Hey dog people!
If you’ve been trying to “hack” the Instagram algorithm, it’s time to rethink your approach.
As a dog trainer, you're probably frustrated by changing algorithms, declining reach, and feeling like your content just isn't getting seen.
The good news? Instagram’s algorithm isn’t your enemy. In fact, if you learn how it works—and more importantly, how to work with it—you might actually start to love it.
At its core, the Instagram algorithm has one simple mission: to keep users on the platform longer.
How does it do that? By showing people content they find engaging.
For dog trainers, this means your success on Instagram depends on creating content that keeps your audience engaged. Let’s break down the secrets behind Instagram’s algorithm so you can leverage it for your dog training business.
Instagram’s Algorithm: The Mission to Keep People Engaged
Instagram’s algorithm has one goal: keep people on the app as long as possible. The longer someone scrolls, likes, and comments, the more ads Instagram (or its parent company Meta) can show them.
That’s where engagement comes into play.
The more people engage with your content—whether by liking, sharing, commenting, or even saving it—the more likely Instagram will push it to others.
Here’s a breakdown of how the algorithm works to meet this goal:
Prioritizes Engaging Content: If your posts receive quick engagement (likes, comments, saves) after being posted, Instagram assumes it's high-quality content and will show it to more users.
Keeps People on the Platform: The algorithm is designed to show users content that keeps them engaged longer. That’s why Reels, Stories, and video content are prioritized—they tend to grab people’s attention for more time.
Encourages Meaningful Interactions: Instagram isn’t just counting likes anymore. It’s measuring comments, shares, saves, and even how long someone spends on your post. The more meaningful the interaction, the better for your reach.
For dog trainers, this means creating content that sparks interaction.
Think about what your audience will want to comment on, share with their friends, or save for later. If your content keeps people on Instagram longer, the algorithm will reward you by showing it to more potential clients.
The Power of Keywords and Metadata in Instagram’s Algorithm
Let’s talk about an aspect of Instagram’s algorithm that scares a lot of dog trainers away: keywords and metadata.
Just like Google, Instagram’s algorithm needs to understand what your content is about to show it to the right people. This is where metadata comes in.
Four ways to Use Keywords and metadata to boost your visibility:
ONE: Beef up your Captions
Your captions aren’t just for sharing thoughts—they’re part of the metadata that Instagram uses to categorize your post.
Be sure to include keywords relevant to your content and audience.
For example, as a dog trainer, using terms like “puppy training,” “dog behavior,” or “obedience tips” in your captions helps Instagram understand who might be interested in your posts.
TWO: Use Hashtags (Sparingly)
Hashtags are a part of Instagram’s search engine. The trick isn’t to just throw in the most popular hashtags (like #dogsofinstagram)—it’s to use targeted hashtags that align with your niche.
For example, try using more specific hashtags like #leashtraining, or #puppyproblems. These narrow down your audience to the people who are more likely to engage with your content.
THREE: Alt Text Isn’t Just for Accessibility
You can add (in your caption or a comment) something called “alt text”, and while this is primarily used for accessibility, it’s also a valuable tool for SEO.
You can use alt text to describe what’s happening in your photo in a way that includes your keywords.
For example, a photo of you training a dog could have alt text like “dog trainer demonstrating leash walking techniques for a young Labrador.”
FOUR: Optimize Your Profile for Search
Don’t forget that your Instagram bio is also a part of your metadata.
Make sure your bio includes relevant keywords (like “dog trainer” or “behavior expert”) so that people searching for those terms can find you more easily.
By incorporating relevant keywords into your captions, hashtags, and alt text, you’re telling Instagram exactly what your content is about, helping the algorithm show it to the right people.
You can learn to LOVE the Algorithm
Once you understand that the Instagram algorithm is built to encourage engagement and use metadata to categorize content, you’ll start to see how working with it can actually make your job easier.
Here's why I love the instagram algorithm:
It Encourages You to Create Meaningful Content
The algorithm rewards posts that are engaging and valuable.
As a dog trainer, you can take this as an opportunity to share your expertise in a way that truly helps your audience.
When you create content that solves problems for dog owners—like teaching them how to stop a dog from barking or offering quick leash training tips—you’ll see higher engagement, and the algorithm will start pushing your content to more people.
It Helps You Build a Community
The Instagram algorithm favors accounts that build real relationships. When you interact with your audience by replying to comments and answering DMs, you’re not only nurturing potential clients, but you’re also giving the algorithm what it wants.
The more you engage, the more Instagram shows your content to those who already follow you.
Over time, this helps you build a loyal, engaged community around your brand.
It Puts Quality Over Quantity
Unlike the old days of social media, where you had to post constantly to stay relevant, Instagram’s algorithm puts more weight on how engaging a post is rather than how frequently you post.
This means you don’t have to burn out creating daily content. Instead, focus on quality—educational posts, client testimonials, behind-the-scenes stories—and watch your engagement (and reach) grow.
It’s Your Ally, Not Your Enemy
When you stop trying to hack the algorithm and start working with it, you’ll find that it’s actually an ally.
Instagram wants to show your content to more people—but only if your content keeps those people on the app.
By following the algorithm’s lead—creating engaging, helpful, and relevant content—you’ll see steady growth without needing to resort to gimmicks or shortcuts.
Embrace the Instagram Algorithm for your Dog Training Business
You don’t need to hack Instagram’s algorithm to succeed as a dog trainer on social media.
Instead, focus on what the algorithm is designed to do: keep people engaged. Use metadata, keywords, and authentic engagement to help Instagram show your content to the right people.
By creating content that keeps dog owners coming back for more, you’ll grow your audience, attract more clients, and—dare I say it—you might even start to love the algorithm.
Kickstart your Dog Business Instagram - Guide for Dog Business Owners
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Your dog nerd friend,
Mattison
About Me
I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.
I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.
Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.
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