Where to get content for instagram. How to make a content plan for Instagram: examples and templates. Schedule posts on Instagram

You can, of course, create it manually, but if you have five or more publics under your control, and Instagram is (yet) not the main type of income, then this will be slightly problematic.

Just as it is problematic to promote an instagram account only manually. Here, the promotion and promotion service on Instagram will help you cope with the routine. The service also has a free 5-day period.

Well, if you want to completely without problems and most effectively promote your profile on Instagram, contact the professionals. Subscribers for your profile in any volume, likes and views for photo publications - all this on quite affordable terms! We use.

Content on Instagram, as in any social network, is far from unique, and everything that appears new is immediately taken apart by dozens, maybe hundreds of accounts. Therefore, of course, you can try and pore over unique content, but the main thing is not to attach global importance to this. Still, we are not engaged in SEO, and the question of the uniqueness of the content is not at the forefront here.

Although, of course, your subscribers will hardly be happy to see completely worn out material. So, here are four ways to get quality content for Instagram.

Free photo stocks

I'll probably start with them. Probably, everyone has met with such stocks as Shutterstock or Depositphotos. On them you can find a huge amount of the most diverse content, but, alas, all this is for money.

Nevertheless, there are a considerable number of free stocks, most of which are garbage, but there are also worthy copies. Grains of gold that I have been collecting for many months, and today I am sharing with you.

So, below is a list of the most juicy and high-quality stocks, which, most importantly, are completely free to use. I myself often use them both to design content in public on Instagram and posts on this blog. Meet the 20 most selected free photo stocks:

http://magdeleine.co/
http://jaymantri.com/
https://picjumbo.com/
http://isorepublic.com/
http://www.stockvault.net/
http://getrefe.tumblr.com/
http://foodiesfeed.com/
http://images.superfamous.com/
https://unsplash.com/
http://littlevisuals.co/
http://www.gratisography.com/
http://publicdomainarchive.com/
http://raumrot.com/
http://thepatternlibrary.com/
http://www.everystockphoto.com/
http://join.deathtothestockphoto.com/
http://nos.twnsnd.co/
http://www.imcreator.com/free
http://picography.co/
http://www.morguefile.com/

True, on some stocks only non-commercial use of images is allowed, but, firstly, the chance to prove that you used these images for public, which you subsequently monetize, will be approximately zero, and, secondly, do not forget in which country we are you are.

Flickr & 500px

Stocks are good for everyone, except that often if you need an image for a specific topic, it will be quite difficult to find it. Therefore, either you will need to shovel through a considerable number of pages with images on stocks, or look for something else.

And here everyone's favorite Flickr and 500px come to the rescue. But let's start in order.

So, Flickr is a social network for photographers. Every day there are hundreds and thousands of good pictures that you can use for your own purposes. But the most valuable thing is that there is a search, thanks to which you can find the images you need by keywords.

Keep in mind that most of the audience of this site is English-speaking, so drive in search requests exclusively in English, so your chances of finding suitable images will be several orders of magnitude higher.

Of course, not all images can be downloaded (I'll do a little tutorial later on how to download private images from Flickr), but among those that are available for free download there is a huge amount of good content.

Tumblr & Pinterest

The principle of content search is similar to the previous section - use the search section and look for the content you need. Again, requests must be entered exclusively in English.

The content, for the most part, will be of lower quality than in the case of the previous version, however, it is still quite easy to find the desired images relatively quickly. The main thing is to keep an eye on the size of the images, since on Instagram it is better to post pictures from 640x640.

His greatness Instagram

And, of course, where without Instagram itself. Surely your public has dozens of sensible analogues and competitors. Accordingly, if you are concerned about finding content and the previous options did not help you much, I can advise you to simply rob your competitors.

This is what most public owners do, and not only on Instagram. Therefore, with a calm mind, take other people's picks and use them to your health. The question of karma and morality will be left outside the scope of this article.

To search for competitors, I advise you to use the Iconosquare.com service, there is an excellent search form, by driving in the hashtag you need, you will find both accounts dedicated to your query and photos for this hashtag. Very comfortably.

Iconosquare also, among other things, allows you to download pictures by right-clicking, unlike Instagram itself, in the case of which you need to go into the source code of the pages, suffer from hemorrhoids and so on. In the case of the named service, everything is much simpler - right-click on the image and select "Save Image", or whatever this item is called in your browser. Voila.

These four ways are enough to create sensible content for your publics. Of course, nothing will replace original content that will attract subscribers, but if you are going to take mass, then the list of links above is just a storehouse for you.

In order to create a content plan for Instagram, you need to answer 3 questions:

what content to post
how many posts per day to post
what time to post photos and videos

For example, I will show you how to create a content plan for a hotel Instagram.

Let's say that the hotel is located in Sochi, it is called "Sochinets", it can accommodate 1000 people at the same time. We are making a plan for April - the month in which we need to increase sales in order to fill the hotel for the summer.

Creating content for Instagram: what to photograph, what to write, what video to record?

So, we begin to draw up a content plan for instagram from the answer to

Question 1: What content to post

These proportions are approximate, since testing is necessary in each case.

1. Selling content

The main goal of our account for April is to fill the hotel, that is, to sell, then we will have about 25% of commercial posts in the Instagram content plan.

