Getting Started
Your Feed Page
Your Explore Page
Your Profile Page
Resource Page
About
Camera
Direct Messaging
Your Story
Your Friends' Stories
Creating a Post
Likes, Comments, and Sharing
Collection
Captions
Click on a button to learn more
The camera is important because it allows users to tell their stories. By selecting the "Camera" icon ( ), the "Your Story" icon ( ), or swiping right across the screen, you will be able to post pictures and videos to your "Instagram Story". By selecting the "Plus" icon ( ), you will be able to capture photos to create posts.
Like many social media apps, Instagram allows users to send and receive Direct Messages. These messages are typically referred to as DMs. They can be responses to posts, suggestions, or kind words. To view your DMs, click on the "Paper Airplane" icon ( ) located in the top-right corner. You do not have to answer or open all of your DMs. However, you should respond to your audience periodically to show you care. When an account leaves a comment on your "Instagram Story", it will appear in this section, along with your other messages. Beware of suspicious activity. Some people hack accounts by sending strange links. DO NOT click on links from unfamiliar accounts. Block the account immediately and delete the message. B
Tagging
Hashtags
User-Generated Content User-generated content: Content created by your audience for you to post on your account. Using user-generated content is a great way to form a connection with your audience while also providing your followers with fresh new content. Obtaining user-generated content: To obtain user-generated content try reaching out to local photographers, artists, or graphic designers. Explain who Audubon is and why your account wants to showcase their work. Whenever you post user-generated content on your account, remember to tag the owner's page in the photo. Make sure to notify the user of your post so that they can create a post on their account to tag you in. Watch the slide show to learn how Audubon NC implemented user-generated content into their account.
Creating A Post
"Instagram Stories" is a sequence of images, videos, or boomerangs that will disappear within 24 hours. Your goal is to tell an interesting story that will keep your audience engaged. To create a video, hold down the white circle at the bottom of the screen. Select the "Your Story" icon ( ), to upload your content to your story. To add a picture to "Your Story", tap the white circle. Once your image is captured, select the "Your Story" icon ( ) to post. Incorporate gifs and stickers into your story to create a dynamic viewing experience. For more tips on how to create a successful story visit MediaBirder's Resource Page.
Tag or mention accounts you want to build connections with. These accounts should have a large number of followers and contain posts that reflect Audubon's mission. By tagging or mentioning an account, you are also exposing your audience to new content. Tagging: When you create a post, there is a section underneath the caption titled "Tag People". After clicking on the section, you will be prompted to select a place for the tag to appear on the photo. Next, select the Instagram account you want to tag. The tagged account will be notified that you have tagged them in a post. Mention: On your "Instagram Story", there is a sticker titled "@Mention". When selected, this sticker allows you to type in an account name. Your audience can click on the sticker to view the account's profile page.
Likes: Double-tap an image to "Like" the image. This also sends a notification to the account owner notifying them that you liked their post. Comments: To leave a comment, select the "Add Comment" icon ( ) or type in the "Add a Comment" box. Like a caption, a comment should be concise. Use emojis to convey any additional sentiments. Sharing: By sharing a post to "Your Story", your audience will be able to see a post you enjoyed. To share a post, select the "Paper Airplane" icon ( ) in the bottom-left corner. This will allow you to send this post to other accounts or to share the post to "Your Story".
Likes:
Comments:
Your "Collection" is a photo archive that is stored on Instagram. Sometimes you will stumble upon a post you wish to save. Select the "Save to Collection" icon ( ) to save the post to your collection. To access your "Collection" select the "Your Profile" icon ( ) in the bottom navigation, then select the three lines in the right corner. Next, select "Saved" to view the posts you have saved in your "Collection". You can also create new collections if you feel it is necessary. Accounts do not receive notifications for posts that have been saved to your "Collection".
A caption should be as short as possible. The majority of your posts should be limited to 1-2 sentences. Unlike the audiences on Facebook, people on Instagram focus on visuals more than written content. Captions could be fun facts about birds, relevant pop culture references, or something funny. Your caption should always compliment the photo/ video you post. If there is a great story that goes along with an image you are going to post, tell your audience. This should be the only time you write a longer caption. Always include photo credits at end of your captions. To inform your public of events, create 2 sentences describing the event. Include an additional sentence that explains that there is a link for more information in your profile bio. For more tips on how to create stronger captions, visit MediaBirder's Resource Page.
