35 Instagram Optimization Tips Social Media Experts Swear by
All together now: content means nothing without optimization!
…to the algorithms, that is.
Let’s unpack why.
A lot of my clients outsource content creation to me, but their feeds are still their feeds, which means they still sometimes go rogue and post their own stuff. I’m totally fine with that…except when those posts don’t include the most basic of content requirements, like, I don’t know, a relevant caption, or any kind of explanation about what it is they’re posting, and who might care? Let’s look at this further…
What is content optimization?
When you share any social media content, the platforms need to 1) associate you, your account, and your content with categories of data, and then recommend that data to other accounts that may want to see and engage with it. You do this through utilizing features, and tweaking your profile settings so that you’re visible, reachable, and your content gets seen.
Why does content optimization matter?
Optimizing your social media channels can help signal the all-knowing platform algorithms what your content is about, so that you can ultimately be recommended to non-followers. Otherwise, metrics stagnate. Here in 2024, you’re just not going to grow if you don’t optimize things. But it’s not as complicated as it seems - a lot of that work can be done at once and reviewed quarterly as platforms change and features settings move around.
Here’s what it looks like for Instagram…
Instagram Optimization Tips: your profile should have these things!
An up to date, medium to high resolution profile photo
A username that aligns with your brand, is consistent across platforms, and is searchable
Your name field should contain searchable keywords
A bio that explains (1) who you are, (2) what you do and (3) who you serve / target audience
A call to action (i.e. book a call, shop now) in your bio field
An easy-to-use link visible in your bio
Titled, current, and easy to scroll highlights
Up to 3 pinned posts for your photo and reel feeds
A clear profile category (“musician / band,” e.g.)
A public profile! (not private)
Instagram optimization tips: while you’re at it, check your account settings
Account type is accurate (personal vs. professional / creator)
Contact options / public business information selected
Contact info displayed where necessary (e.g., your city is public if you are a location-based business)
Select your action buttons (learn more, e.g.)
Your threads badge visibility is selected, if necessary
Your verification status is confirmed, if your profile meets criteria
Review your message controls to see who is allowed to DM you
Set your story replies to be “allowed from everyone”
Set your tags and mention settings to “allowed from everyone”
Make sure your account status is clear
Instagram optimization tips: review your posts and content
Your posts are relevant to your target audience
Posts contains a caption with a short hook, value statement & CTA (call to action)
Captions contain relevant keywords and hashtags
Captions contain any relevant user tags
Images contain alt text
Reels are captioned with readable subtitles within the preview grid
Content contains any relevant user tags
Post contains any relevant location tags (not just the caption!)
Content thumbnails are selected and centered
Additional topics are selected
“Add message button” is selected where appropriate
Caption does not contain links (place the link in a clickable location and direct users there)
Content is cross-posted to other platforms, if necessary
Text overlays are visible within the preview grid
Audio is original or selected from the in-app library
Make your optimized Instagram content work for you!
If you need another set of eyes on your Instagram content to review optimization, or are interested in a full channel audit and recommendations, send me a message and let’s look together.
