How to Create Engaging Content on Instagram: A Guide for Individuals and Businesses

Information in this blog post was obtained from the Hootsuite Blog, HubSpot Blog, and Semrush Blog.

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Instagram has become a powerful platform for brands, influencers, and individuals alike. Whether you’re looking to connect with your audience, build a community, or showcase your unique voice, Instagram can help you achieve your goals. But with millions of posts shared every single day, standing out takes more than just clever captions and trendy hashtags.

So how do you get people to engage instead of scrolling past?

In this blog post, we’re diving into the top three strategies to help you turn passive viewers into active followers. You’ll learn how to create content that inspires connection, matches your aesthetic, and actually gets seen. Whether you're a college student like me juggling work and school, or you're managing a business account, these tips will help elevate your Instagram presence.

Step 1: Understand What Works (and What Doesn’t)

Creating engaging content starts with understanding the Instagram platform. Not every post format or caption style will get traction, but there are key practices that consistently perform well:

What Works:	What Doesn't:
Visually appealing photos	Overly polished or impersonal content
Short and snappy Reels	Posts with no call-to-action
Behind-the-scenes content	Inconsistent posting schedules
Trending audio and hashtags	Long captions with no hook

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The key is to align your content with your goals—whether that's sharing your life, promoting a product, or growing your brand’s reach.

As a college student and full-time employee, I’ve learned that being authentic is what draws people in. I often share “day in my life” posts that show the reality of balancing school and work. These posts usually receive the most interaction because they’re real, honest, and relatable.

Step 2: Learn from Real Examples

Let’s look at how Instagram works for both individuals and businesses.

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For Individuals

Instagram is your space to be you. Share your adventures, express your creativity, or just post the everyday moments that matter.

For example, Reece Callaway, a fellow student, says:

“I use it to show some of the cool trips and adventures I go on with my friends and family!”

That’s the beauty of Instagram—it’s personal. Whether you’re posting selfies, travel pics, or updates from your daily routine, your authenticity is what people connect with.

For Businesses

Businesses, on the other hand, use Instagram as a strategic marketing tool. Engaging posts are designed with clear goals in mind—whether it's driving sales, boosting awareness, or building a community.

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Great examples include:

• Relatable memes or quotes that speak directly to the audience’s experience.

• Educational how-to posts or Reels.

• Interactive stories with polls, quizzes, and Q&A stickers.

Consistency is key. When businesses post regularly and use the right tools, they can stay top-of-mind with their audience.

Step 3: Boost Engagement with Creative Strategies

Now that you understand what makes content work, here are three powerful strategies to level up your Instagram game:

1. Partner with Creators for Branded Content

Instagram’s branded content tools make it easier than ever to collaborate with creators. These partnerships can help promote your message to new audiences and increase your brand’s exposure. Whether you're a small business or a larger brand, co-creating content brings fresh perspectives and authenticity.

2. Answer Questions Creatively

Turn comments into conversations. Instagram lets creators reply to questions in the comments with new Reels—an awesome way to visually demonstrate solutions or continue a dialogue. Engagement doesn’t stop at the post—keep the conversation going.

3. Use Carousels to Tell a Bigger Story

Carousels allow you to share up to 10 images or videos in a single post. This format is ideal for storytelling, tutorials, product showcases, or step-by-step guides. It invites users to swipe, pause, and engage more deeply with your content.

For more information about creating engaging content on Instagram, go read my colleague John's post about it here at Create the BEST Engaging Instagram Content: 5 Proven Ways [in 2024].

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Extra Tips for Maximum Engagement

• Keep Reels between 30-90 seconds for optimal watch time.

• Use trending audio and filters to tap into what’s popular.

• Include clear calls to action like “comment your favorite,” “tag a friend,” or “save this for later.”

  
  

By focusing on content that evokes an emotional reaction, like laughter or nostalgia, you can increase your chances of getting shared and saved, which boosts visibility.

Resources

Gesenhues, A. (2024, February 26). How to post on Instagram: What to post, when to post & how to boost engagement. Semrush. https://www.semrush.com/blog/how-to-post-on-instagram/#what-content-to-upload

Newberry, C. (2024, February 29). 40 Instagram post ideas to spark your creativity. Hootsuite. https://blog.hootsuite.com/instagram-post-ideas/

Shewan, D. (2024, March 21). How to use Instagram: A beginner’s guide. HubSpot. https://blog.hubspot.com/marketing/how-to-use-instagram#how-to-use-instagram