While it seems like there are countless ways to use Instagram's features to promote your Instagram, we've narrowed it down to 15 as a roadmap to speak to your target audience.

Better yet, you don't need a whole team of people managing your marketing efforts. Some are as simple as switching to a business account and following a routine. Others allow more personal connection across various social media platforms.

Log into your Instagram account, and let's get started. We'll look at paid promotion strategies and free tools to help boost your brand voice.

Why promote your business on Instagram?

Instagram's evolution means that in 2025, about a third of the global internet audience is active on Instagram. By evolving alongside Instagram, your business account has a better chance than ever to reach your target market.

The two main motivating factors for those who promote Instagram content are building a loyal following and making money. 

What to do before you start promoting your Instagram account

Do a little housekeeping now before you begin creating ads or exploring Instagram insights.

Make sure you have an Instagram professional account

To promote your Instagram, you'll need to have a professional account, which includes creator and business profiles.

Instagram has three types of accounts:

  1. A personal account is for users who just want to connect with family, friends, and brands.
  2. A creator account is for public figures, influencers, celebrities, and other people who are the face of a brand.
  3. A business profile is for companies, large and small, that are focused on selling products or services.

Complete your profile

Once you make the switch, you'll have new Instagram profile options.

Some of the Instagram business profile and creator account options include categories, contact buttons, call-to-action buttons, and business locations.

Focus more on keywords than hashtags in your profile, but include 1-2 relevant hashtags that define the category of your brand voice. 

Make yourself visible

Only personal accounts have the option to be private, meaning that switching to a business profile will automatically make your account visible to the public.

As a creator, you should know that you can limit contact information or categories more so than with a business profile.

Bottom line — if you want to use Instagram for promotion, you'll need to have a public account.

Switch to a business or creator account

Making the switch is simple. Go to your profile on the Instagram app, tap the three lines in the upper right corner, known as the hamburger menu, and then scroll down to "For Professionals," and tap "Account type and tools."

From there, you'll go through a few simple questions to establish your business or creator account.

15 effective ways to promote your Instagram

The good news is that there are about 500 million daily active users on Instagram.

However, that's also the bad news because you need to sift through the hundreds of millions of people and advertising from other brands to get the attention of your target audience. 

1. Optimize your profile for maximum impact

Your Instagram profile is your digital window dressing. It's gonna take more than a witty bio phrase and a cool logo to stand out (though both help!).

Open the Aveda Instagram account in a separate tab, and let's talk through how you can mimic this type of layout for your professional profile.

The first thing you see? The brand is on point. Colors, messaging, content — it all flows together.

The blue check mark means the account is verified. Account holders can attempt to get free verification or pay a monthly fee after being properly vetted by Meta.

Aveda's logo is simple but clear. Visit Target's Instagram, and you can see the signature bullseye is the logo used.

Instagram logo sizing: Logos must fit into a circle 110 X 110 pixels in size, but upload the file with a resolution of at least 320 X 320 pixels so it looks crisp.

The next @aveda on the IG profile is for the Threads account. If you create Threads, you'll automatically get the same handle. However, you can choose whether Threads is displayed.

Below the Threads link is the category — this is what we talked about earlier, where businesses and creator accounts can choose a category.

From there, we're at the compelling bio step. This can be 150 characters (spaces and emojis included). Here's something to think about when crafting your bio. You can write it like a sentence, as Whole Foods does, or you can use line breaks to make it easier to read, like Trader Joe's does.

The circles below the bio are Instagram highlights. These are stories saved to specific buckets of information. It's a way to showcase high-quality content stories indefinitely. Highlight titles have a character limit of 16 before getting truncated.

2. Create high-quality and engaging content

Your Instagram feed should be a mix of photos, videos, carousels, and any other tool that helps effectively promote your brand's vibe.

As examples, look at the difference between retailers Ralph Lauren and Betsey Johnson. They offer two very different aesthetics while still maintaining their brand image.

