Your brand or company bio (the description in your profile) is one of the first things users will see. Instagram only allows a maximum of 150 characters, so use this small piece of real estate wisely to let people know exactly who you are and what you do, while giving them a reason to follow you (unless you're a large, well-known brand, avoid tag lines with little meaning (Nike can get away with "If you have a body, you are an athlete. #justdoit"). It’s also a good idea to use this limited space to prompt action with call-to-action (CTA) or a branded hashtag (but remember, hashtags in bios are not searchable).

Think beyond product posts, quotes and focus heavily on informative, entertaining and inspirational content — photos, videos and animated GIFs with captions — that speaks to your followers and
target audience.

Regramming shows your audience you’re willing to share and alerts the person whose content you shared that you did so, which often results in them following you, a strategy you should
definitely employ.

One of the most effective ways to organically increase your following is by liking and commenting (in a genuine way) on other users’ relevant posts. Although labor-intensive, this tactic can be used to gain a large number of new followers in a relatively short period of time.

Encourage your followers to tag their Instagram with a specific hashtag (such as #YourBrandRocks) to have them shared on your business feed. This creates engagement and gets people excited about seeing their images used by someone else.

Consider sponsoring giveaways or contests. The easiest way to host a giveaway or contest is by posting an image promoting the event, then asking people to like it, follow you or tag someone in the comments. These can be very effective ways to build brand recognition and promote sharing with very little investment (just a few products).

Asking influencers or Instagram users with large followings to do guest posts, or takeovers, for a period (from a single day to a week) is a surefire way to ramp up engagement and increase your following while providing fresh, interesting content.

If you’re like most businesses on Instagram, you could use more calls-to-action (CTAs) in their photo captions, but steer clear of those related to selling. Get followers engaged by asking them a question, their opinion or to take a certain action (e.g., “Let us know what you think in the comments” or “Tag a friend if you…”).

According to Hubspot, the best times to post on Instagram are Mondays and Thursdays at any time, though the optimum times to post is between 8-9 a.m. Eastern, followed 2 a.m. and 5 p.m. (avoid 3:00–4:00 p.m.). That said, it's important to use the times zones where your target audience is located. Note: In the United States, nearly 80% of the population lives in Eastern and Central time zones.

Instead of using non-specific hashtags like #travel, #nature, #MotivationalMonday and #FriYAY, focus on using of hashtags that are relevant to your brand or business, since posts with the most popular and widely-used hashtags tend to get lost in a sea of competition.

Conclusion

Instagram offers a great way to engage with consumers who may not have intended to purchase a specific product or service, by focusing on discovery, inspiration, branding and experiences, which in turn helps them create their own customer journeys.

So, no matter what your business it about, Instagram should be a part of your social media
marketing mix.