The Ultimate Instagram Content Guide

Hundreds of millions of people every day are hopping into Instagram and sharing photos of their cute dog with the iconic hashtag #DogsOfInstagram. (Don’t believe me? Click the hashtag).

Now, to be a bit more specific, we’re talking 300 million active users, posting approximately 95 million photos/videos per day. To put it in perspective, that’s almost as many people in the entire United States of America. Wowza!

And Instagram holds a massive potential for marketers. According to Buffer, only 36% of marketers report using Instagram compared to 93% who are using Facebook. And according to Iconosquare at least 70% of Instagram users report having looked up a brand via the platform.

So, how can you get a piece of the Instagram pie? Well, anyone can take a picture of a cute dog and use the right hashtags and get 25 likes. But you’re gonna want more than that. When it comes to posting content that’s actually going to boost your conversion rates and send traffic to your website (sales) and provide you solid engagement and boosting your social authority (trust) - you’re going to need to be more methodical about it.

Now, before we go any further you’ll need to understand the difference between vanity metrics and conversion boosters. Some marketers will tell you that social media is NOT all about the vanity metrics, and those marketers are what I like to call, wrong!


Now I know what you’re thinking, Jared, are you really telling me that social media really is all about vanity metrics? And the short answer is no, but the longer answer is, well, kinda!

It’s not that your one and only KPI you should be tracking is your likes, comments, and shares, it’s just that it's just as important as boosting your conversions! And let me tell you why.

More specifically talking about all the bots and automated Instagram commenting apps out there, I can sniff an automated comment a MILE away. And I’ve had clients before ask me to delete them, or question the strategy because we’re attracting fake accounts. The reality is, although Instagram is working to eradicate these fake accounts and comments, they do have an upside.

When that one potential customer winds up on your Instagram and sees you have a bunch of likes and comments, it means something! It’s called social authority and it works!

Social authority is most commonly tracked on Twitter with the number of retweets, but it works with Instagram too! Think about when you are searching a new product/service/brand on Instagram, or any social media platform for that matter, are you more likely to trust the account that has 6 followers, three posts and maybe one or two likes and comments? Or are you more likely to trust the account that has hundreds if not thousands of followers, and tons of likes and comments on each post? Right?

So when you see those comments roll in, just because you and I can tell they’re automated doesn’t necessarily mean your potential customers can! And it may even result in them clicking onto your website and actually buying from you!

Now that vanity is out of the way, let’s deep dive into a content mix strategy for Instagram that will deliver you results.

DISCLAIMER: This content mix by no means is a hail mary and will not work for EVERY business out there. It’s important that when reading through this post, you keep in the back of your mind “how can I implement this for my business”. I encourage you to give things a try and tweak your business’s content mix as results come in, in order to receive the best results!



Why Instagram? If there’s one thing I’ve learned in my experience as a Social Media Manager it’s that, while it is a great tool and an amazing opportunity for marketers and startups alike - perhaps Instagram isn’t where you need to posting your content.

Some of the most common goals set by successful brands using Instagram range from increasing product/service awareness to sharing company news and updates. Instagram is a fantastic place to showcase the important information your company has to offer, in visually appealing ways. Before you start just ask yourself: How can Instagram assist in achieving my current marketing goals.


First things first, when building your Instagram content strategy the number one thing you need to know is WHO you’re building it for. Knowing your customer inside and out is key to creating successful content because you want them to be able to relate to what you’re posting.

Hubspot has a great resource that helps entrepreneurs build out the customer persona’s to perfect their content strategy for Instagram or any platform for that matter.

Now I know what you’re thinking: “Personas? I already know who my audience is, so do I really need to create one more document that no one will likely use?” And the answer is YES. As defined by Ardath Albee:

"A buyer persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience."


One thing that a lot of beginner Instagram marketers don’t take into consideration is the value of optimizing your Instagram profile accurately and effectively. Think of it this way, your profile is kind of like your homepage on the app and should be treated as such. You get an opportunity to provide some information about your company and also the chance to send some traffic back to your website! (woot!)

Here’s a few quick must do things to deck out your profile for the MOST success:

👉🏼 First of all, you’re going to want to make sure that your Instagram account is connected to your brand’s Facebook page in order to get the most out of Instagram marketing for your product/service (even if you don’t have an FB page yet, you’re still going to want to switch and you’ll see why in just a moment). To do this, ya gotta switch from a personal account to a business one. *DON’T FREAK OUT* I’m about to walk you through it!