If you use a filter on one photo? Stick to that filter throughout your Instagram feed. Lighting, framing, and resolution should be similar across your Instagram grid.

While the goal is always to post regularly, it's up to YOU to define what "regularly" means and how often you can churn high-quality, engaging Instagram content.

Speaking of that content, you aren't trying to always appeal to a broader audience with your Instagram account. Focus on the people who will want your product, service, or influence AND who are most likely to interact with it. That's your target audience. 

3. Use relevant hashtags to increase visibility

Hashtags hold less power than ever before but don't give up on them just yet. At the same time, carefully choose the ones you'll use. Focus more on relevant keywords that can add to your hashtag strategy.

You don't want to overgeneralize your Instagram account brand (like #restaurants) but also want to avoid hashtagging your way to oblivion (#food #dining #eating #lunch #dinner #breakfast #dessert).

Going back to Aveda, we see its Instagram uses targeted hashtags for the name, #Aveda. That makes sense since it's a major brand. However, instead of #haircare or something general, they focus on their brand's mission with #VeganHairCare.

Here are some examples of relevant vs. generic hashtags.

4. Leverage Instagram Stories to engage followers

Instagram Stories are quick 24-hour posts in a vertical format that appear in your followers' feeds. New visitors to your Instagram profile will also see a ring around your Instagram bio photo to signal new Stories are available. 

The short-lived nature of Stories gives a sense of exclusivity and urgency. Make a point to look through the stickers and other engagement tools when creating stories. Choose from polls, questions, and a slew of interactive features. (Fair warning — the "Make Me" AI tool is quite addicting.)

Don't forget to make the best-of-the-best into Instagram Story highlights on your profile.

5. Collaborate with influencers and brands

Wouldn't it be great if every time you wore Nike shoes and tagged them, they responded by collaborating with you on a post? That's not quite how it works, but let's dive into this topic a bit.

  • Tagging starts as a one-sided process. An account can tag brands. Then, the brand decides if they want to accept the tag. Approved tags show up in the "Tagged" tab of the brand's profile.
  • Collaborating is when two accounts work together on a post, which requires the use of the Collab feature on Instagram. This step beyond relevant tagging requires the use of the "Invite Collaborator" function on a post. All collaborators will be listed as authors, and the Instagram post shows up in the feed of your brand and your collaborative partner's brands.
  • A brand partnership generally means a longer-term agreement between two brands to highlight products or services. Partnerships can include ambassadors and influencers.

Collaborating is a great way to build a relationship, get maximum Instagram post exposure, and possibly build an ongoing brand partnership.

You might also find loyal fans who want to collaborate with you. 

6. Run Instagram ads to boost your reach

To start running ads to promote your Instagram account, get set up in the Meta Ads Manager first. From there, any Instagram post, Reel, or Story can be turned into an ad by selecting the "Boost Post" option. 

This boost means you can hand-pick ways to promote your Instagram, whether you want to target a specific demographic, location, behavior, or interest. 

On top of that, your promoted content will appear in places beyond your organic posts. Those spots include the Instagram feed, Stories, or Explore page

As the cherry on top, Instagram ads also include real-time analytics to keep an eye on top-performing and underperforming ads. 

7. Converse with your audience regularly in the comments

Your Instagram digital marketing strategy should include time to get into the comments and talk to your fans. Don't just tap a heart and call it "engaging."

The comments section is also one of the best free tools to get feedback from your most loyal followers. Answer questions, ask them questions, or give a shout-out to new followers.

By getting into the conversation, you're showing authenticity that relationship building is a top priority. Plus, the more comments and interactions, the better reach your post has a chance to get. 

8. Host giveaways and contests to drive interaction

Learning how to promote your Instagram includes coming up with creative contests and prizes. Think of these prized moments as a virtual block party with all of your best fans (and their friends).

