How To Write Stellar Instagram Posts And Not Go Mad

Social Media Week

When planning and scheduling Instagram posts, keep in mind the type, tone, and topic of your account.

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You need to create an Instagram content plan for a next week and decide on posts’ titles and publication dates in advance.

Yes, I know that you know that. The problem is of another kind:

Put the case that you’ve already defined the type and tone of your account. You’ve come up with the ways of content organization, too. But how exactly do you write posts on Instagram so that followers couldn’t help but want to read and ask for more? Where do you look for fresh and appealing content ideas?

Jonathan Chan shared some core topics for Instagram business accounts, but none of them solved the problem of actual points to cover in your posts. Thus, what exactly should you write or what user-generated content shall you consider for a better conversion of on your content campaign? It seems we still have a “what’s in there” question unanswered.

So why not answer it here? But first things first:

What Is So Special About Instagram Texts?

  • Technical issues: though you have 2,000 characters to post with one image, you need to hook followers right off the bat because they will only see the first three lines only on their feed. Besides, with your posts getting tons of comments, it’s not so comfortable for readers to scroll them in order to see final words.
  • Writing style: the core audience of Instagram are Millennials, so keep in mind their psychology and traits while writing. Create friendly and easy-to-read texts, avoid gobbledygook, and vary the quantity of information, depending on your account’s theme.
  • Grammar and duplications: no one is perfect but we all strive for ideals. Do the same with your Instagram texts, checking them for grammatical/stylistic errors (try Grammarly) and proving their authenticity (Plagiarism Check will help here).

What to Write If You Want to Sell

  1. Describe your product: Be brief and conversational, but don’t forget about hooking your followers:
    • Make mention of core advantages of the product.
    • Consider your target audience.
    • Refer to your sales time frames (if any).
    • Indicate the price, make it comfortable for readers to see all details at once.
    • Do your best to write all the info in one short paragraph.

  2. Announce products: Let subscribers know you are going to add new services or products, ask what they think of it, and make adjustments after readers’ likes and comments.
  3. Publish your clients’ reviews: To make reviews informative, ask bonus questions: what exactly people ordered, how they would rate the service, what they would change about it, etc. Clients feedback helps to build trust and heighten interest in your product. Besides, it’s a powerful instrument of combating negative comments.

    Publish such reviews time after time, supporting them with your feedback. Tell about clients and product they ordered: what they wanted, how fast you handled and delivered the order, what was special about it, and so on.

    The problem is, far from everyone wants to spend time on writing reviews. Consider the interview tactic: provide clients with particular questions and ask for permission to publish answers and their photos.
  4. Compare products: Describe features by reference to different target groups. Which services of yours would fit them best?
  5. Negative experience: Write about your mistakes and what you did to fix them. What did help you brace heart and deal with business problems?

What to Write If Want to Educate Or Entertain

  1. Set up a column: It will create a sensation of online media and separate your account from others of related themes. How to come up with a column? Think of something you could tell on a regular basis: what you know best that would serve people’s basic needs.
  2. Discuss trends: Such posts catch a buzz, but it’s crucial not to go overboard. Write respectfully and in the right manner, placing greater focus on your insights. You are welcome to use any trends, but make sure they are relevant to your Instagram account’s topics.
  3. Company news: Make it a separate column and create a hashtag for it. Don’t forget to mention what in this news is for clients.
  4. Show your workflow: People enjoy peeping and eavesdropping, so let them see the backstage of your business. Post photos of what happens in your office right now and comment on why you work exactly this way. Such posts help readers feel like they are participating in your business process.

  5. Tell your story: How did you launch the company? What made you think people would love it? Who motivated you? What was the most difficult part of the process?
  6. Write about what motivates you and colleagues.
  7. Share business processes: Post photos and comments on how you organize everything in the company.
  8. Reveal the company’s mission: Be sincere and plain-speaking.
  9. Share funny incidents related to your work: And don’t be afraid of turning negative moments to your advantage.

What to Write If You Want to Share Something Personal

  1. Philosophical musings: Post thoughts on life, global problems, moods, or changes by reference to your business. For example, if managing accounts on techs, you could write about how technologies influence teenagers’ minds. Think of what would be interesting for the audience to discuss; do you (truly!) have anything to say on the topic?
  2. Your attitude toward the product: Tell if you use it, how it serves you, or what changes happened to your life thanks to it.
  3. Lists of books: Share the literature that influenced your professional development, describe what exactly hooked you in the book, make a list of books that could motivate readers or help them become better.
  4. Plans and dreams of employees: Talk about how the company or its products/services helped them to make those dreams come true.
  5. Your personal mission: What are your goals and dreams? What do you bring to the world?
  6. Travels: Share photos from your business trips, comment on useful hacks for those willing to visit those places, and mention what was on that trip about your company.
  7. Information about the brand insights speaking to your heart.

What to Write When You Have Nothing to Say

  1. Guest posts: Exchange some posts with your account partners that could be interesting to your audience.
  2. Quotes: Share quotes related to your business and niche but do your best to avoid well-worn phrases. Set up a separate column for this content and design quotes in the unified matter for readers to recognize them.

  3. Re-posting: Share news from partners but make sure to support it with your informative comment.
  4. Interviews: Talk to the expert in your sphere, announce the interview in advance, and ask the audience what would be interesting for them to hear from that guru.
  5. Lists of resources: Write about websites, forums, social media accounts, and groups for your readers to check.
    1. Wrap Up

      So, how do you write stellar Instagram posts? Instagram is about live communication, so make your posts beautifully imaged and emotionally written. Try to limit them to 600-700 characters, so followers could comfortably read them on their mobile devices. When planning and scheduling Instagram posts, keep in mind the type, tone, and topic of your account; and consider your follower’s preferences, based on their likes and comments.

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Lesley Vos

Educator and Web Writer, Self-Employed


Lesley Vos is a web writer and blogger, contributing to publications on digital marketing, writing craft, and social media. Check more works of hers on @LesleyVos.

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