👉🏼 In order to switch from a personal Instagram to a business one - if you haven’t already - you’ll need to click the Settings icon in the top right-hand corner of the Instagram app. You’ll then see, like in the diagram above, an option that reads “Switch to Business Profile”. This will bring you to the screen where you may now connect to your business page on Facebook. Doing so is necessary and will allow you to send content from Instagram directly to your Facebook page and reach a larger audience, and also receive some wicked analytics on the performance of your posts.


👉🏼 Here you’ll start to see a few different examples of the types of features and benefits you’re going to receive from switching over. You’ll be able to add some extra contact info like your phone number, email address, or your snail mail address! You can pick and choose which contact buttons show up in your profile so if you’d rather have your email address listed than you would your phone number you’ll have full control over this.


👉🏼 Next is the analytics through Instagram Insights. This is an extension of Facebook’s native analytics tool and provides some of the same stats such as engagement, impressions, and post activity. The most powerful analytic on Instagram is engagement so it’ll be super effective for you to be able to track this closely right in the app.


👉🏼 Another fantastic addition to Instagram For Business profiles is the promotion features. In 2017 paid ads have become almost a must-have for lead generation and sales on social media, so having Instagram's API notify you about your highest performing content and promotion suggestions is going to be extremely effective for you if paid ads are in the budget for you.


(#PROTIP: Don’t ignore IG’s suggestions for promo. Think about this. They’re running a business too. Yes, they want your money but it serves them ZERO purpose to suggest that you spend valuable marketing dollars on content that is NOT going to provide results for you. So keep in mind, they’re suggesting it for a reason!)

👉🏼 Your Instagram handle/username. This is just like your URL for your website, people will be able to type it into the search query in the Instagram app or type to find your account. I always recommend that you try your best to keep all your social media handles the same to make it easier for your audience to find you wherever you are on the web! (For example glasses manufacturer Warby Parker can be easily found @WarbyParker on Instagram, but also Twitter and Facebook)

You can also have some fun with handle. One of Canada’s leading HR tech startups League encourages membership and signups with their handle. (this is consistent with their twitter account as well #consistencywins) 🙌🏼

Screen Shot 2017-10-08 at 11.55.24 AM.png

👉🏼 Next is your profile image. Now, remember vision trumps all other senses. We’re incredible at remembering pictures and with the fast-paced data intake our brains deal with on social media it’s incredibly important that your brand is represented well here. You do have a few options here:

  • Logo

  • Logomark (the logo, minus any words)

  • Mascot

Adhawk chooses a very simple Logomark and is consistent with this across all their platforms.

👉🏼 Your bio is a convenient place for you to place your value proposition. When creating an Instagram account for the first time your first goal is to grow your audience and build a community. So when folks land on your Instagram for the first time, much like a website, they should be able to figure out what is you do and why immediately.

Eventbase is a great example of this. You immediately understand that they are an events platform with a mobile app, and hey, looks like they have some pretty impressive clientele too!

Screen Shot 2017-10-08 at 3.37.11 PM.png

Tophat also has a great bio! They emphasize that they’re cloud-based accessing some leading technology to provide their services, and they focus on the education sector on both the student and educator side. They’ve also taken this opportunity to promote an upcoming event in Chicago!

Of course, your bio doesn’t need to be all bizness all the time! Richard Branson happens to have one of my favourite Instagram bios of all time as we share a common distaste for neck ties. 😂

Notice though how he still manages to clearly articulate his values and purpose while still having a little bit of fun? I like that. Be like Richard Branson!

👉🏼 This is possibly one of the most crucial aspects of your Instagram bio. We discussed briefly above about how your Instagram profile is kind of like your homepage on the platform, but that you’d be given the opportunity to direct traffic from Instagram to your actual website. That opportunity is in the link field.

So many users use this section to link straight up to their homepage or landing page or wherever you want customers to go to purchase from you. Which is great! And absolutely functional. But I also want to touch on a few other creative ways you can utilize your link opportunity on Instagram.

Iconosqaure, for instance, uses part of their bio to direct proper traffic to their link section, by specifying that it’s a link to their recent blog post. They also cleverly use a Bitly link to track this traffic!

Influitive uses their link as part of their recruitment strategy. They were recently listed as one of the top tech startups in Canada by Betakit and so they can expect a lot of their traffic to be the top recent grads. Optimizing exposure to their career opportunities on Instagram is incredibly smart on their part!

