How often to post on Instagram?
One of the questions we get asked most often by our clients is, “How often to post on Instagram? Is there a perfect formula for calculating the number of stories to post each day?”
Unfortunately, there is no perfect formula that applies to everyone: the number of stories to post each day and each week should be chosen by calculating insights from stories posted in the past. That is why we usually advise our clients to try experimenting.
The golden rule, which applies to any account, is to try to make Instagram Stories only when you actually have something to communicate to your customers and can share content relevant to your audience.
The only way to figure out what works at the frequency level is to test, after which consult the insights of each individual story to see which content was the most popular and which was the least popular.
What to post on Instagram Stories?
How do you organize your Instagram stories plan ? Ideally, as with frequency, we should test with different types of content to see what types of content are preferred by our audience.
The advice we give is to always post content that is relevant to the target audience, showing yourself as you really are, without filters, pretense or exaggeration, just to get attention. Here, too, there is absolutely no magic recipe: the key is to try and bring the values and activities of the real company as much as possible in the digital realm.
“What if my company doesn’t have interesting and relevant content to show?”
Even companies in B2B or very particular industries can turn their online communication around, simply with a little imagination!
Programming Instagram Stories: a practical example
Let’s try to better explain how to set up your strategy with an example: let’s pretend that your company produces paper and that it is, in particular, specialized in the production of origami paper.
Initially, you can plan to start by posting somewhat more studied and set stories, in the form of columns, three times a week (on Mondays, Wednesdays, and Fridays) and to post somewhat more simple and spontaneous stories the rest of the days.
On Mondays you can plan to post content that relates to the history of the paper. At least five or six spoken stories (possibly with subtitles!) in which a phase of the paper’s history is explained. The first week you can talk about the papyri, the second week about the parchment… In short, going to analyze one week at a time a piece of the history of this material.peragmen
Wednesday could be a day devoted to papermaking in general: it could be explained, week by week, which type of grammage is best suited to which realization. The various types of paper (usoman, coated, etc…) and what their most common uses are.
Fridays, on the other hand, could be a day devoted to a column that analyzes a product made with paper of one’s own making: what kind of origami paper was used, why that kind of paper is particularly suitable for making a large/small simple/complex origami…
These kinds of weekly columns help to establish a relationship with one’s user base. After a few weeks, by analyzing the insights from the stories, it will be easy to see which column has garnered the most support and which column has garnered the least and, consequently, decide to adjust the focus to improve its engagement in the stories.
What if on other days I have nothing to report?
Sometimes it feels like you don’t have anything to be shared with your followers, but in reality you just need to put a little imagination into finding something interesting to show in stories!
…What do the offices within your company look like?
…How is the setup of your employees’ desks? What is the neatest and most organized desk? What about the messy one?
…What do you draw inspiration for your work from? Do you have a moodboard hanging in your office? Do you read books/magazines in the field?
…Do you have a break-corner, in the office? A coffee machine in front of which employees gather to take a break after so many hours of work? What did you talk about today?
…Has a package arrived at the company? You could do an unboxing!
…What are your habits? And those of your employees’? Make users participate by asking what are their good habits that make them more productive while working!
…Do you happen to get questions in direct? You might consider responding publicly!
…Prototype of an upcoming new product? Why not let your fan base guess what it is?
…Do you have a green spot in your office? Show off your plants! To increase engagement you might seek advice on how best to care for them or what other plants you might take in the future.
…Do you listen to a playlist during work? You could share it! Maybe you could create a playlist on Spotify so your fans can also listen to the same songs that inspire you!
…Have you reached a milestone in the office? Celebrate by sharing it with your followers!
…Did you see a post that made you think? You can share it, explaining why and your insights about it.
…Is there a current offer on your products? Now is the time to show them off, explaining their strengths for good and how best to use them.
…Have you ever made a mistake in your career? You could share it, explaining what you would have done differently with the knowledge gained.
…If you had to explain to one of your followers how to approach your profession, what would you tell them? What kind of university/course of study is best for working in your field? Are there courses to be taken? Master? Books to read? Sites to follow? On which job search portal to easily find relevant vacancies for your industry?
Of course in case the stories involve your employees, first make sure they agree to appear on the company profile!
Stimulating interaction on Instagram
Instagram gives you the option of including stickers to stimulate interaction: question boxes, polls, small quizzes… Use them to listen to your followers’ opinions and let them guide you on what kind of material to post in the future. Don’t be afraid to ask what kind of content you might be most interested in!