With over 2 billion monthly active users, Instagram is an amazing platform for businesses to showcase their products and services, reach new customers, and ultimately drive sales.

However, as the platform continues to evolve, so does its algorithm, making it increasingly difficult for plumbing and other small businesses to reach their desired audience. 

In this article, you’ll learn the impact of the Instagram algorithm on plumbing business growth, how to outsmart it, and some proven strategies to help you maximize your plumbing business’s reach for more attention and conversions.

By the end of this article, you will better understand the algorithm, how it affects your posts, and how to utilize the platform to grow your business effectively. 

Let's dive in, shall we?

Understanding the Instagram Algorithm 

The algorithm is how Instagram determines which posts appear in users' feeds, and it's constantly changing to improve the user experience.

The algorithm is based on several factors, including user behavior and activity, interaction with posts, and engagement levels. 

“Instagram tracks what each user likes, comments on, and shares to understand their interests, and then uses that information to show them relevant content. Simply put, the more a user interacts with a particular type of content, the more likely they are to see it in their feed”, explains Jonathan Faccone, Managing Member & Founder of Halo Homebuyers.

One of the biggest changes in the Instagram algorithm recently has been the promotion of Reels and Stories. 

Basically, short-form video content.

Instagram has been pushing these features as a way to encourage users to spend more time on the platform, and video content has become increasingly prominent amongst audiences after the explosive growth of TikTok. 

So Reels and Stories are a great opportunity for plumbers to reach new audiences and showcase their products in a creative and engaging way.

Also, the Instagram Explore page is another important feature to understand. This page is a curated selection of posts and Reels that Instagram thinks users may be interested in based on their activity and interests. 

Getting your content on the Explore page can be a great way to reach a wider audience and gain new followers.

To be featured on the Instagram Explore page, you need to understand how the algorithm works. 

Joe Manier, Founder of No Code Academy says “The algorithm uses data such as likes, comments, interactions, and the length of time spent on an account to determine what content to show to the user. This is why it's crucial for plumbers to create engaging and viral content that appeals to their audience's interests and personalities.”

Remember, the Instagram Explore page is a dynamic section, so it's important to adapt to the changing algorithm by considering your specific audience's changing interests, trends, and personalities . 

Now that you’ve got a better sense of how the Instagram algorithm works let’s talk about some of the strategies you can use to maximize your reach.

5 Proven Instagram Marketing Strategies for Plumbers to Maximize Reach 

Read below some of the strategies, tactics, tips, or whatever you want to name them to maximize your reach and get more sales. 

1. Use Hashtags – the Right Way

Instagram hashtags are powerful for growing your audience and reaching a specific target audience. (Which is, in your case, homeowners) 

For you, here are some tips for using hashtags effectively on Instagram.

Use Less Competitive, Hyper-Specific Hashtags: Instead of using generic hashtags like #outdoor or #plumbing, consider using less competitive, hyper-specific hashtags that relate to your specific niche or service offerings. For example, a restoration business could use hashtags like #repair, #firedamage, or #sewagecleanup.

Add Hashtags After the Caption: To keep your captions looking clean and organized, consider adding your hashtags after your caption. This way, your captions won’t be cluttered with hashtags, and your followers can focus on the message you’re trying to convey.

Choose 2-3 Consistent Hashtags: To create a consistent brand identity and help the algorithm understand your profile and content, consider choosing 2-3 hashtags that you will use with all of your posts and reels.

Only Use Relevant Hashtags: Don’t use hashtags just for the sake of using hashtags. Only use relevant hashtags to help a specific audience find your content and increase engagement. Avoid using hashtags unrelated to your business, as this can negatively impact your credibility.

Use Hashtags in Your Profile: Consider adding your most relevant hashtags in your profile description, as this will make it easier for your target audience to find your content.

In conclusion, utilizing hashtags smartly and strategically can help you reach your target audience, increase engagement, and grow your following on Instagram. 

2. Create Content That Your Audience Cares About

To achieve this, you need to stay up-to-date with the latest content trends and understand what your audience is interested in.

How? I asked Nathan Sanders, Plumbing Expert at Plumbing Navigator, about it. He said, “One of the best ways to do this is by researching your top performing competitors and other Instagram bloggers/influencers. This can give you a better understanding of what type of content is resonating with your target audience, what topics they're interested in, and what type of engagement you can expect.”