Look for milestone moments like when you are closing in on 25,000 followers or a Black Friday sale. Before you get started, decide what you want out of the contest. For example, you might want to get more Instagram account fans to hit the milestone or rack up comments on that engaging content you worked so hard on.

Here are some ideas to get your creative juices flowing:

  • To get more followers, hold a contest asking fans to tag two friends and follow your account for a chance to win. The ripple effect could get their friends and THEIR friends following you.
  • To harvest user-generated content, ask your fans to post a photo or video featuring your product or service. You get authentic content to use for months to come on your Instagram account and a whole cheerleading section touting your praises.
  • Boost engagement with a caption contest on a creative photo or ask fans to share a personal story. All those comments signal to the algorithm that you're a force to be reckoned with and will reward you with reach to a broader audience. 

The most important part of a contest is following your local laws for giveaways and the Instagram Promotion Guidelines. The Federal Trade Commission website is a great place to start for legalities and transparency around giveaways.

9. Use Instagram Reels for more exposure

Using Reels to promote your Instagram account is a delicate dance that can pay off big time. Plus, Instagram now offers an amazing new way to test your short-form videos. 

First, what are Instagram Reels? They are videos anywhere from three to 90 seconds in length. Quite frankly, a dynamic photo with animated words will also turn an Instagram picture post into a Reel in a snap. 

These videos always appear in your Reels tab, but you also have a shot at making it to the Reels feed for all users and the Explore page. Add on some trending audio, and you also get featured in that batch of Reels. 

Since Instagram posts, Reels, and Stories all orbit with separate algorithms, it's important to know how Reels get the most reach. It's more than just using fancy video editing tools.

DID YOU KNOW? Some say video content is preferred over photos on Instagram, but it's more important to read the signals through analysis to see what's performing best at any given time. Doing it right means you'll maximize visibility. 

One of the single most important factors for a Reel is the length of time watched. That means you don't want to aim for 90 seconds unless you think the content is strong enough to hold viewers the entire time. It's better to post a 15-second video that habitually gets watched all the way through than a 90-second video that only gets viewed for 15 seconds.

Also, getting engagement will help encourage promotion on your Instagram account. This means you want people to like, share, or comment on your Reel. The more engaging content you create, the more Instagram will promote your content.

Always know the trending sounds and behaviors that could promote your Instagram to the masses. Avoid sharing a post with a trend; make it your own, catering to your target audience.

We love the Trial Reels tool, which allows your Reels to be seen by unique audiences. You then get quick feedback about which one is most likely to impress your target audience. 

10. Share user-generated content to build trust

Turn followers into superfans by sharing their content if it includes your brand. This is what we call user generated content (UGC).

Here's an example from the Instagram account of Bucees. A simple toast of cold drinks tags the person who submitted the photo. You get a couple of things when you use user-generated content to promote your Instagram.

First, you have more content that can be used for Instagram ads or another social platform. Second, by tagging the person who took the photo, you are showing that their business is important.

Finally, by tagging the photo taker, the content shows up in your feed and their feed, usually prompting that person to share it in Instagram stories, reels, or on other social media platforms. This gives your brand immediate reach without having to spend any money on Instagram ads.

Work on calls to action with compelling captions such as "tag us wearing your favorite product" to generate new UCG streams.

11. Post consistently at the best times

You can take a deep dive into the best time to post on Instagram and look at your analytics to see when your users are most active.

By religiously posting at prime times of the day or week, you're giving your content the best opportunity to be seen by more people. More eyes on your Instagram content means better chances of engagement, which tickles the algorithms to value your content more.

Need help scheduling posts? Explore the Brandwatch Publish tool to never miss the posting sweet spot. 

12. Utilize Instagram's shopping features

Save your website for the latest blog post and look into the Instagram shopping features that turn your account into a virtual storefront.

Instagram's latest data shows that about half of its users come ready to make purchases. You can create a catalog through the Meta Commerce Manager and incorporate product tags into your feed.