We include not only the display of numbers (product presentation), but also promotions, discount draws, surveys, and reviews as selling content.

TYPE OF CONTENT

WHAT WE PUBLISH

EXAMPLES

Selling (SALE)

Description of rooms
Seasonal promotions
Providing discounts:

- for repost

- for feedback

- for ordering via Instagram

Polls
Reviews

2-bed standard room costs XXX rub/day
Promotion: book 10 nights, 11 for free
Have you stayed in our hotel? Put a hashtag on the photo and get a 15% discount

IMPORTANT NOTE: Don't hide prices. Indicate the cost directly in the post, or answer when asked in the comments.

“Call this phone, they will tell you everything”, “I answered you in a personal” and so on - not the right option. Instagram is not in vain lives in a mobile phone - it is the social network of the present moment.

The subscriber stands in a traffic jam / rides in a trolleybus / walks with a child on the site, sees exactly what he once thought about and at exactly the price he wanted. Perhaps, having learned the price, he will immediately buy / book in the same comments.

2. Personal life

Instagram is the friendliest network. Likes are not spared here.

In addition, among the users there are many women who acquire something if they emotionally respond. To do this, you just need to show your personal life. And more.

Why handicraft, home business is the easiest to develop here? Because it does not look like a storefront with the same type of bags or sneakers. Photos of children and dogs flicker here: “We are collecting another order together with Masya”, “I am sewing a kit for Valya and I see a flock of cranes flying in the window”.

A relatively new type of content is now popular - stories. This is a snapshot or video that you can post on the go, right now, and in a day it will be deleted. Stories appear at the top of the feed and grab attention. Moreover, many Instagrammers use stories for maximum activity, but I publish posts much less often.

With a home business, everything is clear, you say. And if we have an account for a store, cafe or hotel? How do I include personal content in my Instagram plan?

In this case, too, you can think of something. The main thing is to show the present moment. For example, in the instagram content plan for our hotel, you can include the following headings:

TYPE OF CONTENT	WHAT WE PUBLISH	EXAMPLES
Personal (LIFE)	Photos with the weather	During the season, the weather can be shown every day as a history. This will calm those who are about to leave, but he still doubts whether to take sunglasses and a swimsuit or 3 warm sweaters and rubber boots
	Photos of the staff (cook, maid, girls at the reception, animator) and a story about personalities	Comment showing the benefits: “Our chef has completed a low-calorie dessert master class, and now ourguests can afford sweets without worrying about the figure».
	Hotel news (even the most insignificant in your opinion).	– bought toys for the kids club - installed terminal - in the beauty salon now we do manicures Life in the hotel does not stand still. He is developing. Every day.
	everyday moments	- watering lawns On these buses we send on an excursion – a local cat gained 2 kg in June, he is waiting for the same generous guests in July People are anxious about their holidays. They must be sure that the hotel is already taking care of their rest: they have painted the benches, watered the lawns, and even the cat is looking forward to them.

3. Educational content.

Ideal for those who teach something - English, copywriting, starting a business, sewing toys.

What about our hotel? You can write about the city and life in it. Vacationers are unlikely to spend their entire vacation in the 4 walls of the hotel.

Question 2: How many posts per day to publish

One post per day is mandatory.
The optimal amount is 2-3 times.
Maximum 4-5 posts per day.
You can shoot at least 10-20 stories a day. This is when you want to cover some event or really need to draw attention to your account.

Question 3: What time to post photos and videos

You need to post photos at a time when the account is viewed by the majority of your followers. You can track your visits for free in the "Statistics" section if you have business account.

If you do not have a business account, then paid statistics programs will help you, such as:

iconosquare.com
SpellFeed.com
Popsters and others.

Average Instagram activity by hour:

8-10 hours - people can view posts while in bed or on their way to work

12-14 hours - lunch break, you can allocate time for Instagram

22-24 hours - all things are done, you can look before going to bed

For example, we are compiling a content plan for a hotel's Instagram for April. The load is still small, but we need to sell places for the summer. Therefore, we publish 3 posts a day, focusing on sales and announcements of events for the summer.

So, we answered all 3 questions. Now we can bring everything into one table.

An example of a content plan for the Instagram of the Sochinets hotel

01.04.2016	9.00	Life	New toys for kids club
	13.00	City	Announcement of city events for the week ahead
	17.00	Sale	Promotion for early booking
02.04.2016	9.00	Life	Buses for excursions
	13.00	City	Where to go with children: water park "Mayak"
	17.00	Sale	Review: Single room + 5% discount for booking on Instagram
03.04.2016	9.00	Life	Chef + low calorie desserts
	13.00	City	What to visit in Sochi: arboretum
	17.00	Sale	Action: if you rested in our hotel, put the hashtag #loveSochinets
04.04.2016	9.00	Life	New hotel partner - bike rental
	13.00	City	City news: turnstiles have been added to the Rosa Khutor ski lifts
	17.00	Sale	Promotion for early booking
05.04.2016	9.00	Life	At the reception you can call a taxi at a discount
	13.00	City	Sochi Park has a new attraction for adults
	17.00	Sale	Poll: what entertainment is missing in our hotel

In addition, users will see the real life of the hotel, and not a feed of the same type of advertisements. Now the hotel administration does not need to spend 3-4 hours a week thinking up a reason for fasting.

