Just when you think you have one social channel mastered, the algorithm changes. What was working well for your brand yesterday feels like a waste of effort today, bringing low engagement and low channel growth. Don’t worry, there’s hope. Instead, of throwing in the towel, let’s re-adjust the strategy instead.

Today’s example? One of the strongest platforms for the business aviation and travel industries: Instagram.

While it is still holding firm as the fourth most active social media channel with 2.4 billion active monthly users, its engagement is off the charts. Give your profile a quick review against this engagement-enhancing checklist and kick off your aviation Instagram strategy.

Prepare a Strategy for Aviation on Instagram

Instagram is a mobile-optimized social channel. Sizes are smaller, which means clarity is key when it comes to your profile.

• Use your logo as your profile picture. Ensure it fits centered within Instagram’s 180×180 circular frame, is clear and easy to recognize.
• Provide a concise, engaging description of who you are and what you do in the space-limited bio – only 150 characters.
• There’s only one place to add a link to your website, and that’s in the bio. You can also include up to four additional links in your bio, to lead your audience to other items that matter to your brand. You might also consider using a link-sharing application, such as linktr.ee.

Utilize Instagram Stories

Unlike the feed, Instagram Stories provide an expanded visual space for messages using a variety of creative tactics, such as photography, video and polls. Stories offer a fantastic space to get creative and real in terms of aviation Instagram marketing. We talk more about Stories here.

• Use Stories to highlight genuine brand personality, give a sense of spontaneity or showcase your services through case studies.
• Stories only last 24 hours, so if it’s a good one, make sure to add it to your Instagram profile Highlights.

Take a look at an example of one of Greteman Group’s Story Highlights.

Deliver High-Quality Content

Are you posting consistently, but not seeing the engagement your content should deliver? Check the quality of your visuals.

• Posts should enhance your brand and engage your audience. They should never add to the clutter of their feeds.
• Stop using filters, use original photography. Consider bold images of a flight crew, detailed images of the interior of an aircraft, or still images of your maintenance team at work.
• Be sure your images are always either 1080×1080 or 1080×1350.
• Include multiple images in your posts — these are called carousel posts. Carousel posts show up more than once in people’s feed. If someone doesn’t engage with your carousel post the first time it’s shown to them, they’ll be served the same post an additional time, showing the second image of the carousel. These posts are known for boosting engagement. Tell a story with your images. For instance, begin with a pilot going through the pre-flight checklist. The second image could portray an attendant adding final details to the brunch setup. The third image might show a laptop on a table next to a steaming cup of espresso with a mountainous view outside the aircraft window.
• Captions under 125 characters guarantee your message is seen, but posts with up to 1,000 characters see more engagement.

Oh, and while emojis are engaging on this platform, don’t go overboard.

Utilize Aviation Hashtags

Along with SEO, hashtags are key functions of engagement and categorization for your aviation Instagram strategy, used specifically in the social channel’s Explore functionality. Users can even follow specific hashtags to have content delivered to their feeds.

• Research which aviation hashtags make the most sense for your business, and then dig in to see which ones your audience also follow.
• Consider the number of hashtags you use. Instagram formerly allowed up to 30, but now the platform recommends using five or less. You don’t want to look like you’re trying too hard, and engagement dwindles when you add more than six.

Now you’re ready to slay at Instagram marketing for aviation, and it just so happens that Instagram is one of the best top-of-the-funnel social channels for businesses, especially when your profile is set up for peak engagement. Get started.