👉🏼 Now that your profile is all decked out and you’re ready to start posting some fire content it’s important that you understand the value within your Instagram grid.


Most of Instagrams content is spontaneous posting. Brands replicate this by posting daily with well thought out and purposeful content set up to engage their audience. You’ll notice very obviously that Instagram lays out your content in newest to oldest, three by three (may have changed to four by the time you’re reading this), styled grid.

A creative trend and fantastic way for you to make your Instagram account stand out is to alter the traditional grid in some way. A consistent grid structure can also help those with posting-block (Instagrams version of writer's block that I just made up but is totally legitimate). Here are a few examples of creative Instagram grids!

1. Checkerboard

I recently implemented this style with Family Academy by splitting up the posts with branded quote cards that represented the organization's key values. The most common use of the checkerboard sequence is dividing content with quote cards, but feel free to come up with something even more creative!


2. Vertical Lines

Another creative sequence is dividing your content into vertical lines. Fellow marketer and brand strategist, Natalie Davison does this with her Instagram! One of Natalie’s values is living in colour and often talks about the psychology and emotion behind colour in her feed. I love the drastic contrast between the black quote cards and her bright and fun images that coincidentally, are just experts from her colourful life!


3. Horizontal Lines

This is an extremely popular trend with celebrities, and social media superstars on Instagram and takes a lot of effort! However, done correctly and used strategically and you can wow your audience with some pretty powerful content!

In these examples you see Beyonce showcasing her latest look, Tyler Oakley promoting his recent 10 year anniversary and his latest Youtube videos, and Liza on her latest adventures!


4.  Full Grid Content

Full grid content is relatively rare on Instagram. I myself have only seen it a handful of times, usually a part of a major brand campaign, the launch of a new product, or - my personal favourite, the Instagram account representing the Netflix original series The OA. Quite the intense Instagram grid for an equally intense TV series!


5. Consistent Accent Colour

One of my personal favourites is the accent colour. It’s incredibly challenging but really, really fun if you can get it down pat! Steam Whistle Brew was one of the first accounts where I encountered this and I’ve been loving their content ever since! Each individual post (about 95% at least) contains their branded green colour and it really pops! (PS: I found this beer in PEI this past summer and it’s amazing!)



Drum roll, please! 🥁🥁🥁

Here it is folks! Now that we’ve covered how to optimize your profile, including introducing the different ways you can structure your gird itself - we’re going to continue by diving into how to divvy up the actual content you post!

I’ve broken down the Ultimate Instagram Content Strategy™ into four main quarters

👉🏼 25% Behind The Scenes content - showcasing who you are and what it is that you do in a first-person point of view

👉🏼 25% Brand Personality - posting your values in fun and engaging ways including but not limited to gifs and memes

👉🏼 25% Sales Funnel - including Instagram and your strategic content as part of your overall sales funnel to increase conversion rates and lead generation.

👉🏼 25% Video Content - taking the previous 75% listed above, and implement in the form of video including but not limited to boomerangs, commercials, and clips from Facebook Live content

The best content for Instagram is the kind that your target audience can relate to. Now, here’s a deeper look into how to diversify your Instagram content mix! 


Design, Design, Design

This is probably one of the valuable resources/skills that any Instagram marketer could possibly have. If you want your Instagram content to be the best it can be, partnering with a graphic designer is extremely powerful, especially if you can find a really talented one.

The pre-funding startup hack is usually to find the best and brightest students taking graphic design courses and looking for easy ways to build up their portfolio.

However, if you’re in the position to hire a full-time graphic designer then go to town! Back when I was living the agency life we had access to a few different contract designers who would design a month's worth of Instagram content and honestly it was just amazing. As a social media marketer having that alleviated and allowed me to focus on other aspects was super impactful on the client's overall strategy.

Secondarily, there’s an abundance of design apps available to take photo’s from your library and beef them up a bit! My personal favourite has always been Canva, mostly because it suggests a ton of content ideas with its templates, the fact that it’s super easy to self-teach yourself to use, and it’s premium packages affordability!

In fact! All the content designed for this post was created in Canva, and the majority of the content you’ll see me post on social. It’s definitely the non-design marketer’s best friend!


Hashtagging is a fine art okay. It takes a lot of attention at first but if you put in the time to get it right this can prove incredibly fruitful for you and your already stellar Instagram content.

Let's go through this step by step:

Step 1: Figure out what a hashtag is. 