And what would you include in the content plan of a personal instagram copywriter? Share in the comments.

We keep talking about. Last time we talked about how to register your account. And today - the main part, content. Our expert Marina Giller will tell you how to plan what to post, what content sources you can use.

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For effective work on Instagram, I advise you to create a rubricator in advance and use a content plan. This will help you not only stick to the schedule, but also better understand how your actions are leading to your goals.

What types of content are used on Instagram

Traditionally, Instagram content is divided according to its purpose:

entertaining;
informational (useful, educational);
selling;
inspiring, motivational;
mixed.

For example, if the main task for Instagram is to increase recognition as an expert, bet on useful content, if you want to engage the audience, make entertaining “chatty” posts with questions more often.

When developing a content plan for Instagram, it is desirable that all types of content be present on your blog in one proportion or another, otherwise the blog will be monotonous and may bore the audience.

What is a rubricator and why is it needed?

So why make a rubricator?

To comply with the publication schedule.
To maintain a balance between different areas, topics and tasks.
To strike a balance between personal and professional.
To never be tormented by the question “What would I post like this?”.
To plan your work and prepare in advance not only texts, but also photographs.
To increase engagement through subscriber expectations.

How to make a rubricator

It can be different aspects of your work and personal life. But it is not necessary to open these topics head-on. Be aware of the different types of content and look for a way to present the topic you need in one of the selected formats.

What to Consider

One topic can be covered in several sections of different formats, but keep an eye on the balance of topics. If a topic dominates, it will be perceived as the main one.

Some rubrics may rotate and repeat less than once a week. Choose the day of the week for each category, taking into account the activity and mood of the audience. Observe, experiment, record, analyze and draw conclusions.

It is not necessary to assign rubrics to a specific day. You can make a more complex grid, for example, for 2, 3 or 4 weeks at once. But such a rubricator is more difficult to follow.

The number of publications per day also depends on the audience and topics. For reference, start from one publication per day, Sunday can be left as a day off.

Try to think over a section where you can organically introduce partners for mutual PR and advertising (we will talk about this separately at the promotion stage).

How to come up with ideas for publications

This is where post ideas usually hide:

Your own observations made in the course of work.
questions from your clients.
Questions from your readers.
Stories and cases from practice.
What you learned while upgrading your skills.
What you wish you knew early on.

So how do you generate these ideas?

Method 1. Get a file, a notepad, a note where you will enter ideas for future posts. Write down everything that comes to mind there, do not evaluate or discard ideas ahead of time. Try to do it right away and write it down clearly and legibly, otherwise you risk not remembering what you meant later.

As you work on your content plan, take a look at your list. Are there any ideas that fit into specific rubrics?

Method 2. Imagine that you have three reels in front of you, like a slot machine. The first reel shows the rubric, the second reel shows an important feature of your expert brand, and the third reel shows the type of content. Spin the reel and look for an idea for a winning combination!

Method 3. Brainstorming, freewriting and other creative techniques for finding ideas. Take the time and specifically to generate more themes and use them for a while. Find the best place, time and condition for such a practice and do not force yourself if you can’t think of anything right now.

Method 4. Be careful, adjust your focus so that you look for topics in everything: in discussions with colleagues, in your news feed, in queue conversations and, of course, in your own practice. Listen to customers, note what is repeated, read the comments and go beyond "thank you" but ask your readers to find out more about how they think and what worries them. Notice the little things and patterns and be sure to write it down (see method 1).

And the most important thing. When choosing topics, keep the reader in mind! Your own interest and the authenticity of the content is very important, but the information contained in the post should be relevant to your target audience. Usually these are potential customers, not your friends or colleagues. Pass your ideas through this filter.

What is a content plan for an Instagram account and how to work with it

If a rubricator is a pattern that repeats at a certain frequency, then content plan- this is a specific list of publications with an already invented topic, assigned to a specific date.

Usually a content plan is made up for a month. This allows you to optimize your work, plan photo content in advance, write texts, take into account strategic marketing tasks, and so on.

It is easiest to plan on an electronic calendar, such as Google calendar, but you can use an Excel spreadsheet or even a paper calendar grid.

Start filling the calendar with publications tied to dates. Look at your plan: do you have events and promotions that need to be announced, are there meetings and trips planned that you will talk about? Put it on your calendar.
Introduce fixed standard headings for which you do not need to come up with ideas (for example, every Friday you exchange news with readers for the week, every Monday you play with words).
Look at your list of ready-made ideas and sort them into categories.
Come up with topics for headings that did not have ready-made ideas.
Write down a list of tasks related to other people: arrange an interview, order illustrations, find a partner, and so on.
Work on texts and photos can be grouped, creating all the content for a week or even a month at a time. For many, this makes things easier.

For content planning, I recommend later.com: app + web version. Here you can arrange all ready-made publications by time, and at the right time, the application will notify you that you need to make a publication (just two clicks, and a blog post!).

Strict adherence to the content plan is optional. If you have breaking news and original ideas, you can move the scheduled publication or abandon it altogether. The content plan is designed to help you, not become a prison. Some generally refuse the content plan and only stick to the rubricator, preferring to write spontaneously and according to the mood. But this is not suitable for everyone and depends on the characteristics of your character.

