How do I embed an Instagram feed on my website?
Quick Answer
To embed an Instagram feed to your website, connect your Instagram account to a social media tool like Walls.io, set your rules for what you want to see, change the layout, and then copy and paste the embed code into your site's HTML. The feed updates automatically as new posts come in, so you don't have to do anything.
What is an embedded Instagram feed?
An embedded Instagram feed is a live display of Instagram posts pulled directly onto your website. It can show content from your own profile, a hashtag, tagged posts, or a mix of all three. The widget updates itself, so you don't need to upload images or manage a static gallery.
The result looks like a photo grid, a scrolling Instagram wall, or a carousel, depending on your layout. Brands use it to show that other people like their products, make careers pages feel more human, and make event landing pages more appealing before the event even starts.
How to embed an Instagram feed on your website
The exact steps vary slightly by tool, but the process is consistent across platforms.
- Create a Walls.io account. Start a free trial and authorize access so Instagram content from profiles, hashtags, and mentions can be fetched to your custom feed in real time.
- Choose your content sources. Decide whether you want to pull from your own profile, a branded hashtag, posts where your account is tagged, or a combination. Mixing sources gives you a more varied feed and helps if your own posting frequency is low.
- Set up moderation. Decide whether posts go live automatically or need approval first. For brand-managed profiles with predictable content, automatic publishing works fine. For hashtag feeds pulling public content, set up at minimum a keyword filter to block unwanted posts.
- Customize the design. Adjust the layout (grid, wall, carousel, slideshow), colors, and number of posts visible. Match it to your website's visual style. The best Instagram widgets look like they belong on the page, not like a third-party plugin was dropped in.
- Copy the embed code. Walls.io generates an iframe or JavaScript snippet. Paste it into the HTML of the page where you want the feed to appear. Most CMS platforms, including WordPress, Webflow, Squarespace, and Shopify, accept this without extra configuration.
- Test and publish. Preview the feed at your site's actual width to confirm it's responsive. Publish. The feed updates automatically as new content matches your sources.
What makes a good Instagram widget for a website
Not all Instagram widgets look or work in the same way. Here's what makes the ones that actually work different:
- he design is changed to suit the customer, not left on its default setting. Generic widgets with off-brand fonts and visible platform logos signal "we added a plugin." Good ones feel native to the page.
- Moderation is not optional. Hashtag feeds without moderation are a gamble. One inappropriate post going live on your homepage can undo a lot of goodwill. Use pre-moderation or keyword filtering any time you're pulling from public hashtags.
- The content mix is varied. Feeds that only show your own posts are fine. Feeds that mix your posts with user-generated content are more convincing. Oakland Zoo aggregates both visitor-tagged photos and their own account posts, which makes the homepage feel interactive rather than like a brand broadcast.
- There's a clear reason for the visitor to engage. The best Instagram widgets serve a purpose: showing product use in real life, surfacing event buzz, building community trust. A grid of your last nine posts without context is decoration, not strategy.
- Mobile rendering is tested. Instagram content is mostly consumed on mobile, but embedded feeds are often only checked on desktop. Test at 375px wide before you publish.
Common mistakes to avoid
- Forgetting to reauthorize your API token. Instagram's API tokens expire. Most tools handle renewal automatically, but not all. A broken Instagram widget on your homepage is a trust signal in the wrong direction.
- Using a personal profile. Instagram's API treats business and personal accounts differently. If you're embedding on a commercial site, connect a Business or Creator profile, not a personal one.
How Walls.io approaches this
Walls.io lets you pull Instagram posts, hashtag feeds, and tagged content into a fully customizable instagram wall or grid widget. The feed updates in real time, moderation runs automatically, and the embed is cookieless and GDPR-compliant, so it works on enterprise sites where third-party cookies are blocked. See how it works →
Brands using social media walls
Ferrari reuses branded content posted by fans and their own team on Instagram, embedding it directly on their motorsport page to turn visitor-posted race content into a living editorial showcase. Source: ferrari.com/en-EN/corse-clienti
WOW Dog Food pairs their Instagram wall with a "Follow us on Instagram" CTA, turning the feed into a follower-acquisition tool rather than just a display. Source: wow.pet/de/hundefutter
Oakland Zoo aggregates content from both their own social profiles and visitor-tagged posts, mixing professional photography with real visitor moments for a more interactive homepage experience. Source: oaklandzoo.org
Austrian Wine replaced a static social media icon with a live feed showing what people are actually saying about their products on Instagram, turning a passive link into active social proof. Source: austrianwine.com
Barry University embeds both official content and student hashtag posts, mixing institutional voice with student stories to build trust with prospective students and their families. Source: my.barry.edu
Kikkoman USA places a food photo-heavy Instagram widget on their recipe pages, letting real-world cooking content make their products look more appetizing than any studio shot could. Source: kikkomanusa.com/homecooks
Resources
→ How to Embed Instagram Reels on Your Website
→ Instagram Widget for Website: How to & 7 Examples
Related questions
→ What is a social media aggregator?
→ How do I embed a social media feed on a website?
→ What is a social media wall?