Hashtags are words or short phrases that describe your post. There is a system that determines the order posts will be displayed on the "Explore Page". This is called an algorithm. Popular posts get pushed to the top of the "Explore Page". You want to use as many popular and relevant hashtags as you can to increase the number of people who see your post. Relevant hashtags coincide with the content in your post. Your hashtags should be published as the first comment. Audubon recommends using the 25 hashtags listed in the Audubon Social Media Guidelines. Visit MediaBirder's Resource Page to view Audubon’s Social Media Guidelines and to learn how to create stronger hashtags.
Sharing:
Tagging:
Mention:
Your friends' stories are displayed along the top of your "Feed Page". Like "Your Story", your friends' stories will disappear within 24 hours. The accounts you view most often will appear closer to the front of your feed. Try to interact with the people you follow periodically. Sharing Your Friends Stories: You will receive a notification whenever a friend mentions your account in their story. To view your mentions, you can click on the notification or click on the "Paper Airplane" icon ( ) to access your DMs. If your friend's account is public and allows resharing of their posts, you will see a prompt that says "Add To Your Story". Select the prompt to add the content to your story.
Sharing Your Friends Stories:
Beware of suspicious activity. Some people hack accounts by sending strange links. DO NOT click on links from unfamiliar accounts. Block the account immediately and delete the message. B
When an account leaves a comment on your "Instagram Story", it will appear in this section, B
Creating a Post from Scratch All of the content on your page should be high-definition, well-lit, and interesting. The image or video must speak for itself. Find images that immediately grab your audience’s attention. Only use images that you have permission to use. Audubon has a photo database called the Audubon DAM that provides Audubon employees, volunteers, and interns with high-definition photos. To create posts about events, use apps like Canva to enhance your visual storytelling. Visit MediaBirder's Resource Page to learn more about the Canva app and the Audubon DM.
along with your other messages. B
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Video
Text
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Sharing Your Friends' Stories
Audubon NC's Slideshow
Mentions
Likes
Comments
Sharing
Suspicious Message
Receiving a Comment
Direct Message
The camera is an important feature in Instagram because it allows users to tell their stories. By selecting the "Camera" icon( ), the "Your Story" icon ( ), or swiping right across the screen, you will be able to post picture and videos to your "Instagram Story". By selecting the "Plus" icon( ), you will be able to use the camera to create posts.
Like many social media apps, Instagram allows users to send and receive Direct Messages. These messages are typically referred to as DMs. They can can be responses to posts, suggestions, or kind words. To view your DMs, click on the "Paper Airplane" icon ( ) located in the top right corner. You do not have to answer or open all of your DMs. Respond to your audience periodically to show you care. When an account leaves a comment on your "Instagram Story", it will apppear in this section, along with your other messages. Beware of suspicious activity. There are people who hack accounts by sending strange links. DO NOT click on links from unfamiliar accounts. Block the account immediately and delete the message. B
User-Generated Content User-generated content: Content created by your audience for you to post on your account. Using user-generated content is a great way to form a connection with your audience while also providing your followers with fresh new content. Obtaning user content: To obtain user-generated content try reaching out to local photographers, artists, graphic designers. Explain who Audubon is and why your account wants to showcase their work. Whenever you post user-generated on your account, rember to tag the owners page in the photo. Make sure to notify the user of your post so that they can create a post on their account to tag you in. Watch the slide show learn how Audubon NC implemented user-generated content into their account.
"Instagram Stories" are a sequence of images, videos, or boomerangs that will disappear in 24 hours. Your goal is to tell an interesting story that will keep your audience engaged. To create a video, hold down the white circle at the bottom of the screen. Select the "Your Story" icon ( ), to upload your content to your story. To add a picture your story, tap the white circle. Once your image is captured, select the "Your Story" icon ( ) to post. Incorporate gifs and stickers into your story to create a dynamic viewing experience. For more tips on how to create a successful story, check out the article located on the Resource Page.
Tag or mention accounts you want to form a connection with. These accounts should have a large number of followers and contain posts that reflect Audubon's values. By tagging or mentioning an account, you are also exposing your audience to new content. Tagging: When you create a post, there is a section underneath the caption titled "Tag People". After clicking on the section, you will be prompted to select a place for the tag to appear on the photo. Next, select the Instagram account you want to tag. The tagged account will be notified that you have tagged them in a post. Mention: On your "Instagram Story", there is a sticker titled "@Mention". When selected, this sticker allows you to type in an account name. Your audience can click on the sticker to view the account's profile page.
