Here’s the thing about Instagram growth advice – there’s a lot of noise out there. Between conflicting strategies, outdated tactics, and the occasional suggestion to post 24 times daily whilst mastering every trending dance, it’s no wonder businesses feel overwhelmed.
But here’s some brilliant news: Instagram just dropped their official guidance on follower growth, complete with actual data from their platform. We’ve spent the last 24 hours diving deep into their insights (because that’s what passes for a wild Tuesday in our world), and what we discovered will either revolutionise your approach or make you realise you’ve been overthinking this whole Instagram thing. Quite possibly both.
The Big Reveal: It’s Not What You Think
Here’s the kicker that made us spit out our Diet Coke – Instagram’s data shows creators posting 10 or more Reels per month see the biggest follower growth rates. Not three reels when inspiration strikes. Not “quality over quantity” (though we’ll get to that). Ten reels minimum.
But before businesses start panicking about their content calendars, let’s dig into what this actually means and why it matters more than perfectly curated feed aesthetics.
There Are Many Ways to Grow (But Some Work Better Than Others)
Instagram’s being refreshingly honest here – follower growth depends entirely on what business goals are and what type of content companies and their audiences actually enjoy. Revolutionary concept, we know.
Love video? Creating engaging Reels is genuinely the best way to reach new audiences. The algorithm pushes video content harder than static posts, and there’s actual data to back this up now.
Prefer static content? Carousels are your friend. They get multiple opportunities for visibility because Instagram treats each swipe as a separate engagement signal. Clever, right?
Why Reels work so well: They show up in both the Reels tab and the Explore page, giving businesses twice the chance of someone stumbling across their content. Boooom.
The Most Asked Question (And the Answer That Changes Everything)
“What’s the best way to grow followers on Instagram?” – apparently Instagram gets asked this a LOT.
Whether you’re a small business, social marketer, or content creator trying to figure out why engagement looks like a flatline, here’s what companies need to know:
It’s not about perfect content. It’s about consistent, engaging content that audiences actually want to see. The algorithm rewards reliability over virality every single time.
Video vs Photo: The Great Content Debate
Are photos your expression language? Then stick with them, but be strategic about it. Consistently sharing feed posts or carousels helps businesses engage with their audience, which boosts the distribution of content across the platform.
Here’s the clever bit: Carousels get what Instagram calls “multiple opportunities” to be seen and engaged with. If someone doesn’t scroll through all the cards in a carousel the first time, Instagram might show it again later (starting with the media that hasn’t been seen). It’s like getting a second chance at making a first impression.
The Truth About Engagement vs Reach
Right, this is where it gets interesting.
Engagement leads to reach, not the other way around.
It’s in Instagram’s interest to connect people with content they enjoy. Engagement signals like likes and comments tell the algorithm when determining how content gets distributed to people who don’t follow businesses yet.
Creating engaging content and genuinely interacting with followers in the comments section can help companies get more reach overall. Not rocket science, but apparently it needed spelling out.
The Engagement Content Formula That Actually Works
Instagram’s dropped some gold here about what makes content engaging:
- Make content relatable and humorous – people share things that make them laugh or nod along
- Create content that engages audiences so they want to DM, comment, or reshare on stories
- Add a hook in the first five seconds of Reels to keep people watching (this one’s massive)
- Keep track of what content drives the most engagement so businesses know what’s working
That last point is crucial – most companies create content based on what they think will work rather than what actually does work for their specific audience.
How Many Reels Should Businesses Actually Post?
Here’s where Instagram’s data gets really specific, and it might surprise businesses.
To grow followers, the frequency companies post new Reels is just one factor of many, but they’ve found that creators with the greatest net follower growth rates post, on average, 10 or more Reels per month.
Before businesses panic about creating 24 pieces of video content monthly, remember this: creators continue to grow even when they produce more than 10 Reels per month. Creating content is a marathon, not a sprint. Don’t let short-term goals get in the way of sustainable practices.
Consistency Is the Key (Whatever That Looks Like for Each Business)
This bit made us want to text every business owner who’s ever stressed about posting schedules – Instagram’s own advice is refreshingly human.
It’s important for companies to experiment with different approaches to find what works best for them. If making a Reel takes up too much time, but carousels are more manageable, then do what’s most sustainable.
The trick is consistency, whatever that looks like in each business’s world.
Different Recommendation Systems (The Bit Nobody Talks About)
Instagram has different recommendation systems for different places on the platform. The Explore page works differently from the Reels tab, which works differently from the main feed.
Each engagement ranking differs depending on where someone discovers content and how they interact with it on the platform.
Want to learn more about engagement ranking across Instagram? They’ve got a proper deep dive in their blog post about it (link in their bio, naturally).
Your key takeaways
After reading through all of Instagram’s guidance, here’s what actually matters for businesses:
- Post at least 10 Reels per month if growing followers is the priority
- Hook viewers in the first five seconds of any video content
- Use carousels strategically for multiple engagement opportunities
- Focus on engagement over reach – comments and shares matter more than views
- Be consistent with whatever content format works for the business schedule
- Track what actually works for specific audiences, not what works for others
- Make content relatable rather than perfect
The Bottom Line
Instagram’s official guidance boils down to this: businesses should stop overthinking it, start being consistent, and create content that genuinely connects with their audience. The algorithm isn’t some mysterious beast – it’s designed to show people content they’ll engage with.
Whether companies post 24 times a month or stick to a more manageable schedule for them, the key is showing up regularly with content audiences actually want to see. Not content businesses think they should want. Not content that looks pretty. Content that makes people stop scrolling and actually give a sh*t.
Now it’s time for businesses to stop reading about Instagram strategy and go create something that matters to their people. They’re waiting for it.
