The social media service Instagram is a popular public platform, but often underused tool to reach new demographics, reduce barriers, and perpetuate science-based information in extension. In the U.S. Intermountain West, Instagram was the top-rated platform for sharing information by predominantly new and female farmers. This article provides recommendations on key behaviors, goal setting, and quantifying impact on Instagram for extension programming. Accounts should target one niche or market, a consistent and personal voice, and regular communication (new content at least three times weekly). Unique and productive connections between extension personnel, community leaders, farmers, students, and public influencers expands programming. Tracking program accounts, including the number of followers and engagement rates, can assess program impacts and target market needs.
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