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  Find your brand voice and create unique content People don’t follow your business on social media so they can see sales pitches. They follow your brand because they enjoy your personality and the content you create. What works for one business might not suit your branding—even when you’re in similar industries. For example, Juggling Daisies Hobby Farm and Such and Such Farm both consider themselves to be unique farms. Juggling Daises is all about fun stories, cute photos, and wholesome content. Meanwhile, Such and Such Farm has a more rough-around-the-edges style that includes curse words and humor. Ask yourself what you want your tone to be. Funny? Informative? Playful? Cynical? Your personality should also reflect what you’re passionate about. Such and Such Farm believes in sustainably grown produce, so many of their Instagram posts talk about their farming practices. What topics do you address with your Instagram content? Everything you share on your business account should show off your brand’s personality and beliefs. Juggling Daisies shows off its unique personality in its bio and in Instagram posts. Think of your business account as a person. Design a personality for the account and create branding guidelines so you can stay consistent. Branding guidelines should include notes on tone, style, and values along with your brand’s colors and fonts.

  Write great captions Nice photos catch people’s attention—great Instagram captions keep it. Captions give you a chance to provide more context or details about the photo or video you’re sharing. Plus, using keywords in captions can help you appear in search results on the app. Instagram captions can be up to 2,200 characters. Of course, not every caption needs to read like a blog post. Play around with different lengths. Some photos pair nicely with a short, quippy caption with a couple of emojis, while others might benefit from something longer and more reflective. The average length of Instagram captions is on the rise, but most brands still don’t go anywhere near that 2,200 character limit. In 2020, the average was projected to be 405 characters, up from 142 in 2016. OnlineDrea uses both short- and long-form captions on Instagram. So, when do you go long, and when do you keep it simple? There’s no hard-and-fast rule. Just like with content types, it’s best to mix it up. Take a look at these two posts from Andréa Jones of OnlineDrea. One post has a short caption, while the other specifically directs you to the caption for a longer explanation. 8. Research and use hashtags We’ve explored hashtags a lot on the blog, but it seems that nowhere on social media are they quite as important as on Instagram. The right hashtags can expose your image to a large and targeted audience, and Instagram users don’t seem to get hashtag fatigue in the same way they might on other networks. Start by finding hashtags that would appeal to your target audience. Free Instagram tools like Display Purposes and AutoHash help you find relevant hashtags for your Instagram posts. For instance, with Display Purposes, you simply type in a few words about your image, and it will recommend the top hashtags to use.

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 If you want to gain more Instagram followers, hashtags are essential. Using hashtags makes your content discoverable via search or filtering when people tap on the same hashtag from another post. People can even follow their favorite hashtags so that top content with that hashtag will show up in their Instagram timeline. Instagram allows up to 30 hashtags per post, but don’t tack on extras just to hit 30. TrackMaven recommends nine hashtags for maximum engagement. Just make sure you don’t use the same nine hashtags over and over again. Instead, group your go-to hashtags by category so you can quickly add a few relevant hashtags to each post. With Buffer Hashtag Manager, you can create and save groups of hashtags. Then, you can select from your pre-saved groups and add hashtags to your scheduled Instagram posts. Hashtag Manager helps you build a library of hashtag groups so you can get more reach for every Instagram post. 9. Engage with your audience Engagement is crucial for growth on Instagram. Many brands make the mistake of focusing on likes and comments without considering the people behind those metrics. If you really want to get more Instagram followers, you need to engage your fans in a conversation. Keep in mind that just because someone sees your content, that doesn’t mean they currently follow you. If you have a chance to interact with a potential follower, you should take it. Every comment is an opportunity to gain a new follower (or keep a current one), so make sure you respond to each comment you receive. If your hands are already cramping at the thought of tapping away on your phone, don’t worry. With the Buffer Engage tool, you can reply to comments from your desktop.

  But don’t just wait for your followers to start the conversation. Create engagement opportunities. Use Instagram stickers such as open-ended questions and polls in Instagram Stories. Ask questions in your photo captions. Encourage people to tag friends in the comments with prompts such as “Tag your BFF who you’d invite on this cruise!” or “Tag your wine-loving friend who you’d do this wine tasting with.” Need more ideas? Take a look at our Instagram engagement tips to learn how to get more followers on Instagram by increasing engagement. 10. Collaborate with others Another great way to gain Instagram followers is to collaborate with others through partnerships or influencer campaigns. Our brand spotlight with Blume is a great example. Blume gets access to Buffer’s followers through the original Instagram Story and the accompanying Highlights. Meanwhile, Blume will share the spotlight with their fans, which brings their audience to Buffer. It’s a win-win.

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 Instagram Highlights spotlight featuring Janice Ayan of Blume Influencer marketing is another way to grow your Instagram following. If you have the budget, you can pay content creators to promote your brand. But if you’re hoping to keep it simple (and low-budget), micro-influencers (1,000–10,000 followers) can be very impactful. In fact, content from micro-influencers has higher engagement rates than content from larger accounts. You can seek out micro-influencers to set up collaborations or simply re-share user-generated content (UGC). Remember those branded hashtags we talked about in Section 1: Optimize your bio? One tap on your branded hashtag, and you’ll have an entire catalog of content to choose from. When we first launched Buffer’s Instagram, we encouraged fans to use #BufferStories and #BufferCommunity. We used those hashtags to find and re-share user-generated content. Within one year, we increased our Instagram followers from 4,250 to 21,000.

 Collaborations are also a chance to show off your values and personality through association. The businesses and people you align with and support say a lot about your own brand. Partnerships can be especially powerful for local businesses, too. Consider partnering with your neighbors so you can reach a hyper-targeted audience. 11. Link to your Instagram from elsewhere Make it easy for people to find your Instagram. No one should have to hunt through pages of your website to find your Instagram profile. We use our website footer to link to Buffer's social accounts. Add your Instagram account link to: Email footers Your website’s footer and/or sidebar Bios on other social media platforms Social media posts from team members 12. Analyze your results One way to figure out how to get more followers on Instagram is to look into what your current fans respond to. You can monitor several Instagram metrics directly in the app with Instagram Insights or through third-party analytics tools such as Buffer.

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