How to get more followers on Instagram: 5 strategies to grow your audience

Instagram is the foundation of so many brands’ social presence. Instagram marketing has proven to drive traffic, support sales and engage customers.

But if you’re not thrilled with your Instagram growth and engagement, you’re not alone.

Competition on the platform is fierce. And cracking the code of Instagram’s algorithm can be tricky.

However, taking steps to grow your audience is absolutely worth it. That’s because the bigger your audience, the more opportunities to delight your customers.

In this post, you’ll learn about five powerful strategies to tweak your presence and get more followers on Instagram. Let’s break them down.

5 key strategies to get followers on Instagram (for free)

Before we get into the nitty-gritty, this post is about building an organic following.

And yes, the distinction matters!

Some brands want to take shortcuts when it comes to trying to get more Instagram followers. We don’t pretend these pay-for-play sites don’t exist.

But these services aren’t worth it for brands long-term. The Instagram algorithm weeds out low-quality accounts and faux engagement from paid bots.

Growing your audience authentically gets you results that actually matter to your business: brand awareness, revenue and loyal customers.

Read or watch the video below for our best tips on getting more Instagram followers (the right way).

1. Optimize your Instagram account

Before you worry about how to get followers, consider how your Instagram business profile is set up first. Ask yourself:

• Does your profile “look the part?”
• Can your audience easily find it?
• Does it encourage them to take action?

Here’s how you can optimize your Instagram profile for maximum impact.

Choose a professional profile photo

Your profile photo is part of your brand identity on Instagram.

For businesses, a high-quality and appropriately-sized logo is ideal. Any text in your profile picture should be legible on a smartphone screen.

Place keywords in your name, handle and bio

If you want more followers, your profile needs to be discoverable by your target audience.

For starters, add the right keywords to your account. There are three places to focus on here:

• Your username (or handle)
• Your profile name
• Your bio (description)

To have a search-friendly username, stick to either your brand name or whatever’s closest to your existing social handles.

If your name is too long, shorten it to a variation your audience would recognize (ex: Cold Stone Creamery’s account is @coldstone). You can always write the full version in your profile name.

Next is your bio. You can use this space to add keywords related to your niche, industry, products or services. Check out Peach Slices’ Instagram bio as an example.

With these keywords naturally weaved into the description, their account is more likely to pop up for search terms like “k beauty”, “skincare” and “acne”.

Organize stories as highlights

Ever created a killer story that you wish could live on your profile forever? With story highlights, it can.

Highlights are groups of select old (expired) stories. You can organize them by theme or topic, such as Q&As, tips or events — making it easier for people to find relevant stories.

Story highlights are also located at the top of your profile, which makes users more likely to check them first before scrolling down to your posts. Think of them as a curated portfolio that showcases the best of your brand.

Add your location and relevant links

Adding location info pushes your profile higher up in search results for local audiences.

This is especially important for businesses targeting nearby audiences or those wanting to drive more foot traffic to their physical store (e.g. restaurants).

Business accounts can also add multiple links in their bio. This is crucial for turning your followers into meaningful traffic or customers. On Instagram, bio links are your only way to funnel social traffic to your site and promotions.

Linking to your homepage is fine but not always ideal. To encourage more meaningful interactions, add links to specific product pages or even a social landing page that points to multiple links.

This gives your audience total control of how they engage your business next. That means a better experience for your followers.

Showcase your Instagram wherever you can

Don’t be shy about promoting your Instagram if more followers are your goal.

There is no one-size-fits-all approach to promoting your ‘gram, either. Here are a few ideas:

• Add social media icons to your website and emails. Social media icons make it easier for people to find your business and help you connect with customers.
• Feature an Instagram feed on your homepage or product pages. Many e-commerce and consumer brands have dedicated UGC feeds on-site (see Sony’s example below).
• Re-share Instagram-specific content or announcements on other social channels. For example, you could talk about an upcoming IG Live via TikTok or Facebook.

Pro tip: Use Sprout Social’s social media scheduling and publishing features to easily plan posts across multiple social media platforms from one dashboard.

2. Develop a solid content strategy

Instagram success doesn’t happen by accident. It takes a clear strategy — one that shows off your brand’s unique side and helps you create content that clicks. When you nail that, engagement goes up, your community gets stronger and new followers roll in.

Let’s dive into the tactics that make this strategy work.

Schedule Instagram posts in advance

There’s no denying that brands are at the mercy of the Instagram algorithm for reach. Still, posting at the right times can still give your posts more visibility. Anything you can do to maximize engagement is a plus.

This speaks to the value of scheduling Instagram content. With Sprout’s newest tools, brands can schedule Stories, Carousels, Reels and Posts.

Scheduling content in advance ensures control and organization. Instagram scheduling tools ultimately help you hit that cadence we mentioned earlier. The ability to crosspost content from other networks helps here, too.

You can also use Sprout’s ViralPost feature to nail down your timing, too. Our platform analyzes your engagement history and identifies the best times to post.