Features of insta texts

Texts for Instagram have their own specifics.

This is a short format, the length of the text is up to 2200 characters. It is advisable to keep within these limits, otherwise the continuation of the text will have to be placed in the comments, and your text may not be read. Consider the characteristics of the audience: in some niches, users prefer shorter text.

Only the first two lines of your text are visible in the feed. Try to make them as intriguing as possible so that readers want to expand the text.

Due to the short format, it is worth giving preference to either capacious lists or narrow topics. That is, a detailed instruction like this one could turn into a short list of tips, and, on the contrary, each tip can be made into a separate post.

Informal texts are quite acceptable on Instagram. You can use jargon and emoji to express emotions. But always keep in mind the style of your brand and the integrity of your image.

Photo content

Placement of pictures can also be thought out and planned

Speaking of the visual social network, we got to the pictures last, but this is not at all surprising. Without proper preparation, photo content on your Instagram will not work for your tasks. Now you know what and why you are doing, and the selection of images will not be difficult.

Concept development

If you already have a corporate identity or at least an inspiration board for your brand, now is the time to put it to work. If not, you have a great reason to do it.

Define your corporate palette, image style, typical angles, plots and compositions and try to follow these principles at all times.
Do not forget that a photo is an additional layer of information. Photos can convey the mood of your project and the style of your work, values, and even the image of your ideal client. try do not evaluate pictures only in terms of taste, analyze what they say about you to the reader.

Consider end-to-end style elements. It can be a repeating color, an object or a group of objects that are present in the photo, your hands in the frame, your face, your figure of a certain size, some symbol (heart, bird, notepad, glasses, and so on). You don't have to use this technique on every photo, but it will help a lot.

It is important to find a balance between monotony and incompatibility. After all, the positive perception of your content by readers equally depends on the effect of recognition and the effect of surprise.

Text on photo

The text on the photo can be a way to convey the necessary information. For example, text can indicate the topic of a post or heading, draw attention to a certain thought, advertise a promotion or event.

You can use text all the time, occasionally, or not at all. Blogs with text on photos are subjectively perceived as “useful”, curated blog projects. Blogs without text on the photo are like personal blogs. Choose what is closer to you.

For text, select up to three matching fonts. It is best to use branded fonts that you will use on all sites.

To overlay text on pictures, you can use Photoshop and its analogues. The Picmonkey.com service or the Phonto app (iOS and Android) will also do a great job with this task. All of these tools allow you to use your fonts, not just those that are pre-installed by the developers.

So where do you get pictures?

Let's look at a few sources.

good at photography or willing to learn;
like to spontaneously generate content;
want to keep the blog as informal and personal as possible;
want to show the process and the result of your work.

2. Stocks. Stock photos often look formulaic, but there are also good stocks of lifestyle photos of any subject, including free ones. Such photos also show the image of the ideal client, but photos with people on free stocks, as a rule, do not exist. However, keep in mind that stock photos are not exclusive and others can use them. It is also more difficult to maintain a single style here. And in no case do not pass off stock photos as your portfolio.

3. Photo order. This is your option if you want uniqueness and are willing to pay for photo content, or you need to show the result of your work, but you can't do it yourself. The photographer can shoot your portfolio, create a series of product photos in the same style, make your portraits. It is only important to correctly compose the TOR, and here a prepared content plan with clear topics and an inspiration board will help you so that the photographer accurately understands the task.

4. Text on the background. This is a good option for illustrating useful posts. You can choose several backgrounds - plain or with a pattern, choose a font, create a template for such pictures and make them by analogy. Such a template can be ordered by the designer.

5. User Content. These are photos of your clients that showcase your work, photos of Instagram users (in both cases you need to get permission).

6. A combination of several options. You can use all these sources, but the main thing is to remember their compatibility.

Video content

What are the options for using video and who is it suitable for?

Video of the work process (suitable for handmade masters, beauty industry specialists, anyone who works with their hands).
Backstage or underside of the process (what the client usually does not see: for example, excerpts from the preparatory stage of work, breaks between performances).
Project news in the "talking head" genre (if you are the face of your own project).
Short expert advice (especially suitable for specialists to show competence and create a sense of personal contact).
What inspires you (events, phenomena, something beautiful, what your product takes as a starting point).
What you learn from (mini-reports from trainings or exhibitions, reviews of specialized literature, and so on).

Show all content

Surely you have already heard about such a concept as a content plan, they talk about it a lot and everywhere, but the fact of the matter is that everything ends with some conversations.

Only a few do it and in vain, let's figure out what kind of instrument it is and why make it anyway.

Everybody's talking

Let me give you a few examples: today you are filled with a pile of ideas, and in a week you will not be able to come up with anything.

Or an unforeseen situation happened, and you do not have the opportunity to go online and download the post. But what about the holidays?

Forget to congratulate your favorite subscribers, and all, out of mind, unsubscribe, hello. To avoid all this, a content plan for social networks will come to your aid.

Content plan- a pre-arranged schedule for publishing posts with an already selected one for a certain period.

