Reaching new audiences and standing out from the crowd is not an easy task.

There are different tactics and features on Instagram to reach new audiences. One option that is often overlooked is Instagram Explore. The Explore page is where Instagram users go to discover new and interesting content. It's a valuable opportunity that brands shouldn't miss.

In this guide, we'll take a look at why Instagram Explore is important and provide tips on how brands can use the page to gain visibility and more followers.

In this guide, we cover:

What is the Instagram Explore page and why it matters

Instagram Explore is the quickest way for users to find content they might be interested in from beyond the accounts they follow. 

It’s the page that appears when you hit the “search” button on the Instagram app and website.

The Explore page pops up and features videos and photos from across Instagram. This content has been curated via the page algorithm, with the aim of giving people more of what they enjoy.

For brands, it’s the ideal place to expand reach and connect with audiences that don’t directly follow their accounts. With Instagram's Explore, it’s possible to go viral without the help of your followers.

Understanding Instagram Explore: Why it's crucial for brand growth

The Explore page is Instagram’s personalized discovery surface. In one click, users can view photos, videos, Reels, and Stories based on their interests and past interactions.

It's the Instagram algorithm that selects and personalizes this content, rather than the users. The algorithm constantly adapts based on user interactions and preferences, making it a goldmine for brands looking to expand their reach.

When your content appears on Explore, you gain exposure to users who don’t already follow you. This is great for generating more followers and greater engagement, while your chances of attracting potential customers rises significantly.

How to get on the Instagram Explore page

To get on Explore, brands need to focus on creating high-quality, engaging content that resonates with target audiences. This might sound obvious, but Explore is a far more engaging page than a brand's grid. Trends often start here, and organic content is championed over ads.

Using trending hashtags and collaborating with other creators also boosts your chances of appearing on the Explore page.

Of course, it's also useful to have access to Instagram analytics via a social listening platform. This way you know what people are interested in, and therefore what Instagram might prioritize on the Explore page.

Decoding the Instagram algorithm for Explore

Every social media platform has an algorithm and Instagram is no different. While users only see posts from accounts they follow on their main feed, the Explore algorithm goes way beyond that niche.

Here's what brands need to know about the algorithm.

Explore algorithm ranks content for visibilityThe algorithm operates a ranking system that produces a unique Explore page for each user. Instagram sources content for the Explore feature by curating recommendations based on user interactions such as accounts followed, liked photos and videos, and social connections. It looks at users’ past interactions, such as:

  • Posts they’ve liked
  • Posts they commented on
  • Saved posts
  • Shared posts
  • The time they interacted
  • Preferred content type (Reels, videos, etc.)
  • Location
  • Hashtags

A user’s search history and accounts they follow also play a role.

The algorithm favors content that’s getting high engagement from other users similar to that person. Visual elements also matter. The algorithm can identify objects and scenes in images and videos. It uses this information to show you visually similar content to what you’ve engaged with before.

Therefore, if a brand posts a video that is similar to what a user likes to see elsewhere, then it’s more likely to appear on the Instagram Explore page.

Proven strategies to get featured on the Explore page

Now you know more about the algorithm, it's time to look at how you get on the Explore page. Brands need to be smart here, as Explore is a place for organic content, rather than ads. You get more engagement for creating something that feels natural, not forced.

Here are five strategies to help you get on the Instagram Explore page.

Make sure your content engages properly

The Explore page is effectively a huge menu of photos, videos, Reels, and Stories that offers users an inexhaustible selection of options. You need to stand out, which means making sure your content is engaging.

Eye-catching visuals are crucial. Captions must be large enough to be read at thumbnail size. Videos shouldn’t have a slow opening but get straight to the point. Test different content types, including carousel posts, to see what resonates most with your audience. Pay attention to which posts get the most likes, comments, and shares when they've been on Explore.

Post when your audience is active

Use a social media monitoring tool to find the best time to post on Instagram and stick to that time. Remember, you're fishing for similar audiences to your existing one, so it's likely they'll be active at the same time. 

If you don't have a clear picture of the best time, then try posting at different parts of the day and track your results. Look for patterns in when your content gets the most interaction.

Use hashtags and geotags strategically

Hashtags form part of Explore's algorithm, but you need to be just as disciplined here as when you're preparing all your Instagram posts. Hashtags must be relevant – there's no point trying to jump on a trend if your content doesn't align to it.