Keep a consistent content calendar

Momentum matters on Instagram. In other words, you likely won’t get followers on Instagram if you post at random.

Creating content and providing value is what builds your audience. Doing so consistently is what helps you keep them.

That’s why sticking to a regular posting schedule is crucial.  In terms of when and how much to post, you don’t have to stick to a set-in-stone number. Most brands post daily or near daily. This tracks our own research on how often to post as well.

For reference, below is a breakdown of the best times to post to Instagram.  “Optimal” engagement is during the mid-to-late morning and early afternoons during the week.

If you’re worried about your posts not getting seen enough, we get it. Consider how features like Stories can get more eyes on your content if it wasn’t seen the first time.

Have a strong brand and Instagram aesthetic

Instagram is home to over 200 million businesses. That’s a lot of competition. To stand out, you need to have a strong, distinguishable brand on the platform.

Maintaining consistency in things like colors, aesthetics and post style can help users remember your brand and recognize your content at a glance. Here’s how Canva does it.

Notice how their story highlights and posts follow a similar, consistent style.

Why does strong branding matter? Because it directly impacts your bottom line. Research from Marq (formerly Lucidchart) shows brand consistency can increase revenue by 10-20%.

Leverage short-form video content

Sprout’s data shows that 66% of consumers want to see more short-form videos from brands. This means Reels should be on your radar.

Reels are fun, snappy and they’re algorithm gold. Think tutorials, product highlights or even quick behind-the-scenes peeks.

And since you only have a few seconds to grab attention, get creative. Use the built-in tools like stickers, cuts, filters, music, voice-overs and transitions to craft trendy, eye-catching Reels.

Cherry on top? These bite-sized videos can easily be cross-promoted on platforms like TikTok, helping you reach new audiences and attract more followers.

Post content that followers actually want to see

Easier said than done, we know.

Filters. Captions. Content types. Post times. That doesn’t even scratch the surface.

There are so many variables to consider, right? It doesn’t help that Instagram’s algorithm is fickle. What works for one brand might not work for the next in terms of format and timing.

For example, some brands swear by Carousels. Others are all-in on Reels. Both approaches can work. You’ll quickly find on Instagram that some content gets more likes than others. This is why testing is so important.

Instagram’s native analytics are surprisingly powerful. That said, investing in Instagram analytics tools will take things to the next level.

For example, Sprout makes it easy to benchmark and analyze Instagram content across accounts. Rather than second-guess what’s working and what’s not, our reporting spells it out for you.

Be confident in your content strategy by analyzing those variables we mentioned earlier.

And if you’re unsure where to start, try analyzing your competitors. A staggering 90% of brands say that social media data helps them keep up with competing social accounts.

You obviously shouldn’t copycat your competitors. That said, you can take notes on what they’re doing or posting that drives engagement.  Sprout’s Instagram Competitors report can provide a breakdown of what’s working in your industry. A little competitive research can go a long way.

Oh, and keep your ear to the ground with new Instagram trends. That way you won’t miss out on platform-wide opportunities to hop on trending content formats.

Go live on Instagram

Host Instagram Live sessions to interact with your audience directly. This helps foster real-time engagement and build a sense of community.

For example, you could host virtual events like product launches, show quick tutorials or simply have candid chats and Q&A sessions. If you’re an e-commerce store, users can even shop your products in real-time.

Plus, you can share these Live streams as stories that last for 24 hours, allowing followers who missed out to catch up later.

3. Engage with your audience and build relationships

When you make your Instagram followers happy, you’ll see the payoff in audience growth. The best Instagram accounts have fans and communities (hint: not just followers).

For many accounts, this means building customer relationships.

Here are some ways to engage with your audience and build relationships.

Create content that highlights your brand’s personality

Content that highlights your personality and the humans behind your brand can help you connect with your audience on a deeper level. This includes:

• Inspirational content
• Humorous content
• Re-sharing UGC with unique captions
• Storytelling posts
• Behind-the-scenes photos and videos
• Posts that raise awareness for social causes

Also, make sure your content aligns with your brand voice and values. Avoid coming across as needy, solely sales-driven or robotic at all costs.

Make meaningful conversation with your audience

Food for thought: 60% of marketers use Instagram as a service channel.

The platform is perfect for going back and forth with followers. Likewise, many popular Instagram post ideas center around asking questions and engaging in a dialogue for a reason.

Off-the-cuff questions, shipping concerns or praise for products are all fair game from followers. Check out how Cometeer responds to all of the above on their Instagram posts:

Being supportive and responding promptly shows people that you care. This also applies to any brand mentions or direct messages (DMs) you get.

You’d be surprised at how your Instagram followers increase once you start acting more personable. Our Index research shows that 89% of consumers will buy from a brand after following them on social media. Every interaction counts.

Again, try to respond to as many questions, messages, mentions or comments as possible. Doing so could make or break someone becoming a long-term follower or a customer.

Engage with customers and brand advocates

Figuring out how to get more Instagram followers means engaging your audience.