When creating your content, make sure it's relevant and appealing to your audience. You can do this by focusing on topics they care about, using language they understand and incorporating visuals that capture their attention. 

(Also, remember that your content should be an extension of your brand and should align with your overall marketing strategy.)

Pete Chatfield, CEO at Household Money Saving says, “Consider the different types of content you can create. Posts, stories, reels, and even captions can all be used to engage your audience and build a strong connection with them. Choose the type of content that best fits your message and your target audience, and make sure it's consistent with your brand.”

For example, a sewerage repair business can create posts featuring their latest repairing machines, stories showcasing their daily operations, reels demonstrating how quick their process of repairing is, and captions that offer interesting facts and trivia about their process. 

By creating a variety of content that appeals to your audience, you can build a strong connection and encourage them to keep coming back.

At the end of the day, always think about what exactly your audience wants. Reels? Posts? Stories? Aesthetics? Trendy music? Entertainment? Educational content?  

Figure this out. And put more emphasis on that. You give them what they want, and they will stay with you. 

3. Collaborating with Micro Niche Influencers

Another effective strategy is partnering with micro-niche influencers. But what exactly are micro-niche influencers?

Vince Hewle, Editor of Woodturning Online says “Micro niche influencers are bloggers or social media influencers with a smaller but highly engaged and targeted audience. These influencers typically specialize in a specific industry, niche, or topic and have built a loyal following around their niche.” 

Partnering with micro niche influencers can be a cost-effective and efficient way to reach a new audience and grow your own Instagram following.

The benefits of partnering with micro niche influencers are two-fold. 

First, it can help increase visibility and reach for your content. When you partner with an influencer, you tap into their already engaged audience, allowing you to reach new people who are interested in your niche. 

Second, collaborating with influencers can lead to higher engagement on your posts. When influencers share or interact with your content, their followers are likelier to do the same, leading to increased engagement and growth for your profile.

Mark Valderrama, CEO and co-founder of Aquarium Store Depot, raises an important point, “When working with micro niche influencers, ensure the partnership aligns with your brand and goals. Research potential influencer partners and their audience to make sure the partnership is a good fit.”

And, of course, make sure the influencer is credible, authentic, and has a high engagement rate with their followers.

4. Interact With Your Audience

Interacting with your audience on Instagram is crucial for success on the platform. But how can you do that? 

Katie Holmes, Marketing Expert at Onsite First Aid Training, “Replying to comments on your posts is a simple way to start the interaction. Whether it's a positive comment or a question, taking the time to respond shows your followers that you're listening and engaged with them.”

Also, creating engagement-boosting content, such as asking questions in captions or hosting quizzes and polls in your stories, is another way to get your audience involved. 

Encouraging followers to share their thoughts and opinions can help you better understand your audience and  create a lively and engaging community around your content.

Brad Anderson, Founder of FRUITION, says, “Interacting with your audience is not only important for building relationships, but it also helps increase your visibility on the platform. The algorithm takes into account the level of engagement your content receives.” 

So in simple words: the more interaction you have, the more likely it is that a wider relevant audience will see your content.

5. Post Consistently at the Right Time 

“Consistent posting at the right time is crucial to success on Instagram. As a busy platform — let alone businesses — every user is fighting for attention. So, showing up regularly matters more than anything else”, says Tom Miller, Director of Marketing at FitnessVolt.

Experimenting with different times of the day is recommended to figure out the best posting time. This will help determine when your audience is most active and engaged.

Don't let your efforts go to waste by not posting consistently and at the optimal time. Staying on top of your posting schedule and experimenting with posting times will help you get the most out of your Instagram presence and reach your desired audience.

4 Simple Ways to Outsmart Instagram Algorithm 

Tricking the Instagram algorithm is a tricky business in itself. But there are some tactics you can do to outsmart it hopefully, and fast-track your growth.

1. Publish More Reels 

Instagram has been pushing its users to incorporate Reels into their content strategy. Reels is a feature that allows users to create short, 15-second to 60-second videos set to music or other audio. These videos can be edited with effects and filters to make them visually appealing.

So why Reels? We asked, Faizan Ahmed Khan, Sr. Content Marketing Specialist at UBUY Australia, about it, and he said, “The reason being, the audience's behavior on Instagram is changing, and they are becoming more engaged with Reels. In addition, the algorithm is now prioritizing Reels content, making it easier for users to discover your content.”

