Instagram Best Practices

Instagram is great for visually showing your audience what your brand is about. There are many strategies that work on this platform. Some strategies include only sharing photos with no text, incorporating your school colors, and reposting photos from other accounts.

The @txst Instagram has adopted the strategy of only using high-quality photos and videos with minimal (light leak treatment only) to no filters. Our strategy also includes showcasing a mix of abstract architecture, close-ups of student life and photos showcasing the campus grounds. 

There are no character limits on Instagram, but brevity is encouraged. Follow the Editorial Style Guide when writing posts. Please review UPPS 06.05.05 for all social media policies, including account access and setup. Because Instagram is a highly visual platform, it is especially important that all images posted meet accessibility standards. Images with text should use color combinations that meet color contrast requirements. Alt text should be added to images on Instagram whenever possible.

Features

Instagram Live — Add guests to livestreams

Instagram Stories and Highlights

IGTV

Reels

Instagram Story Link Stickers - open to all accounts now

Avatars

When creating avatars for social media, we recommend using the following guidelines and templates to help your page present a recognizable TXST identity and voice of authority. 
Avatar guidelines:

  • Use the avatar to clearly identify your unit as the owner of the page.
  • Use expressive photos or illustrations for cover images or headers.
  • Use the acronym “TXST” and the name of your unit in bold. If your unit name is too long for the avatar for legibility please use the appropriate abbreviation. (Your full name must be present in your account name or bio.)
  • Maroon backgrounds are reserved for the main TXST social media channels.
  • Please do not use a TXST logo or University Seal in your avatar. The TXST logo is reserved for the main TXST social media channels. The SuperCat logo is reserved for Athletics social media channels and permission to utilize that logo must be requested through Athletics.

Hashtags

Hashtags are meant to group similar photos into categories so they are easily searchable. Incorporating a few popular hashtags in your post is encouraged. If you have more than a few, you can comment on your own photo to add more hashtags. Only focus on relevant and popular hashtags. Before using a trending hashtag, make sure you understand how the hashtag is being used and if Instagram posts using that hashtag are appropriate for your audience.

Use approved hashtags. Using the correct hashtags will maximize the reach and effectiveness of your Instagram post.

When creating a hashtag for an event, be sure that it contains a connection to the university. 

Links

You can't include clickable links in the captions of normal Instagram feed posts, but that doesn't mean that post captions are useless! You can still use them to get users' attention, share extracts from your content, and extend your reach with carefully selected hashtags.

Our best recommendation is to make your "link in bio" go to the main Texas State website associated with your organization. Learn more about how to share links on Instagram.

Instagram rolled out the official link sticker for Instagram Stories to all accounts starting in October 2021. All university channels are able to share a link within their stories now. 

Reposts

If you see a photo you’d like to share, contact the person who posted the photo and ask them for permission to use the photo. Always credit the original user.

Instagram automatically sizes your videos to fit the screen. If you are sharing a video that is wider or taller than the auto fit, press the "Expand" icon (two outward facing arrows) in the bottom left-hand corner of the photo once you've selected it.

When sharing videos on Instagram, keep in mind that you are able to control what the still image will look like. This still image is seen before your video plays and as a square on your profile page. Simply select "Cover" on the bottom right of the "Filter, Trim, Cover" screen to choose what part in the video you want to be displayed first (Cover). 

Adding a Location

Instagram Location is a great (and easy) way to make sure you're being found by high-value followers and connected to the larger university community. Every day, thousands of people browse through Instagram location-tagged posts to look for content they like and accounts to follow. Instagram has slowly made their location features more and more powerful over the last year.

Locations on campus

  • Old Main
  • LBJ Student Center
  • Commons Dining Hall
  • Harris Dining Hall
  • Jones Dining Center
  • Performing Arts Center
  • Texas State University San Marcos Campus
  • Sewell Park
  • Bobcat Stadium, Bobcat Football, Jim Wacker Field
  • Strahan Arena
  • Texas State University Round Rock Campus
  • McCoy College of Business
  • Student Recreation Center
  • Bobcat Soccer Complex
  • Bobcat Ballpark
  • Texas State Baseball
  • Intramural Sports Fields
  • Texas State Track and Field
  • Ingram School of Engineering
  • Bobcat Village

Giphys and Stickers in Instagram Stories

University Marketing maintains the official university giphy account. You can find the general brand and TXST stickers that can be used on Instagram Stories, TikToks, or download to use in tweets or replies as you need. Stickers/giphys currently include: Boko, graduation, TXST NEXT, alumni, RRC, and more!