Lately, I’ve seen so many articles about oversaturation on Social Media, particularly Instagram. Because of the huge growth and popularity of the channel, reaching new users has become even more difficult in recent times. So what can you do to grow on Instagram when engagement is on the decline? One of the options is to utilise different channels and use TikTok to boost Instagram growth.
What’s happening with Instagram Reels Reach?
Instagram is one of the biggest social media platforms in 2024. In fact 68.7% of UK consumers use Instagram the most, followed by Facebook and TikTok.
However recent studies show that it’s not unusual for Instagram Business Accounts to experience significantly lower levels of engagement than the average. And whilst Reels still have the highest levels of reach compared to other post types on the platform, due to a number of factors (including over saturation) the engagement rates from Reels on a whole are decreasing. A Social Insider study found a 25% decline in Reels engagement over 2023.
The declining numbers for engagement doesn’t mean that businesses should stop creating Reels altogether, however it does indicates a need to create Reels content that engages your audience. This can be achieved through a solid Instagram Strategy & pinpointing who your target audience are and what resonates with them the most.
Can I post across different platforms to boost my reach?
Another way to increase your reach on Instagram could be to utilise different social media channels which are being used by your target audience.
According to data from Kepios, only 0.2% of Instagram users are unique to the platform. A large number of people use it alongside other social media platforms such as Facebook (80.8%), YouTube (77.4%) and TikTok (52.8%). That means that using different platforms could help you to increase your reach and engagement on Instagram too.
But can I really use TikTok to boost Instagram growth.?
One thing is for sure, TikTok is building momentum in the UK. Close to half (47.8%) of consumers use it frequently. If you think TikTok is just for dancers and funny memes, think again. TikTok is more than an entertainment app. Nearly half (46.5%) of UK consumers rely on it for product discovery and over a third (36.3%) use it as a news source.*
I’m seeing huge success in terms of increased reach, growth and engagement for new and established business accounts that I work with using TikTok. Interestingly, this success on TikTok has been translating over on to Instagram too.
A TikTok video I posted for a local restaurant recently went viral, and as a result, their Instagram channel also saw a burst in growth and engagement.
Be sure to link your TikTok & Instagram channels together
To maximise the benefits of a cross-platform approach, it’s important to optimise your TikTok and Instagram bios. Be sure to add your Instagram channel on your TikTok bio, making it as easy as possible for people to be able to switch to the platform where they can find out more about your business.
Then make sure that both your TikTok & Instagram bio have a relevant website link set up to convert all those new followers!
Should I add my website to my link in bio?
Yes! You should always make use of social media link in bio features to ensure you’re driving traffic to your website for people to make a purchase, enquiry, donation or other key goal you might have.
Simply copy and paste a link to your website into your TikTok & Instagram bios or if you don’t have a website yet you could use a “smartlink” set up through Metricool. This is similar to Linktree where you create a separate landing page containing multiple links directly to your businesses key priorities.
Key Takeaways…
- Instagram is still a hugely popular channel which continues to grow with new users.
- Reels still remain the form of content which reaches the most people on Instagram.
- However Reel engagement and reach rates are declining.
- Posting across channels to reach new people in your target audience is a great way to boost growth!
- Make sure you add social media links on each of your social media channels to encourage cross channel growth.
- It’s important to add a website link to your channel bios and make it as easy as possible for people to find out more, book, buy, donate…. or direct them to where you’d like them to go.
Need some help standing out from your competitors on Social Media?
I can help you create a killer social media strategy! Or why not join one of my upcoming workshops?
I’ll be posting more on my blog to help support you with marketing your small business. But if you need a helping hand to develop your marketing strategy or want more tailored advice, I can help! Check out my services here.
