How to Create Your Instagram Content Plan

Are your Instagram posts not bringing the desired results?

Next, you may need to think about reshaping your strategy and creating a content plan.

Content plans can help guide how you publish content to ensure you meet certain goals and help your content perform better.

In this guide, you’ll learn how to create a content plan that increases brand reach and conversions on Instagram. You’ll also learn some helpful tips to help you improve your content.

1. Define your goal

The first thing you want to do is create your Instagram lens(es).

What do you want to accomplish? Is it to grow your audience, generate more engagement, or generate sales?

Once you’ve laid out your plan, you’ll be better prepared to tailor your content to achieve those goals.

Next, you can define the Key Performance Indicators (KPIs) to score different insight points that you want to observe with your Instagram campaign.

After you’ve selected your goal and some KPIs, it’s beneficial to break your goal down into different milestones that you want to achieve along the way.

For example, say you want to increase your audience by 20% by the end of the quarter.

What steps can you take to achieve this goal? What types of content, topics, or content series can you create to increase engagement?

Now that you’ve brainstormed, it’s time to start creating your content calendar.

2. Plan your content calendar

A content calendar is important because it’s your roadmap to guide you, help you reach your goals, and set an end date for a campaign.

This way, you’ll know when you’ve reached your goal and can readjust and analyze ways to improve your content strategy for your next campaign.

Plus, a content calendar can help organize ideas and campaigns, help you identify content gaps, and build consistency (which is essential for Instagram).

When creating your content plan for the recent month, quarter, or campaign, it helps to figure out which days of the week you want to talk about.

Next, choose the topic and then form the right caption.

Breaking content planning down into smaller, actionable steps makes it easier to create a content calendar.

Then, if you’ve defined your goals, topics, and captions, you can move on to the next step: creating the necessary images or videos.

Finally, you can compile your topics, days you post, and captions and hashtags into a simple Google, Word, or Excel document so you can easily copy and paste when you’re ready to plan your content.

Bonus Tip: Align Your Content with Marketing Initiatives

If you already have marketing initiatives, now is the perfect time to incorporate them into your marketing campaign. For example, you may have a new product release.

Then you can create a content series for it. Create a few posts teasing the product release, include a giveaway, have an influencer promote your product or video with them using it, and market those benefits.

Events or holidays are another great way to engage consumers and turn more consumers into customers.

If you have an upcoming event, you can create a campaign promoting the event and discuss the speakers involved, the products that will be there, or the great handbags you are giving away at the event.

Holidays are another fun and positive way to get customers talking about your brand. Giveaways or holiday offers are another way to increase brand awareness and gain subscribers.

3. Keep a consistent theme and tone

Creating a brand tone or guide can be an effective way to ensure your posts stay consistent. You also want to maintain a similar theme across all of your posts, including style, font, and colors.

For inspiration, you can look to your website, content, and logos to help you create the right tone and theme for your posts.

In addition, instagram has the tools in stories that can help you achieve a color scheme that complements your brand.

You also want to think about how your content will look for images and videos. Consider a consistent angle or filter to set the right tone and find your content.

It’s also essential to think about your messaging, whether it’s for captions, comments, or replies to direct messages.

Having a standard operating procedure for how you respond to consumers on Instagram, especially if multiple people are responding to comments and posts, is essential to ensure it matches the tone of the brand.

4. Show your creativity

IG is more than just a photo sharing app. There are many ways to create content for Instagram that can showcase your brand and increase engagement.

Let’s talk about them and share some tips on when to use them.

As you know, Instagram has images. Photos are a great way to showcase products. It’s also great for sharing quotes, asking questions that you answer in your image caption, or promoting offers or giveaways.

Videos are a great way to show previews of something upcoming or create product teasers. You can also use videos for corporate BTS and show how best to use your product.

You can use Instagram Reels or short videos to showcase products, share stories, and grow your following.

IGTV or Instagram TV are longer videos on an Instagram feed. Brands use them to further describe a particular topic.

Instagram Shopping is a feature that allows consumers to buy your products through your photos and videos.

Brands can create product labels and product launches where consumers can buy products directly through Instagram.

Then customers don’t have to take the leap of leaving Instagram to get to your website. Instead, they can purchase quickly through the app.

Stories are photos or videos that last 24 hours (unless you add them to your profile highlights) where you can share posts from your profile or post new content. It’s a popular way to gain more subscribers and engage with consumers.

User-generated content or content created by influencers, customers, or other users is a great way to expand your reach to different audiences and further promote your products.

People are more intrigued to learn more about a new product if it’s promoted by someone they already follow.

Likewise, it can help build trust with consumers who are new to your brand if they see a post from a customer who already likes it.

But what content goes viral? It can pay off to look at what your competitors are creating on Instagram and add your brand’s unique touch to it.

5. Create compelling captions and CTAs

While it’s great to have high-quality images and engaging videos, captions and calls-to-action are still important.

If you hooked the consumer with your photo or video, you want to embed them with your caption and CTA.

Taking the time to craft the right CTA is key to ensuring consumers follow your page, engage with your post, or buy your product.

6. Choose the right hashtags

Researching and choosing the right hashtags is also crucial to ensure your posts reach the intended audience and a few new ones who might be interested in your brand.

Hashtags allow your content to reach users beyond your profile followers. As you create content for specific hashtags, note which posts are doing particularly well.

This way, you can create future posts for specific hashtags that will increase your content’s visibility.

7. Know the best time to post

Planning posts ahead of time can help ease the stress of social media strategy.

You can use Meta Business Suites to schedule posts for Facebook and Instagram and set posts for a week or a few weeks.

If you’re not sure when to post, they’ve suggested days and times when analytics show where you’ll get the most engagement and views.

However, it would be beneficial to do some research specific to your industry to see the best time and day to post your posts.

One important thing to keep in mind when planning your content is upcoming holidays.

Are you going to post to celebrate the holiday, use the holiday to promote or giveaway, or choose not to post on that day at all?

No matter what you choose, it’s important to keep the holidays in mind.

8. Measure results and adjust

Instagram Insights, both on the app and through Meta Business Suites, can show the number of views a post is getting and post engagement stats to help you see what types of content are performing best. You can see your content’s likes, shares, comments, and saves.

Brands can also use Insights to get metrics on paid activity. Insights are a great way to see trends so you can adjust your content strategy.

You’ll also be able to see your followers stats to see how many you’re receiving, your followers’ ages, and information about when they’re most active online. This way, you can adjust posting times to make sure you reach your audience better.


Content planning is the best way to help increase reach and engagement on Instagram.

Creating a content calendar inspired by current marketing goals and customizing your content with a theme backed by metrics is the best way to help you achieve your goals.

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Featured Image: alinabuphoto/Shutterstock

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