What to post on Instagram for a business?
It is common when running an account to run out of ideas for publications to distribute to its subscribers. But rest assured, this is not inevitable! Once you have read this article, you will have no excuse for designing your content calendar and continuing to gain Instagram followers.
Always keep the following points in mind when producing an Instagram post:
- will the photo/video interest my subscribers?
- is the photo/video of good visual quality?
- does the publication keep the same codes & graphic charter as your old photos/videos?
- do I post at the best times?
- is the legend of my publication well optimized?
Promote your products
For all brands marketing physical products, Instagram is an essential social network to promote it. So, what are the different ways to promote what you sell, to create envy among your subscribers?
Suggestions for consumption
Your (potential) customers always need to visualize in the most concrete way possible how they make your products in real life.
We did not have to wait for Instagram to see this type of publication, but this is all the more important, on our small smartphone screens, to have a good overview of the size of the products, but also how to use them. thanks to consumption suggestions.
In the example below, Louyetu offers us a visual on which we see several products on a human arm, which gives ideas for jewelry combinations, with a clear overview of the size of each of the products.
“Catalog” type photos
It’s a classic: the photo on a white background aimed at highlighting the characteristics of a product is a common type of Best time to publication on Instagram.
In the example below, Claudie Pierlot offers us a photo of a pair of shoes on a beige background, designed to highlight the strengths of the product.
Staging / situation
The scenarios are perfect for bouncing on the news. Whether on holidays, celebrations, holidays or sports competitions: it is often interesting to try to create a connection between what interests the subscriber and your brand.
The company Merci Handy shared on its Instagram account a photo publication on which it presents one of its products on the background of turquoise blue sea, on the occasion of the great holidays.
Content created by users
What could be better than a satisfied customer to highlight your products on your Instagram account?
It has become very common for brands to have a real strategy for using content created by users when developing their editorial calendar.
Here, it is not a question of saying as a company “Look how my products are beautiful/useful/good” but rather “Look, other people have trusted us, and why not you? “
The Daniel Wellington watch brand regularly publishes publications initially posted by customers, as below:
The product manufacturing process
Showing finished products on your Instagram feed is important, but have you ever thought about promoting how they’re made as well.
It is often interesting, especially when strong commercial arguments are displayed in the biography and other communication media, to share behind the scenes via Instagram posts.
This is what the French Brief regularly offers, by sharing photos & videos of the product manufacturing processes.
Promote your services
Owning an Instagram account is not only profitable for companies selling physical products. Many media & service providers also have an interest in developing their presence on Instagram.
It has become common for prospects to go to a professional’s Instagram account to assess their expertise.
But then, how do we find ideas for publications when we “apparently” have nothing to show?
Performance of services
Certain professions have the possibility of highlighting the impact of their work with clients.
I am thinking in particular of interior architects who have the opportunity to share “Before / After” publications of the houses and apartments they are renovating.
In the example below, Lise Compain shared an Instagram post where she shows the impact of her work on updating an apartment.
For many companies, it is important to reassure potential customers by demonstrating concrete expertise. And when it is not possible to offer a “Before / After” publication like the one above, sharing useful advice is a good approach.
I regularly publish tips on my Instagram account to guide you in the ever more professional use of the social network.
Beyond sharing simple tips & tricks understandable in a few seconds, you could also, if it makes sense for your brand, share tutorials a little longer to follow and apply, in the hope of achieving a specific objective.
In the example below, the 750-gram site shares a full recipe in the caption for its Instagram post. With the recording functionality offered to all users, they can easily keep this user manual for future use.
In some cases, you are not going to offer all the expert content in free access to the Internet user. It is not a question of charging, but of establishing a barrier to entry, in this case, a form to be completed, to receive the useful document in its entirety.
Several names are possible: white papers, downloadable training, ebooks, online courses, etc.
This is what the Hub Spot Academy account regularly offers, encouraging in the publication below to click on the link in the biography to access the promised content.
Having an Instagram account should also allow you to announce the latest news/services from your business. Do you offer more choices in your catalog? Your flagship software has a new feature?
Any significant novelty can then be published on your account.
For example, the Buffer company announced through a post the arrival of a new option on its website. It explains in detail what this new addition to the legend consists of.
Share your brand values
Your Instagram communication is not only used to promote your products & services: it must also allow your subscribers to understand what your different values are, as well as the marketing positioning of your business.
So, concretely, how to share these intangible communication elements via Instagram publications?
We have previously seen that some brands reuse content produced by customers to feed their Instagram account. But have you ever thought about promoting testimonials from your satisfied customers?
Beyond simple content demonstrating how “super” your brand is, dig a little deeper and imagine a subtle approach to enhance your consumers.
The jewelry brand Gemmyo regularly publishes on its Instagram TV channel interviews with couples of customers, a preview of which is offered on the classic publication thread.
Quotes to inspire subscribers
If you spend time on Instagram, you must have seen quotes from the accounts you follow. And this is no coincidence: for many reasons, it is relevant to publish quotes from time to time on an Instagram account:
- they can quickly arouse emotions in people reading them
- they often generate many interactions, (likes and comments) which is good to be favored by the Instagram algorithm
In the example below, the company Grace and Rose share a quote from poet Edgar Allen Poe.
Does your company defend specific causes? Is it committed to the defense of the environment, heritage or for equal rights? It is interesting to share this in your Instagram communication.
Le Slip Français has published a photo to celebrate the 30th anniversary of the Louvre, most certainly to show its attachment to French culture.
Some companies use repetitive terms or at least the same universe in their communication. The most important thing is to get your brand values to “sweat” through these elements of language.
The clothing brand Sézane has published a playful image where it identifies expressions related to the field of love and the couple.
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