Likes: Double tap an image to like the image. This also sends a notification to the account owner notifying them that you liked their post. Comments: To leave a comment, select the "Add Comment" icon ( ) or type in the "Add a Comment" box. Like a caption, a comment should be should be concise. Use emojis to convey any additional sentiments. Sharing: By sharing a post to your story, your audience will be able to see a post you enjoyed. To share a post, select the "Paper Airplane" icon ( ) in the bottom left corner. This will allow you to send this post to other accounts or to share the post to "Your Story".
Your collection is a photo archive that is stored in Instagram. Sometimes you will stumble upon a post you wish to save. Select the "Save to Collection" icon ( ) to save the post to your collection. To access your collection select the "Your Profile" icon ( ) in the bottom navigation, then select the three lines in the right corner. Next, select "Saved" to view the posts you have saved in your collections. You can also create new collections if you feel it is necessary. Accounts do not receive notifications for posts that have been saved to your collection.
A caption should be as short as possible. Majority of your posts should be limited to 1-2 sentences. Unlike the audiences on Facebook, people on Instagram focus on visuals more than writen content. Captions could be fun facts about birds, relevant pop culture references, or something funny. Your caption should always compliment the photo/ video you post. If there is a great story that goes along with an image your going to post,tell your audience. This should be the only time your write a longer caption. Alaways include photo credits at end of your captions. To inform your public of events, create 2 sentences describing the event. Include an additional sentence that explains that there is a link for more information your profile bio. For more tips on how to create stronger captions, visit the Resource Page.
(Video Will Continuously Loop)
Your friends' stories are displayed at the top of your feed. Like "Your Story", your friends' stories will disappear after a day. The accounts you view most often will appear closer to the front of your feed. It is good to interact with people you follow from time to time. However, you do not have to comment on every video or image in your friends' stories. Sharing Your Friends Stories: You will recieve a noitification whenever a friend mentions your account in their story. To view your mentions you can click on the notification or click on the "Paper Airplane" icon ( ) to access your DMs. If your friend's account is public and allows resharing of their posts, you will see a prompt to says "Add To Your Story". Select the prompt to add the content your your story.
Beware of suspicious activity. There are people who hack accounts by sending strange links. DO NOT click on links from unfamiliar accounts. Block the account immediately and delete the message. B
When an account leaves a comment on your "Instagram Story", it will apppear in this section, along with your other messages. B
Creating a Post from Scratch All of the content on your page should be high-definition, well-lit, and interesting. The image or video must speak for itself. Find images that immediately grab your audience’s attention. Only use images that you have permission to use. Audubon has a photo database called the Audubon DAM that provides Audubon employees, volunteers, and interns with high definition photos. To create posts about events, use apps like Canva to enhance your visual storytelling. Refer to the Resource Page to learn more about the Canva app and the Audubon DAM.
Search
Nametag Scanner
Categories
Analyzing Posts
To use the "Search" feature, type in an account name, a location, or a hashtag in the space provided. When searching for an account, try using keywords the account owner might include in their profile bio. You will also be able to view a list of the recent accounts you have visited.
The "Nametag Scanner" feature allows you to quickly follow an Instagram account. This feature can only be used for face-to-face interaction. To use this feature, select the "Nametag Scanner" icon ( ) in the right corner of the "Explore Page". Hold your phone over an account owner's "Nametag" icon ( ) on their phone to scan their nametag. You will be prompted to follow the account.
When you select the "Search" icon ( ), the first page you will see is called the "Explore Page". Instagram's algorithm has tailored this page to best meet your interests. Along the top of the "Explore Page," you will notice several categories. Posts are separated into categories based on their content. If you spend a lot of time viewing posts in a specific category, the algorithm will start featuring similar content on your "Explore Page".
Use the "Explore Page" as a field guide. Try to identify posts that grab your attention. When viewing a post, ask yourself the following questions: - Why did this image/video grab my attention? - Can I use any of these hashtags in my posts? - Does this post have a lot of likes or views? Analyze your "Explore Page" periodically to understand the wants and needs of your audience.
