How to

5 Places to Post Organic Content on Instagram

To take advantage of organic Instagram marketing, the first thing you need to do is set up a business account. Once your profile is established, you’re ready to dive in!

Instagram offers multiple avenues for posting organic content: the Instagram Feed, IGTV, Instagram Stories, Instagram Reels and Instagram Live.

Let’s take a closer look at how to use each of these to organically promote your brand.

1. Instagram Feed

The Instagram Feed is the main dashboard users see when they log in. Feed posts consist of single images, multiple images, or videos of up to 60 seconds. In their dashboards, users will see posts only from accounts or hashtags that they follow.

The posts that show up in a user’s feed are determined by the Instagram algorithm, which looks at engagement, predicted user interest, and the time a post was uploaded. So if followers show interest in posts that are similar to yours, then your images and videos are more likely to show up in their feeds.

Take advantage of this feature by creating organic feed posts that offer as much or more value than competing content.

2. Instagram Stories

Instagram Stories are short, vertical videos up to 15 seconds long. They are visible for 24 hours after they’re posted, and then they disappear unless you save them to your Highlights. Highlights stay up until you delete them, and users can view them by going to your main profile page.

Stories see 2-3x more engagement than Feed posts, thanks to their unique interactive features. For example, on organic Stories posts, you can add questions and polls for viewers to answer, and you can add a “swipe up” call to action (CTA) that takes the user to your main website or profile page.


Instagram TV is ideal for long-form content, allowing videos of up to 60 minutes long. A 1-minute preview of your video will show up in your followers’ main Instagram Feed. If they click the video, it will take them to your IGTV channel to watch the entire video. Users who subscribe to your IGTV channel will get notified when new videos are posted.

The longer run time of IGTV videos allows you to go more in-depth and show followers why they should engage with (and purchase from) your company. For example, posting product tutorial videos shows the value followers would get from your products. You can also put live links in the description of your videos without having to use a third-party app.

4. Instagram Live

Instagram allows users to host live videos for up to an hour. Once your live video ends, it disappears unless you share it to IGTV.

Instagram Live is the perfect place to host a Q&A session. People watching your live feed ask questions or leave feedback in the comments, which you see as you host your video.

This organic interaction helps you personalize your brand and connect with customers. It creates a feeling of transparency and authenticity that is hard to achieve with paid ads.

Maximize attendance at your live session by advertising it ahead of time in your main feed.

5. Instagram Reels

Reels allows you to create fun videos to share with your friends or anyone on Instagram. Record and edit 15-second multi-clip videos with audio, effects, and new creative tools. You can share reels with your followers on Feed, and, if you have a public account, make them available to the wider Instagram community through a new space in Explore. Reels in Explore offers anyone the chance to become a creator on Instagram and reach new audiences on a global stage. Take advantage of these 5 placement options to share a wide range of organic content across Instagram