How To Create An Instagram Content Strategy

Creating a robust Instagram strategy is key to achieving your goals on the platform. In this blog, we’ll simplify the process of developing an effective Instagram strategy.

Defining an Instagram Strategy When delving into the realm of Instagram strategy, it’s easy to become overwhelmed by the concept of a plan or strategy. It might seem like there’s a secret sauce you’re missing, but in reality, it’s all about simplicity and clarity. Your strategy is nothing more than a well-thought-out plan to reach your social media objectives. To quote Albert Einstein, “If you can’t explain it simply, you don’t understand it well enough.” So, let’s break it down into the simplest terms.

The Four-Step Approach

  • Where Am I Now?: Start by assessing your current position on Instagram. Get a clear picture of your existing Instagram presence, including your followers, engagement, and the content you’re sharing. This is your starting point.
  • Where Do I Want to Be?: Define your goals and determine where you want to be on Instagram. This could include increasing your follower count, boosting engagement, or achieving specific conversions. Your goal is your destination.
  • How Am I Going to Get There?: Now, it’s time to plot your route. What actionable steps can you take to move from your current state to your desired state? Whether it’s posting more frequently, engaging with your audience, or leveraging specific content types, these are the strategies that will help you progress.
  • How Am I Going to Measure My Progress?: Without clear indicators, you won’t know when you’ve reached your destination. Identify the metrics or key performance indicators (KPIs) that you’ll monitor to track your progress. These metrics could include follower growth, engagement rates, website clicks, or sales conversions.

By following these four simple steps, you can construct an Instagram strategy that guides your actions and keeps you on the path to success. And while it’s important to know how to create an Instagram strategy, it’s equally vital to understand why it’s crucial for your business. Let’s explore that in the next part of this blog.

Why Is an Instagram Strategy Important?

Having an Instagram strategy is paramount for a multitude of reasons. Here’s why:

1. Ensures Consistency: Consistency is key in the world of social media. Your audience expects a steady stream of content, but it’s not just about the frequency of posting. Consistency encompasses the quality of your content, the value you offer, your messaging, tone of voice, and brand identity. A well-defined strategy keeps you on track and consistent across all these dimensions.

2. Saves Time: Running a business can be overwhelming, with a never-ending to-do list. A strategy provides structure and guidance, streamlining your content creation process and making you more efficient.

3. Offers Accountability: Having a clear goal in mind keeps you motivated and accountable. It prevents you from losing sight of your objectives and falling into a “I’ll do it tomorrow” mindset. With a strategy, you’re always aware of what you’re working towards.

4. Aligns with Goals: If you don’t have a defined goal, it’s impossible to ensure that your content contributes to reaching that goal. Your strategy keeps you aligned with your objectives, ensuring that every piece of content you create serves a purpose.

5. Reaches the Target Audience: A well-thought-out strategy allows you to be strategic in planning your content. It provides a process for reviewing and optimizing content based on performance data. This enables you to create more of the content that resonates with your audience and phase out content that doesn’t.

6. Measures and Improves Performance: Monitoring content performance and using insights to refine your content is critical. A strategy helps you measure your performance and continually improve, bringing you closer to your goals.

With these benefits in mind, let’s explore how to create your own Instagram strategy by answering four crucial questions: Where am I now? Where do I want to be? What steps can I take to get there? How can I monitor my progress? In the next part of this blog, we’ll delve into the specifics of each step to help you construct your unique Instagram strategy.

Conducting an Instagram Audit: Where Are You Now?

