With over 1 billion global users, it’s tougher than ever to stand out on Instagram. These 5 underrated features can help you get eyes on your content and boost engagement. We’ll walk through what the features are, how you can find them within the app, and how they can help you make the most of your marketing efforts.
1. Least/most interacted with
What is it?
In 2020, Instagram introduced a feature that lets users see what accounts they interact with the least, and which show up most in their feed thanks to the Instagram algorithm.
How to find it:
Go to your profile and select “Following.” You’ll see two categories: Least Interacted With, and Most Shown in Feed. Click into the categories and you’ll see a list of users that fall into the designation.
How it helps you:
Use the “Least Interacted With” category to clean up your follows so you can focus on building relationships with users that matter most. Your followers are likely doing the same cleanup, which means that you will have a more engaged audience as well. So while you may lose a few followers this way, the ones you keep will be the ones most likely to engage with you. Think of it as quality over quantity.
There’s another big benefit of these new categories: it serves as a quick check of your own engagement efforts, so you don’t accidentally drop the ball or waste your time. Spot someone on the “Least Interacted With” list that is a key partner? Turn on notifications for their content so you can make sure to show them some love. Likewise, if there’s someone on your “Most Shown in Feed” list that really doesn’t do much for your brand, you can choose to mute (or unfollow) them.
2. Bio URL
What is it?
A field within your Instagram bio where you can link to an external webpage.
How to find it:
Open your Instagram in the mobile app. Visit your profile by tapping the person icon in the bottom right. Tap the “Edit Profile” button below your bio. Add your URL into the “Website” field, then tap “Done” in the top right corner to save it.
How it helps you:
Your Instagram Bio Link is prime real estate! It is perhaps your most important call to action within the platform, so don’t let it go to waste. It’s also your only opportunity to share external links on Instagram if you lack 10,000 followers (that’s the point at which the ‘Swipe Up’ feature gets enabled).
While a static URL – perhaps linking to your company webpage – may seem like a good idea, that’s not very engaging for your followers. Instead, update your URL weekly to drive traffic to specific areas of your website. This is especially recommended over a Linktree if you’re trying to boost your website’s SEO ranking.
3. Image Size
What is it?
Instagram now lets you post full-size images, not just square ones. While Instagram will automatically crop your image into a square, you can toggle the format button to adjust the crop.
How to find it:
First, you’ll need to make sure your image is sized outside of the app. Check out a size guide to determine the best aspect ratio for your image. Then, when you access your photo gallery within the app, you’ll see the format button (circled below) above your camera roll. Instagram will automatically crop your image into a square, but if you tap the format button, it will zoom out into your full-size image.
How it helps you:
While this might seem like a basic feature, the key to engagement lays in your photo orientation. When you post horizontal or square images, you run the risk of your followers getting distracted by other posts on their feed and scrolling past yours. Optimize for engagement by uploading vertical photos that will take up the most space on your followers’ feeds.
4. Infinite Colors within Stories
What is it?
At first glance, it looks like Instagram only lets you choose from a few pre-selected colors within Stories. But you can actually type or draw in any color you want.
How to find it:
In Instagram Stories, you have three options for text and drawing colors.
- Pre-selected colors they offer, shown as little circles on their palette.
- Tap and hold on the color palette. You’ll see the default color options expand into a full color slider. Just drag to pick any color in the slider.
- Use the color picker to select any color that’s on the screen. You can even pull up an image of your brand colors, select one with the picker, and then delete the image (just select and drag it down into the trash can icon that appears at the bottom of the screen) so all you’re left with is your brand color!
How it helps you:
Your brand colors are a huge piece of your brand identity. Keeping all your social content visually consistent will help your followers remember you. It’s particularly helpful in Instagram Stories where users are fed a constant stream of content with only your small profile picture and handle in the top left corner. Having color branding on screen will signal that it’s your content and make your followers pay attention, even when they’re flipping through Stories quickly.
5. Reels
What is it?
15 to 30-second video clips, often set to music, that users can share to their profile or stories. Reels are Instagram’s response to the rise of TikTok and their way to engage the video-obsessed Gen-Z demographic.
How to find it:
To create a Reel, select Reels at the bottom of the Instagram camera (learn more about creating Reels here). You’ll see the Reels of other users in your feed, in the explore page, and on the dedicated Reels page. You can also view all the Reels a user has created in the Reels tab of their profile.
How it helps you:
You have a better shot at getting eyes on your Reels than on your posts, especially if you don’t have a large following. Why? Reels now take center stage of the main navigation bar, signaling how hard Instagram is pushing to get users to browse and create their newest feature. The Instagram algorithm also favors early adopters of new features, so Reels tend to get featured over other Instagram content, which drives engagement for the creator.
Another huge bonus? Reels are permanent, as opposed to Stories that last 24-hours. A 2019 survey found that 63% of U.S. adults use the platform daily (which is good for Stories!) but Reels can help you capture that other 37%. They also tend to circulate longer in the explore page since the content isn’t yet as crowded as posts. Again, this means more eyes on your content and a better shot at engaging with users.
Not sure how to get started or need a little help with Instagram marketing? Our team would love to help! Contact us today!