How Much to Post on Instagram in 2021

Did you hear? Apparently, in a private conversation late last year, Instagram told a group of content creators the magic key to posting to boost engagement on Instagram (and you know, making the Instagram algorithm work for them). Note, it is unrealistic and I will tell you why below...

Here is what Instagram recommends for social media marketers & content creators:

✔️ At least 3 in-feed posts a week (including in-feed Reels or IGTV posts).
✔️ 8-10 Stories a week (coming out to 2 a day)
✔️ 4-7 Reels a week.
✔️ 1-3 IGTV posts a week (including at least one time on Instagram Live)

The article from Business Insider is behind a paywall, so I will give you the gist of it. Basically, it says that these full-time content creators that talked to Instagram team members found this amount of content to be "pretty impossible." And this comes from people who create content for Instagram FOR A LIVING.

I think three posts on the feed per week is doable, but then getting into the details about creating 4-7 Instagram Reels and 1-3 IGTV videos is a bit overboard. Each one of these posts should also live on the Instagram feed, so is Instagram telling people to post 3 images, and the 4-7 videos? I am not sure… Also…

.. Let’s talk about what this means to marketers who create social media content as only part of their jobs?

It means that you should all look at the recommendations for Instagram posting, and figure out what makes sense for your OWN BRAND. I will say - consistently in your social media posting efforts is important to keeping your customers engaged, so find a rhyme that works for you and create daily social media habits to keep it going.

“Consistency” is better than perfection

And NO, that doesn’t mean you need to post every day. Make a plan for what works for YOU (*i.e., when you have time to spend a few minutes to engage with comments right after you post) and try to post around the same time each day. And remember - spending more time upfront to create content will help make sure you are posting a mix of content that has a REAL call to action (vs just randomly posting when you remember). If you need help, I created a 12-month and 6-month content template and guidebook to help you plan your social media content ahead of time!

For me - I will be spending more time focusing on creating Instagram Reels because that is the latest shiny new object and we have been hearing over-and-over again how important video creation is to social media. And just note - you do not have to dance on Instagram Reels! So let me know WHAT questions you have about Instagram Reels, or Instagram in general — and I will try to answer all of them - and just note, I am just really learning how to so I may look silly. lol

I also just created a blog post with 10 ideas for Instagram Reels for wine businesses. Hopefully, these prompts can help inspire wineries to create short-form videos and show off their products/and teams to their social media audiences.