Your Ultimate Guide to the Instagram Explore Page

This carefully curated feed is one of Instagram’s most powerful discovery tools — it places your content directly in front of those who don’t follow you (yet), but are already interested in what you have to offer.

For premium and luxury brands, this is more than just a visibility opportunity. It’s a chance to connect with a highly engaged, relevant audience in a way that feels authentic and aligned with your brand’s values. Unlike paid ads, appearing on the Explore Page allows your brand to be discovered without compromising on exclusivity or integrity.

Here’s everything you need to know (and do) to secure your spot on Instagram’s Explore Page.

What is the Instagram Explore Page? 

The Instagram Explore Page is a personalised feed of content that Instagram thinks users will love, based on their individual engagement history. It’s where users go to discover new content outside of their own feed - and for premium brands, it’s an opportunity to cut through the noise with high-quality, creative posts that feel authentic.

This feature is vital for reaching new, like-minded audiences who are already primed to appreciate the craftsmanship, quality, and exclusivity that your brand represents. Unlike traditional ads, content featured on the Explore Page doesn’t feel intrusive; it blends seamlessly into a user’s discovery experience, making it an ideal way to engage with potential customers without the hard sell.

How Does the Explore Page Algorithm Work?

Instagram’s algorithm curates each user’s Explore Page based on their behaviour - what they like, save, share, and engage with.

Key signals the algorithm looks for:

• Posts generating rapid engagement (likes, saves, shares)
• Content that aligns with a user’s previous interactions
• Consistency of posting and content quality
• Accounts with growing engagement over time

Essentially, Instagram is asking: Is this content interesting, relevant, and engaging enough to keep this person on the platform longer? For those premium and luxury brands, this means that the more compelling and authentic your content is, the better your chances of appearing on the Explore Page.

Why Premium Brands Should Care About the Explore Page

For high-end brands, the Explore Page offers:

• Highly targeted reach to new, relevant users who are already interested in your niche.
• Organic credibility, without feeling overly commercial or forced.
• Increased engagement from users predisposed to appreciate luxury content and aesthetics.
• Brand awareness in untapped markets or demographics.

This is especially valuable for luxury brands that prioritise exclusivity and brand integrity, as it allows them to be discovered in a more subtle and organic way, avoiding the overwhelming presence that can sometimes come with traditional paid advertising.

8 Explore Page Strategies for Premium & Luxury Brands

1. Lead With Visual Impact

Premium content needs to stop the scroll - fast. Invest in high production value, striking imagery, and bold creative that captures attention in seconds. For luxury brands, the visual impact is everything. Think cinematic Reels, editorial-style photography, unexpected transitions, or product storytelling.

‍Louis Vuitton’s collaboration with Takashi Murakami shows how visual impact can elevate brand storytelling. The collection, reimagining iconic Louis Vuitton bags with Murakami’s rose-coloured florals, uses striking visuals to create a compelling narrative. The high-quality imagery not only draws the eye immediately but also reinforces the luxury and artistry behind the collection, creating a memorable experience that stands out in the crowded Explore Page feed.

2. Prioritise Reels (But Keep Them On-Brand)

Reels dominate the Explore Page, but luxury brands need to ensure their execution aligns with their values. Focus on:

• Art direction & set design that reflects your brand’s elegance and craftsmanship.
• High-quality editing that highlights the beauty of your products.
• Subtle storytelling that complements your brand’s message (vs trending audio overuse).

‍Chanel uses Reels to seamlessly showcase their artisanal expertise, from behind-the-scenes footage of couture ateliers to intimate product reveals, aligning with the brand’s heritage while tapping into the algorithm’s reach.

3. Post When Your Audience is Most Active

Data-led timing is crucial for reaching the right people and outperforming the competition. Premium audiences may skew towards scrolling on morning commutes, lunch breaks, or evening browsing, but it’s essential to check your insights regularly to find when your audience is most active.

Tip: Test early morning vs evening posting to identify when your audience engages most with your content.

4. Optimise Captions & Keywords

As Instagram becomes more search-friendly, including relevant keywords in your captions is a must. Think like your audience: What would they search for to find this post? 

For luxury and premium brands:

• Weave in descriptive, sensory language
• Reference product names, materials, or locations
• Balance storytelling with search-friendly terms

Rolex is just one example of a luxury brand that achieves this effortlessly by incorporating keywords related to luxury timepieces, such as “precision,” “craftsmanship,” and “heritage” into their captions.

5. Use Strategic Hashtags (Selectively)

Hashtags still matter, but luxury brands should avoid overloading their content with generic or oversaturated tags. Instead:

• Mix branded, industry-specific, and niche hashtags
• Use 3-5 hashtags per post to maintain relevance and exclusivity
• Focus on relevant hashtags that appeal to your target audience, such as #CartierCraftsmanship or #DiorParfums. 
• Avoid overused tags like #luxury or #fashion, as these are too broad and competitive to be effective.

‍RIMOWA, the premium luggage brand, pairs their posts with niche hashtags like #RIMOWAHoliday and #RIMOWANewHorizons, connecting with a highly targeted audience that’s already predisposed to travel with premium products.

6. Collaborate Thoughtfully

Luxury brands should partner with creators who align with their lifestyle and aesthetics, not just those with large followings. Look for:

• Creators with a premium aesthetic that matches your brand’s ethos
• Niche relevance, such as designers, artisans, or stylists
• Strong engagement in your specific category

‍Jaguar’s collaborations with influencers who capture the elegance and sophistication of the brand’s cars are aspirational yet authentic - perfectly suited to Explore Page discovery.

7. Encourage Saves & Shares

The Explore algorithm rewards content that users save or share. Create posts that are valuable and worthy of sharing, such as carousel guides, step-by-step tutorials, infographics, or even relatable memes that tie into your brand story.

Tip: Ask your followers to save your content for later or share it with a friend to increase engagement signals.

8. Analyse, Adapt & Refine

Regularly track your performance to refine your approach. Use Instagram Insights to review what’s working and what’s not:

• What’s appearing on Explore?
• What’s driving saves, shares, and comments?
• Which formats - Reels, Carousels, etc. - are performing best?

Gucci consistently experiments with different types of content, from influencer collaborations to runway behind-the-scenes footage, refining its approach based on what sparks the strongest engagement.

Conclusion

The Instagram Explore Page isn’t just about luck; it’s about strategy. By consistently sharing high-quality, engaging content that resonates with your audience, premium and luxury brands can increase their chances of landing a coveted spot on Explore.

Remember, it's not just about reach. It’s about connecting with the right people - those who are already interested in your brand, and those who will become your next loyal customers.

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