I want to share, but what do I share?
The first wall you may be facing when it comes to posting on instagram comes up pretty quick; having the content to post! I see a lot of small and mid-scale businesses falling back onto stock images and video, because they have the time to create a post, but not the time to create the content.
They know they need to post, but they don’t have the time to invest in doing it properly. That isn’t how social media works though and it doesn’t move the dial for your brand. Stock content, even from great sites like Unsplash, are easily seen through by your audience. The goal of instagram is to create authentic connection. Here is the framework for how to think of your instagram content;
Instagram Stories can be raw and don’t require high production quality (unless it’s a Sponsored Ad). Think of your stories like your own reality show or documentary. It can be scary, but give your audience access to ‘how the sausage is made’. You’ll earn trust and most importantly begin to develop a friendship style connection.
Instagram TV is one of the newest additions to the platform and therefore is pushed further than other types of posts. Viewers are preferring the content to be ‘higher value’ than stories and are looking for more substance. Your instagram TV content lives longer than stories as well, so be intentional.
Instagram Live Stories are amazing because when you go live your brand is pushed to the front of the list of current stories and your audience gets a notification. You’re also able to interact via comments with your viewers. Go live often to keep your brand up front. Live videos don’t have to have a high production value, but asking your audience questions is a great way to create engagement.
Instagram Posts are what the platform was built upon. This used to be food pictures with awful build in filters, but now it’s important to protect the quality of your Instagram Wall. You want photos and videos that have the same branding, quality, and coloring. This first look establishes a professionalism to your brand. These posts should look like something to be attained, much like traditional lifestyle images. This also helps contrast the rawness of your stories as you bring your audience in behind the brand.