Hello! How are you? This is Gaurav Rajput and I’m here to help you create content for Instagram.
You probably already know that, to get results, “content for content’s sake” is not enough. To attract the right customers and generate sales, your Content Marketing strategy must, in a way, show the public everything that it could be and is not yet.
Knowing how to balance this during the purchasing journey, without ceasing to be attractive, is the key to producing content for Instagram!
And how do you achieve this balance? That’s what I’m going to show you now. Follow along!
Content for Instagram: why produce it?
Investing in content production for Instagram is one of the strategies that has the greatest potential for return for your company. I say this because, in January 2022, it ranked fourth among the most popular social networks in the world, bringing together more than 1.21 billion monthly active users.
And the expectation is that, by 2025, the social network will grow even more, reaching the target of 1.44 billion active users month after month, which is equivalent to 31% of Internet users worldwide!
To give you an idea, at the beginning of 2022, Brazil represented the third largest audience on Instagram, with 119.45 million active users, behind only India and the United States.
And do you know what all these numbers represent? Opportunities!
The increase in use and engagement on Instagram creates a huge opportunity for brands to be found more easily by their audience, resulting not only in more sales, but also in loyalty.
According to Opinion Box, the percentage of Brazilian Instagram users who access the social network at least once a day rose from 84% to 92% in 2022. Research conducted by Sprout Social Index shows that customers who connect with brands on social media are more loyal — with 9 out of every 10 customers saying they buy from companies they follow on social media!
Are there any doubts that, if you want to increase your brand’s visibility, generate more sales and build customer loyalty, it’s time to invest in content for Instagram?!
But for your Content Marketing strategy on Instagram to be successful, it is not enough to just create content and publish it on the social network:
You need to ensure that your audience is always learning something new through dynamic content that is published frequently until these potential customers are ready to do business with your company. Stay with me to learn how to create content for Instagram!
How to create content for Instagram?
Generate value for your audience
A big mistake you should avoid in your Content Marketing strategy for Instagram is only posting photos of products for sale, for example, and summarizing your “content” to that.
Content on Instagram should educate, entertain, inspire, and foster relationships. This way, you generate value for your audience and connect with them more effectively.
Take a look at the Instagram profile of a brand like Magazine GEARRICCE. Just by looking at it, you can see that it is not a “showcase profile”:
Understand how the social network works
Instagram is a social network that allows the dissemination of content in different formats , such as:
- Lives;
- Reels;
- Static images;
- Carousel;
- Stories, etc.
However, Instagram’s algorithm tends to prioritize the delivery of certain content formats as they are released, such as Reels. In addition, the delivery of each content is also associated with the audience’s engagement with your profile.
Therefore, the second step to producing content for Instagram is to understand how the social network works. Another tip is to invest in an editorial line and an editorial calendar, because they allow you to develop content in a more strategic way — taking into account your persona, the stages of the customer journey and, at the same time, all the content creation formats!
Evaluate your target audience and persona
Knowing your persona is a critical point for your Content Marketing strategy in general — and on Instagram, why would it be any different?!
To attract the attention of your target audience, you must know their interests and preferences well — including what types of content they consume most.
After all, if your audience is looking for more complete information and ends up preferring content presented in images with text, you should prioritize creating a carousel, for example, instead of just producing videos on Reels, which are normally more relaxed.
And it is by defining one or more personas that you can understand how to approach each subject, the best time and which content formats to prioritize to increase engagement with your brand — until the time comes for the purchase decision!
Know exactly what your brand wants to communicate
The clearer you are about what defines your brand, the clearer your communication will be — and, as a result, the more you will attract the right customers.
So reflect on your values, beliefs, principles… and understand how you want your brand to be seen on Instagram. For example:
- Authentic;
- Reliable;
- Fun;
- Informative;
- Innovative, etc.
This definition should also come from your persona, thinking, for example: how does he/she communicate?
Connect all of this to the image you want to create for your brand when producing content for Instagram! Below are some ideas for types of content:
4 content ideas for Instagram
Show different ways to use your product or service
One way to prevent your profile from becoming just a “showcase” is to create content that shows different ways to use your product or service.
Try to produce videos, for example, that can achieve this goal — just like Nestlé did when it created a recipe profile on Instagram:
In fact, you can also do like Nestlé and encourage your customers to produce this
content to be shared on your company profile:
This way, you not only increase engagement, improve customer relationships and create a lot of social proof, but you also build a community around your brand! How about that?
Present the company’s backstage and its team
Instagram is a social network and, as the name suggests, people are present on it in search of social interaction.
Therefore, showing what happens and who the people “behind” the company’s operations are generates identification and proximity with the public.
Furthermore, showing behind the scenes also helps to generate value, communicate the company’s principles and increase brand recognition!
Share news and trends in your niche
Combining curiosities, news or trends with a poll in Stories, for example, is another great way to bring the public closer to your brand: it attracts new followers, increases interaction and authority.
This is because content of this type is also important to show how the company sees the market: whether it is stagnant or whether it is always seeking knowledge and innovation!
Host live streams and discussions
Most people who watch live broadcasts promoted by a brand are, at the very least, engaged and interested in deepening the knowledge that the company has to offer.
Why not take advantage of this interest to increase your conversion rate on Instagram?!
You can offer rich, even more in-depth material on the topic of the live broadcast, for example, encouraging and facilitating conversion on a landing page.
After that, they will follow the journey through a lead nurturing flow until they become customers — which, in the end, goes beyond Content Marketing, configuring itself as an Inbound Marketing strategy!
Optimize your Content Marketing strategies with Enjoy Minder!
Now is the time to take the next step in your Content Marketing strategy: take Enjoy Minder’s free Digital Marketing diagnosis and find out where to start improving your results!
We are a Digital Marketing agency specializing in Inbound Marketing, covering not only the production and distribution of content across different channels, but also the generation of leads and satisfied customers. Contact us!
