Created by the team at Twenty20 Marketers that can leverage the new tools on Instagram and learn how to start trending on Instagram now will have a leg up on their peers. On Twitter and Facebook, companies have grown by jumping on to trending hashtags, topics, or locations in the posts that they publish. Instagram has now joined these mature social networks in providing tools for users to explore the current trends on Instagram. This is a great starting point to get your content distributed in front of consumers. The next step is to focus on standing out with eye-catching, authentic photos.

1. How to start
trending on
Instagram.
New marketing techniques for IG.

2. Instagram is home to a thriving
community of engaged, content
craving users.
70Mnew photos / day
200Musers / day

3. IG users describe the community as:

4. Is your company
trendy and exciting
enough to attract
IG users?

5. WAIT!
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6. Instagram’s recent update unleashes a
powerful new tool for marketers.

7. The new Explore feed gives
you a way to get discovered
by “trending” with hashtags
or locations.

8. But what does “trending”
really mean? Hint: Being popular isn’t enough

9. Info sourced from instagram-engineering.tumblr.com
To trend on IG, your
post must have:
• Popularity
• Novelty
• Timeliness

10. Popularity
Trends need to be important to a lot of
people. Think 50k+ at a music festival vs.
100 people at a friend’s wedding.

11. Novelty
The trend should be about something new.
People were not posting about it before, or
at least not with the same intensity.
(real examples of post frequency on IG around the time of the recent SCOTUS ruling)

12. Timeliness
The trend should emerge on Instagram
at the same time as the real event.
Some technical information:
• Post frequency is looked at in five-
minute intervals.
• Each post with a #hashtag or location
contributes value towards building a
trend.
• A post’s value has a two hour half-life
(two hours after a photo is posted, it has
50% of its original influence on the trend.
This all means:
• Don’t post too late about
an event or trend.
• Post often. Trends die after
a couple hours.

13. But here’s the one
thing that marketers
always miss…
Trending is a great place to
start growing on Instagram.

14. Don’t worry about finding
that perfect #hashtag.

15. Instagram intelligently groups
related #hashtags into big trends.
Source: insights.fb.com

16. Focus on publishing engaging,
eye-catching content.

17. Trending is a great trick to
getting your photos in front
of users. But then…

18. Use authentic,
engaging photos to
stand out from the
other trending
posts.

19. Pair trends with great photos
to connect with visual
focused Instagram users.

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21. All background photos sourced from Twenty20.
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