Instagram’s algorithm can sometimes feel like a puzzle—just when you think you’ve figured it out, it changes the rules.
But if you’re looking to expand your reach, there’s one strategy that works time and again: cross-promotion.
When done right, cross-promotion can get your content in front of new eyes, amplify your engagement, and ultimately, help you outsmart Instagram’s ever-changing algorithm.
Ready to dive into strategies that’ll keep your content on top of the feed?
Here’s everything you need to know to coordinate your cross-promotion efforts while playing nice with Instagram’s algorithm.
Understand How Instagram’s Algorithm Affects Cross-Promotion
First things first: Let’s talk algorithm basics. Instagram’s algorithm prioritizes content that is engaging, relevant, and timely. The more people interact with your posts, the more Instagram will push them to a broader audience. This means that the key to effective cross-promotion is boosting engagement through likes, comments, shares, and saves.
Why Cross-Promotion Works with the Algorithm:
- Engagement Boost: By driving traffic from other platforms or collaborating with other accounts, you’re increasing the likelihood of engagement.
- Time on Post: When users from other platforms come to your Instagram, they’re more likely to spend time on your posts, which the algorithm loves.
- Broader Reach: Cross-promotion can bring in fresh viewers who might not have found you otherwise, broadening your audience and visibility.
Interactive Tip: Have you noticed a particular type of post on your account getting more engagement than others? Think about why that might be and how cross-promotion can help you replicate that success.
Leverage Partnerships to Amplify Reach
One of the fastest ways to reach new audiences is through partnerships. By collaborating with other brands or influencers, you can tap into their followers and gain exposure to a like-minded audience.
How to Find the Right Partners:
- Identify Complementary Brands or Creators: Find accounts with a similar target audience, but not direct competitors.
- Reach Out with Value in Mind: When you reach out, make it about mutual benefit. Show them how a collaboration will bring value to both of you.
- Create Content Together: Co-create Instagram content like Stories, Lives, or carousel posts to maximize engagement and show up on each other’s feeds.
Pro Tip: If you’re teaming up for a giveaway, tag each other in your posts and encourage your followers to engage with both accounts. This not only broadens reach but also increases engagement on both sides.
Utilize Story Mentions and Tagging to Your Advantage
When you mention and tag other accounts in your Stories, they’re more likely to share your content to their own Stories, instantly expanding your reach. Stories are a prime space for cross-promotion because they’re more informal, timely, and engaging.
Best Practices for Story Mentions:
- Tag Relevant Accounts: If you’re referencing a brand, creator, or friend, make sure to tag them so they can easily reshare.
- Create Visual Appeal: Use Instagram’s built-in stickers and fonts to make your Story stand out. A visually appealing Story is more likely to catch attention and encourage shares.
- Add a Call-to-Action: Invite viewers to tap on your tagged accounts or visit your profile for more. This helps convert Story views into profile visits.
Interactive Tip: Next time you’re tagging an account in your Story, ask your audience a question or create a poll. This encourages interaction and increases the chances of your Story getting noticed by both the tagged account and their followers.
Integrate Reels into Your Cross-Promotion Strategy
Instagram Reels can be a game-changer for visibility. Since Reels often reach beyond your existing followers, they’re perfect for cross-promotion. Collaborate with other creators, or repurpose content from other platforms, like TikTok, for Reels to maximize engagement.
How to Maximize Reels for Cross-Promotion:
- Post Engaging Content: Remember, Reels thrive on entertainment. Create Reels that are humorous, inspiring, or informative, and people will naturally want to share them.
- Collaborate on Reels: Instagram now allows you to co-author Reels. Partner with another creator to create a fun, engaging Reel and get shared visibility.
- Repurpose Content: If you’re creating short videos for other platforms, bring them to Instagram Reels! Tailor each video to fit Instagram’s audience for maximum impact.
Pro Tip: Use popular or trending audio in your Reels to boost discoverability. Audio trends have a way of grabbing attention and getting you in front of more viewers.
Create Content with Shareability in Mind
Content that is inherently shareable—like infographics, memes, quotes, or interesting tips—encourages your followers to share it with their own networks, bringing in new viewers. When you focus on creating value, your content becomes more likely to spread beyond your current followers.
Elements of Shareable Content:
- Value-Driven Content: Posts that teach something new, solve a problem, or entertain are much more likely to be shared.
- Visually Appealing Graphics: Ensure your posts are eye-catching and consistent with your brand’s visual style.
- Call-to-Action: Use a CTA in the caption, encouraging people to share the post with friends or save it for later.
Interactive Tip: Create a carousel post packed with tips or a list of resources. In the caption, invite your audience to share the post with someone who might find it useful. The more shares you get, the more Instagram will prioritize your content.
Monitor and Adjust Based on Insights
Your Instagram insights hold valuable data that can help you refine your cross-promotion strategies. By regularly checking your engagement metrics, you can see what’s working and what isn’t, allowing you to adjust your approach to maximize results.
What to Look For in Insights:
- Engagement Rates: High likes, comments, and shares indicate that your audience finds value in your content.
- Reach and Impressions: Monitor these metrics to understand how far your content is spreading and which cross-promotion strategies are most effective.
- Top-Performing Content: Identify posts that receive the most engagement and replicate that success in future cross-promotions.
Pro Tip: Track your progress by setting weekly or monthly goals based on your insights. For example, if you notice that collaborations with a certain brand drive higher engagement, consider making them a regular part of your cross-promotion strategy.
Conclusion: Putting It All Together
Cross-promotion is one of the most powerful strategies to boost visibility on Instagram, especially when aligned with the platform’s algorithm.
By partnering with complementary brands, making the most of Reels and Stories, and leveraging insights, you can ensure that your content reaches new audiences while keeping engagement high.
Challenge: Try one of these cross-promotion strategies this week! See how it impacts your reach and engagement, and use your insights to keep refining your approach. Soon, you’ll have a powerful, algorithm-friendly strategy that gets your content in front of the right eyes, every time.