Instagram Content Strategy for Brands and Marketers
There have seldom been social media platforms that have grown at the pace of Instagram. One of the most lucrative digital channels in the world, every brand in the market looks at Instagram as a platform where maintaining a presence is necessary.
The past few years have further elevated the standing of Instagram among other social channels. Its USP is its popularity among a younger audience. While the average age of users on platforms like Facebook continues to grow, the appeal of Instagram in a younger demographic makes it especially attractive to marketers.
Note: Instagram’s younger user base makes it ideal for brands targeting early adopters and trend-conscious consumers.
Every successful social media effort is driven by content. On Instagram too, only influencers who create quality content manage to get a relevant audience. The rise of social media personalities on platforms like Twitter, YouTube, TikTok, and so on, has shown that content creators can build their own audience and fans through content alone.
To write Instagram content well, marketers need to have a plan. A good strategy guiding Instagram content can help brands gain traction among a specific segment of the audience.
In this article, we discuss the right way to approach Instagram content.
Planning Instagram Posts in Advance
There is nothing worse than posting Instagram content on the go. While it may work for the average Instagram user, it is not the best strategy for a brand looking to gain long-term traction and attention from Instagram.
Thus, digital marketers must plan their posts in advance. While some brands have scheduled posts for up to a week, digital marketers can plan even further ahead.
While planning these Instagram posts, marketers must have the foresight to anticipate upcoming events. For instance, if there is a festival or event a week away, digital marketers should take this into account while planning posts for that day. These small considerations can help increase engagement over time.
Case Study
A lifestyle brand shifted from spontaneous posting to a monthly content calendar aligned with festivals and product launches. Within two months, the brand noticed more consistent engagement and improved audience recall.
Choosing the Right Posting Time on Instagram
There are certain time slots on Instagram that are better positioned to generate higher engagement. Based on the niche, these timings can change. In any case, digital marketers must post content during time intervals when the target audience is most likely to be online. Since there are so many people posting content on Instagram, landing on a user’s feed can be challenging.
Some takeaways from a general aggregate of Instagram data include –
- Wednesday at 11 a.m. and Friday between 10 a.m. and 11 a.m. are the best times to post
- Wednesday is the best day to post
- Sunday is the worst day to post
- Lowest engagement is between 11 p.m. and 3 a.m.
Note: Brands should test posting times regularly, as audience behavior can vary by industry and geography.
Case Study
A fitness influencer adjusted posting times based on audience activity insights. Posting during peak engagement hours resulted in higher reach without changing content quality.
Finding the Right Hashtags for Instagram Reach
Hashtags play a key role in improving visibility. For a small account, reaching a large number of users on Instagram is not easy. Hashtags help solve the problem of reach.
The right hashtags are those that are relevant to the context of the post. For the sake of reach, many accounts add popular hashtags without considering relevance. Ideally, marketers should conduct in-depth research to find the most relevant hashtags to use alongside their content.
In Conclusion: Building an Effective Instagram Content Strategy
In conclusion, this article covers three key aspects of Instagram content that marketers must account for. By planning posts in advance, choosing the right posting times, and using relevant hashtags, brands can create a stronger and more consistent presence on Instagram over time.
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