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Creating Content for Instagram 101: Generating a Flawless Game Plan

Creating content for Instagram is a lot easier than it looks. As long as you know the basics of branding and design, you can make Instagram work for you. Some highlights of this blog includes:

  • Increase your follower engagement up to 4% using Instagram
  • Effective strategies for creating content for Instagram is crucial for brands today
  • Key to Success: make sure your brand logo, name, and descriptions are consistent
  • Keep up with the trends by using Instagram stories and relevant hashtags
  • Content pillars, goals, and Instagram schedule help guide your content strategy

Instagram is one of the top apps for brand engagement. If you're a brand on Instagram, you can have up to 4% regular engagement with your followers. That might not seem like a lot, but Facebook only has 0.1% regular engagement. 

On top of that, 62% of Instagram users follow a brand. 70% of the users will find the brand on the app, even if they never follow them. These stats make Instagram a big deal for brands and companies.

Creating content for Instagram is a great way to grow your brand. Keep reading to find out how to make a winning Instagram marketing plan. 

1. What are Your Goals in Creating Content for Instagram? 

If you don't have a plan, you're not going to get very far. That's why the first step to creating content for Instagram is to create a game plan. 

Ask yourself what you want to do with your Instagram account. Are you hoping to:

  • Create more revenue by advertising your products? 

  • Create brand awareness so that you can get your name out there?

  • Engage with your customers to create brand loyalty? 

Once you figure out what your main goals are, find a way to measure that so you can track growth. For example, if you want to increase revenue, track how many sales are coming in through Instagram.

2. Who is Your Audience?

You can't be everything to everyone. That's why you want to focus all your time and energy on your ideal client.

Instagram's users are 50.4% female, so if you have a female audience, this is a great platform for you.

Other than gender, you should find out the age, location, and interests of your audience. These demographics will help you create a content strategy in the next few steps.

3. What is Your Instagram Content Strategy? 

Once you know your goals and your audience, it's time to start creating content for Instagram. 

There are many ways to create content on Instagram, but the best place to start is by looking at your goals.

If you want to grow your revenue, you can post product-centric content. The majority of your posts will be about the products in your store, and the descriptions will be the same thing. 

Another content strategy is to post culture-centric content. These will be images related to your brand and company identity. It's an aspirational way to get your audience involved. 

You can also post a mix of content, but no matter how you do it, make it consistent. 

4. What is Your Brand Identity? 

Like everything else, your Instagram account should have a recognizable brand

Brand identity is very important to growing your audience. If you're inconsistent, it's harder for people to find you. 

At the very least, make sure your logo, name, and descriptions are consistent. 

5. What are Your Content Pillars? 

Combining brand identity and content strategy will help you with your content pillars. 

What are content pillars? They're the content that holds your Instagram together. For example, if you're a fitness business, your content pillars can be:

  • Behind the Scenes Motivation

  • Fitness Clothing 

  • Diet Tips

  • Fitness Tips

Your audience knows that if they come to your Instagram, this is what they're going to see. 

Knowing your content pillars makes creating content for Instagram much easier. Other examples of content pillars are:

  • Product demos

  • Educational tips

  • Customer stories

  • Behind the scenes/get to know the team

  • User-generated content (a picture with your product in it)

  • Business culture (do you encourage yoga every day?)

Pick a few of these to create a solid Instagram content strategy. 

6. What is Your Style Guide?

Instagram is a visual platform, so you must have a style guide. 

Style guides help you pick visual elements of your brand, and stick with them. Your style guide should cover:

  • Colors

  • Fonts

  • Instagram filters (if any)

  • Photo Composition

7. What Should Your Captions Say?

Writing captions for Instagram is a different form of copywriting. It's not rocket science, but when you've spent so much time on your visuals, it feels that way. 

Again, think of your dream audience members. How do they speak with their friends? Their families? Their boss? These answers can help you find your company voice. 

Another trick is to picture your audience sitting in your living room. How would you speak to them? Would you make jokes or would you lecture? This is another way to determine your voice for your captions. 

If you still feel stuck, read these tips on finding your company voice

8. What are Your Top Hashtags?

Hashtag hunting is a bit like looking for keywords. You have to think like your ideal client, then search for those hashtags. 

Luckily, if you're a fashion or lifestyle business, other people have done some of that work for you. 

Instagram allows up to 30 hashtags, but we recommend 10-11

9. Do You Have a Schedule?

How do you make friends in the real world? With meaningful, consistent contact. 

The same mentality applies to social media. Each time you have contact with your audience, it needs to be meaningful. If you reach out consistently by posting to a schedule, you'll get more engagement. 

Instagram allows you to schedule and post content directly to the app if you have a business profile. You can use one of these apps for ease of mind. 

If you're DIY-ing an Instagram schedule, create reminders on your calendar. You can add the photo and description in the event notes.

10. What are Instagram Stories and Why Should You Care?

Instagram stories are a new, cool way to engage with your audience. Each story gets shared in real time and stays up for 24 hours. This makes stories a great way to connect with your audience on a more authentic level. 

Use stories to share things like day-to-day moments in your business. You can also share user-generated content on Fan Fridays. If you have a big event coming up, share the highlights of the day on your Instagram stories. 

Want More Social Media Tips?

Dreamweaver helps you market your brand in a personal way. That's why we have tips on creating content for Instagram and other platforms. 

If you liked this article, you'll like these social media trends in the past year. After that, check out our guide to Influencer Marketing


We're here to help your brand. Contact us today to get started.

Published on December 19, 2018,  Modified on January 11, 2019
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