How to plan out your content for Instagram

Instagram is a mobile-friendly and image based app that has fast become one of the most popular social media platforms.

Instagram’s consumer base is growing faster than other social networks in the U.S. as it is really popular among those aged 18 to 24.

Digital marketers know that Instagram is every growing, and are using it to their advantage.

The competition between brands is ferocious, as almost every brand has an Instagram account.

According to Mention’s 2018 Instagram Report, 98% of fashion brands and 100% of auto brands are already on Instagram.

Creating a content plan is therefore vital to breaking through all of the disorder.

  1. Plan your content well in advance.

Instagram is constantly busy.

You need to post almost every day, to keep up with your brand reach and engagement.

Plan your Instagram feed at least 2-3 weeks in advance to keep up with these near daily posting schedules.

This planning, although time-consuming and demanding, will help you build a cohesive content feed that keeps attracting your target audience.

Your feed is where the users will first interact with your brand. So, keeping up a consistent editing style and aesthetics can help you build a brand image.

You can use apps like UNUM to schedule your content posts.

Planning this content based on monthly or weekly themes can be best.

Make sure to keep product images, quotes and any other content pieces ready to go depending on the theme.

Having said that, you need to have some room in your content planning in case of new developments in your business or industry.

2. Find great Hashtags

If you don’t have the right hashtags, it will be hard to stimulate growth on your Instagram. Your target audience will be looking up keywords that they will find through your hashtags to find what they are looking for.

For example, a dog lover will probably start looking through content with the following hashtags.

  • #dogs
  • #doglife
  • #dogphotos
  • #doglovers
  • #kelpie
  • #dalmation
  • #dogphotooftheday
  • #puppies

You can use up to 30 hashtags in each content post. However, you need to know how to find relevant hashtags in order to target your target audience. You can use hashtags that are relevant to your location if you are targeting a local audience. You want to use hashtags that are directly relevant to your brand as this will really engage your audience.

You can also look at competitors who are doing well and see what hashtags they are using and you can use some similar ones for your business. Also look at what hashtags industry influencers and what hashtags your followers are using.

Create a hashtag with your business name in it as this will allow for more UGC to be created and will give followers a direct hashtag to use to see other happy consumers. However, make sure your hashtag is attention capturing and easy to remember.

You can use the Instagram search engine to find relevant hashtags. However, you can also use online tools like Hashtagify and All Hashtag to find the relevant hashtags.

Stay on top of relevant hashtags by checking what hashtags are trending often.

3. Post at the best time

Make sure you have the right timing for your post in order to make your content reach the right audience.

You need to post the content when your target audience is actually online.

These are the best and worst times for brands to post on Instagram, according to SproutSocial data:

  • Best times: Wednesday at 11 a.m. and Friday between 10 and 11 a.m.
  • Best day: Wednesday.
  • Most consistent engagement: Tuesday through Friday, 10 a.m to 3 p.m.
  • Worst day to post: Sunday.
  • Lowest engagement: Late night and early morning from 11 p.m. to 3 a.m.

However, your niche, target audience (age group), and location will all play into what time you should post.

Instagram analytics will provide you with a better idea when your target audience is the most active on the platform.

4. Measure your results

The final piece of your Instagram content plan is the measurement.

You need to measure how well each of your content campaigns and posts performs to improve your content creation, timing, and hashtag optimization.

You should keep track of the following key metrics:


Comments offer a better understanding of how well-received your post was as they require time and thought.

More comments often indicate that your content has found a connection with the audience. So, you can get inspiration from the posts with the highest number of comments.

6. Engagement Rate

You can find the engagement rate for a post by dividing the total number of likes and comments by the total number of followers.

For example, this post by Sammy Robinson has 15.4K likes and 134 comments with a brand following of 622K.

So, the engagement rate for this post will be:

  • (15,400 + 134) / 622,000 X 100 = 2.49

1.3 is an average engagement rate.

7. Reach

By looking at your Instagram Insights you can find your reach for each post. This metric tells you about the total number of people who have looked at your post.

Unlike an impression, even if the same person sees a post multiple times, it still counts as one reach. So, it provides you with a more accurate measure of how successful your post was.

8. Purchases (From Shoppable Links)

Finally, if you are using a shoppable link to promote your content, you need to find out how many purchases it led to.

Your business account will need to be approved for using direct shopping links through Instagram. You will need to use tools like Later to track website traffic coming from Instagram.

Wrapping Up

Try out these tips to create and keep up your Instagram Content plan.

Make sure to tweak your content plan to keep up with the ever – changing social media landscape.

Need help creating an Instagram content plan? Call us now at Media Lion Digital Marketing Agency.

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