A Beginner's Guide To How Instagram Works

So, you’ve heard a lot about Instagram and how it’s the go-to place for personal branding, growing your business, or just sharing your life with the world. Maybe you’ve even created an account, posted a few pictures, and now you’re wondering, how does this thing actually work? Don’t worry—you’re not alone. Instagram can feel a bit overwhelming at first, especially if you’re new to it. But once you understand how it works, it becomes a powerful tool for connecting with your audience and growing your presence online.

Let’s break it down.

What Is Instagram, Really?

At its core, Instagram is a social media platform built around sharing photos and videos. But it’s more than just a place to post your vacation snaps or show off your latest meal (though it’s great for that too). Instagram is a visual storytelling platform. Whether you’re a business owner showcasing your products, an influencer sharing tips, or just someone who wants to document life’s moments, Instagram lets you share those stories in creative ways. And since it’s all about visuals, how you present your content really matters.

Setting Up Your Profile

Your profile is the first thing people see when they find you on Instagram. It’s like the front door to your online presence, so you want it to be welcoming and clear about who you are. Think of your profile picture as your logo—it should be recognizable and make a good first impression. If you’re a business, use your logo. If it’s a personal account, a clean, professional-looking headshot works best.

Then there’s your bio. Instagram gives you just 150 characters to explain what you’re all about, so keep it short and sweet. Focus on what you do and how people can benefit from following you. And don’t forget to include a link to your website or something you want to promote—this is the only place on Instagram where you can put a clickable link, so make it count!

The Algorithm: What You See and Why

Now, let’s talk about the infamous Instagram algorithm. If you’ve ever wondered why certain posts show up on your feed and others don’t, that’s all thanks to the algorithm. It’s Instagram’s way of sorting through content and deciding what to show you based on your interests. Here’s how it works in simple terms: Instagram wants to show you more of the stuff you like. So, the more you engage with certain types of posts—whether by liking, commenting, or even saving them—the more Instagram will show you similar content.

This means that as a user or business owner, your goal is to create content that people actually want to interact with. The more people engage with your posts, the more likely Instagram is to push your content in front of others. It’s a bit of a snowball effect: more engagement leads to more visibility, which leads to even more engagement.

Different Types of Content on Instagram

One of the things that makes Instagram so dynamic is that it’s not just about static posts in your feed anymore. Instagram has several ways for you to share content, each with its own unique purpose.

There are regular posts, which are the photos or videos you see when you scroll through your feed. These are the bread and butter of Instagram. They stay on your profile until you delete them, so they’re more permanent than other types of content.

Then, there are Stories. Stories are photos or videos that disappear after 24 hours, but they give you a chance to share moments in real-time or behind-the-scenes looks that you might not want to keep on your feed forever. They’re great for keeping your audience engaged daily without cluttering your main profile.

Reels are Instagram’s answer to TikTok—short, snappy videos (up to 90 seconds) that are fun, engaging, and designed to be shared. Reels have the potential to go viral because they’re often shown to people who don’t already follow you.

Finally, there’s Instagram Live, which allows you to broadcast in real-time. This is a fantastic way to interact directly with your audience. Whether you’re hosting a Q&A session, doing a live demo, or just checking in, Live lets you connect in a raw, unfiltered way.

How to Get Discovered: Hashtags and Keywords

Now, you might be thinking, how do I get people to see my content if they don’t already follow me? That’s where hashtags come in. Hashtags are like little search engines within Instagram. When you use relevant hashtags, it increases the chances that someone interested in that topic will find your post. For example, if you’re a wedding planner, using hashtags like #WeddingInspo or #BridalIdeas can help attract brides-to-be who are searching for ideas.

But don’t go overboard. While Instagram allows up to 30 hashtags per post, it’s more about quality than quantity. You want to use hashtags that are relevant to your content and your audience. Also, Instagram recently rolled out keyword search, meaning that even if you don’t use hashtags, the words in your captions can help people find your posts. So, be strategic with how you write your captions!

Growing Your Audience

Once you’re creating great content and using hashtags to get discovered, the next step is growing your audience. The key here is engagement. Instagram is a social platform, after all, so it’s not just about broadcasting your message—it’s about interacting with others too. Take the time to like, comment, and share other people’s content, especially those who are in your niche. This helps you build relationships and encourages them to engage with your posts in return.

Posting consistently also helps. You don’t need to be on Instagram every single day, but having a regular posting schedule can make a big difference. Whether that’s three times a week or daily, consistency helps keep your audience engaged and your profile active.

If you’re really serious about growing, you might also consider using Instagram ads. With Instagram’s ad platform, you can target specific audiences based on their interests, behaviors, and demographics. It’s a powerful way to get your content in front of the right people.

Tracking Your Success

Last but not least, how do you know if what you’re doing on Instagram is working? That’s where Instagram Insights comes in. If you have a business or creator account, you get access to data that tells you how your posts are performing. You can see things like how many people saw your post, how many interacted with it, and how many new followers you gained.

Paying attention to this data helps you understand what’s resonating with your audience and what isn’t. Maybe your Reels are getting more engagement than your static posts, or maybe you find that people are really into your behind-the-scenes Stories. Whatever the case, use this information to refine your content strategy.

Final Thoughts

Instagram might seem complicated at first, but once you get the hang of it, it’s an incredibly versatile and powerful platform. Whether you’re using it to share personal moments or grow a business, understanding how Instagram works can help you make the most of your time and effort.

Now that you’ve got a solid understanding of how Instagram operates, it’s time to dive in and start using it to connect with your audience. Don’t be afraid to experiment, get creative, and most importantly—have fun with it!

Jess xo

The Content Maven

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