And one of the best ways to do that is through responding to and republishing their posts.

Enter the power of user-generated content. UGC campaigns build social proof by showing followers you’re invested in them. For example, Drunk Elephant regularly regrams their followers’ posts. They gather content with their #BareWithUs and #DrunkBreak hashtags.

But don’t just wait for UGC to happen — spark it yourself! Encourage your customers to create content by giving them a reason to share.

For example, you could run a Reels contest where followers show off your product in action. Winners could get free merch and a feature on your page.

4. Utilize tags and hashtags

Location tags and hashtags are powerful tools on Instagram. They can help your target audience discover your posts (and profile) faster.

Here’s how to utilize tags to grow your following.

Find hashtags where your followers hang out

Instagram hashtags have been a staple of the platform, like, forever.

That said, they don’t hold as much weight as they used to.

Dumping hashtags into your posts isn’t going to get you any new followers. Especially when there’s so much noise on the platform.

Be proactive by focusing on industry-specific hashtags relevant to your customers. For example, Lashify regularly posts content to the #LashEducation hashtag. Tags are less general and competitive than #beauty. Becoming more visible within these types of tags is meaningful for brands in the right niche.

Understanding how your hashtags perform on Instagram is critical. With Sprout Social’s hashtag analytics tools, you have direct access to in-depth performance and usage data. Figuring out which hashtags to use is just a few taps away.

Use geo-tagging to attract local followers

Instagram brought back location stories last year. But now, users can find them on a map. This feature helps people search for top posts and stories in specific locations, such as a coffee shop or a shopping mall.

And how do you get your content to show up on the map? By tagging the location, of course. Geo-tagging your posts and stories makes your content visible to people in the vicinity or users checking out the place where your photo or video was taken.

Wondering how to tag the location in your Instagram story? Simply use the location sticker and type in the location you want to tag.

5. Collaborate with influencers and other brands

If you want more Instagram followers, consider teaming up with others. Collaborations open doors to new audiences and help you build trust quickly.

Below are two ways to expand your reach with partnerships.

Find and work with influencers in your niche

Influencers have a loyal network of followers who trust their word.

Collaborating with influencers in your niche, especially those with small but highly engaged followings, can amplify your brand’s reach and build credibility.

That said, finding the right influencers to work with can be challenging. There are millions of creators on Instagram, and not everyone aligns with your brand or has an authentic following (hint: they might be bots).

Good news: Tagger by Sprout Social makes this task easy for you. Use smart filters to sort through vetted influencers that match your brand.

You can also check out our free influencer database by industry full of insights to help you plan your next influencer marketing campaign.

Partner with brands that are similar to yours

Strategic brand partnerships can significantly boost your Instagram reach and engagement.

It also gives your content a fresh perspective, making the entire experience fun for everyone involved, including your audience.

Think about what your customers like beyond your products to guide your partnerships. Look for brands that fit those interests but don’t compete directly with you.

Ubereats, for example, partnered up with Blueland (a sustainable home essentials brand) to let people buy the eco-friendly company’s products directly from the Ubereats app.

They created this Instagram Reel as part of their campaign.

When you reach out to potential partners, focus on mutual benefits. Suggest ideas that would help both brands grow.

Ideally, you should start small, like co-hosting an Instagram Live or sharing each other’s content. As you see results, you can build bigger campaigns together (like Ubereats did above).

How to get more Instagram followers (the wrong way!)

Disclaimer: Sprout Social does not endorse purchasing Instagram followers. We don’t recommend services that sell followings or “Likes.”

As the social space becomes more crowded and competitive, brands are willing to take risks for the sake of instant results.

We’ll say it again: brands shouldn’t buy Instagram followers. Nobody should!

Why you shouldn’t buy followers on Instagram

Here are some reasons why buying followers to grow your account is a serious mistake.

Your real followers know what fake followers look like

Social consumers are getting savvier. Privacy concerns and social scammers have made people hyper-aware of weird activity. In short, people today are spam-detectors.

A sudden follower spike is a red flag. Not to mention having bots stink up your account with endless spam followers. This all damages your reputation and keeps you from growing an authentic Instagram following.

Fake followers bring nothing to the table

You’re probably worried about your Instagram metrics and understandably so.

That said, your follower count doesn’t mean much if your “followers” don’t drive engagement. You might look “bigger” at a glance but who cares? Consider how your engagement rate on the platform will suffer if your follower count is inflated.

If nothing else, buying Instagram followers violates TOS

No surprises here.

Consider how Meta has taken direct action against buying engagement in the past. They’ve gone as far as to shut down companies that sell likes. That’s because this practice violates the platform’s terms of service.

How are you growing your Instagram following?

Listen: getting more followers on Instagram isn’t going to happen by accident.

And despite what you might have heard, there’s no silver bullet solution for making it happen.

The strategies above can help you build the foundation for an organic following that actually engages with you. Putting these tips into action is so much easier with a powerful publishing and analytics tool like Sprout.

Want to see our suite of tools in action? Start a free trial today and see for yourself!