Leverage creative content, strategic post planning, and Instagram’s analytics tools to increase audience engagement.
Creating a Strategy for a Business Instagram Account
If you want to grow your business on Instagram through social media marketing, a planning strategy can increase user engagement, grow your follower count, and connect you with customers. However, successfully using Instagram requires more than just finding the right day of the week to post images. Success depends on optimizing your content, posting frequency, and how you use analytics tools.
Follow these steps to create workflows and a planning strategy for Instagram that will increase your audience engagement and help you grow your business.
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Step 1: Determine How Often You Want to Post on Instagram
When structuring your social media planning strategy, it’s important to balance quality and quantity. In the world of Instagram content, quality always trumps quantity. If you’re too ambitious and try to create a post every working day, the overall value of your content could decline. However, if you focus solely on quality, you may not be publishing enough posts.
Decide How Much Content You Want to Create
The resources available to you determine the amount of quality content you can realistically create. You may have plenty of creative content ideas, but you need a budget and time to create it, publish it, respond to comments, and analyze metrics.
There are three main Instagram content channels to consider: Instagram post feeds, Instagram Stories, and IGTV. The type of content you create will depend on your type of business and the goals you want to achieve on Instagram. If your business is an online store, you’ll likely be creating original content including product photos and lifestyle shots. If your time or budget is limited, consider sharing posts or images created by your fans. Identify the best day and plan to publish a post at least once a week to ensure fresh content appears in your users’ feeds.
Brainstorm Content for Instagram Posts
Once you’ve set the time and budget parameters for your Instagram strategy, start brainstorming content to publish.
- Plan to create diverse content: A balanced mix of photos, videos, collages, or GIFs will generate greater interest from your target audience. If you rely too heavily on one type of post, you risk losing Instagram followers. Various tools, such as Adobe Spark, can help you quickly create compelling graphics and videos for your audience.
- Create content for each Instagram channel separately: The content you publish in Instagram Stories should differ from your regular Instagram posts.
- Think about topics you could cover as part of regular series: Series like “Motivational Monday” can address your company’s mission or your goals — or your audience’s goals — and can bring an element of timeliness to your social media channels.
Step 2: Choose the Best Time to Publish Posts
Once you clarify how much time you can dedicate to creating Instagram content, you can start exploring when the optimal time to publish it is. Finding the right posting time for your target audience is the best thing a business can do to increase interest in its content. The Instagram algorithm prioritizes new content in users’ feeds, so if you publish a new post when most of your audience is online, your chances of appearing in their feeds will increase. Posting during peak times increases your reach and can lead to more likes.
Research your specific Instagram audience
Because every account has a unique audience across different time zones, the ideal time to post will vary from business to business. Knowing your followers is key to success. They might browse Instagram over their morning coffee, during their lunch break, or throughout the working day. If you have a business account, you can take advantage of Instagram Insights, Instagram’s native analytics platform. This platform provides data on your followers’ behavior and actions. You can find out their location, age, and when they are active online. Armed with this knowledge, you can easily create a content calendar and a posting schedule for specific times.
Experiment with different posting times
If you don’t see success right away, try using Instagram’s scheduling tool to test different posting times and see whether you make progress. If posting early in the morning isn’t working well, try other peak times. After a few weeks of posting, check whether the timing has significantly affected your engagement rate. You may find that certain types of posts perform better at different times.
Step 3: Create and schedule posts for Instagram
Make full use of the audience insights you’ve gained and create and schedule your content in advance. Planning ahead will ensure you have quality content ready at the best time to post, and give you space to craft creative and thoughtful posts.
Create an Instagram aesthetic
When creating and scheduling content for Instagram, it’s important to look at your posting plan as a grid rather than as individual posts. When your followers click on your profile, they’ll see your content in columns and rows, so be sure to consider the overall look and feel you want to convey. All of your business’s content should work together. One way to ensure that all members of your team are using the same color palettes and style guides is Adobe Creative Cloud for teams. Creative Cloud Libraries allow your team to share assets, facilitate collaboration, and help ensure your brand maintains a consistent style.
Write better Instagram captions
The key to a great Instagram caption is to inspire your followers to take a specific action. Whether you want them to buy your product or click on a link in your bio, a creative and clear caption can help you achieve that goal and improve customer engagement. Coming up with compelling captions can be difficult, especially if you’re writing them in a rush. Instead, create all the captions for a given week at once, when you’re in a creative mindset.
Optimize your Instagram posts by adding hashtags
Hashtags are an effective way to increase the reach of your Instagram posts, but remember to use them strategically. Copying and pasting the same huge list of hashtags at the end of every caption is not a good idea. Remember: quality takes precedence over quantity. Do your research and find out what hashtags your competitors and your audience are using. Also consider creating your own fun branded hashtags. Generic, widely used hashtags can make your content easier to find, while unique hashtags can capture people’s attention.
Step 4: Analyze metrics and improve your engagement rate
Your Instagram content scheduling strategy will evolve over time. You may need to regularly change tactics or creative styles to keep your content fresh, but every adjustment should be strategic and based on facts and data. Regularly review Instagram’s analytics tools and create a monthly report to help you track your progress over time. By using regular reports, you can more easily identify what’s working on your business page and confidently refine your strategy going forward.
Thanks to creative content for social media, strategic post planning and structured overviews, interest in your business on Instagram will definitely increase. But don’t let up in your efforts. Remember that your Instagram strategy is just one part of a cohesive marketing effort. Support your business by creating a complete content marketing strategy,, which will drive content creation across all digital channels.
Creating outstanding social media content requires creativity and the right tools. Consider using Creative Cloud for teams – get a membership that gives your team access to all the apps they need to quickly create engaging animated GIFs, social media content and amazing photos.
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Michal Záruba je specialista na digitální marketing a konzultant v oblasti sociálních médií a SEO. Více než 8 let pomáhá značkám růst online prostřednictvím strategického obsahu, optimalizace pro vyhledávače a efektivní komunikace na platformách jako LinkedIn, Instagram a YouTube.
Na svém blogu sdílí praktické tipy o tom, jak propojit SEO, sociální sítě a brand building do jedné funkční strategie. Zaměřuje se na to, jak firmy mohou využít moderní nástroje a algoritmy k tomu, aby jejich značka nezískala jen dosah, ale i důvěru.
Když zrovna netvoří obsah, přednáší o digitálním marketingu, školí týmy a sleduje nové trendy v AI a vyhledávání.