This tool will not save you from all troubles and, moreover, will not make your account popular only due to its presence, but it will do very good deeds, for which you will thank him very much:

Do not rack your brains about what you will post tomorrow;
Analyze what is better and what went worse;
Create a logically sequential chain of touches;
Post a variety of content.

But you shouldn’t relax even with a content plan, because in order to be in the top, you need to quickly respond to changes in trends and events here and now, which means don’t think that having done it once, you will bury this idea forever.

Important. If you want to promote your Instagram page for free, then follow the link and use the Bosslike service. And this service will help you make money on your Instagram.

WE MAKE A CONTENT PLAN FOR INSTAGRAM

First, we will figure out what a content plan looks like and how to compose it, and only then we will consider its components.

The general content plan template is taken as a basis. It looks in the simplest way - a table in exel with a full description of the post. To make it easier for you to understand, see the form example.

Content plan example

Before you make a table for Instagram content, you need to answer the basic questions: To whom? How often? When? Where? What? There is no need to panic, further I will reveal each of them in detail.

Imagine that you already know all the answers, and you have a certain picture in your head. Now you can start compiling a content plan for instagram.

Step 1: draw a table in exel, indicate all the information, according to the example, see it above, I will not duplicate it.

Step 2: specify the days of the week and the time of publication of the posts, you can see an example in the figure below.

Days of the week and post times

Step 3: write the site and type of each post. And in order not to be mistaken with, I marked them with a color, it turned out more clearly.

I also singled out stories separately, and all because the publication formats for stories and feeds are different.

Site and type of post

Step 4: Fill in each post: picture/video, text, link/geolocation.

I will not fill out the content plan for the week, I will show you only one entry, and then everything is by analogy.

Filling the post

The main thing to remember is that you should describe the post in such a way that you do not have any questions when publishing it.

Just copied and pasted everything. That is, the photo should already be processed, and the text should be formatted, the rest is clear. Congratulations, you now have your Instagram blog content plan ready!

If you do not have enough information and you want to study the topic of the content plan in more detail - see different forms, see examples, then read our article.

Do you want to simplify your life even more and say that there is an application for scheduling content on Instagram?

They are called schedulers, which is quite logical. And instead of posting manually, you can use these programs.

Their principle is the same as in the content plan, you just fill in all the information.

They help save a lot of time. And you will not need to set an alarm on your phone so as not to miss the publication time. Take and use:

I will not insist on using a specific program for posting on Instagram, look at the interfaces and choose which scheduler you like best.

Services are paid, but believe me, this is definitely worth paying for. The functionality of programs for content is similar:

delayed posting;
auto-delete publications;
statistics;
templates;
best time analysis.

COMPILATION RULES. IMPORTANT!

We figured out the basic concept, now let's look at everything in more detail. If 5 years ago you could just throw a photo into the feed and it collected thousands of likes and, now this will not work.

You need to turn on your head and do everything in your mind. However, that is exactly what you are here for.

1. To whom?

Every product has a buyer. Therefore, I will not be clever, but I will say a simple truth - the subject of any content should be aimed at the public interested in your topic.

For example, you have an account for a showroom of white blouses for girls, let's make a client avatar, you will have it like this:

General information: girl Natalya, 30 years old, married. Works at Sberbank as a manager. There is a child - 7 years old.
Income: total salary for a family 85,000 rubles. They live in Moscow, own an apartment, have a car and a garage.
Hobby: In his spare time he takes care of his family and goes to sports. hall. Once every two months he goes with his family to the store for clothes.

Based on this, even a mini-portrait, we already see that Natalya works in a banking structure according to the classical scheme - from morning to evening.

That is, she can go to Instagram either in the evening after work and household chores - after 21.00, or at lunchtime.

Based on the place of work, we conclude that Natalya, as a manager, is important in business style in clothes - 5 days a week, so for part of the content we will use examples of business images and combinations in clothes.

And with additional content, since Natalia has a child, we will talk about how to properly remove various stains from white blouses.

2. How often?

Although, of course, it is also exemplary, since only tests will show the truth. But anyway, let's go over the landmarks.

Posts in the feed:

Entertainment accounts: every 4 hours.
Business accounts: maximum 2 per day, minimum 1 per day.
Bloggers: 2 to 4 per day.

Posts in stories:

Entertainment accounts: from 1 to 10 per day.
Business accounts: from 1 to 3 per day.
Bloggers: 1 to 10 per day.

In order not to miss the quantity, remember the basic rule - your posts should not be frequent, so that they are always expected, but at the same time not rare, so that you are not forgotten about.

How much do you have, think or write in the comments, and we will definitely help with advice.

3. When?

In our large country with its numerous time zones, it is difficult for a promoted brand to find a convenient time to publish posts, because when some subscribers have just woken up, others are already going to bed.

Therefore, in this scenario, it is better to choose the time that is convenient for most of your active customers.

And this is not the time that everyone spreads on the Internet, supposedly, in the morning the peak of activity is at 11 am, and in the evening at 19.00.

In your case, it may be completely different numbers. And to find out, you do not need to go to the shaman, just look at the activity in your own account (after switching to ).

Statistics

In case you don’t have one already collected or you are a fan of getting ready-made solutions, I show you the coordinates to which you can direct your efforts:

If these are young people, then their activity falls on the day and night.
If they are working, then they are most active at breakfast / lunch and on the way to / from work.