The first step in creating your Instagram strategy is to assess your current position. You do this by conducting an Instagram audit, a process that involves gathering both quantitative and qualitative data. This comprehensive review of your account helps you understand where you stand. Don’t worry; you don’t need any fancy tools to do this. A simple notepad, a word document, or a notes app like Evernote will suffice. Here’s what you should include in your audit:

  1. Key Metrics: Collect key metrics about your account, such as your number of followers, average engagement rate, reach, website clicks, and any other relevant insights available in your Instagram analytics.
  2. Profile Optimization: Check if your profile settings, bio, and highlights are up to date and optimized. Make sure your bio information is relevant and your bio link directs users to the appropriate landing page, like your website or a “link in bio” page.
  3. Business Category: Ensure your business category is accurate and up to date. Review any action buttons you’ve set up, such as “Book Now” or “Contact,” and ensure they’re functioning correctly.
  4. Profile Image: Examine your profile picture. It should be reflective of your business, clear, and of high quality.
  5. Highlights: Review your story highlights, ensuring that the information contained in them is current and relevant to your target audience. Consider creating cover images for your highlights.
  6. Color Scheme: Check if your content’s color scheme aligns with your brand colors. Consistency in this area is crucial for brand recognition.
  7. Language and Tone of Voice: Analyze your language and tone of voice. Are you conversational, formal, educational, or informal? Make sure your style aligns with your brand identity.
  8. Imagery Style: Evaluate the consistency and quality of your images.
  9. Captions: Deeply review your captions, noting their length, style, use of hooks, and calls to action. Identify any trends or styles that seem to resonate with your audience.
  10. Common Keywords: Identify common keywords used in your captions. These should align with the language and terminology used by your target audience.
  11. Hashtag Usage: Determine how your hashtags are performing. Explore the impact of using different numbers of hashtags and varying the sizes of hashtags. Despite some opinions, hashtags can be a valuable tool when used thoughtfully.
  12. Follower Interaction: Assess how you interact with your followers. Consider if you use story stickers or effective call-to-actions to encourage engagement.

By conducting a detailed Instagram audit, you gain valuable insights into your current position. For instance, if you notice that while your engagement is great, you’re not getting many clicks through to your website, this insight can become the basis for a smart social media goal in your strategy.


In this section, you’ve learned about creating a specific, measurable, achievable, relevant, and time-bound (SMART) goal for your Instagram strategy. An example of a SMART goal is “I want to increase the number of website taps on my Instagram account by five percent in the next three months.” This example meets all the criteria of a SMART goal: it’s specific, measurable, achievable, relevant, and time-bound.

Now, let’s dive into the next steps of building your Instagram strategy:

1. Conducting Audience Research: When planning your content strategy, it’s crucial to base your decisions on data rather than assumptions. There are three main sources of data to help inform your content planning: audience research, competitor insights, and your own analytics.

  • Audience Research: You can use tools like Answer the Public, Quora, Reddit, and Facebook groups to gather insights about what questions and topics your audience is interested in. However, one of the best ways to gather audience insights is through your own Instagram Stories. Use interactive elements like polls and questions to engage with your audience and gather feedback.

2. Analyzing Competitor Insights: Conduct a competitor audit to understand how your competitors are performing on Instagram. This includes examining key metrics, reviewing their content, and identifying patterns that contribute to their success. Additionally, analyze their writing style and the common keywords they use in their captions to improve your keyword strategy.

3. Translating Insights into Action: The most important part of the research phase is turning the insights you’ve gathered into actionable content strategies. For example, if you noticed that your competitors get a lot of engagement by asking their audience’s opinions, you can implement similar tactics in your content by using story polls or question stickers.

4. Monitoring Metrics and Measuring Performance: Once you’ve started implementing your new strategies based on insights, it’s essential to regularly monitor your metrics. Set up a content calendar and track your key performance indicators (KPIs) for each content batch. This data will help you identify what’s working, what’s not, and what adjustments you need to make as you move closer to achieving your SMART goal.

Content batching can be a valuable technique to help you plan and create your content efficiently. By batching your content in advance, you can maintain consistency, optimize your strategies, and free up more time for other aspects of your business.

Remember that the success of your strategy will depend on your ability to adapt to your audience’s changing preferences, so monitoring and adjusting your content based on metrics is essential for ongoing improvement.

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