How to Post on Instagram

Posting on Instagram might seem like it's just about tapping a button, but creating content that actually connects with your audience and grows your brand involves a bit more strategy. This guide breaks down exactly how to post across Instagram - from timeless feed posts to engaging Reels and interactive Stories - and provides the tips you need to make every piece of content count.

The Foundation: How to Create a Killer Instagram Feed Post

The Instagram feed is your brand’s visual storefront. It’s where people land to decide if you’re worth a follow. A great feed post can be a single image, a video, or a multi-slide carousel that tells a story. While trends come and go, a strong feed presence remains essential.

Step-by-Step: Posting Photos and Videos to Your Feed

The technical process of posting is straightforward, but knowing the small details can make a difference. Here’s the A-to-Z breakdown:

1. Start Your Post: Open Instagram and tap the plus icon [+] at the bottom center of the screen. This opens your phone’s photo library.
2. Choose Your Media: Select the photo or video you want to share. If you want to create a carousel with up to 10 images or videos, tap the layered square icon (the "Select Multiple" button) and choose your assets in the order you want them to appear.
3. Edit and Filter: Once you tap "Next," you’ll see Instagram’s editing tools. You can apply a preset filter or tap "Edit" for more granular control over brightness, contrast, saturation, and more. A consistent editing style helps define your brand's visual identity. For carousels, you can edit each slide individually by tapping on it.
4. Write Your Caption: Tap "Next" again to move to the final screen. Here, you’ll write a compelling caption. This is your space to add context, tell a story, or prompt a conversation. Don't rush this step - a weak caption can undermine a brilliant visual. We’ll cover what makes a good caption in a moment.
5. Tag People and Products: Tap "Tag People" to tag other Instagram accounts in your photo. This is great for collaborations or giving credit. If you have Instagram Shopping set up, you can also tag your products here.
6. Add Your Location: Tap "Add Location" to geotag your post. This can dramatically increase visibility, especially for local businesses, travelers, or event-based brands. Posts with a location get significantly higher engagement.
7. Share: Once you're ready, tap "Share." Your post is now live on your feed! You can also opt to share it simultaneously to connected Facebook, X (formerly Twitter), or Tumblr accounts.

Beyond the Basics: Making Your Feed Posts Pop

Just putting a post out there isn't enough. You have to make it work for you. Here’s how to elevate your feed content.

Write Captivating Captions

Your caption is where you connect with your audience. Aim to do one of three things:

• Entertain: Tell a funny story or share a relatable, behind-the-scenes moment.
• Educate: Offer valuable advice, share a quick tip, or explain a new concept.
• Inspire: Share a motivational quote, a personal success story, or a big idea.

Always end your caption with a direct call to action (CTA). Encourage people to comment with their opinion, save the post for later, tag a friend who’d find it useful, or click the link in your bio.

Master Your Hashtag Strategy

Hashtags help new audiences discover your content. Think of them as keywords for Instagram. A good strategy mixes different types of hashtags:

• Branded Hashtags: Unique to your business (e.g., #PostbaseTips).
• Community Hashtags: Used by people in your niche (e.g., #SocialMediaMarketing).
• Niche Hashtags: More specific terms related to your content (e.g., #InstagramReelsStrategy).
• Location Hashtags: For reaching people in a specific city or place (e.g., #NewYorkCoffee).

Forget the old advice about using all 30 hashtags. Instead, focus on using 5-10 highly relevant hashtags that accurately describe your post. You can place them at the end of your caption or in the first comment immediately after posting - both methods work just fine.

Leverage Carousels for Deeper Engagement

Carousel posts are fantastic for storytelling and education. Since users spend more time swiping through them, the algorithm often gives them more visibility. Use carousels for:

• Tutorials: A step-by-step guide to doing something.
• Data Dumps: Share interesting stats or insights.
• Photo Dumps: A collection of candid photos from an event or week.
• Before-and-Afters: Show a transformation.

Ignite Your Growth: A Guide to Posting Instagram Reels

Reels are Instagram's short-form video feature and the number one way to reach people who don’t already follow you. They are designed for discovery, and a single successful Reel can bring in hundreds or even thousands of new followers. Prioritizing Reels is non-negotiable for anyone looking to grow on Instagram today.

The Quick-Start Guide to Creating an Instagram Reel

Creating a Reel is simple, and you don’t need professional video equipment - your phone is enough.

1. Tap the [+] icon and select "Reel."
2. You can either record clips directly in the app or upload pre-recorded videos from your camera roll. Use the timer feature to record hands-free.
3. Tap "Audio" to add music or trending audio. Using a sound that’s currently popular can give your Reel a significant boost.
4. Explore the effects on the left-hand menu. Popular options include the green screen effect, AR filters, and transition tools.
5. Once your clips are recorded or uploaded, tap "Edit video" to rearrange them, trim them, or add transitions. In this screen, you can also add text overlays, stickers, and a voiceover.
6. Write a concise caption, select a cover image for your Reel (this is what people see on your profile grid), and tap "Share." Make sure the "Also share to Feed" option is toggled on to maximize initial visibility.