By the way, we discussed how to determine the time for publication in the article below.

In short, write down the whole day in hours / minutes of your ideal client and understand when he does that very forbidden action - he climbs into Instagram.

4. Where?

With the advent of Stories, Instagram users are divided into 2 camps: feed lovers and Stories lovers.

That is why, to increase subscribers, you need to use these two sites in parallel. Each of the sites certainly has its advantages.

Story :

Polls;
GIFs;
Live broadcasts;
smiley answers;
Answers in .

Ribbon :

Volumetric text;
More hashtags;
Comments;
Carousel;
Form style.

And not so long ago, Instagram introduced the ability to share a post from the feed to stories. Use this feature when you need to reach the maximum number of subscribers.

In order to understand all the nuances of stories, I recommend that you read the article.

Types of posts OR WHAT?

In order for the content plan to work tip-top, it is important to understand what type of posts to post, how to alternate them and divide them into categories.

At the same time, I repeat for the hundredth time, do not forget to build on your subject, niche and target audience.

1. Sellers

The meaning of any account is sales, so let's start with this type of posts. The first thing I will say is that they should not be abused, so as not to annoy with constant pressure to purchase your product.

And the second I will say that even with all the simplicity there are small but important nuances:

Show price. Clients do not want to waste time requesting prices and, moreover, waiting for a response;
Specify contacts. Otherwise, everyone will like everything, but no one will understand what needs to be done to buy;
Write a link. If you are selling through the site, then do not forget to say that the link is in the profile description;
State the terms of delivery and payment. To do this, you can even make a separate page in the menu.

Moreover, it is not necessary to understand a banal photo with the words “Buy-buy” as a selling post, you can go with more interesting and original solutions.

And as a concern for you, I post the following options for modeling:

Product Description;
Stock;
Reviews;
Announcement of new products;
Auctions;
discounts;
Interactions with partners.

In general: this is aerobatics. This is when you sell without selling.

For example, if you sell furniture, post posts with tips on upholstery care, workshops on making furniture with your own hands or repairing broken products.

Selling posts often order from bloggers to promote their account. And if you want to use this method quickly and safely, as well as find a blogger with a suitable audience, then I recommend using the exchange.

2. Entertaining

Subscribers need to be entertained, otherwise they will get bored in your profile and go to competitors.

Okay, okay, don't look at me like that, it's part of the joke. Just do not forget that, first of all, Instagram, like all other social networks, was created as an entertainment.

entertaining post

Entertaining posts create an atmosphere of distraction and relaxation, they help the audience become more loyal to you.

And another big plus of such content is that it is better liked, saved and commented on, well, you know what I mean.

So that you do not think that by entertainment content I mean not only funny pictures, I have prepared a list of topics for you, borrow:

Business news;
Tips - useful (and not very);
Humor/memes;
Stories from your experience;
Motivation;
Congratulations;
Collections (books, music, ).

3. Informational

You probably guessed why such content is needed? That's right, it warms up and allows you to arrange.

With it, you can dispel the worst fears of subscribers that relate to your business.

In other words, make it so that from the state “ ”, it goes to “Ready for anything”.

Sounds great, let's move on to examples: You can show the production process and thereby convince users that the materials you use are really high quality.

You can also describe in detail how the goods are delivered and what to do in case of emergency, for example, if the goods are lost on the way.

Information post

With such posts, you create a trusting relationship with subscribers, this is a very important point.

And all because the more confidence in you, the higher the chance of buying. But what is it to write - you ask, to make it work? The answer is simple:

Instructions;
life hacks;
Polls;
Master classes;
Manufacturing processes;
Stages of order assembly;
Reviews of goods/services;
Expert opinion;
Personal experience.

Ideal proportion in the overall content plan: 30-40%

4. Engaging

The main task of engaging content is to get the subscriber to take a key action. It can be like, comment, save or repost.

And Instagram, as you know, is a tricky thing, and if it sees that the subscriber interacts closely with the profile, then it will show it more often.

engaging post

But now users have become snickering (sorry for the French) and it becomes quite difficult to lure them out of, for example, a comment.

In order to avoid such a problem, you need to prepare a worthwhile gift (if this is a competition) or to hurt a nerve - to provoke.

And as expected, I simplify your life and give topics for engaging posts, use it to your health:

Games;
Contests;
Useful lists;
Discussions.

Ideal proportion in the overall content plan: 10-20%

Registration of POSTS

Remember the hackneyed phrase “Meet by clothes…?! Well, this is exactly the case with Instagram.

If your post is so-so, then the result will be no better. And since we are learning to take over the world here, it means that the theme of post design cannot bypass this material.

Text

Do not neglect the text, the description should always be there, it helps to engage the user.

There is a big misconception that the main thing is the picture on Instagram, not the text. But the farther, the more we see that everyone has the same type of pictures and they are all licked to the ideal, which means we give priority to those who also write well.

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The technical features of Instagram allow you to write text up to 2,000 characters with spaces. This is about 1/3 of a page of text.

But remember, when viewing the news feed, under the picture we see only 90 characters. This means that the first lines need to be written in such a way that readers want to click the “more” button.

To touch the reader's feelings, to make them react, laugh, get angry, sympathize or reminisce.

