When posting to Instagram, use these tips to get the best results:

Don’t be afraid of detailed descriptions – Instagram may be all about imagery, but an interesting description can really put a picture or video into context.

Use your profile text to post relevant links – Then mention the link in the photo description. Jamie Oliver often makes good use of this in his recipe images.

Post original video content  – as well as images. People will love you for it.

Create your own hashtags  – and build a community of posters around them. Alternatively, ‘hijack’ existing hashtags to promote your own cause. (But do bear in mind that some hashtags should never be hijacked, like when Kenneth Cole used the #Cairo hashtag during the 2011 Arab Spring to try and promote his new clothing collection.)

Post original content  – where possible. People will appreciate seeing something new.

Use filters at will – They’re extremely intuitive so you don’t have to be a photography expert to turn a relatively bland picture into a visually pleasing masterpiece (or at least improve it slightly).

Show ‘behind the scenes’ images –  of your business. Some actors literally do this with popular TV shows and it always gets a massive reaction.

Create a series – of related images or videos and share them with your followers. This keeps engagement levels high as people want to know what happens next.