With over a billion active users, Instagram is essential for businesses seeking to engage and grow their audience. The key to getting seen on this very busy platform, is to post compelling content that resonates with your community and audience.
How you present this content is up to you, but this is where the age old question creeps in - which type of Instagram content performs the best?
Well, not to be THAT person, but the answer really is all of them. Used creatively and spread evenly throughout your feed. It’s all about finding balance and asking how the content topic you have planned in your social media strategy is best presented, so that your audience will want to engage with it.
Unsure where to start?
Read on to find out how this might look for you!
Reels
Reels are a timeless classic. From short snippets to longer-form content, they allow for both dynamic storytelling and audience interaction. Use reels for tutorials, to share customer testimonials, or provide a sneak peek into your business. Experiment with different types of reels for fun, engaging content that captures your audience’s attention.
My advice for reels:
Keep them snappy. If you’re not sure where to start, keep your reels under 30 seconds. Why? The longer your audience watches, the better, as this tells Instagram people enjoyed your content. And we know that if people enjoy watching your content, the platform will continue to show the reel to others who may not yet be following you.
When editing your reel, change something every 1-2 seconds. This keeps people interested and wanting to know what comes next. Bonus points for seamless transitions and great lighting.
Some ideas for your reels could be your morning routine, daily reminders or check-ins with your community, BTS or brand processes using B-roll footage, or user-generated content (UGC) of people using your products/services.
Carousels
Ooh, we love a carousel. Carousel posts allow multiple images or videos within a single post. Use this format to tell a story, showcase a product from different angles, or present before-and-after transformations. It's an excellent way to provide more depth without overwhelming your audience.
Use carousels to answer FAQs, give tips, educate your audience on industry-specific topics, introduce new services/products, and share testimonials or results.
My tips for carousels are:
Don’t overload them with too much text. Stick to one topic and use the other ideas you might have for another carousel the following week, or present that additional idea in a video format instead.
Have a strong call to action on the final slide AND in the caption. Carousels are extremely helpful in boosting your profile’s engagement, so make it clear to people what they should do next ie save the post, share the post or comment their thoughts below.
Posts
Don’t underestimate the power of a single image post. They are excellent in getting engagement and the best part for you? They’re simple to execute.
Static image posts can be product shots, behind-the-scenes glimpses, or stunning visuals that reflect your brand's identity. Bonus points if you have a cohesive aesthetic which will add a professional touch to your profile.
My tips for static posts:
Use them to create community - post an image of your staff, community members, your products/services in action. Give your audience a snapshot of your world and help them to feel connected to your brand and its community.
Use single posts to generate post engagement through topics your audience can relate too - a meme, a checklist, a simple quote. This inspires your audience to comment on the post, share it on their stories or with their friends, or save it for a reminder later. These actions are all great for boosting engagement, while providing value.
Stories
The best brand’s use stories to really connect with their customers and create a conversation with their audience. Instagram Stories offer a more casual and immediate way to connect with your audience, and are incredible in building your brand awareness and growing your community.
Leverage features like polls, questions, and countdowns to boost engagement. Behind-the-scenes content, daily updates, or limited-time promotions are perfect for Stories. Plus, don't forget that you can add your feature Stories to your highlights on your profile for prolonged visibility.
Some tips for Stories are:
Show up daily, which can be challenging when you already have a lot going on, but try it for a month and watch your community grow.
Use the interactive features available on Stories. Add polls, do Q&As once a week, and always link to your services/products when promoting something.
Keep it simple! Don’t overdo it with GIFs and slabs of text. Keep your audience’s attention on one thing.
Use Stories to share news, create hype, connect with your audience, provide special discounts, showcase BTS and reshare posts from your community. Having a balance of each of these areas is key.
My tips for effective Instagram content:
Consistency: Maintain a consistent posting schedule to keep your audience engaged and anticipating your content.
Quality over quantity: Focus on delivering high-quality content rather than posting for the sake of posting.
Know your audience: Understand what your audience loves and create content that will resonate with them.
Have a clear call to action (CTA): Always include a direct CTA in your posts, whether it's to visit your website, or engage with your content.
Check your analytics: Regularly analyze your channel and content performance using the insights feature in Instagram or on your social media scheduling tool. Evolve the next month’s strategy based on what you have learned!
Instagram can be extremely valuable for brands to showcase their products and connect with their audience. By utilising various content formats, you can elevate your social media marketing and keep your audience engaged with your content. Experiment, analyze, and adjust your approach to find the perfect mix that will create a feed your community will love.
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