How To Write Great Brand Content For Instagram

September 23, 2019

Creating brand content for Instagram is actually much easier than it seems at first glance. Once you figure out who you are and what you want, you will be able to create amazing written and visual pieces for your business Instagram account. Here’s how you can do it in five easy steps.


  1. Planning Your Content
  2. Taking Photographs
  3. Shooting Videos
  4. Editing Your Content
  5. Publishing Your Content

1. Planning Your Content

First, you will need to plan your content. Creating a content strategy for your Instagram account is essential for making your content uniform. You want to be consistent in what you post and you need everything to have a purpose and help you move towards a certain aim. Ask yourself such questions:

  • What topics will I be posting about? (Usually, these are the ones your brand is about.)
  • What style and format will I be following?
  • How big is my budget for this?
  • What goals am I pursuing (e.g. improve brand awareness, increase sales, etc.)?
  • What is my target audience looking for

Once you know the answers, sit down and write a plan. Sketch out the main points and get down to details where possible. If you aren’t sure about something, skip it for now. For example, we will discuss posting frequency a bit later.

You need to have a general idea of what you will be doing on Instagram. Of course, you are here to create great brand content, but there’s more to it than that. You will need to build closer relationships with your potential customers in order to connect with your audience properly. Keeping an active and successful business Instagram account requires patience and dedication.

2. Taking Photographs

Another crucial aspect of social media marketing is taking breathtaking photographs. It’s not enough to have a good caption just like it’s not enough to only have good photos on your feed. Here some tips on how you can make your photographs work for you:

  • Find Good Equipment: This goes without saying, but having good equipment will dramatically increase your chances of getting a high-quality end product. At the same time, if you don’t know how to use this equipment, you may end up spoiling everything. In this case, it would be better to hire a professional. However, you can get good shots even by using your smartphone alone.
  • Seek Out Creativity: Being creative is crucial for your photos to stand out. You need to find something special even in the things that seem mundane and uninteresting. If it is your product that you want to capture, you need to find an original way to showcase it with the help of your photographs.
  • Make It Personal: You will need to have yourself in your photographs at least once in a while. People want to see that there is a human being behind that company logo. And if you will be creating brand content for Instagram, you will need to show that there are real people working towards making this content as relevant and valuable to the audience as possible.

3. Shooting Videos

“You know how they say that an image is worth a thousand words? Well, videos are worth millions of words. This type of content has the potential to go viral in an instant,” says Estelle Leotard, writer and blogger at IsAccurate.

Of course, images are essential for your Instagram account to prosper. However, they are not the only type of content you will be creating for this platform. Videos for your usual posts, Instagram Stories, and IGTV will help you get even more exposure than you had before. Here are some points to keep in mind:

  • Format & Length: There is a limit of 1 minute for usual Instagram posts when you post videos. Stories also have a limit, but you can cut your videos into bits. IGTV has a limit of 1 hour, but normal accounts have a limit of 10 minutes. It doesn’t matter what format you choose for your usual posts videos, but both Stories and IGTV require you to have vertical videos.
  • Topic & Purpose: The topics of your videos will usually coincide with what your image posts and their captions are. The majority of videos on Instagram fall into the entertaining category, though there are many educational ones too. It’s a good idea to combine these two “purposes” and make your videos educational with a pinch of humor.

4. Editing Your Content

After you took your photos and shot your videos, you will need to edit all of them to create a good-looking end product that you will be able to publish on the platform. Look at any Instagram account with several thousand followers and you will notice that there is a certain style the content on their feed follows. You should also find your style and stick to it.

In addition to editing your visual content, you can use some tools to help you write the captions under your posts: Grammarly (proofreads and finds errors), Best Essay Education (an online writing service that can write your captions instead of you), and Hemingway Editor (highlights complicated sentences and other hard-to-read phrases).

5. Publishing Your Content

Last but not least, it is crucial that you publish your content correctly. Here are the key points of this process:

  • Frequency & Schedule: Write down a schedule of how often and during which hours of the day you will be posting. The ideal number would be around five posts a week when you are only starting and then you can decrease that as you grow your follower base. Don’t forget to check when your audience is most active and post then.
  • Amount of Content: Instagram allows you to publish five images and videos per post, but you don’t need to use all of those. Even one or two beautiful pictures or videos will be more than enough.
  • Hashtags & Mentions: Use hashtags and mentions appropriately. Nine hashtags are the ideal number but don’t use mentions too often.
  • Live Streams: Going live regularly is a great opportunity to improve engagement and strengthen your connection with the audience.

Final Thoughts

All in all, writing brand content for Instagram is a challenge that every business adopting social media marketing will face. It’s definitely not something to be afraid of, but you must still keep in mind some basic rules in order to avoid making stupid mistakes.

Author: Marie Fincher is a content writer at WoWGrade company with a background in marketing, technology and business intelligence. She frequently writes about datascience, BI, new marketing trends and branding strategies. Marie gradually changed her focus from working in marketing to writing about it.

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