Nick Bilton, the lead writer at the New York Times Bits blog, has an especially active account, with over 39,000 followers.
"When I first started using Instagram I tried to use it as a sort of photo diary: updating pictures of drinks, my dog, or a fun evening out," Bilton told us. "I soon realized that Instagram is better served as a place to surface artistic, beautiful photos. Maybe it's the filters, or the community, but people tend to really enjoy and respond to beauty on the service."
When posting photos to Instagram, it's best to be selective, Bilton added. Rather than publish every photo you take, publish only the best ones, and do so with moderation. If you publish all of your best photos in one burst, some of your followers may miss them, and those that don't might get annoyed that you're flooding their stream.