You can even provoke, but you need to be careful with this. For example, look at how tasty information is conveyed through the text:

Text

Or here is an example when the text does not tell, but involves. Again, it seems to be banal information, but could we achieve such a result with the help of one picture ?!

An example of an engaging post

The design of the text, like the picture on Instagram, should be beautiful and eye-catching.

The text should be divided into paragraphs, you can do this with dots, emoticons, or you can use invisible signs (copy to your health) “⠀⠀⠀⠀”.

And also, since on Instagram you can’t change the font size, make it bold or underlined, use emoji to highlight the right moments or highlight the right word with a hashtag (then they will be highlighted in blue).

But do not overdo it with highlighting, otherwise, due to the large number of emoticons and hashtags, the text may become unreadable.

Photo

Everyone has long known that Instagram is a visual network and more users come in just to look through beautiful pictures.

That is why, in the profile, each photo is the face of your business. In order not to pour water and not to speak common truths, just look at the general requirements, although you yourself know them:

Post a good quality photo at least 1080 x 1080;
Take more shots - there will be plenty to choose from;
Use more emotions in the photo, it should be catchy;
Give the photo colors, bright colors are better perceived;
Create your own filters and your account will be different;
Process photos in the same style - create a complete picture of the profile;
Take photos of details and full images - you can diversify your profile;
Shoot in good light or daylight + wipe the lens (yep, helps a lot);
Add contrasting text if needed and original fonts on the photo to make it stand out.

I'll just tell you frankly, if you have photos of disgusting quality, then it's better to use stock pictures than to post your own.

“But how to be different?” You ask me. In fact, everything is much simpler than it seems.

Stock pictures

An unusual decision, do you agree? Even with stock images, you can make your own style and win against the competition.

But there is one big but: please do not take pictures from Yandex and Google searches, use high-quality stock sites:

All services have tags by which images are separated, and after choosing your style, in the future just look for it by the appropriate tag so that everything is in the same style.

Video

Oddly enough, according to statistics, video content is more popular than regular photos.

But many users either do not know this, or they have other reasons for not using this wonderful tool.

And as I said, subscribers are lazy, so it's easier for them to watch a video than to read a long text.

By the way, it also increases engagement, and all because users stay longer on your account to look at it.

Instagram video

High-quality video content goes well both in the feed and in stories, there are differences in the requirements.

If you can shoot a video for stories using Life as an example, make it more lively and real, then there are certain requirements for the video in the feed:

Video length from 3 to 60 seconds. It is better to keep within 15 seconds maximum, so as not to lose the attention of the public.
Video can be shot in small segments, and then glued together in programs, adding effects, text, sound.
If the video is uploaded via a computer, then the size should be no more than 1080p, otherwise Instagram will compress it and you will lose quality.
Don't forget about lighting and good composition, give preference to square rollers, because. they are more suitable for the instagram format.

life hack. If you have an account in the same style, and the video does not fit into it, then add a cover to the video that will stand on top of the video and will not spoil the whole picture of the profile.

Form style

What is corporate identity? This is the very highlight that catches subscribers. It makes you return to your profile again and again, while competitors, meanwhile, maliciously bite their elbows.

In order not to rant, see examples of an account with and without a corporate identity.

Without style / with corporate style

Feel the difference? An account with a corporate identity looks brighter and more interesting, it clearly attracts attention.

You can subscribe to such an account even simply because it is beautiful, (well, then the work of the content).

As you understand, the corporate identity of an account is similar to a company. It also consists of many different elements that add up to the big picture:

main color scheme;
the same type of filters;
certain emoji;
own hashtags;
the same writing style.

Corporate identity should apply to all content components. If you don’t have it, then I advise you to look for beautiful accounts and be inspired by them, at the same time see how your competitors are doing and how you can differ from them.

Amplifiers

Let's talk about the tools with which users can easily find your publications.

The tools are easy to use, but a lot of people forget about them, so don't make the same mistake.

If you want to strengthen your account even more, I recommend adding a multi-button to your profile.

It will allow you to contact you directly through instant messengers, as well as post several links instead of one. To do this, simply follow the link -> taplink.ru (with the promo code “INSCALE7” 7 days for free).

Hashtags

Geolocation

There is not much to talk about here, except to once again remind you that geolocation serves as a search and you should not forget about it when writing a post.

Geolocation is the geographic location of the object.

Geolocation

When switching to geolocation, the user opens not only all publications with this geo, but also a map indicating a specific location. Good tool for offline business.

There are no special rules for geolocation, but I will still give you a few recommendations on how to use geolocation for different cases:

If you use geo to attract subscribers, then indicate the most popular places;
If you mark a place you like in geolocation, then share useful information;
If you create recognition, then mark the location of your office or store.

Content analysis

After you have decided on a content strategy, come up with interesting posts and compiled a content plan, you need to analyze the work done.

We need to know if our content plan is effective or if we need to change something in it.

The analyzes are not difficult and it is necessary to do them. They will help you track the reaction of subscribers to certain posts, show which post came in and which didn’t, which section you liked more and what you should pay attention to.

