If you thought building your follower base on Instagram was tough, boy have we got news for you: getting followers is only half the battle, keeping them is where the real challenge begins.

But it’s not impossible.

Here are three brands that have succeeded by producing quality content their audiences care about.

1. Virgin Atlantic

We’ve all been hearing about how brands should use Instagram as a platform to establish a more intimate connection with their target audience. But how do you actually go about doing it?

Virgin Atlantic’s answer: user-generated content.

Besides creating their own content, Virgin Atlantic also re-uploads photos from their customers and fans with their own captions and credits them. This is a smart way to acknowledge fans and make them feel seen. It is also a great way to add variety to your Instagram page.

https://www.instagram.com/p/BgOYLTrAvUM/?taken-by=virginatlantic

https://www.instagram.com/p/BXqJ7HjAUXV/?utm_source=ig_embed

2. National Geographic

Nat Geo’s Instagram account doesn’t just satisfy their followers’ thirst for knowledge – it makes them crave for more. They do this by producing visually arresting content surrounding topics that interest their audience. Visiting their Instagram account is like stepping into a photography exhibition. It’s not just a feast for the eyes – accompanying each photo is a short factual write-up so fans can look forward to expanding their knowledge as they admire the pictures.

https://www.instagram.com/p/BpnUOZkAMSG/?taken-by=natgeo

https://www.instagram.com/p/Bp_85YFDGqo/

Even their Instagram Stories, which are mostly meant to promote their publications, are filled with interesting facts aimed at enticing viewers to “swipe up” to read a full-length article on the topic.

Granted, not all of us are lucky enough to have a team of professional photojournalists like Nat Geo. The good news is that you don’t necessarily need one – a decent designer and copywriter will do. As long as you create content that your target audience cares about, you’ll be giving them a pretty good incentive to stick around.

3. Airbnb

Though Instagram Story was meant to give users a platform to showcase less polished pictures or short videos, Airbnb uses the medium for regular bite-sized content that pack quite a punch.

Travel Tuesday is a weekly series by the brand that is ultimately aimed at getting fans to check out Airbnb listings. However, they do it with such finesse that it doesn’t come off as “sales-y”. Instead, it brings audiences through a journey of discovery.

A typical Travel Tuesday story starts off with a bit of background on the selected destination in the form of facts and a picture of the place, after which viewers can participate in a poll to identify the location. The actual location is then revealed and the wanderlust is further fueled through a short “slideshow” of location shots taken by members of the community. It ends off with a call to “swipe up” to view the Airbnb listings in that location.

This weekly series is a mix of the first two strategies by Virgin Atlantic and National Geographic. It doesn’t just create opportunities for followers to interact with Airbnb, it also shares content that their followers care about. The clear, simple call-to-action at the end is the cherry on the cake – it provides a painless way for viewers to follow up on their newfound craving to travel.

So, take a leaf out of these brands’ books and apply them to your own Instagram strategy. What do your followers want to see? Keep them hooked!