One to three hashtags are probably enough. If you're stuck on what to tag, then look at your own brand's Explore page, click on a few posts, and see what tags they're using.

Tagging your location when posting about place-specific content is also useful. This helps you connect with local users and appear in location-based searches.

Partner with influencers and brands for increased reach

Influencers often become successful because they do algorithm work and research to ensure they get noticed. Brands can use this expertise when collaborating or partnering with influencers on specific projects. 

This exposes you to their audience and can boost engagement.

Just be sure to search for partners with a similar follower count and engagement rate to yours. Make sure your audiences align and start with micro-influencers who have highly engaged followers.

Analyze what works using analytics

A tool like Brandwatch gives you deep insight into what's working and what isn't. Brands can use such a tool to analyze their posts and their competitors. You might notice that photos are working best on your grid, but it's Reels that soar on Instagram Explore.

Use all the data you can get to refine your strategy and double down on what works. Keep testing new ideas and analyzing the results.

Top tools and resources to help you access Explore more

Very few brands manage to achieve a consistent presence on the Instagram Explore pages without data.

With data insights, you can start posting content that appeals to those audiences and get higher engagement very quickly.

All you need is the right data and insights to get started. So, let's look at how you can achieve this via Instagram Insights and social media tools.

Using Instagram Insights to track Explore performance

Instagram Insights is a tool available for Business and Creator accounts. If you're a brand or marketer who is overseeing a brand's Instagram home page, then Insights is a great place to start. 

It offers data on how your content performs on Instagram's Explore platform based on a wide range of analytics.

This helps you understand which content resonates with a wider audience. To access Explore insights:

  • Go to your profile
  • Tap the Insights button
  • Select a post
  • Scroll down to “Discovery”

Insights is a useful first step for those seeking to gain more knowledge of the Instagram Explore page, how it works, and what content reaches new audiences.

However, if you really want to master Instagram's Explore page, then you should take advantage of a social media tool.

Social media tools for scheduling and analytics: Maximizing your Explore potential

Tools like Brandwatch are the best option for marketers who need to reach a wider audience via Explore. Remember, the page is there to attract new followers and generate more engagement with people similar to your current audience.

Mastering this means digging deep into the data that isn't available on Instagram Insights. The analytics obtained from this software, coupled with the scheduling features found on most tools, can boost your Explore performance overnight.

Some top options include:

  • Brandwatch for 360-degree insights and sentiment analysis
  • Hootsuite for post scheduling and performance tracking
  • Sprout Social for competitor analysis and content planning

How to choose a tool

When choosing a tool, there are a few features that should be a “must” for any marketer looking to supercharge their Instagram posts. The top four are:

  • Detailed Explore page performance metrics
  • Content recommendations based on past performance on Explore
  • Instagram tips on the best time to post
  • Hashtag analysis for Explore optimization

Using a powerful insights tool is a sure-fire way of generating the most engagement from the Explore page.

Want to know more? Learn about how Brandwatch can boost your Instagram posts.

Frequently asked questions

Instagram's Explore page is one of the most under-utilized platforms on the social media site. It's great for generating engagement from new Instagram users and reaching out to more people. Yet, it's sometimes overlooked as brands focus on their grid, Stories, and Reels instead.

Let's look at some common questions about how Instagram curates content for Explore and what you can do to generate increased engagement.

How does Instagram decide what appears on my Explore page?

Instagram uses your past behavior – including posts you’ve liked, accounts you follow, and content you’ve engaged with – to predict what you might like. From here, the algorithm can determine what appears on Instagram's Explore page. 

Your interests play a big role. If you like watching cat videos, then you’ll probably see more feline content in Explore.

What can I do if my Instagram Explore feed is showing content I don't like?

You have a few options to improve your Explore feed. Use the “Not Interested” option on posts you don't like. You can also actively engage with content you do enjoy, so Instagram can better understand what you want to see.

Can I customize the content categories in my Instagram Explore feed?

Instagram doesn't offer direct customization of Explore categories. You can influence what you see by engaging with content you like and using the “Not Interested” option for what you don't.

Remember, your Explore feed is based on your behavior. The more you use Instagram, the better it gets at showing you relevant content.