How to create a content strategy for your Instagram account?

How to create a content strategy for your Instagram account?

Do you want to improve the natural performance of your posts? Are you looking for a guide to properly determine the content to broadcast on your account?

Throughout this article, I’ll walk you through a methodology for designing an effective content strategy for your branded Instagram account.

The first step in building a successful Instagram account is planning your content. Because Instagram is a visual social network, start by defining the look and emotions you want to emerge from your professional profile .

When creating a theme for an Instagram account, you have to think about it:

  • with the predominant colors to be used
  • with the filters to be applied to the images
  • to a first idea of ​​the content to be disseminated

One way to standardize the production of its content is to create each visual with the same format. This is the case with the brand below with a white box around each photo:

Another way to plan the creation of your content is to apply real rigor in the choice of colors as you animate an account. This is the choice made by the dancer below:

Some brands have taken the decision to have a more “aggressive” content strategy, insofar as they publish three identical content in a very short time, in order to preserve a specific style. go. This is the case below for this company (+ 1 million subscribers) selling clothing:

The style of your content must reflect the graphic charter and the values ​​of your brand. To help you with this process, answer the following questions:

  • what colors do you want people to associate with your brand? Consider these as predominant in your posts.
  • what types of content do you want to post? Images and videos with people on them, focus on faces, the products or staging? Of course, you don’t have to limit yourself to one style of photography, but it helps to know which direction you are heading.
  • which filters to use? One way to to develop a recognizable theme is to apply a specific filter to all your content. This is without a doubt the easiest way to design your own signature.

Once you know how to express yourself visually, you are ready to start planning your content. Before considering different types of content, think about the marketing goals to achieve: do you want to sell more? More engagement? Gain more subscribers? Setting goals is important because it will impact the way the content is produced.

In addition, it will be necessary to define the time to devote for your Instagram account. If you manage the communications of a small business, you may not be able to be full-time in social media management. Be honest about how much time you can allocate to Instagram, so you know how many posts you could produce each week.

Designing your content calendar

From now on, it is necessary to think about the mixture of contents that you will post each week (promotional images, videos, stories, etc…). Keep things interesting by posting varied content.

Let’s go over the different types of content you could post to your account:

  • share useful information, advice and data
  • the staging of products related to current events
  • content created by users / customers
  • video interviews (IGTV)
  • promotional posts coupled with Instagram Shopping

Tools to help you plan your Instagram content

An easy way to prepare your Instagram content calendar is to use a spreadsheet , whether it is an Excel file or more collaborative Google Docs .

There are more advanced tools in the creation of calendars like Trello , allowing you to work on the initial phases of your content strategy: definition of the types of messages, when to post, to collect the opinions of your team, etc…

If you manage the communication of a big brand, it is very likely that you already work with a content creation agency, or that you have employees dedicated full time to the animation of social networks.

On the other hand, in a smaller structure, you do not necessarily have access to these resources. This is why Community Managers of small businesses often find themselves in one of these two situations:

  • they prepare each content when they have time or ideas
  • they prepare their content in advance and make sure that they regularly post new things

In SMEs, it is not easy to be prepared and to have content all the time to distribute every day. If you rely solely on your free time, chances are you won’t get the results you want with Instagram because:

  • you are not posting enough content
  • you are not posting content intended to meet your marketing objectives
  • you are not reaching enough people, and n ‘not engage enough

If you want to generate good results from your Instagram presence, here is what you could do:

  • set up brainstorming sessions to have new ideas
  • draw on good practices from competitors or influencers

Here are some good practices to keep in mind at all times during the Instagram content creation process:

  • always keep your marketing goals in mind
  • use high quality content for classic publications, both visual and audio
  • ensure that your content respects the right dimensions

Tools for creating Instagram content

Here are some free and paid resource centers available online where you can find quality photo & video content for your Instagram posts:

Then, when it comes to actually producing your content, you could definitely go through Canva . Available in free and paid version, the tool will offer you a plethora of themes to redesign to adapt them to your brand colors. The “drag & drop” editor is very intuitive, and will allow you to easily create inspirational images, add watermarks (copyright protections) and apply filters of all kinds.

Once you’ve created your content, schedule your Instagram posts to make sure you’re posting on a regular basis.

You will find numerous studies on the Internet to find out the best times when it is relevant to publish, but it depends above all on the connection habits of your audience. The best way to find the right hours for you is to start publishing and then analyze performance carefully.

Among the solutions available to schedule on Instagram, here are the most famous:

  • Hootsuite
  • Buffer
  • Agorapulse

The necessary condition to be able to schedule the distribution of content is the conversion to the professional profile .

Producing the images & videos is one thing, but adapting them to good Instagram usage is another.

Here’s what to consider before posting.

Add the correct hashtags

Hashtags are an essential part of regular Instagram use. They can help you reach new audiences, as long as you use the right ones.

There are several types:

  • branded hashtags : these are unique to your business. You can use them to develop your brand awareness and encourage the production of content by users (#Nike, #Starbucks, #Supreme, etc …)
  • industry hashtags : these are linked to an area or an activity (#food, # decoration, etc.). They are very popular.
  • niche hashtags : correspond to more pointed hashtags (# decorationtraditionnelle…)
  • place hashtags
  • event hashtags
  • hashtags related to public holidays and vacations

To go more in depth, I invite you to consult my dedicated article on the subject: How to find the best hashtags for your Instagram account?

Exploit the optimal length for the captions of your content

The length of your post captions will depend on the type of content you are posting.

If you want to promote a link in your bio to drive traffic to a specific web page, it is more interesting to provide a short caption so that the call to action is well put forward.

However, if you want to tell a story, then it will be more appropriate to provide a longer caption , which is a way to capture the attention of Internet users over a longer period of time, and will put you in the right papers of the algorithm.


It can be difficult for a small business with no real brand awareness to achieve convincing results on social media right from the start, and Instagram is no different.

Although the social network is full of fake influencers, there are a majority of genuine users who log on to enjoy entertaining and useful content. It is therefore essential for you to have a truly qualitative approach, in order to hope to capture the attention of these people.

Here are some practices to try to boost engagement on your posts:

  • insert calls to action to get people to like / comment on your content
  • spend time interacting with other users’ content

To go further:


Trainer & social-media consultant, I am the author of the” Community Manager tools ”published by Editions Dunod. I have trained several thousand employees in the professional use of social networks since 2011.

Join me on Twitter and Instagram .

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