How to Publish on Instagram

Ready to get your content seen on Instagram but not sure of the best approach? You're in the right place. This guide breaks down exactly how to publish on Instagram, covering everything from standard photo posts and multi-image carousels to the high-impact formats that drive growth today, like Stories and Reels.

Understanding Instagram's Content Formats

Before you tap that "Share" button, it's good to know your options. Instagram isn't just a photo-sharing app anymore, it’s a dynamic platform with several distinct ways to share your message. Each format serves a different purpose and connects with your audience in a unique way.

Feed Posts (Photos, Videos, and Carousels)

This is the classic Instagram experience. Feed posts are the permanent content that lives on your public profile grid. They are perfect for polished, high-quality visuals that represent your brand's core message. You can post a single photo, a video up to 60 minutes long, or a Carousel post, which lets you combine up to 10 photos and videos in a single, swipeable post. Carousels are fantastic for telling a story, sharing a step-by-step tutorial, or showcasing a product from multiple angles.

Instagram Stories

Stories are temporary, full-screen vertical posts that disappear after 24 hours unless you save them to a Highlight on your profile. Because they are short-lived, Stories are the ideal place for more casual, behind-the-scenes content. They are also packed with interactive tools like polls, quizzes, question stickers, and links that encourage direct audience engagement. Think of them as the daily conversation you have with your followers.

Instagram Reels

Reels are Instagram's take on short-form vertical video, and they are currently the single most powerful tool for reaching new audiences on the platform. These 15- to 90-second videos are designed for entertainment, education, and inspiration. Thanks to a discovery-focused algorithm, a great Reel can be shown to thousands of people who don't even follow you yet, making it an incredible driver of organic growth.

Instagram Live

Going Live allows you to broadcast video to your followers in real-time. It's the most direct and unfiltered way to connect with your community. Live sessions are perfect for hosting Q&A sessions, running workshops, interviewing guests, or launching a new product. Viewers can comment and ask questions during the broadcast, creating a powerful two-way interactive experience.

How to Publish a Standard Feed Post: A Step-by-Step Guide

Posting to your Instagram feed is the foundation of building your profile. While the process is straightforward, paying attention to the details can make a huge difference in how your content performs. Here’s a detailed walkthrough for creating a polished and effective feed post.

1. Tap the Create Button (+): In the Instagram app, tap the plus sign icon, which is typically located in the bottom navigation menu or at the top right of your screen. This will open up your creation options.
2. Select Your Media: Your phone’s photo gallery will appear. You can select a single photo or video for your post. To create a Carousel, tap the icon with overlapping squares, which allows you to select up to 10 photos and videos in the order you want them to appear.
3. Apply Edits and Filters: Once you've selected your media, you can use Instagram's built-in editing tools. You can apply pre-made filters or make manual adjustments to brightness, contrast, saturation, and more. A consistent visual style helps build a recognizable brand identity, so try to stick with edits that match your overall aesthetic.
4. Write a Compelling Caption: Your caption is where you provide context, tell a story, and connect with your audience. Don't be afraid to write longer captions if it adds value. You can break up long text with line breaks (just hit "Enter") and use emojis to add personality. Most importantly, end with a clear call-to-action (CTA) that tells your followers what to do next - like "Leave a comment below," "Tap the link in our bio," or "Tag a friend who would love this."
5. Use Hashtags Strategically: Hashtags help Instagram categorize your content and show it to users interested in those topics. A good strategy involves using a mix of broad, popular hashtags (like #socialmediamarketing) and more specific, niche hashtags (like #smallbusinesstipsforcreators). You can include up to 30 hashtags. Some people place them at the end of the caption, while others prefer to add them in the first comment immediately after posting to keep the caption clean.
6. Tag People and Locations: If your post features other people or brands, tag their Instagram accounts. They will get a notification, which may encourage them to share your post with their own audience. Similarly, adding a location tag can increase your post's visibility to people in that area. This is especially useful for brick-and-mortar businesses or event promotions.
7. Review Advanced Settings: Before you hit share, you can explore the "Advanced settings" section. Here, you can write alt text for visually impaired users (a great practice for accessibility), hide like and view counts, or turn off commenting if needed.
8. Hit Share: Once you're happy with a final review, just hit the "Share" button to publish your post to your feed!

Mastering Instagram Stories and Reels

While feed posts build your public gallery, Stories and Reels are where daily engagement and explosive growth happen. Getting comfortable with these vertical formats is essential for any modern Instagram strategy.

