Instagram Strategy: Slide Into the DMs and Stand Out With Video Messages

By Wade Paterson

Instagram is one of the most popular social platforms on the planet, yet so many of its most powerful features go underused every single day. In this third installment of a series on impactful communication across social media, we're zeroing in on two specific Instagram strategies that can help you make a dramatically bigger impression — without spending a dime on ads or hiring a social media manager. If you've been treating Instagram like everyone else, it's time to level up.

A Quick Recap: Facebook, LinkedIn, and the Power of Going Deeper

Before diving into Instagram, it's worth revisiting two key ideas from earlier in this series. First, Facebook hands us daily opportunities — like birthday notifications — that most people waste with a quick wall post. The real impact comes when you take that information offline with a phone call or a handwritten note. Second, LinkedIn remains a massively underrated platform where content gets a higher return on investment because fewer people are creating it. Writing recommendations, publishing posts, and leveraging LinkedIn Stories are all ways to stand out there.

Now, let's talk about Instagram — and the two underrated opportunities you should be taking advantage of right now.

Tip #1: Slide Into the DMs (the Right Way)

Most conversations on Instagram happen in the comments section beneath photos and Reels. That's where the action is, and that's exactly why it's become noisy. Direct messages, on the other hand, are far less common — and that's what makes them powerful.

When someone sees that little paper airplane icon light up with a notification, it triggers a genuine dopamine hit. Someone took the time to reach out privately, one-on-one, and that feels special. But here's where the real magic happens: don't just send a text DM — send a video or audio message instead.

This idea came from a real estate agent who shared a brilliant habit. Every time someone new followed them on Instagram, they would follow the person back and then send a video or voice direct message thanking them for the follow, letting them know they'd followed back, and expressing genuine excitement about seeing their future content. Simple, personal, and incredibly memorable.

Why Video and Audio Messages Are So Much More Impactful

There's a well-known framework for understanding how messages are communicated. If we think of 100% of a message's impact, here's how it breaks down:

7% comes from the actual words used
38% comes from vocal variety and tone
55% comes from body language

That means 93% of communication is non-verbal. When you send a plain text DM, you're relying entirely on that tiny 7%. You've stripped away tone, facial expression, energy — everything that gives your words their true meaning.

Consider this example. Imagine someone saying with bright eyes and a big smile: "Hey everyone, I am SO excited to be here! We're talking about Instagram today, and I am so happy!" Now imagine the same words delivered in a flat, monotone voice with zero enthusiasm: "Hey everyone... I am so excited to be here right now... Today we're talking about Instagram... Woohoo... I'm so happy."

The words are nearly identical. The messages couldn't be more different. In the first version, you feel genuine excitement. In the second, the sarcasm is unmistakable. That's the power of tone and body language.

This is exactly why we've all received an email or text that rubbed us the wrong way. The sender may have been smiling as they typed it, but we couldn't see that smile — so we projected negativity onto neutral words. When you shoot a quick video DM, the recipient can see your face, sense your energy, and feel the warmth behind your message. It's a completely different experience.

If video feels like too much, audio messages are still a huge step up. People can hear whether you're upbeat, sincere, or enthusiastic. You lose the visual element, but you retain that critical 38% of communication that comes through vocal tone.

The bottom line: very few people take the time to send video or audio DMs, and that scarcity is precisely what makes the gesture so impactful.

Tip #2: Start Experimenting With Instagram Reels

The second major opportunity on Instagram right now is Reels — Instagram's answer to TikTok-style short-form video content. And if history has taught us anything, the early adopters of new content formats tend to win big.

We've seen this pattern repeat itself over and over again:

When Stories first launched on Snapchat and then Instagram, most people just watched. The few who posted content got outsized attention.
When TikTok was new, creators who showed up early earned incredible reach because there was far more consumption than creation.
When Clubhouse launched, the same dynamic played out — lots of listeners, very few speakers.

The principle is simple: when fewer people are creating content on a platform or feature, the algorithm rewards those who do. Instagram wants Reels to succeed. That means the platform is actively incentivized to push Reels content in front of as many eyeballs as possible. If you take the time to produce Reels, Instagram's algorithm will work in your favor.

The same logic applies to Instagram Live. Going live makes many people nervous precisely because so few people do it — but that nervousness is a signal. It means you're standing at the edge of an opportunity most people are too hesitant to seize. When fewer people are doing something on social media, that's typically where you'll find the maximum return on your time and creative investment.

The Courage to Be Different Is the Strategy

Both of these tips share a common thread: they require you to do what most people won't. Most people won't send a personalized video DM to a new follower. Most people won't hit "record" on a Reel or go live. And that reluctance is exactly what creates the opportunity for those willing to step up.

Social media rewards the people who go beyond the default behaviors — beyond the generic comment, beyond the text-only message, beyond passively scrolling. Whether it's a 15-second video DM thanking a new follower or a creative Reel that showcases your expertise, these small acts of effort compound into something much bigger over time: genuine connection, expanded reach, and a reputation as someone who truly shows up.