The basic steps to create a post on Instagram

To create a post on Instagram, open the app and tap the plus icon (+) at the bottom of your screen. This takes you to the creation screen. From there, select "Post" from the menu that appears. You can then choose a photo or video from your phone's camera roll, take a new photo or video directly in the app, or select multiple images to create a carousel post. After you choose your content, tap "Next" to move to the editing screen.

On the editing screen, you can apply filters, adjust brightness and contrast, crop your image, or add text and stickers. Once you're happy with how it looks, tap "Next" again. This brings you to the caption and sharing screen, where you add a description, hashtags, and decide who can see the post. When everything is ready, tap "Share" to publish your post to your feed.

Key Takeaways

  • The plus icon (+) at the bottom of the Instagram app opens the creation menu where you select "Post" to begin.
  • You can upload photos or videos from your phone, shoot new content directly in the app, or combine multiple images into one carousel post.
  • The editing screen lets you apply filters, adjust colors, crop, and add text or stickers before you publish.
  • Captions, hashtags, and privacy settings are added on the final screen before you tap "Share" to publish.

Choosing between a single image, video, or carousel post

Instagram offers three main post formats. A single image post is the most straightforward — you pick one photo, edit it if you want, add a caption, and share. A video post works the same way but with video content instead. You can record video directly in the app or upload one from your phone. Videos can be up to 60 minutes long, though shorter videos (under 3 minutes) tend to perform better because more people watch them all the way through.

A carousel post lets you combine multiple images or videos into one post that people swipe through. To create a carousel, tap "Select multiple" on the content selection screen and choose up to 10 images or videos. Carousel posts often get more engagement because people spend more time interacting with them, but they also require more planning — you need to think about the order and how each image connects to the next.

Adding filters, text, and stickers to your post

After you select your image or video, the editing screen shows a row of filter options at the bottom. Tap any filter to see how it changes your photo. Instagram's built-in filters include options like Clarendon (which brightens and adds warmth), Juno (which cools the tone), and Lark (which adds a vintage feel). You don't have to use a filter — many people skip this step entirely.

Below the filters, you'll see icons for adjusting brightness, contrast, saturation, and other settings. Tap the smiley face icon to add stickers, which include date stamps, location tags, and interactive elements like polls or question boxes. Tap the "Aa" icon to add text directly onto your image. Text stickers let you write captions, quotes, or labels that appear on top of your photo. You can move, resize, and change the color of any text or sticker by tapping and dragging it around the screen.

Writing captions and using hashtags effectively

Your caption is the text that appears below your image when people view your post. Tap the caption field and type whatever you want — a description, a question, a quote, or just a few words. There's no character limit, though very long captions sometimes get cut off in people's feeds until they tap "more." Many people use captions to tell a story, ask their followers a question, or provide context for the image.

Hashtags are words or phrases preceded by a # symbol that help people find your post when they search. You can add hashtags directly in your caption or in the comments after you publish. Instagram allows up to 30 hashtags per post, but using 5 to 10 relevant ones usually works better than stuffing in the maximum. For example, if you're posting a photo of your dog, hashtags like #dogsofinstagram or #puppylife help people interested in dogs find your post. Avoid hashtags that are too broad (like #photo) or completely unrelated to your content, because they make your post harder to find.

Controlling who sees your post

Before you tap "Share," you can decide whether your post is public or private. If your account is public, anyone on Instagram can see your post, even people who don't follow you. If your account is private, only people you've approved as followers can see it. You can also hide your post from specific people by tapping "Advanced Settings" and selecting "Hide like and view counts on this post" if you want to reduce pressure or comparison.

Instagram also lets you turn off comments on individual posts if you want to share something without opening it up for discussion. This option appears on the same screen where you set privacy. Once you publish, you can still edit the caption, delete the post, or archive it (which hides it from your profile but keeps it saved in your archive folder) at any time by tapping the three dots in the corner of your post.

Troubleshooting common posting problems

If the "Share" button is grayed out or won't respond, the most common cause is that your image file is too large or in a format Instagram doesn't support. Instagram works best with JPG or PNG files. If you're posting a video, make sure it's in MP4 or MOV format. Try closing the app completely and opening it again, or restart your phone if the problem persists.

If your post disappears after you publish it, Instagram may have flagged it for violating community guidelines — usually because of nudity, hate speech, or spam. You'll typically see a notification explaining why. If you believe the removal was a mistake, you can appeal the decision through the app. If your post simply isn't showing up in your followers' feeds, it may be because Instagram's algorithm decided it wasn't engaging enough, or because you posted at a time when few of your followers were active. Posting when your followers are most likely to be online (usually evenings and weekends) can help.

Frequently Asked Questions

Can I edit or delete a post after I publish it?

Yes. Tap the three dots in the corner of your published post and select "Edit" to change the caption or "Delete" to remove it entirely. You can edit captions and hashtags as many times as you want, but you cannot change the image or video itself once it's published. If you want to change the image, you have to delete the post and create a new one.

What's the difference between posting and using Stories?

A post stays on your profile permanently (unless you delete it) and appears in your followers' feeds. Stories disappear after 24 hours and appear at the top of the feed in a separate section. Posts are better for content you want people to see long-term; Stories are better for sharing moments or updates that don't need to last.

Why isn't my post showing up in hashtag searches?

Instagram may have shadowbanned your account if you've used banned hashtags, posted too frequently, or engaged in spammy behavior. Shadowbanning means your posts don't appear in hashtag searches even though they're still visible on your profile. Try using different, more specific hashtags and wait a few days. If the problem continues, contact Instagram through the app's help center.

Can I schedule a post to publish at a specific time?

On the web version of Instagram Creator Studio, you can schedule posts in advance. On the mobile app, you cannot schedule posts directly, but you can use third-party scheduling tools like Buffer or Later, which connect to your Instagram account and publish posts at the time you choose.