Instagram is continually evolving, so creating a consistent flow of engaging content can be challenging. But thankfully, not impossible.
With the introduction of new features like Stories, Reels and IGTV over the last few years, brands have been offered a one-of-a-kind opportunity to tell incredible stories using visual material.
In addition, being able to understand what resonates with your followers makes it a lot easier to attract similar audiences, while at the same time keeping your current fans engaged.
Let’s get down to the nitty-gritty of which types of content perform best on Instagram in 2022.
Which content performs best on Instagram?
To find inspiration and remain competitive on Instagram, it’s a good idea to follow already successful brands in the same niche as you.
But if you are planning to up your game and ensure that your Instagram content stands out from the crowd, you need to plan a robust content strategy.
1. User-generated content
Companies like FedEx, GoPro and Starbucks have all mastered the craft of publishing user-generated content (UGC).
The secret? They all share amazing visuals created by their customers on their Instagram profiles.
To take advantage of, and effectively use, UGC for your brand’s Instagram profile. Encourage your audience to share photos of themselves using your products or services.
Like this post from Jeep for example.
https://www.instagram.com/p/CevccXkMY0i/
In addition, create a unique community hashtag to go with your follower’s user-generated content. Once created, look out for posts that have your brand tagged.
Lastly, don’t forget to share the hashtag on your Stories, Highlights and in your bio so that followers know what to use it for.
2. Tell a story
The most effective form of content is storytelling, and it’s especially true for Instagram.
Creating posts centred around a theme (for example, life-changing ideas, exciting events or unique products) is what people love to consume.
If you can learn to master the art and science of going viral through sharing stories and topical content on Instagram, you’ll be golden.
International brand Lego does this phenomenally well and has used storytelling for generations as seen in the below post.
https://www.instagram.com/p/CfMMfPxvZze/
3. Memes
Content may be the fuel that powers the internet, but memes send it into overdrive. Memes are so pervasive that getting through the day without encountering one is almost unthinkable, and their appeal is global.
Mixing political debate, memes and satire can often make for a wildly entertaining Instagram post!
But that’s just one idea. There are many examples where brands engage their audience through trending and funny memes, like this one below.
https://www.instagram.com/ruffles/
4. Behind-the-scenes content
Posts that provide fans with exclusive, behind-the-scenes content can go a long way in building trust and forming a bond with your audience. Not only that, but you can use these types of posts to build your brand’s identity while actively contributing to its overarching story, like the example below.
https://www.instagram.com/p/Cds_JSlKOvx/
When it comes to behind-the-scenes content, the sky is the limit!
5. How to tutorials
How-to content that relates to your industry and niche is also a great idea. This is because people appreciate when little hacks and other tips and tricks are shared to make their lives easier or better.
Woolworths does this spectacularly well, as seen in the example below.
https://www.instagram.com/p/CgJXe9JjF7T/?hl=en
6. Experiential content
Instagram users spend hundreds of hours looking through their feeds every day, not looking for advertisements to be served to them, but rather craving immersive experiences.
Experiential content helps to tick that box and allows people to engage in a way that makes them feel as if they are a part of something, instead of being merely presented with products and services via a screen.
A beautiful collection of high-resolution photographs, for example, shows off what the product can do and allows your followers to live vicariously through your feed.
Instead of uploading photos of their products, brands like Go Pro share adventures captured by their cameras, merging the experience with the content.
https://www.instagram.com/p/Cft7rxpM2H0/?hl=en
7. Influencer-created content
Celebrities and influencers dominate this niche on Instagram. With many becoming powerful voices of the products they feature on their profiles. Take Kayleigh Ross for instance. She is a South African content creator and influencer who reviews and features many different products on her Instagram. Doing paid promotions for brands that approach her.
https://www.instagram.com/p/CfJb-WsKBCZ/
If you are a premium brand, you can oftentimes either strike a bartering deal, i.e. offering products in exchange for promotion, or pay them to promote your product.
8. Inspirational quotes
Inspirational quotes have the power to lift people’s moods and create opportunities for interaction. They also provide a great way to connect with people.
Just check out this Instagram page filled with inspirational quotes. Their posts are so good that they have amassed 7.4 million followers.
https://www.instagram.com/powerofpositivity/
Conclusion
Whatever you choose to do, there’s no need to overthink it. As long as your content resonates with your audience and represents your unique voice, that’s all that matters. The rest will follow.
Need help with creating captivating content for your brand? We can do it all for you. Get in touch to kickstart the process.