Customers browse and purchase without having to leave your brand account. Better yet? By using Commerce Manager, you're also setting up a Facebook shop. 

13. Connect with followers through Instagram Live

A versatile tool to promote Instagram accounts is the use of Instagram Live. It's like hosting your own Instagram TV talk show, complete with an engaged and excited audience. 

Let's say you get a new product in — why not schedule an "Open the Box" reveal live? Host question-and-answer sessions, pinning and favoriting fan comments and questions along the way. You can showcase a "behind-the-scenes" moment, cool technology, or a how-to process specific to your brand.

This helps promote your Instagram account in several ways. 

  1. You can schedule the live broadcast, and followers get a notifications ping when the live is about to start. 
  2. If your livestream gets enough engagement, you'll have a shot at making the Explore page, reaching an even broader audience.
  3. After your Live feed ends, you can publish it to your Instagram Stories, giving it a longer lifespan and tagging superfans along the way. Lives can also be turned into Reels for engaging content. Just remember to choose the most compelling 90 seconds of your Live to get the maximum viewing time. 

If you're ready to elevate your livestream game, look at the many tools available in the Meta Live Producer, reaching other social media channels like Facebook. 

14. Take advantage of Instagram Analytics to track performance

Hone the way you promote Instagram by checking Insights on a regular basis. We recommend every day or at least twice a week.

Using Insights also means being able to spot the algorithm signals that show what type of content is surpassing expectations at any given time.

By tweaking your strategy to lean into successes and learn from misses on your Instagram account, you'll be able to evolve your content plan consistently.  

15. Cross-promote your Instagram on other platforms

Talk of TikTok bans. X vs Bluesky debates. #FacebookDown. So many concerns about social media switches that it's hard to keep up with what's hot and what's not. Instagram continues to be an overperforming way to keep in touch with a growing audience.

Instagram head Adam Mosseri punctuated this point in a January 2025 announcement about what 2025 looks like at Instagram, "We want to double down that our creative tools are best in class, which they are not right now, by embracing new technologies, like AI, to allow more creators to create more content that they are proud of."

Being a social platform guru means having a presence on the current and future trending social networks. Cover all your bases by adding an Instagram link to your other social media profiles.

Plus, with Meta being the parent company of WhatsApp and Facebook, the Meta Business tools make cross-posting through the triad of digital marketing treasures easier than ever. Look for opportunities with collabs to do paid promotions across more platforms too.

DID YOU KNOW? Always post original content on your platforms. For example, don't download a TikTok you made and post it on Instagram with the TikTok watermarks. That can signal to the algorithm that content is recycled and not prioritized for Instagram. It might save you time, but it's also a reach killer. 

FAQs

What type of content should I post on Instagram?

Instagram relentlessly says "high-quality content" is most important, but what does that mean? Sure, content needs to look and sound good, but it's more than that. Look for trends, insider tips, and tantalizing videos that put your brand in the best spotlight. Create a mix of infographics, videos, photos, and UGC to span a wider palette of Instagram content tools. After a few weeks of trying, that algorithm will feed your Insights to help plan the next few weeks of trying.

When is the best time to post on Instagram?

The answer here is twofold. First, it's generally known that posting during weekdays, either in the morning or early afternoon, packs powerful placement. Second, there's a tool in Insights that shows when your target market is most active, even giving three options for active times when you schedule a post. Unless your brand is about night owls, avoid late evenings and overnight hours. 

How can I track my Instagram performance?

You can view your analytics right in the Instagram app or go full throttle into the Meta Business Suite analytics. Since your marketing efforts should be focused on particular categories, focus on single elements like increasing engagement OR getting more followers. Don't try to win all the categories at once. Look into excellent products like the Brandwatch Measure or Advertise features to get even more robust analytics for your Instagram ads and organic content. Don't forget to keep an eye on other brands in your niche to see how you are performing in comparison.