Username
Insights
Profile Picture
Followers vs. Following
Bio
Promotions
Creating Highlights
Page Layout
IG TV
Photo Filters
Tagged Posts
Your username should contain your state office, regional office, nature center, or chapter location followed by Audubon: ex. @ctaudubon ( Audubon Connecticut) A strong username allows your audience to locate your account easier. Remember to delete old dormant accounts. Having multiple accounts with similar usernames can cause your audience to follow the wrong page. If you have multiple Instagram accounts within the same state office, regional office, nature center, or chapter, add additional details about each account in the bio.
Use Instagram "Insights" to gauge how well your posts are performing. Each week, Instagram "Insights" will track how many accounts your posts have reached, how many people click on your posts, and how many accounts visited your profile. Tailor your content around this information. For example, if more people visit your page on the weekends, produce more content on those days. Try creating a spreadsheet to track this data and look for trends. Create a page that compliments your audience's interests.
The Audubon Social Media Guidelines advises state offices, regional offices, and nature centers to use the Audubon logo as a profile picture. Chapters are not permitted to use the logo as a profile picture. The Social Media Guidelines also encourage state, regional offices, and nature centers to use their state bird as the profile picture. Even though your profile picture is tiny, the pictures or illustrations you use should be high-quality and vibrant. A profile picture is like a first impression.
Limit the number of accounts you follow. You do not want to clutter your feed with unnecessary content. Unfollow accounts that contain content that is not relevant to your brand's identity. Your following should be larger than the accounts you follow.
Following vs. Followers
"Coordinate with the Vice President, Audience Engagement before starting paid campaigns. Work with NAS staff to ensure paid social campaigns are on brand, follow best practices, and are in sync with other paid campaigns being conducted throughout the network. " - Audubon Social Media Guidelines. When you promote a post or story, you are paying for more users to see your post. This is a good strategy to broaden your audience. Promoting your posts is an effective way to grow your following. Promote posts that perform well on your "Profile Page". Think of post promotion as creating an ad on Instagram. A promoted post will be shown to a larger audience because you are paying a fee to run a campaign for an amount of time. Promoted posts can be very affordable. For example, you could run a campaign for $5 over 5 days. This means that you would spend $1 for every day of this promotion. Spending more money on your campaign will increase the number of people who see your promoted post. You can promote posts or stories by selecting the promotion button on your "Profile Page". Instagram will walk you through the necessary steps to creating your promotion.
Highlights are the best moments from your Instagram Story. They are composed of the content found inside your archive. Your archive contains all your saved photos, videos, and boomerangs from your Instagram Stories. To create a "Highlight" click on the "Plus" icon ( ) titled "New". Your archive will pop-up. Select content that has a similar theme. There is no limit on the amount of content a "Highlight" can contain. Next, add your "Highlight" cover. This is a small picture to represent the type of content you have selected. Lastly, name your "Highlight" with a word or an emoji.
Your page layout should look cohesive and flow from one color to the next. For example, try planning a week of red bird posts, then a week of pink bird posts, then a week of purple bird posts. Browse the National Audubon Society's Instagram account to get a better idea of what a cohesive page layout looks like. Create a color scheme for yourself to follow by preplanning your posts. Try creating a content calendar to have an idea of what your page will look like in the future. To see an example of a content calendar visit MediaBirder's Resource Page.
"IG TV" is a longer video format that Instagram offers. Videos posted to "IG TV" are prerecorded videos that can be found on the "Explore Page". These videos could be how-to videos, ads, or videos that highlight a specific bird. For more "IG TV" ideas check out The National Audubon Society’s Instagram account (@audubonsociety). Uploading a video to "IG TV": 1. Select a Video: Select the "IG TV" icon ( ) on the "Explore Page". Click the plus in the right corner and then select the prerecorded video from your phone’s library. Videos must be a minimum of 1 minute and a maximum of 15 minutes. A Verified account can post videos that can be up to an hour-long. 2. Choose a cover image: Scroll through your video to select a cover image for your post. Cover images can also come from your photo library. 3. Title and Description 4. Post: Once you publish your first "IG TV" video, the " IG TV" icon ( ) will appear on your "Profile Page". There is an "IG TV" app. The app allows you to record videos for your "IG TV" and upload them to Instagram.
