# Instagram playbook

Review and update this every quarter — platforms change. Last reviewed: Oct 2026.

## What each format is for
| Format | Job | Notes |
|---|---|---|
| Reels | Reach new people | Main growth lever. Original footage beats reposted/watermarked clips. |
| Carousels | Saves, shares, depth | Teach something, before/after, "5 ways to…", menus, product details. |
| Static posts | Announcements, offers | Use sparingly — lowest reach. |
| Stories | Existing followers, conversion | Polls, Q&A, behind-the-scenes, link stickers, daily presence. |
| Collab posts | Borrow another audience | Co-post with local creators/partner businesses. |
| Trial Reels | Test ideas on non-followers | Use to test hooks before posting to the main grid. |

## Reel rules
- **Hook in the first 1–2 seconds** — on-screen text + motion. State the payoff, don't build up.
- 7–30 s for most local businesses; longer only if retention holds.
- Always add on-screen captions (most people watch muted).
- Vertical 9:16, 1080×1920, safe zones clear of text at top/bottom.
- Trending audio helps only if it fits; original voiceover often wins for local businesses.
- End with one clear action (visit, DM, book, save this).

## Captions & discovery
- First line = second hook. Then value. Then CTA.
- Write keywords people would search ("best dosa in Waterloo", "eye exam Kitchener") — Instagram search reads captions.
- 3–5 relevant hashtags (local + niche), not 30.
- Location tag on every post for local businesses.

## What to measure
- Reach from non-followers → is it growing the audience?
- Shares/sends and saves per reach → is the content worth passing on?
- Profile visits → link taps / DMs → is it driving business?
- Followers is a lagging metric; don't optimise for it directly.

## Cadence (baseline for a retainer client)
- 3–4 Reels, 1–2 carousels per week, stories 4–5 days a week.
- Consistency beats volume: never go silent for a week.

## Red flags in an audit
- Reach stuck at roughly follower count or below → content isn't leaving the bubble; needs Reels with stronger hooks.
- High likes, low saves/shares → entertaining but not useful.
- Long gaps between posts, inconsistent visuals, bio with no clear CTA/link.