INFO 6. How to Create Quality Content Consistently
How to Create Quality Content Consistently
If you want to amass thousands of followers on Instagram, you have to be willing to invest a fair amount of time into designing the aesthetic of your Instagram content. After all- that’s all that really matters to your followers! Every person or business has boundless potential to create great content, but it is difficult to know where to start and what kind of content to share. We’re here to help.
What’s most important when it comes to content creation is to focus on creating content that aligns with both your goals and your audience.
Your content needs to align with your goals and your audience in order for you to see successful results on Instagram. If your content does not align to your goals, then your content is not serving its purpose. If your content does not align to your audience, your content will not receive high engagement.
Creating content that aligns with your goals:
To successfully grow a large Instagram following, you will need goals and analytics to make sure that you are getting results that you want. Without goals and metrics, you won’t know if the new strategy you’re trying out is working or if Sunday at 2 pm really is the best time to post for you.
When it comes to content creation, you need to decide what to post, how to post and when to post so that your posts receive the most engagement from your followers.
What to post?
Before you get into thinking about your visual style, it’s good to have a clear vision for the type of content you’re putting out. The most important part of any Instagram content creation strategy is to decide on what kind of content you will produce and remain consistent. When you produce the same type of quality content on a consistent basis, you are building your brand and a loyal following of people who know what to look forward to with your posts.
We break down what to post into what we call content pillars. Creating quality content consistently is easier than you think once you have established content pillars to build from.
A content pillar is a type of post that recurs on your page. Some examples of content pillars that you can rotate to create content include:
- Behind the scenes content (packaging products that are ready to be shipped, a picture of you working on editing photos on your laptop)
- Featuring a follower (this helps build relationships with your followers)
- User generated content (if you have a brand hashtag for your followers to use)
- Educational content (tutorials, explanatory captions)
- Fun (like a niche related meme, joke, reveal your personality)
- Get to know the team (share personal stories from your team members, people like other humans over promotional content)
3 successful brands on Instagram and their content pillars
Saturday Night Live’s Instagram feed focus on two key pillars: Taking fans behind the scenes of the show and sharing exclusive clips. When fans check Instagram they can expect to see a fun-filled photo or video of their favorite SNL stars or get a sneak peek at what goes on behind the cameras to get the show out there.
FedEx's feed consists of photos based around the theme of FedEx’s delivery drivers, vans and planes out in the wild. they often feature images shared with them by followers, too – a great way to keep their fans on the lookout for FedEx vehicles to photograph. Their feed also gives off a vibe of high-end, artistic photography.
Adobe's feed consists of bright, colorful photos that serve to highlight the usefulness of Adobe's editing tools like photoshop and lightroom. The content pillars include remarkable photographs of landscapes and nature as well as reposting and crediting graphic design work from other Instagram users. Adobe also does behind the scenes content by sharing the stories of their employees occasionally with a professional photography for each employee whose story is shared with their audience.
Formulating Your Own Content Pillars
You'll want to decide on 4-6 main "pillars" to rotate. For example: Monday- some behind the scenes content. Tuesday- a how to video. Wednesday- a niche related meme or joke. Thursday- a customer testimonial. Then repeat your pillars starting Friday. Creating content is easier when you already know the type of content you need to post for that day.
How to Post?
Every piece of content you post should fit in with your account’s style. As briefly mentioned in our previous email, every post should have your branded style. Now we will go more in-depth on how exactly to make your content have a unique style.
Make your content have a unique style:
Your content’s unique style is an important element that potential followers will see when they visit your page. Style involves:
- Color Palette: Picking out a cohesive color palette will help make your feed consistent and focused. However, having a color palette does not constrict you to only using 3-4 colors, instead, it can be more like having either vibrant colors, pastels, black n white, etc. Doing so will give your posts a familiar feeling.
- Filters: Make sure that you stick to the few you have chosen. Having a different filter on every single one of your Instagram post makes your page look a bit disjointed, like mismatch day in school.
