As an event manager, making sure your content is seen on Instagram to me, is so much more important than letting my friends see my #fitspo or #getinmybelly posts. Posts used to be seen chronologically however with the 2018 Instagram Algorithm change some reports suggest that only 10% of your audience is seeing your posts. The new algorithm works on post engagement so how many likes, comments and general interaction your post is getting. By lots of interaction, Instagram determines that this post is engaging and thus more people will want to see it. Basically if those initial 10% engage, then the other 90% may see it. So, although my post is probably now two months old for those that stay on top of #eventtech changes for those that still need help, here are my top two tips to try and beat that algorithm.
Hashtags – I always thought loads of hashtags gave you more chance of being noticed by anyone searching for any of the 30 hashtags that Instagram allowed… This is wrong. Apparently less is more and a couple of hashtags specific to the niche you are targeting will suffice. Instagram will see you less like a spammer and this may get more of your stuff seen. Lots of hashtags also makes you look like you are just posting to get likes when instead, you should be sharing your posts with people who are genuinely interested in your content.
In events we are lucky we have #eventprofs, #eventplanner and #eventtech which are of most interest to me. In theory, using these three with one of two in addition (#sitevisit #comeflywithme #production) depending on what I want people to engage on may be enough.
I have all my hashtags saved in my notepad and then copy and paste them into a post depending on the content. I keep them specific to travel posts and site visit posts, catering and food posts and general event planning posts.
Comments – try and comment and respond to your comments as quick as possible. I know this is not always ideal but to keep the momentum going it is suggested you shouldn’t really be leaving it more than an hour to respond to a comment.
Another way to boost engagement on your posts via comments is to use comments that provide a call to action. Ask a questions to start an engaging conversation but make sure they are relevant to the post. In events we could ask questions on catering, perhaps comparing two dishes, side by side at a tasting and asking for user preference to production/set design!
There is a great read here from Hootsuite that will give you more tips on how to write fabulous, engaging comments.
That’s my top two tips – let me know how you get on!
Michelle Rees is a Events Advisor for a London Law Firm
Kate is a Events Manager for a London Law Firm