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Instagram is all about the visual appeal to the viewer. The platform is easy to use and posting beautiful photos may seem like no big deal. But take a step back and think about a few things first. To really rock Instagram, you need to build a cohesive visual and content strategy that takes into account a variety of factors.
First, consider your buyer persona when thinking about how you want to develop your brand aesthetic. Is your audience young or old? B2B or B2C? Are they thrill-seekers or bookworms? Take a look at their demographics, their likes, and their interests when considering how to align your own content.
One way to get started is to take a look at your competitors and other brands that are doing well in the space. How do they present themselves? How do they unify imagery with fonts, filters, and colors?
Brands should also think about their tone and voice. VOICE is the distinct and steady personality or style of your brand. TONE, on the other hand, is a subset of voice. It refers to the moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience.
Figuring out what the right tone is for a given post will vary depending on your audience, your message, and its purpose.