How to make headings for Instagram. Rubricator design

How to make headings for Instagram. Rubricator design

We all know that the main rule of Instagram is regular posting. But users always want to see something new from you, because monotonous content quickly gets bored. In addition, on Instagram, it is important to be able to balance between different types of posts, be at the same time funny, interesting, informative, and not forget about your goals. The rubricator helps in all this. Detailed headings for Instagram are a skeleton for a content plan and post ideas. Having thought through the headings in advance, you can easily adhere to the schedule and balance between different directions of posts. And last but not least, stop puzzling over the topic of the next post.

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What is a rubricator

Heading – a preliminary breakdown of the future content plan into various headings. This is a kind of template, a matrix by which it is easier to work and achieve the set goals.

Most often, the rubricator is a table where the rubrics, their goals and options for filling are spelled out. But it can take any form, as long as it is convenient for you to work with it.

What are categories on Instagram for

Rubricator is one of the key details in drawing up a competent promotion strategy on Instagram. In fact, it regulates your activity in the profile and answers the question of what type of posts, and how often you will publish, which in turn solves many important issues for SMM:

  • adherence to publication schedule;
  • maintaining a balance between different directions, themes and tasks;
  • preliminary planning so as not to puzzle over the topic of a future publication at the last moment;
  • the ability to analyze topics relevant to subscribers, and work out pain points of the target audience.

The SMM rubricator is essential for competent promotion on Instagram, because the content plan should contain various topics and in proportions corresponding to the goals of the profile.

контент план

Content types

A rubricator can include 7 different types of content, each of which allows you to solve a specific task:

  • Selling. The key mission of this section is to sell a product, service, convey USP, show why a client should make a purchase.
  • Reputable. Posts of this type should evoke a wow reaction from users, prove that your brand is the coolest and it is from you that you need to buy. This category of content includes various backstages, brand behind-the-scenes demonstration, stories about the company’s achievements, and so on. It is recommended to publish reputation posts at least once a day.
  • Custom. This category includes the repost of reviews, competitive content, examples of the use of brand products. The purpose of such posts is to increase loyalty. By publishing user-generated content, the brand gives a kind of compliment to their author, and at the same time demonstrates real reviews about their product.
  • Educational. This heading allows you to form an expert’s reputation. It is recommended 1-2 times a week to publish a post to help the client solve any problem.
  • Interactive. Such posts are aimed at increasing user engagement. This category includes various polls, contests, games, and so on.
  • Entertaining. This type of content aims to grab the attention of subscribers and create a good mood. These include memes, photo selections, funny stories.
  • News. This category of content is needed in order to keep subscribers up to date with the latest news, inform about promotions, new product releases, and announce events.

Each of the categories allows you to solve a particular problem of users. Some publications are forced to come to the profile for interesting posts and comment. Others are selling. Still others convince in the quality of the product and increase the level of brand trust.

Points to consider when composing headings

Don’t try to cover every heading you find interesting. Otherwise, it will be difficult for you to maintain your profile and your subscribers may get confused. At the same time, there should not be too few headings, because in this case the account may seem boring or uninformative.

The best option is four well-thought-out, diverse headings that address the issues most relevant to your subscribers.

One topic can be raised in several headings. At the same time, the content should be balanced, varied and not overloaded. For example, if there is too much selling content in the account, then users begin to be annoyed by the active imposition of the product. At the same time, if there is too little selling content, then the profile may not fulfill its commercial goals.

But this does not mean that all categories should be equal parts of the profile content. Some may be more, some less. Some can go out every day, others once a week. It is not necessary to assign headings to any day. You can make a more complex publication plan for several weeks in advance without a clear reference to the day. But such a heading plan is a little more difficult to keep track of.

типы рубрик

The exact number of publications in headings, the schedule of their release and the ratio are selected individually. Try to choose categories and posting times taking into account the mood and activity of subscribers. Try, experiment, observe, draw conclusions.
And most importantly. Put your followers’ interests first. Your own interest in the topic is of course important. But the topic of the post and its content should, above all, be relevant to your subscribers. Be sure to filter ideas through the interest filter of your target audience.

Headings create the feel of an online publication. They allow you to stand out among dozens of other accounts with a similar theme. They also make it easier for users to navigate and teach them that they can always find interesting content on your page.

Think about what you could write about on an ongoing basis, what would be interesting to subscribers, and what would solve business problems.

