When I first began developing content for Instagram, I believed that increasing reach was about virality. Similar to how we know when a post goes viral up to 1k views, and you just became that overnight success instant, with collabs pouring in the inbox and DMS spilling over. What I didn’t realise is that you can’t only go viral in the hopes of creating long-term growth on the platform.
Growth happens over time, and you need to have the patience to wait for it to happen.
So if you keep asking yourself, “How can I grow if I’m not trending or going viral?
This is for you.
Here’s what we found to be effective.
Build a movement, not a moment
You know what keeps me lingering on someone’s profile? It matters—not the culture, the art, or the photograph on the wall. It’s the first caption that reads like an actual narrative. It’s not just their images or even their sound. Though it is in the sound, it’s in the experience of how their narrative resonates with us because that’s the most basic level of storytelling.
Remember, nothing drives growth like a person who knows you care, and your audience will be seen, heard, and appreciated.
Stop ghosting folks in your DMS
Use the story as an opportunity to question and return to the present.
Share and celebrate these small wins with your followers and provide an inside peek into the work your organisation is doing.
Storytelling > Marketing
Stories are back, and despite all the algorithms, trends, and most incredible stuff out there, the only thing that will stop someone in their scroll and get them to watch is a story.
Explain what inspired you to take that shot, explain how your product saved the day at the hour of need, elaborate on the day you saw or heard that quote you’re tweeting about. Your personal stories create the emotional gut punch. How do we make that connection? It is a much more potent force than any algorithm.
Create save-worthy posts
We’ve moved beyond the sharing age and into the save for later age. Curate your content posts in a way that inspires people to come back to them time and time again.
Take a crack at writing something that’s
- Bright and hopeful
- Poetic or aesthetically pleasing
A moment before you hit share, pause and consider: Would you save this post to your favorites or scroll by quicker than your case of the Mondays?
Pay attention before you demand their attention
One thing that enabled me to continue to grow despite having a low organic reach: intentional engagement.
- So, spend 10–15 minutes engaging with other people’s posts before you post.
- Follow accounts you mesh with and start those conversations by sliding into their DMs with something nice.
- Share and save Content from other members, as well.
When you do come, everyone is paying attention and looking to you. They return with them.
Real engagement isn’t about trying to get something; it’s about giving something. Meet them where they are, lead with value, and be authentic.
Sometimes growth doesn’t mean a 10K increase in a week. At other times, like right now, it feels like three new followers who understand what you’re doing. Or a DM from somebody who no longer feels alone after reading what you shared.
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