Strategies for Reels That Actually Get Views

Just because it’s a video doesn’t mean it will perform well. Successful Reels typically follow a proven formula.

• Hook Them in 3 Seconds: The first few seconds are everything. Open with a provocative question ("Are you making this marketing mistake?"), a bold on-screen text hook ("3 Apps You Can't Live Without"), or a visually interesting shot.
• Use Trending Audio: Tap the music icon when watching other people’s Reels. If you see an upward-facing arrow next to a sound, it’s trending. Save it and use it in your next Reel. Don't just lip-sync - find a way to apply the sound to a concept from your own niche.
• Provide Value or Entertainment: Your Reel should either teach something or make someone laugh. Tutorials, "day in the life" stories, myth-busting, and relatable humor are formats that consistently perform well.
• Keep It Authentic: Highly polished, corporate-style videos often fall flat on Reels. The most engaging content feels native to the platform - it’s casual, lo-fi, and personality-driven.

Build Community: How to Use Instagram Stories Like a Pro

If the Feed is your highlight reel, Stories are your behind-the-scenes documentary. They are a temporary, 24-hour format perfect for building a deeper connection with your existing followers. Stories are about conversation, not perfection.

How to Post an Instagram Story

Posting a story is quick and easy:

1. From your home feed, swipe right or tap your profile picture with the [+] on it.
2. This opens the camera. You can take a photo, hold the shutter button to record a video, or swipe up to access content from your camera roll.
3. After selecting or creating your media, you can add text, draw, or add interactive elements using the icons at the top of the screen.
4. When you're happy with it, tap "Your story" in the bottom left corner to post it.

Using Interactive Features to Boost Engagement

The real power of Stories lies in the interactive stickers. Use them every day to turn passive viewers into active community members.

• Polls &, Quizzes: These are low-effort, fun ways for your audience to engage. Ask "This or That" questions related to your industry or quiz them on a fun fact.
• Question Stickers: Invite your audience to ask you anything (an "AMA") or ask them a question to gather feedback and ideas for future content.
• "Add Yours" Stickers: Create a sticker prompting your followers to share a photo based on your theme (e.g., "Show me your workspace"). This creates a chain of user-generated content linked back to you.
• Link Stickers: Once a gatekept feature, anyone can now use link stickers to drive traffic directly to a blog post, product page, or YouTube video. Use them strategically to funnel your audience to other important platforms.

Connecting the Dots: Your Weekly Instagram Content Plan

Consistently posting high-quality content across all three formats requires planning. Here’s how to create a simple system that works.

Finding the Best Time to Post

While general advice suggests posting on weekdays around midday, the best time to post is when your audience is most active. To find this data:

1. Go to your profile and tap "Professional Dashboard."
2. Tap "Account Insights" and then "Total Followers."
3. Scroll down to the bottom to see "Most Active Times." Here, you can toggle between hours and days to see spikes in your audience's activity. Aim to post just before or during these peak times.

Building a Visual Brand Identity

Your content should feel cohesive. This doesn't mean every single post has to look the same, but they should feel like they belong to the same brand. Establish a consistent color palette, a few go-to fonts, and a signature filter or editing style. Your feed might be polished and professional, while your Stories can be messy and fun - as long as the voice and core message remain aligned.

Create a Simple Content Calendar

A content calendar reduces stress and promotes consistency. You don't need a fancy spreadsheet, a simple calendar or a notes app will do. Plan your content themes a week or two in advance. For example:

• Monday: Motivational Reel
• Tuesday: Educational carousel post + polls in Stories
• Wednesday: Behind-the-scenes photo post + Q&,A in Stories
• Thursday: Quick-tip Reel
• Friday: "Add Yours" Story chain to generate community content for the weekend

Batching your content creation - shooting all your videos on one day, writing all your captions on another - makes this process far more manageable.

Final Thoughts

Posting on Instagram has layers, but it becomes intuitive with practice. By balancing polished feed content with dynamic Reels and person-to-person Story interactions, you can create a complete content strategy that not only attracts new followers but also nurtures a loyal community.

Juggling all these formats, planning a calendar, and staying on top of engagement can feel like a really demanding task on your own. We struggled with this ourselves, which is why we created Postbase. It lets us plan our entire schedule with a simple visual calendar, and because it was designed for a video-first world, we can easily schedule all of our Reels and other posts across multiple platforms from one spot. It helps take the chaos out of staying consistent so we can focus more on creating great content.