Written by Alex Barnes, Content Manager
As a communications agency, we excel in everything from PR, marketing and crisis comms to graphic design and social media. For those in our creative team, one of our favourite parts of working with a new social media client, is aligning their platforms together and creating a beautiful aesthetic that encapsulates their voice, brand essence and makes followers WANT to follow them.
If you’re wondering how to convert these followers into engaged users? We got you! After you’re done with this blog, check out our recent musings here on how to harness your followers to increase social media engagement.
Here are some of our top tips on how you can make your brand’s feed more cohesive and aesthetic overall.
Step 1: Cohesive Branding
Every brand has a signature colour, font and style; this is how consumers recognise your brand. Your branding is the first touch point that a customer will come in contact with.
Let’s take Carmex, for example, and its signature yellow & red. For customers that find themselves on Carmex’s Instagram page, you know instantly that you are following Carmex. The yellow is at every initial touch point: the display picture, the story highlights and even in quote tiles on the feed (we’ll get to that later!).
The first step to creating a cohesive and aesthetic feed for your brand, is to marry your display picture & highlights with your brand colours & fonts (or you can use emojis!). On our Modern Currency feed, we have taken both mint green and black and combined them for our story highlights and our display picture.
Step 2: Clear Bio
Branding is the first visual touch point you have with your consumers and your bio is second. You have 150 characters to concisely communicate your services or product, who you are and what you do.
In the example below, we have used our words (and emojis) to clearly display what you are getting when you visit Waverley Gardens, how to be a part of the community, and a clear call to action.
Try and use your characters to clearly explain your product / service and trading hours (if applicable). Remember to put your website and contact details in the bio as well!
Step 3: Content Pillars
Now that your account is set up we get to the juicy part: the feed. Content pillars are your way of ensuring your Instagram feed remains cohesive and aesthetic. We recommend picking 4-5 content pillars, depending on what works for your brand.
For a product-based business, typically, we’d do something like this:
- Product shots
- Quote tile (utilising your brand colours / fonts)
- #BTS (behind the scenes)
- UGC (user generated content – reposts from followers or influencers)
Once you have your content pillars, it’s important to stick with them and post them consistently in your desired duration (i.e once a week, once every 3 posts etc)
Your first content pillar will make up the most of your feed, but still try to keep variety – product shots captured on different backgrounds or in different lighting and with different props.
Then, you begin to slot in your other pillars…
With our quote tiles, we pick a bold colour and use the same font, but change up the wording each month (or every time you post).
User generated content is more difficult to come by as it is organic and you cannot control it! When a UGC post pops up, we schedule this into the next available space and typically slot it in ‘randomly’ on the grid, same with behind the scenes post.
We’d recommend creating a mock up grid in Photoshop or Canva so you can see what your feed will look like before you begin posting.
For example, we have outlined the content pillars in a recent section on Carmex’s feed so you can get an idea of what we mean!
If you’ve used these tips, we’d love to see your feed creations / befores & afters! You can email them to firstname.lastname@example.org. If this is going over your head, you can also contact us for help on how to set up your Instagram feed and keep it looking spick and span.