Instagram used to be all about beautiful images – now though, it’s filled with all kinds of visual content from images to videos to live streams and to Instagram Stories. And in order to be successful on Instagram, you need to leverage all of these different types of visual content so that you can reach a wider audience, improve brand awareness and get a larger part of your audience to take the actions you want them to take.
In this blog post, I’m going to show you how to develop a better Instagram visual content strategy today!
Instagram marketing goals
Any good strategy starts with objectives – in this case, the objectives that you want to reach with the help of visual content.
You can use Instagram to:
- Demonstrate company culture
- Improve brand awareness
- Improve customer engagement
- Improve customer loyalty and build a strong community
- Boost your sales and conversions with exclusive offers, showcasing products
- Generate more traffic to your website and blog
Right down a list of all your marketing objectives and keep it handy as you start planning your Instagram content strategy as that will help you come up with the right content to help you achieve your goals. For example, if you check out Adobe Photoshop’s Instagram, their goal is clearly to boost brand awareness and customer engagement as they focus on posting beautiful user-generated-content with a monthly theme:
Planning your Instagram content
The first steps of planning your Instagram content strategy require you to make a few decisions (remember to keep your objectives around for this part!):
- Choose what image you want to project on Instagram: because Instagram is such a visual platform, it’s important to convey through your visual content what your brand is all about. This can be done through the type of content you choose to post, the colours you use in your content and so on. Think of your brand and the company culture and image you want to convey to your audience, in order to help you choose the right approach
- Choose what types of Instagram content you want to post on your profile: ideally, you should mix and match different forms of Instagram content, including images, videos (and live streaming videos) and Stories (definitely don’t overlook Stories as half of all Instagrammers watch Stories every day!). At this stage, decide which of these forms of content you’re going to use, as well as what your content ratio will look like for every day; for example, 3 images, 3 Stories and one video every day – it all depends on your capacity and your goals
- Start planning content ideas for your Instagram:
To help (now that Instagram’s API allows direct publishing), you can use a social media management tool like Agorapulse as you’ll have access to a social media calendar where you can plan all of your Instagram updates with your teammates (if relevant), as well as publish and schedule your posts, even including videos and Stories, not just images!):
This way, you won’t have to do it all on the spot and therefore not publish new updates because you don’t have time or publish badly-designed content because you’re doing all on the go, with little or no planning. Instead, you can plan all (or most) of your content weeks ahead and make sure that not only are you publishing quality content but that you’re also publishing content that will help you reach your objectives.