As a social media marketer, you know how crucial it is to keep your Instagram feed looking fresh, engaging, and on-brand. But constantly creating new content is time-consuming and not always sustainable. That‘s where archiving and unarchiving posts strategically comes in.
In this ultimate guide, we‘ll dive deep into how to use Instagram‘s archive feature to breathe new life into your feed, resurrect top-performing posts, and create a cohesive aesthetic that wows your followers. Plus, get expert tips on analyzing your archives, optimizing posts before republishing, and incorporating unarchived content into your broader Instagram strategy.
Why Unarchiving Instagram Posts is a Game-Changer
With over 1 billion monthly active users, Instagram is a crowded space. The average user spends 53 minutes per day on the app, and 90% of accounts follow at least one business. To stand out and keep your audience engaged, your feed can‘t look stagnant or outdated.
That‘s where your Instagram archive comes in. This private folder, introduced in 2017, allows you to hide posts from your public profile without deleting them. It‘s like a secret weapon for social media managers looking to optimize their feeds.
Consider these eye-opening stats on why the look and feel of your Instagram feed is so important:
- 60% of users say they discover new products on Instagram
- Profiles with a consistent aesthetic get 20% more engagement on average
- Brands post an average of 0.7 posts per day on Instagram
By strategically unarchiving high-performing, on-brand posts, you can:
- Maintain a visually compelling feed that hooks new followers
- Keep your existing audience engaged by resurfacing relevant content
- Save time and resources compared to always creating posts from scratch
Don‘t just take my word for it. Social media expert Matt Navarra explains: "Archiving and unarchiving is a vastly underutilized Instagram hack. It allows you to be strategic with how you display posts without losing the engagement you‘ve built up."
How to Tell if a Post is Worthy of Unarchiving
Of course, not every post gathering digital dust in your archive is worthy of being revived. To determine what to unarchive, put on your strategic hat and audit your archives with a critical eye.
Some key data points to look at:
- Engagement rate: Posts with high likes and comments relative to your follower count at the time of posting have evergreen appeal.
- Relevance to your current brand and aesthetic: Older posts that still align with your current visuals, voice, and content pillars are prime for a second life.
- Usefulness to your audience: Tutorials, tips, and other evergreen educational content can be valuable to resurface, with a few updates.
- Seasonal or timely appeal: Posts themed around holidays, seasons, or events may be worth bringing back the next time that moment rolls around.
"Look for archived posts that are high-quality and still spark joy for both you and your audience. Evaluate them objectively and think about how they‘ll complement the story you‘re trying to tell with your feed currently," advises Instagram strategist Natasha Samuel.
A social media scheduling tool like Later or Sprout Social can also help you analyze top posts and mine your archive for hidden gems. For example, Later‘s "Best Time to Post" feature suggests optimal posting times based on your historical post performance.
Step-by-step Guide to Unarchiving Instagram Posts
Once you‘ve identified the archived posts you want to resurrect, it‘s time to liberate them from the archives. Here‘s exactly how to unarchive a post in the Instagram app:
- Go to your profile and tap the three horizontal lines (hamburger menu) in the top right corner
- Tap "Archive"
- Select the "Posts" tab
- Scroll to the post you want to unarchive
- Tap the three dots in the top right corner of the post
- Select "Show on Profile"
Boom! The post is now restored to its original spot in your feed, with all its previous likes and comments intact.
You can unarchive up to 50 posts per day – any more than that may appear spammy to your audience. Space out unarchived posts alongside new content for a balanced mix.
Creative Ways to Optimize Archived Posts for Maximum Impact
For unarchived posts to feel fresh and compelling, it‘s important to give them a bit of polish before reposting. Some creative ways to optimize archive content:
Update the caption
Add new context, a fresh perspective, or updated tips to make the post feel current. Use storytelling to draw readers in and make the content relatable.
Refresh the hashtags
Swap out old or irrelevant hashtags for updated, targeted ones to improve discoverability. Focus on a mix of branded, community, and niche hashtags.
Tag relevant accounts
Tagging other brand accounts or influencers is a way to show the post to new audiences. Just make sure the tags are genuinely relevant.
Add new visuals
Create a new carousel card to add to the post, or update the graphic design to match your current branding. Strong visuals are key to stopping the scroll.
Rework the call-to-action
Update your CTA to be compelling and drive a specific action, whether that‘s visiting a link, leaving a comment, or saving the post.
