Instagram growth is all about expanding your reach on the platform over time. It’s the process of attracting real followers and increasing your visibility.
Growth is a facet of any social media strategy. It impacts how many potential customers—particularly those in your target audience—see your products and content. The more people engage with your content, and the more you engage with the app in general, the higher your chance of greater reach becomes, according to Instagram.
In this article, you’ll learn what drives growth on Instagram, how the algorithm prioritizes content, and which tactics ecommerce brands can use to grow their audience.
What is Instagram growth?
Instagram growth is the process of increasing your Instagram following, reach, and engagement. The number of people who watch, save, share, like, and interact with your Instagram posts is just as important as how many people actually follow it, according to the platform itself. With non-followers accounting for a larger share of views, according to a Dash Social report, Instagram growth is about more than just building your following; it also involves crafting content that reaches an audience beyond your subscribers.
Instagram growth strategies for ecommerce brands
- Post on your Instagram account frequently
- Bring Instagram followers in via short-form video
- Add personality to your Instagram profile
- Engage directly with your target audience
- Collaborate with users and creators
- Use Instagram insights
Growing your Instagram account requires a mix of content, consistency, and audience engagement. Here are some core strategies that consistently drive Instagram growth for ecommerce businesses:
Post on your Instagram account frequently
Consistency is one of the strongest signals the Instagram algorithm uses to understand your account. Posting regularly increases your chances of reaching both your existing audience and new viewers through discovery features like Reels and Explore.
Social media workspace company Buffer analyzed two million Instagram posts from more than 100,000 accounts. They found that brands posting three to five times a week doubled their follower growth rate—and companies or creators posting over 10 times a week often saw a .66% growth rate per week. Buffer also found that the most consistent posters saw five times the amount of growth and engagement.
Bring Instagram followers in via short-form video
According to a Bankrate survey, 48% of social media users have bought a product they’ve seen on a platform like Instagram in the past year. If you want your products in front of as many Instagram users as possible, Reels account for more than 50% of people’s time spent on the app. They also have a 2.7% engagement rate, compared to the 2.2% video posts on the main feed receive, according to SQ Magazine.
Reels are also a way to reach users who don’t already follow your Instagram profile, given they operate on a different algorithm. Around 3.5 billion people reshare Reels per day, according to Facebook, and 74% of users have engaged with a business directly after watching a Reel.
To take advantage of this, focus on creating videos that capture attention in the first few seconds. Content that encourages saves or shares tends to perform better because it signals value to the algorithm. Give your video a strong hook and ask users to engage with you by commenting their thoughts. According to Instagram, tapping into a cultural conversation and relating to your target audience are key ways to expand reach with Reels.
Brands use Reels to showcase products in action, highlight customer experiences, and share quick tips related to their niche. This type of content can help you reach more followers while reinforcing your brand, since each of these approaches offers potential customers and subscribers a strong reason to keep watching.
Add personality to your Instagram profile
One of the most effective ways to grow your Instagram following is to make your brand feel personal. Audiences are more likely to engage with content when they feel connected to the people behind it.
Tique Chandler, founder of Chandler Honey, focuses on organic storytelling instead of relying on ads. “All of my marketing and advertising right now is organic,” she tells Shopify Masters. “I’m just sharing myself and my story on my Instagram. People keep coming back for more. They feel like they know me through my social media presence.”
Similarly, Lindsay Carter, founder of clothing company Set Active, emphasizes showing the behind-the-scenes process of building a brand on Instagram. She notes that people want to feel involved and part of the journey. Sharing your process—whether it’s product development or day-to-day operations—can help turn passive viewers into active followers. “They want to feel like they’re part of that,” she says on Shopify Masters.
Engage directly with your target audience
Instagram growth is not just about publishing content—it’s about interacting with your audience. Responding to comments, asking questions, and encouraging feedback can increase user engagement, signaling to the algorithm that your content is worth promoting.
Ali Osterholz, founder of Explorer Knits + Fibers, took a collaborative approach with her followers and customers to shape her content strategy. “I do a lot of research ahead of time,” she says on Shopify Masters. “I talked to our community and asked them: What do you want to see from us?” This strategy ensured that her content stays relevant and resonates with the people most likely to become or remain customers.
Collaborate with users and creators
User-generated content gets 70% more engagement than brand posts, according to SQ Magazine. When customers share their experiences with your products, it creates authentic content that resonates with other potential buyers. Reposting this content can increase credibility and encourage more people to engage with your brand.
Instagram also recommends collaborations with influencers and creators as an effective way to reach new audiences. Partnering with creators who already have an engaged following allows your brand to tap into an existing community that trusts their recommendations.
Use Instagram Insights
Use Instagram Insights to see which posts drive more followers, which formats generate the most engagement, and how your growth rate changes over time.
Brands that treat their Instagram content strategy as a moving target adapt in real time to what both the algorithm and their target audience are rewarding. Some brands may see more success with Reels, others might see more with carousels. Certain companies might benefit the most from UGC videos, while other creators could benefit from more traditional ad types.
By testing new ideas and refining your approach, you build a strategy that supports both audience growth and long-term business success.
Instagram growth FAQ
How do ecommerce brands grow on Instagram?
Ecommerce brands grow on Instagram by consistently creating great content that reaches and engages the right target audience. This includes using formats like Reels to increase discoverability, sharing behind-the-scenes content to build trust, and engaging directly with followers through comments and messages. Over time, this approach supports organic growth by attracting real followers who are more likely to engage and convert.
What type of content grows fastest on Instagram?
Content that generates strong engagement signals—like saves, shares, and comments—tends to drive the fastest Instagram growth. Short-form video, especially Reels, is one of the most effective formats because it is prioritized in discovery and can reach users beyond your existing Instagram following. According to SQ Magazine, Reels have 30.81% the average reach rate compared to other posts and videos of less than 30 seconds get 54% more views.
How often should businesses post on Instagram?
There’s no universal posting schedule that guarantees growth, but consistency is key. Most brands benefit from posting several times per week to maintain visibility and stay active in the algorithm. Brands that post consistently get four to five times more traction than those who post more infrequently. Reviewing Instagram Insights can help you determine when your audience is most active, as well as which posting cadence supports your growth rate.
