Quality Content Matters
by Maddie Johnson
Yes visuals are the driving focus of Instagram but without well thought out content your pictures don’t matter.
Why image selection, color and caption matters to your post and audience
It’s crucial to keep in mind that using Instagram for visually driven content marketing is about much more than posting a constant stream of product shots. The companies who use most successfully post high-quality, compelling images that facilitate emotion connections between their brand and their target customers. (mavsocial)
The Data: Good brands know their audience and use data to directly market to them. Instagram is rich with native data insights and make it fairly seamless to track. A good reference to Instagram’s native analytics can be found here. Through data tracking you are able to get insight into post engagements, audience and a number of other metrics which can help dictate your posts.
The content you post should clearly reflect your brand’s values and it should facilitate an emotional connection with consumers based on those values. (mavsocial)
The Visuals: A good example of tactile visual brand marketing is Cheeky. Seriously, look at their instagram then return to this post. Cheeky is a paper product brand, plates, utensils, napkins, etc. yet Cheeky’s Instagram makes you want to go straight to Target and buy the whole set! Now take a step back and think about that, how often do you buy party plates? Rarely right? Yet Cheeky is so visually compelling it pushes their audience to want to run out and buy it - good job Cheeky!
The Caption: While you’re at it take a look at the captions on Cheeky’s posts, they are relatively short or simple two liners. Cheeky hashtags their posts, @’s their collaborators and gives brief explanations of what you’re looking at. This is a good practice to follow, because Instagram is a mobile dominated platform tight, concise writing is key - no one wants to read an essay while scrolling on their phone. While five sentences may seem short on your desktop they are lengthy and easy to swipe past on mobile.
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