Short term analysis(done every week):

Choose a leader post and a loser post.
Identify commonalities in popular publications.
Use this idea in your content plan for future posts.
Determine the reason for the failed posts and eliminate it.
Break down the activity of subscribers by bones - likes, comments, subscriptions ..

Long term analysis(done every month):

Pick the most popular post and create a likeness.
Analyze articles, determine the most popular description style and use it.
Delete the most unfortunate post and don't do it again.
Compare previous content plans and identify their strengths and weaknesses.
Look at competitors, determine their pros and cons, borrow (just don't forget to add your corporate identity).

Briefly about the main

To save a lot of time and nerves, and at the same time make your profile interesting, get in the habit of creating a content plan for Instagram.

So your profile will always be filled with quality content. And to make it even easier for you, use content planning apps.

This will allow you to deal with more global affairs without fuss and stress and think carefully about ideas in the future.

And it will also give an understanding of which posts / headings subscribers like more, what to focus on, and what to remove altogether.

Important. If you are engaged in promoting your account, then I recommend connecting through a special Zengram service (using the promo code “INSCALEPROMO” you will receive a 20% discount on everything).

A commercial page on Instagram is a special case. This social network has its own rules. Here you can not engage in PR by analogy with Facebook, VKontakte or Twitter. If you decide to promote your project on this site, it is important to know in advance the tricks that will make the process effective.

There are many tricks that increase popularity on Instagram, starting with , ending with the regularity of updates. But today we will talk about content. People familiar with SMM know what to offer to the public. - this is not a Korean random, but a well-thought-out scheme of action. Let's learn this.

The main types of content on Instagram

1. Informational.

Informational material is reliable information about your products or services. Customers love it when everything is laid out for them. Instagram is the best for this purpose: you can endlessly post images of the product, describe its characteristics and notify people about new arrivals.

Remember that on Instagram, the brevity of the text and the attractiveness of the image are important. Learn to identify the most necessary facts and present your product from the best side. Spend the information component most of the time. Imagine that you are looking for a fitness trainer who will help you lose weight for the summer. Find two pages. One lists the owner's credentials and experience, and details the workflow and customer results. The other shows a hundred selfies in the gym and nothing else. Who will you choose? That's the same.

Dry information must be diluted with entertaining content. The Instagram audience does not like to be bored. Even if you maintain an account dedicated to nuclear physics, you can always find a way to unobtrusively distract readers from the main topic. We list what you can post to cheer people up:

a story about how the day went, with a beautiful shot of a cup of coffee or a cityscape;
photos of pets;
funny pictures and internet memes;
life hacks;
unusual life stories.

It's great if all this resonates with the main content of the account. But offtopics are also not forbidden. The main thing is that they do not make up more than half of the content.

At first glance, it seems that Instagram is not at all suitable for educational purposes. Still, the main component of posts is pictures, which have much less intellectual value than text. However, here it is really possible to roam.

For example, one of the first educational accounts belonged to National Geographic magazine. There were fasting photos from all over the world.

Lots of options. You can post reproductions of famous artists, small book reviews, mathematical formulas with explanations, diagrams for easy learning of English, and much more. Don't forget to arrange everything nicely.

Describing in detail the benefits of the product is, of course, good, but it’s not a fact that they will believe you. Every manufacturer praises their product, and there is nothing special about it. Another thing is when the opinion of an independent expert is used. His assessment will be listened to more likely than the words of a little-known company or studio.

Expert content is often not separated from information content. There is an idea that everyone who promotes their project knows everything about it by default, so they can act like a professional. Even if this is the case, a look from the outside never hurts. A positive feedback from a colleague is an additional plus to the public's favor.

What should an expert post on Instagram look like? This is a photograph of the person conducting the analysis, as well as a detailed commentary. If the expert's review is on YouTube, VKontakte or other social networks, you can give a link to it so as not to load subscribers with large amounts of information, but a short description must be attached to the link.

5. Selling.

There is a lot of literature on sales texts. If you know what it is, then you can easily navigate the content for Instagram. The essence of selling posts is to convince a person to make a purchase from you. It is not necessary to saturate the page with them to the eyeballs, but in no case should you forget about them either.

Selling elements must hit right on target. Use them as:

information about prices and discounts;
evidence that your product is popular and that customers like it;
clear benefits for the reader.

If you see that sales are not increasing, you can always change the strategy. Experienced employees of the digital sphere are convinced that even a small detail can change the mood of customers by 180 degrees. Don't be afraid to experiment!

User-generated content is essentially feedback from customers. If people have good things to say about your product or tell interesting stories about it, feel free to brag about it.

The opinion of ordinary consumers is credible. A screenshot with a positive response will once again prove that you are working at a high level.

How to combine different types of content?

Subscribers quickly get bored with monotony. To keep the audience, you need to skillfully combine the types of posts. There are also patterns here. SMM-specialists have deduced the ideal ratio of materials on Instagram. Informational content should be at least 50%, entertaining - about 20%, and selling - about 30%. The remaining varieties are used much less frequently and come as an addition to the main ones.

Of course, interest is not an axiom. Do not fanatically calculate the number of posts with a calculator. The main thing in maintaining an account on Instagram is to be guided by common sense and listen to the wishes of readers. If something is popular, focus on it. If something causes a negative reaction, discard it as unnecessary. In the end, your earnings depend on the audience.