Creating the right Instagram content is key if you want to be successful on this platform.
That’s why most Instagram gurus are going to tell you to create an Instagram content calendar.
An Instagram content calendar is basically a publishing schedule where you have listed all of the content you are going to share in a certain period.
For example, a 1-year content calendar will have all of the topics (and likely pre-written captions) of all posts for 365 days.
When it comes to blogging having a content calendar like this is an amazing idea. However, for Instagram and virtually any social media, it is a way to kill your reach and growth.
And in this blog post, I am going to reveal to you the main reason why is that true.
So, are you ready to begin? If so, let’s dive in…
Instagram Content Calendar Destroys Adapting To Changes
When it comes to blogging, not many changes are often happening. Google sometimes makes an update or a keyword loses its search volume but it is rare for something serious to happen to SEO even though every Google update can make a difference.
However, that’s not the same story for Instagram.
On Instagram, things change EVERY day from Instagram launching certain updates to the behavior flow of people.
There are new trends, people start to like other content formats, etc.
And there is absolutely no way you can create an Instagram content calendar that is going to be relevant to all of the changes.
And that is why you must not use it.
A great example of explaining why is this so important is the moment when Instagram reels launched.
Most thought it is just another way to share a video that will have absolutely no impact. However, it wasn’t true.
Reels suddenly began to get a lot of reach, the behavior of people changed, and reels soon became the main content format on Instagram.
And those who didn’t adapt lost an opportunity to literally reach millions of people.
Well, guess what? If you followed your Instagram content calendar that you made for an entire year before reels went live, then you likely didn’t adapt.
That is because no reel has been on the calendar as it couldn’t be there.
And when another change happens, you are not going to be ready as well because the content calendar just won’t allow it.
So, that’s why you have to stop using Instagram content calendars as they just don’t work. What you want to do instead is build an Instagram content strategy.
How To Create An Instagram Content Strategy
This is something you’d need to follow even with an Instagram content calendar, but it is quite impossible to do because of the lack of adaptation.
When you create the right Instagram content strategy, then you are going to be able to consistently create content that ALWAYS adapts to all of the changes and also is aligned with your long-term goals.
It is way better than just creating a content calendar.
That is because you are consistently going to come up with new ideas based on the situation that is currently on Instagram.
However, how are you going to create an Instagram content strategy that is going to work for your brand?
Well, the content you share always needs to do 3 main things.
- Reach New People (40% Of All Content That You Share)
- Nurture Your Current Audience (40% Of All Content That You Share)
- Promote (20% Of All Content That You Share)
When you have a content calendar you can effectively create content about the last 2 things, but you can hardly get the attention you want.
That is simply because of the inability to adapt to changes.
For example, if you share 7 posts a week, 3 of those posts would be mainly created to reach people (posts about trending topics, posts that performed best in the past, etc.), 3 posts would be made to nurture your dream customers, build trust and relationships (posts going behind-the-scenes, posts sharing your backstory, etc.) and last there would be one post that is going to promote your product or service.
As I mentioned at the top of this section, you’d have to follow this even if you’d build an Instagram content calendar.
But because you must not lose the ability to adapt to changes so that you can effectively reach people, you are going to create new content and schedule it for a MAXIMUM of 7 days.
That’s because if anything big happens, you’ll be able to make quick changes and then max out the results you get.
Of course, if there is some big reason you just need to have your content planned for a bit longer you can do it for a longer period of time, but I highly suggest that you don’t go over 14 days under any circumstances.
But as you know, creating the right Instagram content strategy is just the beginning. To make it work, the content has to be created the right way itself.
How To Create Amazing Instagram Content
The right Instagram content is absolutely essential if you want to get great results. However, it is not that easy to create.
Every great piece of Instagram content consists of many different things which always fall under these 3 categories:
- Value
- Presentation
- Relevancy
When you are going to nail all of these 3 things then your Instagram content is going to go to a whole new level.
First, your content needs to be valuable. That means it needs to either educate, entertain, or inspire.
Your content always needs to give people something in return for their time.
Second, you need to present your content the right way. This includes all elements from hook, a call to action, to the design of the post, or simplicity of the message.
Everything that affects how the post is going to be consumed belongs to this part and it needs to be great as well.
And last, of course, there is relevancy. If your content is irrelevant to your dream customer avatar, then it is never going to perform.
You can’t sell a steak to a vegan. That is just the way it is.
Filip Konecny 