This is part of the 2026 series of library social media guides. In addition to this post, be sure to bookmark these new guides:
Next week, I’ll wrap up the series with tips for Facebook.
Instagram for libraries
According to the 2025 Super Library Marketing survey, 93 percent of libraries say they post to Instagram, making it the second-most-popular social media platform for library marketing. However, the number of libraries using Instagram dropped by 5 percentage points in 2025.
I have a few guesses as to why this happened:
- Some libraries faced privacy concerns about using Meta-owned platforms.
- Instagram’s increasing emphasis on paid ads makes it difficult for libraries to reach their community organically.
- Budget cuts mean fewer staff, which may have led some libraries to scale back their Instagram use.
- The inability to insert links into posts remains a major downside for Instagram users.
How are people using Instagram right now?
Here are some statistics from Backlinko, Teleprompter, and Digiexe.
- Instagram is the most popular app for 18-24-year-olds, a key demographic for libraries.
- The average Instagram user now spends 33 minutes a day on the platform. But, for 18-24 year olds, the average time spent on Instagram per day is much higher, at 53 minutes per day.
- 90 percent of Instagram users watch Reels.
- Instagram users remain evenly split by gender.
How much success can libraries expect to see on Instagram?
- Reels: The average engagement rate is 2.46 percent, according to Sprout Social.
- Carousel posts: According to Social Media Today, the average engagement rate is 2.4 percent.
- Stories: Stories are shown to existing followers, so they’re not a tool for discovery. It’s difficult to get Instagram to give up engagement rates for Stories. However, Sprout Social says the average engagement rate is generally lower than for other types of content, at 0.8 to 1.2 percent.
The Instagram algorithm for 2026
Here are the updated Instagram ranking signals according to Sprout Social. Note: Nearly ALL the Reels ranking signals have changed in the last year. Also, Instagram now uses the same ranking signals for the Feed and Stories. That’s a huge change. (Gotta love social media!)
Instagram Reels Ranking Signals
- Engagement velocity: The more likes, comments, and shares you can get on your video within the first hour of posting, the more reach you’ll get.
- Completion rate: The more people watch your Reel all the way through, the more reach you’ll get.
- Audio trends: Using trending audio will increase your reach.
- Content quality: Edit your Reels in an app like Edits to post without a watermark. Never repost your TikTok videos directly from TikTok to Reels. Doing so will suppress your reach.
- Consistency: The algorithm rewards accounts that post regularly.
Instagram Feed and Instagram Stories Ranking Signals
- Content popularity: Instagram will reward you for getting engagement quickly, for tagging other people or organizations, for tagging the location, and for the timeliness of the post. However, here’s something to consider: Instagram tries to avoid showing too many people from one account to users in a row. So, that means you don’t want to post too often on Instagram!
- Relationship: The algorithm will show you feed posts and stories to people who normally engage with your content first. The more your followers interact with the post, the more often they’ll see your content and the more reach you’ll get outside your library followers.
- Behavior: Instagram tries to predict how likely someone is to spend time reading your post, commenting, liking, resharing, or tapping on your library’s profile picture for more information.
4 ways to get the best organic reach for your library’s Instagram account in 2026
#1: Lean into searchability.
Instagram is increasingly functioning like a search engine. Users, especially younger users, will use the search bar to find what they need, like “cozy books for winter reading” or “family activities near me.” Here’s how to make sure your library’s content gets seen:
- Write captions using natural language. Think about how you would say what you want to say if the person were standing in front of you at the desk. For example, “Looking for cozy books for winter reading? Here are our five favorites!” Try to avoid stuffing your captions with keywords.
- Use alt text for accessibility and to optimize search results. For feed posts and Reels, you’ll find the alt text box under “Advanced Settings”. You cannot add alt text to Stories unless you add it straight to the screen using captions or a text overlay.
- Add the location tag to every post.
- Be super strategic with hashtags. Use 3-5 relevant ones, such as #WinterReading #CozyBooks #PinetreeLibrary
#2: Prioritize video, but be strategic about it.
Reels are a priority for Instagram, so they need to be one for you, too! However, the algorithm doesn’t care as much about how many videos you post. It favors watch time and completion rates.
To boost your videos, you should:
- Keep your Reels under 30 seconds to boost completion rates.
- Add captions and on-screen text for accessibility and silent viewing.
- Use trending audio when appropriate.
- End with a call to action asking viewers to “Save this Reel for your next visit to the library!
#3: Post when your audience is active.
This year, timing will be critical because the algorithm prioritizes newer content. You’ll want to:
- Use your insights and check often to find the peak engagement time for your account. Then, schedule your posts during those windows.
- Post to Stories right before your scheduled feed or Reels posts to keep your account active and visible.
- Share your feed or Reels post to your Stories once it’s live to ensure your followers see it and engage with it, which will boost your reach.
#4: Have fun with interactive micro-content.
The Instagram algorithm favors interaction signals because they indicate that people are interested in your content. To help boost this signal, you can:
- Add polls, quizzes, and emoji sliders in Stories.
- Use carousel posts with prompts to swipe through all the pictures to get to something exciting at the end of the carousel.
- Ask questions to encourage commenting.
When to post on Instagram
According to Sprout Social, the average best time to post to Instagram is between 9 a.m. and 1 p.m. local time. But as always, check the insights on your library’s account. Post when you notice your followers are engaging most often with your content.
And remember that being consistent is key. Pick a schedule that your library staff can stick to.
P.S. Want more help?
The Secret to Library Instagram Success? Start With the Story, Not the Promo
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 