How to promote your blog posts on Instagram
How to promote your blog and get the most out of your posts
If you’ve got a blog on your website but you’re not seeing the return on investment you expected, this article is for you.
Blogging is a great marketing tool and there are so many benefits to having a blog for your business website, but it’s not enough to write an incredible article - it’s all about what you do after you hit ‘publish’ that counts.
In this article we’ll be covering:
How to recreate your blog content on Instagram
Instagram is the perfect platform for sharing your blog posts - but it takes more than just telling your followers to ‘head over to your website’ to convince people to read. Here are some creative ways to repurpose your blog content for Instagram.
Infographics
Sharing infographics as a carousel can be a really visual way to recreate blog content you’ve already written. Be sure to include a snappy hook that will entice your followers to swipe along through the carousel and always have a call to action or a question at the end.
Instagram Reels
Instagram reels are the most important place to market your blog post. The algorithm is built to share your content with a relevant audience, and a great video will have the potential to reach accounts that don’t even follow you yet - meaning more traffic to both your Instagram account and your blog.
How to turn your blog posts into videos
Blog posts tend to be quite lengthy pieces of work and it can be hard to condense all that information into one video. Try looking at your blog post as the whole pie. Can it be sliced up into bitesize content that could work as multiple different videos?
Examples
Let’s take a blog post called ‘five self-help books that changed my life in 2024’ as an example, and turn it into three standalone pieces of Instagram content.
Video 1
Choose just one of those five book reviews from the blog post and turn it into a face-to-camera video reviewing the book, with the text hook ‘this one book changed my life in 2024’. Add a clear call to action at the end that points viewers in the direction of the full blog post for more game-changing books. The goal here is to create intrigue and drive traffic to your blog post - give away the slice, but not the whole pie.
Video 2
Film 5-10 seconds of B-roll style video. This could be a clip of your bookshelf, or a snippet of you reading a book whilst drinking a cup of tea - basically anything that relates to your subject (in this case, books). Add the text hook ‘five self-help books that will change your entire perspective on life - read the caption’. Then, in your caption all you have to do is share a miniature version of your longer blog post. The goal here is to increase social media engagement and reach new audiences, utilising your already existing blog content.
Video 3
Film a mini vlog with a voiceover sharing your journey with reading self-help books over the last year, how they’ve helped you, and why people should give the genre a go if they haven’t already. End the video with a question asking your audience which one book was a game-changer for them? You’re not mentioning your blog post directly in the video, but can reference it in your caption. The goal here is to increase social media engagement AND drive traffic to your blog post.
How to use Instagram to increase website traffic to your blog
We’ve covered how you can use the hard work you put into your blog post to repurpose the content on Instagram, but what’s the best way to get people off Instagram and onto your website?
Instagram story buttons
Although Instagram stories are only temporary and last for just 24 hours, one of the best features is the link button you can create, that allows you to direct viewers who click it straight to your blog post. People are far more likely to click on a button, than to go searching for your website manually - so make it super easy for them with this feature!
To make your stories more permanent, you can also add them to a highlight - which would offer an option for followers to find old archived stories too.
Link in bio
Instagram allows you to share up to 5 links in your bio, giving you another option to share your blog posts with the world. If you need more than 5 links or want something more personalised, you could create a landing page on your website with links to navigate around your site, or use a third party tool like Linktree or Lnkbio.
AI comment automations
For a super streamlined way to share your blog content on Instagram, you could use an AI tool that will automatically DM anyone who comments on your content.
For example: if you were a bakery trying to promote a blog post with a recipe for your famous apple pie, you could post a short teaser reel of you making the pie, followed by the caption ‘comment APPLE to get the free recipe’.
With these AI tools, anyone who comments with the word ‘APPLE’ will trigger an automatic message from you to their direct message inbox. You can personalise this message and include a link to your blog post.
TOP TIP:
URL links are not clickable in any of your Instagram captions and your followers won’t be able to copy and paste URLs either - so always leave them out of your captions. Instead, use a call to action such as ‘head to the link in bio for more.’
Which other social media platforms should you use to promote your blog?
Pinterest is a great platform for sharing blog content because it’s a place where people are searching for inspiration with a clear objective (unlike Instagram, which is often used for entertainment). Pins on Pinterest also have an average lifespan of 6-12 months, giving plenty of opportunity for people to discover your content.
If you have a Facebook business page, this is a great place to share your blog posts. Unlike Instagram, you can share links directly in your captions on Facebook posts and they will be clickable.
Another great way to get your content seen by new audiences on Facebook is to join relevant community groups and share your posts there. This might be a group for your local area, or a hobby group for enthusiasts in your field.
Just be sure to follow the group guidelines set by the creator, and don’t be too pushy or salesy. Community groups are safe spaces online for genuine conversation and interactions, so make your posts sincere and only share content you think will be helpful to the members of that group.
Depending on your industry and audience, LinkedIn could be an option for sharing your blog content. If you are creating B2B content, it’s likely your audience may well be hanging out over on LinkedIn.
However, if you’re creating B2C content, it might not be as appropriate. Perhaps you could use your LinkedIn to share the very best of your work, or create a round-up monthly post of your marketing activities, rather than sharing every single blog post.
TikTok
Due to the fast-paced nature of TikTok, it’s not the best platform for driving traffic to your blog page. However, it is a great platform for repurposing your blog content into quick, saveable and shareable videos.
TikTok only allows you to share one link in your bio, meaning you’re better off using one of the third party options mentioned earlier, or creating a landing page on your website with all of your links.
Our free blog post checklist
There is a lot to remember when it comes to promoting your blog content, so we’ve created a handy little checklist of things we do every time we create blog content.
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