It’s important to understand that each social platform needs different content. For example Facebook content maybe not always be suitable for Instagram or one ‘type’ of content might be better received on one platform than another. In this blog post we will be specifically discussing Instagram content.


Instagram was initially built for artists and photographers to share their unique photos. While the ‘Instagram’ platform has grown massively since its launch in 2010 it still drives itself to be used as a platform for inspirational content.


Instagram Business Account

Firstly if you are a business and you haven’t already turned your Instagram account into a ‘business’ account do this ASAP. Not only does it make you more professional and easy to contact, it allows you to get stats from your audience, e.g. what post gets the most views/ engagement, % of followers increased/ decreased etc…

Make sure you give business a good bio, this is your elevator pitch and the first snapshot of insight into what you do. Make it snappy and concise.


Content Ratio

Ever heard of the 5:3:2 content ratio? With content it's all about getting the right balance, try and follow the below ratio for every ten posts:

  • 5 should be content from other sources that are relevant to your audience, for example UGC (user generated content) or key clients/ partners of your company. Pic’s Peanut Butter Instagram base nearly all their content on this:
  • 3 should be content you've created, that's relevant to your audience, or company. A latest offering, new product, news etc…
  • 2 should be personal, fun content that humanizes your brand to your audience and makes you relatable and approachable. Give your company a face, people love seeing people. Quotes, what motivates you to do your job/ help others/ create your products.


Content Tips

  • Remember that most people scroll through their Instagram feeds at a brisk pace. If you want your entire caption to display, Instagram recommends using 125 characters or fewer. However if there is an interesting story behind the photo, tell it!
  • One of the easiest ways to get more comments on your photo is by using the caption to pose a question to your followers.
  • Use a mixture of videos, photos and text, a carousel feature, a before-and-after sequence in one slideshow post or showcase products, offers etc… Followers like variations – this links back to the 5:3:2 content ratio
  • As we know, Instagram is a great visual medium. Sharing a video can attract 3 times more inbound links than written posts. 
  • If you use a UGC always give credit, you want to make fans not enemies, people really appreciate this.
  • Give a shout-out with an @mention
  • Don’t be afraid to use emoji’s. These help break up large amounts of text and make it easier to read.
  • Come up with an interactive branded hashtag #.
  • Partner with influencers for a wider reach (another huge topic! We will cover this at a later stage).



  • Schedule your posts with websites such as
  • Make your #instalife simpler and more secure by publishing photos directly to Instagram from Hootsuite.
  • Create a content planner on a simple excel spreadsheet, with key dates/ events that are relevant to your sector.
  • Create content 1 month at a time so you do not have to constantly create new content at the click of a finger.


Instagram Stories

A more recent feature on the Instagram app is ‘Instagram Stories’. This allows users to create content that is only seen for a limited amount of time (24hrs), unless it is added to a ‘Highlight’. This is then housed on your Instagram profile, separate to your normal feed. This content tends to be more conversational, reminders, ‘behind the scenes’ or peak previews of a new launch – this generally tend to be more of a Vlog style.


Unfortunately one negative Instagram does hold, is that some of its features are only available if you have over 10,000 followers or you're a verified user. For example you have access to an incredibly effective tool the ‘swipe up link’. By having this link it enables you to post exciting content regarding a new product, service, or event, and encourages those followers to follow through to your website. Hopefully they will roll out to all users sooner or later.


The beauty of social media there are so many opportunities and it’s not a simple as just posting a social post. It’s important to remember that it’s all about trial and error and it takes time to learn all the different features available. Keep posting consistently and you will succeed.


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