The most followed content on Instagram

By Tim Priebe on April 6, 2022

By Tim Priebe on April 6, 2022

Instagram has finally won me over. I’m a big fan. I’ve come a long way from my quote that used to be on our Instagram bio: “Wait, we’re on Instagram now?”

Instagram is a powerful social media platform that you can use for business purposes. It has over 1.3 billion users, and businesses have taken notice. But how do you make sure what you’re posting on Instagram is actually being followed? How do you get more engagement on Instagram?

Let’s look at whether you should even be on Instagram, the five types of Instagram content, ideas for more engaging content on Instagram, then we’ll wrap up with some overall tips to make your time on Instagram successful.

Let’s dive in!

Should your organization even be on Instagram? 

Before you even get started, ask yourself whether or not your organization should even be on Instagram. I usually recommend clients look at four different elements.


How well does the audience on Instagram match your target audience or ideal prospect? According to Hootsuite, as of 2022, most people on Instagram are either Millennial or Gen Z.


How do the capabilities Instagram offers line up with the capabilities that make sense for your business? We’ll discuss the specific types of Instagram content here in a minute, but it’s highly visual, and there aren’t many ways to link back to your website.

Culture Fit

When you look at your organization’s culture, how well does that mesh with the culture of Instagram? Instagram is primarily an informal platform with a very relaxed environment.

Comfort Level

Finally, how comfortable are you on Instagram? Or if someone else is managing it, how comfortable are they?

You shouldn’t make your decision based on just one of those factors, but consider all four when deciding how much time, energy, and even money to invest in Instagram.

The five types of Instagram content 

It’s helpful to understand the types of Instagram content you can actually create. This has nothing to do with the topic of the content, but just what the format is.

Photo Posts

These are the most common type of posts on Instagram. They’re simply photos with a caption. This type of post has been around since Instagram launched in 2010. They appear in your followers’ feed and on your profile grid. You can also post a series of photos at once rather than just one photo.

Video Posts

Video posts have been around for a while, and they’re becoming more and more popular. They can be up to 60 seconds long and can be a great way to show off your product or service. These also show up in the feed of your followers, on your profile, and on the video tab of your profile.


Relatively speaking, stories are a newer feature on Instagram, having debuted in 2016. They allow you to share photos and videos that disappear after 24 hours. They’re a great way to share quick updates and engage with your followers.


Live videos debuted in November 2016. As the name implies, they allow you to stream live videos to your followers. This can be a great way to connect with your followers in real-time, and it can also help you build rapport with them.


Reels are a feature that Instagram added in late 2018. They’re similar to stories, but they allow you to create longer videos, up to 60 minutes long. Reels are great for content that lends itself to a longer format, like product demos or behind-the-scenes footage.

The most engaging content on Instagram 

Now that we know the different types of content you can create on Instagram, let’s look at the most engaging content. Here are some types of content you can share on Instagram that are almost guaranteed to get more engagement.

Interview others in stories or reels

Interviews are a great way to get more engagement on Instagram. They’re also a great way to build relationships with other businesses and people in your industry. You can interview others in stories or reels, which can help get more exposure for them.

Share a how-to Live video

How-to videos are another type of content that’s great for engagement. They’re helpful, and people love learning new things. You can share a how-to Live video on any topic!

Share fun facts about your team members

People love learning about the people behind businesses and nonprofits they follow. Share fun facts about your team members in photo posts, stories, or reels.

Post short videos about your company values

People love learning about the values of the businesses they follow. Share short videos about your company values in stories or reels. Short stories work great, but in a pinch, you can just talk about the value and why it’s important to you.

Do a shout-out for your favorite customers or strategic partners

People love feeling appreciated. Do a shout-out for your favorite customers or strategic partners to show your appreciation for them.

Post teasers for upcoming events

People love getting excited about things. Post teasers for upcoming events. It’s a great way to get your followers excited about what’s coming up, and it’s also a good way to see more people at those events.

Share customer testimonials

People love reading positive reviews about the businesses they follow. Share customer testimonials to show off your happy customers. Many of them will love seeing themselves in your feed!

Run a contest or giveaway

People love contests and giveaways. Run a contest or giveaway on Instagram. This can help get more engagement from your followers.

Tips for a successful Instagram campaign 

Now that we know the most engaging types of content on Instagram, let’s discuss some quick tips on how you can create successful Instagram campaigns for your organization.

Here are a few tips to get you started:

  • Instagram is a visual platform, so it’s important to make your photos and videos look good. It takes more than a good camera. It takes time, effort, ongoing education, and talent.
  • Use a social media management tool to help you plan and schedule your posts ahead of time.
  • Make sure you’re using the right hashtags for your business, and use a mix of popular and niche hashtags.
  • Respond to comments and questions from followers as quickly as possible.
  • Monitor your analytics to see which types of posts perform the best for you, and try to replicate that success.
  • Post regularly, ideally, at least once a day.
  • Experiment with different types of content to see what works best for you.
  • Create a call to action in your posts, and make sure it’s clear what you want your followers to do.

Now that you know the most engaging types of content to post on Instagram and some tips for creating successful campaigns, what are you waiting for? Try out a few different things and see what works best for your organization. And as I already mentioned, be sure to respond to comments and questions from followers quickly; engagement is key to success on this platform.

If you need help with your Instagram presence, we would love to talk and see if we can help. Just give us a call or send us an email.

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