How to Publish an Instagram Story

Stories should feel spontaneous and personal. They are designed for quick and easy sharing.

• Access the Story Camera: From your home feed, swipe right or tap the plus sign (+) icon and select "Story."
• Create or Upload: You can take a photo or video directly within the app, which is great for "in-the-moment" content. Alternatively, you can swipe up to access your phone's gallery and upload content you've already created.
• Add Interactive Elements: This is where Stories truly sing. Tap the sticker icon at the top of the screen to access a rich library of engagement tools. Add a "Poll" to get audience opinions, use the "Quiz" sticker for a fun challenge, or drop a "Question" box to host an impromptu Q&A. These features aren’t just for fun - they provide valuable feedback and increase your content’s visibility.
• Customize with Text and Music: Add context with text overlays, using different fonts and colors to match your brand. You can also add music by tapping the sticker icon and selecting "Music," which lets you add licensed popular songs from Instagram's library.
• Share It: Once your Story is ready, you can share it directly to "Your Story," send it as a direct message to specific friends, or share it with your "Close Friends" list for more private content.

How to Post an Instagram Reel

Reels are your ticket to reaching a wider audience. The goal is to create content that is engaging enough to be shared and rewatched.

• Open the Reels Composer: Tap the center Reels icon in the navigation bar, then tap the camera icon in the upper-right corner. Or simply tap the plus icon (+) and select "Reel."
• Choose Your Audio and Tools: On the left side of the screen, you’ll see several creative tools. The most important one is "Audio." Tap it to select a trending song or audio clip. Using audio that's already popular can significantly boost your Reel's reach. You can also set a timer for hands-free recording, adjust video speed, and apply AR effects.
• Record or Upload Your Clips: You can either record clips directly in the app by holding the record button or upload pre-recorded videos from your camera roll. You can record one long take or a series of shorter clips that are automatically stitched together.
• Edit and Add Text: After recording, tap "Next" to enter the editing screen. Here you can trim your clips, reorder them, and, most importantly, add text overlays. Timed text that appears on screen to tell a story or list out tips performs extremely well on the platform.
• Write a Caption and Choose a Cover Image: Write a concise, engaging caption with relevant hashtags. Before you share, tap "Edit cover" on the preview screen to choose a specific frame from your video or upload a custom image from your gallery. A compelling cover image can make a huge difference in whether someone decides to watch your Reel.
• Publish Your Reel: Finally, hit share! Your Reel will appear on the Reels tab and can also be shared to your main feed, where it will appear on your profile grid as well.

Best Practices for Consistent Publishing

Knowing how to post is only half the battle. A successful Instagram strategy is built on consistency. Consistently showing up builds trust with your audience and works favorably with the platform's algorithm.

Find Your Best Time to Post

Posting when your audience is most active gives your content the best initial chance to gain traction. To find this data, go to your profile, tap "Professional dashboard," and then navigate to "Total followers." Scroll down and you’ll see a breakdown of the days and hours your specific audience is most active on the app. Use this as your starting point, but don't be afraid to test different times to see what works best for you.

Create a Content Calendar

Relying on daily inspiration is a recipe for burnout and inconsistency. A content calendar is a simple plan of what you're going to post and when. You can use a spreadsheet, a notes app, or a dedicated platform to map out your posts a week or even a month in advance. Plan around key dates, promotions, or weekly content pillars (e.g., "Motivational Monday," "Tip Tuesday"). This strategic approach ensures you always have high-value content ready to go, freeing you from the stress of last-minute content creation.

The Power of Scheduling

Once you have a content calendar, the next step is scheduling. Dedicating a block of time to create and schedule a week's worth of content (also called "content batching") is far more efficient than scrambling to post something new every single day. Scheduling posts ahead of time locks in your consistency and frees up your daily schedule to focus on what matters most: engaging with your community in comments and DMs.

Final Thoughts

Publishing on Instagram successfully is about using the right blend of formats to build a strong brand presence and genuinely connect with your audience. By mastering the steps for sharing Feed posts, Stories, and Reels, and pairing that knowledge with a consistent posting schedule, you have a solid framework for growth.

We know that managing a content calendar, customizing posts for different platforms, and keeping up with a consistent schedule across Stories, Reels, and your feed can quickly become overwhelming. That's exactly why we built Postbase. Our visual content calendar makes it easy to plan your entire strategy, while our rock-solid scheduler lets you reliably publish all of your content - especially short-form video - at the perfect time, every time. It’s designed to handle the complexities of modern social media so you can stay creative and reclaim your time.