What to Post on Instagram for Your Business

Post what Instagram says it ranks. For Reels, that is a video people watch all the way through, reshare or like Source [2]. For Feed, it is a post people spend a few seconds on, comment on, like or share Source [2]. For Stories, it is a story people tap and reply to Source [2]. The post types below follow from that.

Autonomah makes the copy, the images, the carousels and videos Source [3].

A restaurant can show a dish being made. A shop can show a product in use. A service business can answer a question its customers ask. Each gives people a reason to watch, share, save or reply.

What Instagram says it ranks

Instagram says each part of the app has its own ranking Source [2]. Here is what it names for each one.

For Explore, Instagram adds that how fast others like, comment, share and save matters more than in Feed Source [2]. For recommendations, it says two things matter most. One is engagement per viewer. The other is how likely the viewer is to watch and engage. Engagement means actions such as watch time, sharing, following, liking, commenting and profile visits Source [1].

One limit. The ranking page is dated May 31, 2023 Source [2]. We found no newer page. Instagram may have changed its signals since. Read it as what Instagram says, not as a guarantee.

Turn each signal into a post type

Our read: each signal asks for a different kind of post.

• Watched to the end. A short reel with the point in the first 3 seconds. Instagram tells creators to make those seconds engaging Source [1].
• Reshared. Something relatable. Instagram says relatable content typically earns more reshares Source [1].
• Saved. A post people want to keep: a menu, a size guide, a checklist. A carousel fits.
• Replied to. A story with a real question. Stories are ranked on taps and replies Source [2].
• Commented on. A post that makes people want to answer you or each other Source [1].

What to post if you run a restaurant

1. A dish being made, as a reel. Open on the finished dish. Then show the steps. It targets watch-through and reshares Source [2].
2. The week's menu, as a carousel. Or the three dishes to order. It targets saves and shares Source [2].
3. Today's special, as a story. Ask which side people want. It targets taps and replies Source [2].

Use real footage from your own kitchen. Instagram asks for original content Source [1].

What to post if you run a shop

1. A product in use, as a reel. Film it where your customer uses it. It targets watch-through and reshares Source [2].
2. A guide, as a carousel. Sizes, three ways to use one item, how to care for it. It targets saves and shares Source [2].
3. A story with a question. Which of two colors should you restock? It targets replies Source [2].

Upload the highest resolution you can. Instagram says people engage more with high visual quality Source [1].

What to post if you run a service business

1. The answer to a customer question, as a reel. Say the answer in the first sentence. It targets watch-through and reshares Source [2].
2. A checklist, as a carousel. What to prepare before the first appointment. It targets saves and shares Source [2].
3. A day of work, as a story. Show the job as it happens. It targets taps and replies Source [2].

Then answer the comments. Instagram suggests replying to comments on a reel within the first 7 days Source [1].

What Instagram says to leave out

• Contests and giveaways. Instagram's recommendation guidelines name content that promotes a contest or giveaway. They list it with clickbait and engagement bait. It does not recommend any of them Source [1]. Our guide to Instagram giveaway rules covers running one anyway.
• Content that is not yours. Instagram says original content gets the best reach Source [1]. It aims to make some reels less visible. These are low resolution, watermarked, muted, bordered, mostly text, or already posted on Instagram Source [2].
• Hashtags that do not fit. Instagram says irrelevant hashtags can hurt. Your content may reach people who are not interested Source [1].
• Reels over 3 minutes. Instagram recommends videos of 3 minutes or less to people who do not follow you Source [1].

How often to post

The Instagram pages we read give no number for businesses. Posting frequency is one factor of many Source [1]. Creators with the greatest net follower growth post 10 or more reels per month, on average Source [1]. Those are creators, not businesses. The page gives no result for your account.

Our recommendation: pick a rhythm you can keep for a month. Then read the content insights under each post Source [1]. Our guide on content pillars shows how to tag posts and compare. To test timing, see the best time to post on Instagram. Each week, Autonomah proposes what to post and why Source [3].

The rules you may have seen

You may have read about a "5-3-1 rule" or a fixed ratio of post types. The two Instagram pages we read do not mention one Source [1]Source [2]. Treat any fixed ratio as someone's opinion until Instagram says it.

How Autonomah does it

Autonomah is an artificial creative brain. It thinks up, creates and publishes your brand's advertising Source [3]. It proposes the pieces. You approve, ask for a change or reject Source [3].

Want a week of posts like these? See how the plans work.

Frequently asked questions

What should a small business post on Instagram?

Posts that match what Instagram says it ranks. That means reels people watch to the end, carousels people save or share, and stories people reply to Source [1]Source [2].

How many times a week should a business post?

The Instagram pages we read give no number for businesses. They say frequency is one factor of many Source [1].

Should I run giveaways?

Instagram lists content that promotes a contest or giveaway as content it does not recommend Source [1]. A giveaway can still run. Expect it not to be recommended.

Do I need reels?

Not always. If video is your style, Instagram says consistent engaging reels are the most effective way to grow followers. If you prefer photos, it says feed posts or carousels help you engage your audience Source [1].