6 Steps to Building an Instagram Content Strategy
Is this a familiar scenario for you? When it comes to social media, you don’t have any idea as to what to create to cater to your target audience. Or, you have content ideas in mind but have no time to actually implement any of them. Or maybe, you follow Instagram ‘experts’ and apply some of their top tips on how to go viral on Instagram, but none of them work.
If you are in any of these scenarios, this article is for you. What you are missing is a well-devised Instagram content strategy, which is crucial for a brand's success. In this article, we'll delve into what content strategy isn't and why every brand should create a content strategy, providing a step-by-step guide for building an effective Instagram content strategy.
What an Instagram Content Strategy Isn't
Not Just Content Pillars
Contrary to popular belief, a content strategy isn't just a list of 3-6 content pillars or categories that a brand decides to focus on for its Instagram page. A content pillar created without a good understanding of your market and positioning won't get you anywhere. It won't reflect what your target audience *actually* needs.
Before defining your content pillars, it's crucial to conduct thorough research to understand your brand's positioning.
What’s your company’s mission?
What are your unique selling points?
Who is your target audience?
Who are your competitors?
What are the brand values? Do you have any brand guidelines?
These elements are way more important than defining content pillars that may end up being irrelevant to your target audience.
Not Following Instagram Trends Blindly
Many brands make the mistake of jumping on every Instagram trend in the hope of going viral. But it often ends up confusing your audience and dilutes your brand positioning. Not every trend suits every brand. If a trend can be used effectively to market your products and services, go ahead. But remember, most trends won't reflect your brand positioning and might attract the wrong audience.
Not Just Brand Guidelines
While brand guidelines are essential for communication, legitimacy, and continuity, they cannot be the sole strategy document that defines your content strategy. Social media is a world of its own, governed by algorithms and people's consumption habits. Your communication needs to fit into this digital world without losing your brand values.
Not Static
A content strategy isn't static. It evolves with the ever-changing landscape of social media. For instance, five years ago, videos were not even a thing on Instagram. Now, they are a powerhouse of increased reach and impressions.
Why You Should Create a Content Strategy
Cater to Your Target Audience
Creating a content strategy ensures that you're producing content that caters to your target audience. It responds to the different stages of the marketing funnel (awareness, consideration, and decision-making) and helps reach each phase through your content.
Save Time
Building a structure and definitions helps you cut down on time in the long run. One way to do this is by defining a bunch of content ideas and templates in the initial phase of research. This helps to speed up the content creation process down the line.
Position You as an Expert
When you create a content strategy, you're defining your niche and target audience, creating content pillars that cater to these people. This positions you as an expert in your field. Niching down is always a good idea to legitimise your work.
Steps to Build an Instagram Content Strategy
1) Understand Your Target Audience
The first step is to understand who your target audience is and what they want. This will guide your content creation process.
Who is your primary target audience?
What are their interests and preferences?
How does your product/service align with their needs?
2) Analyse Your Competitors
Look at what your competitors are doing on Instagram. This can give you insights into what works and what doesn't, helping you to craft a more effective strategy.
Who are your main competitors on Instagram?
What are they doing well and where are they falling short?
What can you learn from their successes and failures?
3) Determine Your Social Media Branding
Decide how you want to present your brand on Instagram. This includes everything from your aesthetic to your tone of voice.
How do you want your brand to be perceived on Instagram?
What's your brand aesthetic or visual style?
What tone of voice aligns with your brand personality?
4) Define Your Content Pillars or Categories
Determine the main themes or topics that your content will revolve around.
What are the primary themes or topics you want your content to focus on?
How do these align with your brand and your audience's interests?
5) Implement Organic Growth Tactics
Use tactics like hashtags, collaborations, and engagement to grow your audience organically.
Which growth tactics can you utilise to expand your audience organically?
How can you effectively use hashtags, collaborations, and engagement strategies?
6) Track Your Results with Success Metrics
Finally, it's important to track your results to see what's working and what isn't. This will allow you to adjust your strategy as needed.
What key metrics will you use to measure success?
How will you adjust your strategy based on these results?
Final thoughts on: 6 Steps to Building an Instagram Content Strategy
In conclusion, a well-defined Instagram content strategy is a must for any brand looking to make an impact on this platform. It allows you to cater to your target audience, save time, and position yourself as an expert in your field. So, start building your Instagram content strategy today and see the difference it makes to your brand.
