As Instagram evolved in 2017, the platform refined visual storytelling, commerce features, and creator tools that still shape social media strategy today. Understanding the best practices, formats, and algorithm signals from that year helps creators build a durable brand and grow an engaged audience.
This overview highlights standout tactics, formats, and benchmarks that defined top-performing Instagram in 2017. Use these insights to align your content, engagement, and measurement for stronger results.
| Account | Niche | Followers (approx.) | Posting Frequency | Signature Format |
|---|---|---|---|---|
| Kylie Jenner | Beauty & Lifestyle | 100M+ | Daily | Stories + Feed Portraits |
| Selena Gomez | Entertainment & Lifestyle | 130M+ | 4–6 posts/week | Candid Moments + Promotions |
| NASA | Science & Exploration | 50M+ | 3–4 posts/week | Astrophotography & Behind the Scenes |
| Nike | Fitness & Sport | 100M+ | Daily | UGC Campaigns & Athlete Spotlights |
| Humans of New York | Storytelling & Photojournalism | 18M+ | 5–7 posts/week | Candid Portraits with Quotes |
Content Strategy Best Practices for 2017
Visual Consistency and Brand Aesthetic
Top accounts maintained a cohesive grid using consistent filters, color palettes, and composition rules. This clarity helped audiences instantly recognize the brand and increased trust.
Engagement Through Authentic Stories
2017 Stories introduced polls, questions, and GIFs that made everyday moments feel interactive. Brands and creators who shared raw, real-time content saw stronger relationships and higher completion rates.
Strategic Use of Hashtags and Location Tags
Mixing popular and niche hashtags, along with precise location tags, improved discoverability in Explore. Testing combinations of 5 to 11 hashtags optimized reach without compromising aesthetics.
Algorithm and Reach Insights in 2017
Factors That Influenced the Feed Ranking
The 2017 algorithm prioritized timeliness, relationship strength, and meaningful interactions. Posts that sparked replies, saves, and shares were more likely to appear at the top of followers’ feeds.
IGTV and Video Performance
Although IGTV launched in late 2017, early adopters gained an edge by publishing vertical videos longer than the standard feed. High retention and completion signaled relevance to the platform.
Growth Tactics and Audience Building
Cross-Promotion with Complementary Brands
Collaborations, takeovers, and shared giveaways expanded reach to new, relevant audiences. Aligning with partners who shared similar values preserved authenticity while accelerating growth.
Community Management and Response Time
Quick replies to comments and DMs humanized accounts and encouraged more interaction. Setting aside dedicated time daily for engagement improved sentiment and follower loyalty.
Measurement and Optimization
Instagram Insights and Campaign Tracking
Insights provided data on impressions, reach, and follower demographics. Pairing these metrics with UTM parameters on link-in-bio URLs clarified which content drove website traffic and conversions.
Optimizing Your Instagram Presence in 2017
- Define a consistent visual style and filter palette to strengthen brand recognition.
- Leverage Instagram Stories daily for behind-the-scenes moments and interactive features.
- Use strategic hashtags and location tags to improve Explore page visibility.
- Monitor Insights to refine posting times and content formats based on real data.
- Engage authentically by responding to comments and DMs within hours.
- Test collaborations and takeovers to access new, relevant audiences.
- Experiment with IGTV vertical video to capture emerging video consumption trends.
FAQ
Reader questions
How often should I post on Instagram in 2017 to maximize reach?
Posting consistently 4–6 times per week, combined with daily Stories, balances frequency and quality. Prioritize content that aligns with your brand and resonates with your specific audience.
What are the best times to post for engagement in 2017?
Analyze your Insights to identify when your followers are most active. Generally, weekday mornings and lunchtimes perform well, but tailored data from your audience yields the strongest results.
How can I use hashtags effectively without looking spammy?
Use a mix of highly relevant hashtags, including a few niche tags and one or two broader terms. Place hashtags in the first comment or integrate them naturally into your caption to maintain visual appeal.
Is IGTV worth launching in late 2017 for my brand?
IGTV is worth testing if you can produce compelling vertical video on a regular basis. Early experiments with longer storytelling formats can differentiate your account and capture emerging viewer behavior.