Using photo filters is a fun way to give your content some personality. To access photo filters, click the "Camera" icon ( ). Drag the white circle to the right and begin testing out the various filters. Photo filters are constantly changing, so be sure to check out this feature from time to time. Did you know that Audubon has a photo filter? Visit the National Audubon Society account (@audubonsociety) to download the filter to your camera. To download the filter, select the "Photo Filter" icon ( ) on their page and then select the image of someone testing out the filter. You will be prompted to add the filter to your camera. The "Photo Filter" icon ( ) will show up on your profile page if you create a custom filter.
Photo Filter
As your page grows, people will begin tagging and mentioning your page to grab your attention. To view and interact with the posts that you are tagged in, go to your profile page and select the "Tagged" icon ( ). To show your audience appreciation, like and comment under posts you are tagged in periodically. You want to attach your account's name to posts that positively reflect Audubon's mission. If an account tags you in a post you do not like, you can untag yourself. Select the three dots in the top-right corner. Next, select tag options. Then, select "Remove Me From Post".
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Your bio should contain the following: 1. Account name: Name of your account. 2. Personal Statement: Your statement should be a variation of Audubon's mission statement. Here are a couple of templates many Audubon accounts use: - "We protect birds and the places they need in (insert state, regional office, nature center, or chapter location)" - "(emoji of a relevant bird) State program of @audubonsociety ( number of members in your state, regional office, nature center, or chapter) members strong " 3. URL: A URL is a clickable link that will take your audience to your website. You will periodically change this link to coincide with event posts you create. Users will rely on this link to learn more information about your event. Visit MediaBirder's Reference Page to learn how to shorten your URL. 4. (Optional) Address 5. (Optional) E-mail 6.Type of Account: For your account to have access to "Insights", it must be a business account.
Example Photo of Page Layout
National Audubon Society's Photo Filter
National Audubon Society's Page
The Resource Page
bitly
Befunky
Canva
Hootsuite
Buffer
Apps
The Complete Guide to IGTV Video
Tips for Creating Stronger Captions
When is the Best Time to Upload a Post
How to Create a Successful Business Instagram
How to Create Successful Hashtags
Tips for Instagram Stories
Additional Info.
Social Media Managers Group
Example Content Calendar
Audubon DAM
Download Audubon Logo
Brand Guidelines
Social Media Guidelines
Audubon Resources
Discounts For Nonprofit Organizations
How To Use Buffer For Social Media Management
How do I use Buffer Analytics?
What Are Buffer Analytics?
How do I Use Buffer?
Buffer is a content scheduling app that can be accessed from your mobile device or computer. Unlike Hootsuite, Buffer allows users to schedule the first comment. The first comment should be reserved for hashtags.
Adding An Instagram Account To Hootsuite
What Is Hootsuite?
Hootsuite is a content scheduling app that can be accessed from your mobile device or computer.
Free For Nonprofit Organizations
Designing With Canva
How To Use Canva
Canva is a graphic design app that allows you to enhance your social media posts. It allows users to create media graphics, posts for events, presentations, and other visual content.
Befunky Tutorials
Getting Started With Befunky
Befunky is a free photo editing app recommended by Audubon.
To learn more information about Befunky, e-mail social@audubon.org
efunky
Using bitly
What Is bitly?
Bitly is an app that shortens URLs. Audubon recommends using this to create a shorter, cleaner link.
To learn more information about bitly, e-mail social@audubon.org
To learn more information about Buffer, e-mail social@audubon.org
To learn more information about Hootsuite, e-mail social@audubon.org
What are Buffer Analytics?
My name is London Thompson. I recently graduated from Elon University with a Master's Degree in Interactive Media. For my thesis project, I created this interactive website to teach state offices, regional offices, nature centers, and chapters how to navigate through Instagram. I was the communications/social media intern at Audubon NC in the summer of 2019. I was tasked with relaunching the company's Instagram account. I researched several Audubon accounts to understand the wants and needs of my target audience. My research indicated that several Audubon accounts were thriving, while others were struggling. I hosted an hour-long webinar to share the results of my research with other chapter leaders. Due to the time constraints, I was unable to answer every question. I created this website because I knew that an hour was not enough time to effectively learn how to use Instagram. In 5 months, I have created a tool that state offices, regional offices, centers, and chapters can use whenever they have questions about Instagram.