- Fonts: If you decide to post quotes or overlay text onto your photos, make sure to keep the fonts consistent across the board so your followers begin to familiarize themselves with your brand. Try using Canva for content creation. It’s a free graphic-design tool website that uses a drag-and-drop format. It’s very user-friendly for adding text overlays to pictures.
All of your posts need to fit with a content pillar you selected and be the same style to stay well branded. When you have designated content pillars and a consistent style, you know what kind of content you are going to post and your followers know what kind of value to expect from your posts. This keeps them coming back for more. Without content pillars and style, your page will resemble the kitchen junk drawer- lots of mix and matched posts that really need to be cleaned up.
Once you’ve established your content pillar and page’s style, you can begin to…
Make original content!
Original content is photographs you took and edited yourself or a quote or saying you came up with. Creating quality original content will make your account skyrocket, but it does take some time to make original content. To make the best use of the original content creation process, document the process to get more content out of a single endeavour.
Many people work very hard on a single project just to post one picture of the result. Great, now you have *one* Instagram post & you're left scrambling to come up with something else to get your daily, quality Instagram post up. Documenting the process will allow you to stretch out one post into many pictures.
For example, if you are an artist on Instagram, a part of documenting the process would be posting a picture of new drawing that is halfway done. If you are a business owner, document the process of finishing a new product line to build anticipation for your followers. If you’re in the fitness niche, post about the process of meal planning rather than just your finished containers.
My point is, if you're struggling to come up with content, be sure to 'tell the story,'
instead of just the end result.
Even with documenting the process of original content creation, it can difficult to have a quality post up every day that your followers can derive value from. So, it is smart to:
Have a mix of original and reposted content
Not all of the content you post on your Instagram has to be original to see tremendous growth. Reposting content is okay because your followers have not already seen everything the internet has to offer that surrounds your niche.
Your reposted content, just like your original content, has to fit into a content pillar and fit the style of your Instagram account. So, If you’re going to use a famous quote that is relevant to your niche, make sure to post the quote with your brand’s font and with a background color that fits the color palette you’ve decided upon for your nice. If you’re going to repost an image that fits into a content pillar, make sure to add the filter that would make that picture fit your brand’s style.
As always, if you’re going to repost content, always credit the originator in the caption of your post, which leads us to an often overlooked part of content creation...
Writing captions that encourage engagement
When it comes to writing captions, take your time to make sure they are well thought out. An important thing to note is that captions cut off in users' feeds after three to four lines of text. So be sure to include the most essential information first to make sure your followers get your message.
To encourage engagement in the comments section of your posts, include a call to action in the caption. A call to action is one of the best ways to increase the shareability of your Instagram post and engage your followers. Examples of common calls to action include encouraging your followers to tag a friend or share their experience.
To increase engagement and build a relationship with your followers, occasionally respond to people’s comments to make it like a conversation.
Another valuable way to encourage engagement is to include
Hashtags in the caption section
When it comes to using Instagram hashtags, it can be a bit of a touchy subject; some people hate them, and some people love them a little too much. Using the right hashtag (or combination of hashtags) can help you expose your brand to large and targeted audiences.
In order to be successful with hashtags, it’s important to be strategic about your hashtag usage. Instead of using Instagram’s most popular hashtags (#love, #likeforlike, etc), it’s better to use the top Instagram hashtags that have an engaging community behind them and are specific to your niche. The narrower the scope of the hashtag, the more engaged the users are.
For example, let’s say you’re going to post a photo of a French Bulldog. Instead of just tagging #dogstagram (over 15 million posts), you could also tag #frenchie (over 5 million posts) and #squishyfacecrew (over 1.3 million posts) to reach a more targeted audience of people who really love French Bulldogs. This is the best way to use hashtags to get a lot of targeted engagement on your posts.
Have a bank of 30 hashtags that are specific to your niche and post 3 - 5 in the caption of every post. Rotating hashtags is better for Instagram growth than posting 30 of the same hashtags every time.