • Templates: Save time with pre-made designs
  • User-Generated Content: Share followers’ content (with permission)
  • Link in Bio Tools: Use Linktree or similar services to share multiple links

Connecting With Your Community

Building authentic relationships is key to growth. 

Why Engagement Is So Important

  • Algorithm Favorability: High engagement boosts visibility
  • Community Building: Fosters loyalty and trust
  • Feedback Loop: Gain insights from your audience

Engagement Features

  • Tagging & Mentions: Collaborate and expand reach
  • Location Tags: Attract local audiences
  • Interactive Stickers: Engage via Stories
  • Comments & DMs: Foster two-way communication

Community Management

  • Monitor Activity: Stay responsive to comments and messages
  • Engage Authentically: Show genuine interest in your audience
  • Handle Feedback: Address concerns professionally
  • Encourage Participation: Invite followers to share and interact

Dealing With Negative Comments

Criticism and Complaints
  • Don’t Delete: Unless it violates policies
  • Respond Publicly: Acknowledge and address the issue
  • Stay Professional: Maintain a respectful tone
  • Take It Private: If necessary, continue the conversation via DM
Harassment and Policy Violations
  • Hate Speech: Delete and report to Instagram
  • Spam: Remove and consider blocking the account

How to Block or Restrict Users

Blocking a User
  1. Go to their Profile.
  2. Tap the three dots in the top right corner.
  3. Select Block.
  4. Confirm the action.
Restricting a User
  1. Go to their Profile.
  2. Tap the three dots in the top right corner.
  3. Select Restrict.
Restricting allows you to limit what the user can see and do without them knowing.

Appendix

Automation Tools

Free Tools
  • Meta Business Suite: Schedule and manage posts
  • Buffer: Free plan for basic scheduling
  • Later (Free Plan): Schedule posts with limitations 
Paid Tools
  • Later: Advanced scheduling and analytics
  • Hootsuite: Comprehensive social media management
  • Sprout Social: Professional-grade tools for engagement and analytics

Content Creation Tools

  • Canva: Templates for posts and stories
  • Adobe Lightroom: Advanced photo editing
  • VSCO: Filters and basic edits
  • InShot: Mobile video editing
  • Unfold: Stylish templates for stories

Image and Video Sourcing

Prefer original content, but when needed:
  • Unsplash: Free high-quality photos
  • Pexels: Free photos and videos
  • Pixabay: Free images, videos, and music 
Always check licensing agreements and provide attribution if required.
By implementing these updated best practices and leveraging Instagram’s latest features, you’ll enhance your content strategy, grow your audience, and foster a strong, engaged community on the platform.