Hootsuite actually ran a study on it and found out that posting Reels more might affect your business growth positively. 

Here's how you can use Reels effectively:

Use trending sounds: Take advantage of the trending sounds in the home or business niche. This will increase the visibility of your Reels, as users are searching for content related to these sounds.

Showcase your team: Use Reels to showcase your team. Show how they prepare, or highlight their unique skills. This will give your followers a taste of what they can expect when they avail your service.

Give a behind-the-scenes look: Give your followers a behind-the-scenes look at your business. Show them how you prepare for service or how your team works together to provide a great experience for your clients.

Use creative filters and effects: Use creative filters and effects to make your Reels visually appealing. This will make your content stand out and attract more engagement from your followers.

2. Go Live and Interact 

Going live on Instagram and interacting with your followers is a great way to increase engagement and improve your chances of appearing on the Explore page. 

“By going live, you give your followers a glimpse into the behind-the-scenes of your business, which can help build a more personal connection with them”, says Anthony Milia, Author and Award-Winning Digital Marketer at Milia Marketing.

Here are some tips for going live and maximizing interaction:

Choose an interesting topic: When going live, choose a topic that will interest your followers. For example, you can give a virtual tour of your head office, show how you onboard a client, or answer questions from your followers.

Engage with your viewers: When you go live, encourage your followers to interact with you by asking them questions, responding to comments, and acknowledging them by name. This will help to build a sense of community and increase engagement.

Use live polls: Live polls are a great way to get feedback from your followers and make your live stream more interactive.

Show behind-the-scenes moments: Share behind-the-scenes moments from your office that your followers might not see otherwise. This can include getting tools ready, setting up for an service, or even just chatting with your team.

Collaborate with other businesses: Collaborating with other home-related businesses or plumbers can help bring more visibility to your live streams. You can feature each other's businesses, do a joint demonstration, or simply have a casual chat about your industry, says Alison Lancaster, CEO of Pressat.co.uk.

Remember, the more interaction you have with your followers, the more likely you will be seen on the Explore page. So go live often, engage with your viewers, and make your live streams as interactive as possible.

3. Run Giveaways Often 

Giveaways and prizes can help plumbers and business owners gain more visibility on Instagram, as they provide value to the audience. 

By offering something desirable, such as a discount, a free consultation, or a product, you can create engagement with your existing followers and attract new ones. 

Jake Smith, Founder of Personalised Number Plates, explains, “That increased engagement will then work to trick the Instagram algorithm into displaying your posts and reels to a wider audience, boosting your overall visibility.”

You can run giveaways and prizes in various ways. 

• You can host a contest or sweepstakes, offering a prize for a specific action such as liking a post or following your account. 

• You can also provide a discount or offer for a limited time to incentivize followers to make a purchase or engage with your content. 

One simple thing to remember: when planning your giveaway or prize, consider your audience and what would be of value to them.

Make sure to clearly state the rules and guidelines, as well as the end date and how the winner will be selected. This will ensure a fair and transparent process while avoiding any potential issues with the platform.

4. Post Consistently

Posting one or two pieces of content won't cut it on a crowded platform like Instagram. To get noticed on the platform, you need to post a lot of engaging and relevant content that appeals to your target audience.

But how much exactly? You might ask. 

Kenny Kline, President and Financial Lead at Barbend, answered this for us, “Look at your competitors and relevant bloggers. See how frequently they are posting. Make sure you're posting more than them to outsmart the algorithm and competition.” 

Remember, the more content you post, the higher your chances of appearing on more feeds.

But it's not just about the quantity of content you post. The quality of your content is equally important. Your posts, reels, and stories must be visually appealing, relevant to your audience, and accompanied by compelling captions that draw people in.

John Adams, Content Strategist at Word Finder says, “You could also consider scheduling your posts to ensure you're posting regularly, even when busy. We use social media scheduling tools to ensure that we are posting regularly”

In short, post as much as you can. That’s the key.

The Takeaway 

Sumeer Kaur, Founder of Lashkaraa.com concludes it, “Instagram is essential for business growth. By understanding the algorithm and implementing proven strategies, such as utilizing hashtags, creating engaging content, collaborating with influencers, and incorporating Instagram Reels, you can reach your target audience and increase engagement and sales.” 

Stay ahead of the algorithm by continuously updating your strategy and creating a strong presence on the platform.