How to make headings on Instagram

In general, there are several ways to come up with headings for your profile.

  • Get some kind of notebook and write down in it all the post topics that come to your mind. After a while, take a look at your notes and think about what categories you can compose from your sketches.
  • Imagine you have a three-reel slot machine. One shows the category, the second shows your brand identity, and the third shows the type of content. Roll the reels mentally and look for the right combinations.
  • Use brainstorming, freewriting, and other popular ideas-seeking techniques. Take the time specifically to find interesting headings for your profile.
  • Set your focus on heading ideas. Look for them in everything: in discussions with colleagues, in your news feed, in private questions of subscribers, in comments. Spot interesting ideas and be sure to write them down.
  • Highlight the target audience’s pain points, and think about what could solve them. For example, if you sell toys for the little ones, then your customers are probably worried about safety, environmental friendliness, and hypoallergenicity. Try to find rubrics that prove this.

It can take months of experimentation, trial and error to put together a good heading list.

Most likely, the list of initially compiled headings will be revised several times. Looking at the activity of your audience, you will see which categories should be published more often, which less often, and which can be completely excluded.

When you have some sketches of topics for the headings, you can proceed to the direct compilation of the headings. For this, a regular Excel page, or for example, Google Sheets, is suitable. Create a table that contains the following points:

  • Publication day.
  • Category name.
  • Possible content themes.

For example, Monday. Rubric: story about the company. Post subject: awarding a company product quality label.

Please note that it is not always necessary to strictly adhere to the intended publication plan. For example, if you have urgent news for your subscribers, you should not wait until the day when any news heading comes out.

Category design

пример рубрик в инстаграм

It is important not only to correctly compose headings. You need to correctly enter them into your profile so that users can conveniently access them. There are several tricks for this.


Make your headings structured and give users easy navigation through them. There are several ways to organize a quick jump to a heading:

  • create an individual hashtag for each category for signature and easy search;
  • add description / title to each post according to its category;
  • use assistive technology to navigate to categories.

For the convenience of your subscribers, you can arrange a list of all headings in one place and provide users with a quick transition to them. For these purposes, you can:

  • write a special navigation post with a list of all categories;
  • register the main headings in the BIO in the form of hashtags;
  • add a list of categories to the profile description as a multi-link;
  • add headings to the highlights.


You can also select headings using graphic design. For example, with graphical editors, you can:

  • develop a template for each category;
  • select the color of the picture or add text to it.

Then, having seen a post, users will immediately understand what category it belongs to.

Here such applications as Canva, Snapseed, Adobe Photoshop will come to the rescue. Other graphics editors and templating applications are also appropriate.

You can also develop special AR masks for your headings. You can do this yourself on special sites, or contact the designer for help.

What categories can be made on Instagram

There is no single right solution for everyone. The SMM rubricator should be compiled taking into account the individual characteristics of the profile, the needs of subscribers, and business goals. We can only cite as an example some interesting rubrics that are universal. They can be applied to accounts of various topics:

  • Comparison of different products ⚖️
  • New product announcements 🆕
  • Discussion of trends and the latest industry news 📰
  • Behind the scenes and workflow demonstration 🔨
  • Funny cases 👯
  • Checklists ✅
  • Guest posts 📬
  • Interview 🎤
  • Product demo in action 🎐
  • Contests 🎁
  • User Reviews 💬
  • Company news 📰
  • Useful tips and life hacks 🙌
  • Infographics 📊
  • Motivators and memes 😃
  • Polls 🗳
  • Quotes 💬

Initially, you can choose a few headings that are most suitable for you and start working on them. Over time, you will see for yourself which ones you want to keep, which ones you want to expand, and which ones you have to replace altogether.

To determine which category has entered and which has not, be sure to track the statistics of publications. If you understand that the heading for some reason did not work and after some time you were unable to reach the average level of comments, likes, and saves, then such a heading can be replaced with a new one without regret.

Test different formats. The same heading can be expanded in different formats. And sometimes it so happens that in one format a section seems boring and uninteresting. But everything changes dramatically if you work on the presentation.


Categories on Instagram help subscribers to easily find posts of interest to them. And account owners should structure their posts and never puzzle over the topic of the next post. A correctly composed rubricator is a guarantee that your subscribers will not get bored and will always be able to find the information they need in their profile. But there is no single correct rubricator template for everyone. You will have to experiment and track the reaction of your subscribers. This will allow you to understand whether this section has the right to life or not.

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