What To Post On Instagram
and how to become an enjoyable follow
There are social media ‘gurus’ and marketing experts out there who will tell you they’ve cracked the code for Instagram success. I’m here to tell you they haven’t, lol.
The truth is: whatever strategic direction you choose to go in needs to work for you. Just because someone else had success posting two reels a day, doesn’t mean you will! My best advice is to share content consistently in a way that feels good for you and makes sense for the community you’re building.
For example, authors who only post reels: you do know your target follower enjoys reading right? A heavy reels strategy may be deterring them away from your page!
Today I’m breaking down four popular Instagram strategies. It’s up to you to decide which resonates for you.
Pinned Posts
What they are: Up to three posts that are pinned to the top of your feed and are the first pieces of content people see when they come to your profile (along with your bio and highlights, if you have them).
Who they’re best for: Pinning posts with key information that will intrigue your target followers is helpful in their introduction to your brand. This works really well when personal brands have services, launches, and/or news to share. My personal recommendation is pinning up to two posts, and leaving that third post on your top line open for current content. This allows the viewer to see your priorities and your real-time work simultaneously!
Stagnant Grid with Active Stories
What it is: A series of 9-12 static posts that flow together to introduce your brand...and nothing else. This can be a logo broken up into numerous square posts, or 9-12 independent pieces of content that share all the necessary information a viewer may need. Once these are up, the feed no longer receives content — instead you’ll be prioritizing a fully immersive stories content strategy, and engaging in DMs.
Who it’s best for: Brands that already have a loyal following, who are interested in showing activity and connecting 1:1 in real-time. In most instances, feed posts are how accounts are discovered by new-to-brand users, and stories are used to build and engage the community. If you are happy with your current audience (growth is not a priority) and are short on content ideas/bandwidth, this technique can work for you!
Reels and Trends Only
What it is: Primarily posting reels and trends essentially transforms your Instagram account into a TikTok one. Every time someone clicks on one of your posts, it opens into a video, most often inspired by a trending idea or viral sound.
Who it’s best for: If you’re trying to reach a wide number of people and score high in vanity high metrics (likes, follows, etc.), this may be a strategy for you. However, most users are fatigued from short-form video, and turn to Instagram to scroll at their leisure — often without sound — and want to engage. While these videos may be shared via DM with other users often (that’s a good thing), they rarely resonate or convert into loyal followings.
Stagnant Grid with Active Stories and Reels
What it is: Something of a combination of the above. Since reels have their own tab on your profile, you can post reels that are never shown on your feed.
Who it’s best for: This type of dual account (static feed + stories = Instagram; reels-only = TikTok) allows you to check all the buckets: brand awareness (feed), community management (stories), audience growth (reels). This honors the traditional way of using Instagram while trying your hand at new concepts, without overwhelming your followers. I recommend this type of account if you’re in a launch or heavy growth phase, have a wide content bandwidth and maintain the ability to prioritize relationships in DMs.
The Mix!
This is my professional recommendation. An account with a content strategy including reels, static posts (graphics, photos) and carousels, plus active stories is an enjoyable follow.
Instagram is, at its heart, a visual sharing app for social connection. You should always be open to evolving as the times, your industry and the platform does, but just like with your goals, never lose sight of the big picture. Try new features and find the flow of content that works best for you, but be mindful of alienating those who relate to the others, and/or who have been with you from the very beginning.
Is this post helpful? I’d love to hear your thoughts.
I don't use Instagram-always thought it'd be distracting, and eat time from writing. I don't believe in myself to control the use. Nonetheless, I enjoyed reading the article.