By refreshing archived posts before unarchiving, you set them up to perform even better than the first go-round. It also creates a sense of cohesion with your current feed.
Does Archiving Affect Instagram Algorithms?
A common question is whether archiving or unarchiving posts impacts how Instagram‘s algorithm ranks and distributes your content. While Instagram keeps the specifics of its algorithm under wraps, there are some key factors we know it prioritizes:
- Relationship with followers: How much a user has interacted with your account in the past
- Relevancy of content: How well the post aligns with what a user typically interacts with
- Timeliness: How recently the post was published
Based on this, archiving and unarchiving likely have little effect on the algorithm. When you unarchive a post, Instagram treats it like any other piece of content on your feed.
"Focus on the quality and relevance of your posts to your target audience. That‘s what the Instagram algorithm cares about, not how many times a post was archived or unarchived," says Pei Ketron, Instagram expert and founder of Pei‘s Picks.
How Unarchiving Fits Into Your Overall Instagram Content Strategy
Unarchiving isn‘t just a one-off tactic – it should be part of your larger strategy and content planning on Instagram. Think of your archive as an extension of your content library to pull from and repurpose thoughtfully.
Some ways to integrate unarchiving into your Instagram workflow:
Use a content calendar
Plug archived posts into your social media calendar alongside new content to visualize how it all fits together. A tool like Trello, Asana, or Google Sheets works well.
Plan archive "deep dives" regularly
Schedule a monthly or quarterly review session to mine your archive for gems and map out when to unarchive them. This keeps your feed feeling intentional.
Tie unarchived posts to monthly themes
Structure your Instagram content around themes, pillars, or campaigns and align archived posts to reinforce them. This creates a cohesive story for followers.
Measure and learn
Use Instagram Insights to track how unarchived posts perform and iterate on your strategy. Double down on what resonates and retires what falls flat.
Remember, your Instagram archive is a tool – how you wield it makes the difference. "Archived posts are like a time capsule of your brand. Crack it open strategically to connect the past and present of your Instagram presence," explains Meera Kothand, Instagram marketing educator.
Mistakes to Avoid When Unarchiving on Instagram
While unarchiving is a powerful technique, there are pitfalls to avoid. Here are some common mistakes social media managers make when unarchiving:
Unarchiving irrelevant or off-brand content
Just because a post performed well 3 years ago doesn‘t mean it aligns with your current messaging. Be selective about what you choose to show again.
Not updating posts before unarchiving
Avoid confusing followers by failing to refresh captions, links, or hashtags that may be outdated. Always give archived posts a once-over before republishing.
Flooding your feed with too much old content
Aim for a balance of unarchived and new posts to keep your feed feeling fresh and dynamic. A sudden influx of republished posts can feel inauthentic.
Not tracking performance of unarchived posts
Metrics matter for gauging whether unarchiving is moving the needle for your account. Analyze insights regularly to see what‘s resonating.
Ignoring opportunities to cross-promote
Don‘t just unarchive and ghost. Consider plugging newly revived posts in your Instagram Stories or newsletter to drive attention to them.
By staying mindful of these missteps, you can make unarchiving an effective and impactful part of your Instagram regimen.
Conclusion: Unarchiving is Your Instagram Secret Weapon
If your Instagram presence needs a glow-up, look no further than the unassuming archive folder. By strategically resurrecting your greatest hits and giving them a modern polish, you can revitalize your feed, re-engage followers, and attract new audiences.
The key is wielding this tool with purpose and planning. Audit your archive regularly to identify posts that align with your current goals. Refresh them to feel relevant and on-brand. Then publish them thoughtfully alongside new content.
When done right, unarchiving allows you to work smarter, not harder, on Instagram. You can extend the lifespan and value of your best content without starting from zero.
To sum it up:
- Unarchiving is a strategic way to keep your Instagram feed fresh and dynamic
- Focus on updating and republishing evergreen content that still feels relevant to your brand story
- Use data from Instagram Insights to identify high-performing posts and optimize them before unarchiving
- Incorporate unarchived posts into your content planning and measure their impact over time
- Avoid common pitfalls like unarchiving outdated or off-brand content or oversaturating your feed
- Promote unarchived posts through Instagram Stories and other channels to put fresh eyes on them
Ready to unlock the full potential of your Instagram archive? Audit your hidden posts this week and start strategizing which ones to set free. Your newly revamped feed will thank you.