Essentially hashtags is the primary way people are going to find your content on Instagram, so use these as search terms. If you've already done a lot of keyword research for your business, a lot of your keywords can probably be used as hashtags for your content in Instagram.

Essentially hashtags is the primary way people are going to find your content on Instagram, so use these as search terms. If you've already done a lot of keyword research for your business, a lot of your keywords can probably be used as hashtags for your content in Instagram.

Step Two: Do your research 🔍

Search up your competitors and see what hashtags are working for them. This is not cheating! I'd also go for a quick Google search for popular hashtags in your industry, some may surprise you which is why it's important to actually search up these hashtags on Instagram and review the content being aggregated there, ensure that your content will fit in here and your audience will find you! 

Steph Three: Find the "sweet spot" 🍦 

Like I mentioned in the beginning of this post, #DogsOfInstagram has millions of posts. So, while you will receive some targeted engagement for using this hashtag, using a more specific hashtag will be more beneficial for you such as #BostinTerriersOfInstagram. Catch my drift? 

Hashtags with a smaller, yet still impactful amount of content will provide better engagement as your content won't be drowning in the crowd. I recommend sticking between 25,000-250,000 posts within a hashtag. Of course, smaller audiences and even larger audiences can still be great. Start with a good mix and tweak from there!

Step Four: Tweak & Test

Like in the graphic above I recommend building a template of 20-25 hashtags to be re-used on every post to enhance engagement and reach. Instagram allows for about 30 but you'll want to leave some room for more content-specific hashtags. For example, if you're posting about a specific event you might want to use that hashtag in your post!

Swap out hashtags every now and again and see which template will give you the highest engagement. In my experience, it usually takes a few tries before you hit the engagement jackpot! 

The Proof is in the Pudding or Something Like That...

Below is a picture of the Startup Weekend NB committee and I captioned it promoting our next event and used my specific hashtag template built for the audience I want to engage with, next to a photo of a rainbow that I captioned with the rainbow emoji and didn't use any hashtags at all...

Screen Shot 2017-10-10 at 8.13.48 AM.png
Screen Shot 2017-10-10 at 8.14.09 AM.png

You'll see right away the Startup Weekend post performed substantially better. Not only did I use hashtags that were relevent to my audience, but the photo is bright in colour and contains a ton of faces and was posted at an optimal time based on my followers activity. 

The rainbow post however, contained no hashtags, no faces, and was posted spontaneously when obviously I didn't have a huge audience paying attention to my content!


Okay so now that you’re an Instagram rock star, it’s time to check out Instagram Stories!

If you were ever unsure about whether you should be focusing your attention on the IG Stories feature over the original expirational content app, Snapchat, then let me clear the air for you right now.

Oh, Snap! Instagram Stories is Killing it!

War for users is pretty much embedded in the tech industry. Whether it’s Google vs Facebook, Apple vs Samsung, or Uber vs Lyft. The latest War of the Users has been between Instagram Stories and Snapchat, with Snap taking most of the beating.

The growth between the two platforms has been astonishing with tons of Snapchat influencers flocking to Instagram Stories when it was released in 2016. But Why?

In an article for Forbes, Tom ward attributes the massive growth to key differentiating features.

  • Hard to find people on Snapchat

  • You can’t share links or tag people on Snap

  • Larger audience on Instagram

  • Better quality videos on Instagram Stories

  • Influencer agencies have no way to rank popularity on Snapchat

According to the latest reports by TechCrunch, Instagram Stories actually surpassed Snapchat in usership in April but is now sitting at 250M users compared to Snaps 166M. And Stories is just a feature within a larger app!

Not only are Instagram Stories fun and creative, but they’re great for growing your engagement, building brand awareness, driving traffic to your website, and even making sales! So, are you ready to get started with Instagram Stories?

In this Ultimate Guide to Instagram Stories, we cover everything from the strategies for creating Instagram Stories for business, to the tools and hacks you can use to create your own Instagram Stories. Here we go!

How to Rock Your Instagram Stories Strategy 🎸

With Instagram Stories usership out of control, of course, you want your piece of the pie! Which is why it’s extra important to have a solid strategy planned out to optimize all of your content for the largest (and most targeted) audience possible!

When Instagram launched the “Suggested Stories” section to the top of the Explore page in 2016, they introduced a new way for people to discover your content! Like with the Instagram feed algorithm, the Instagram Stories algorithm makes it easier for people to find content that they might be interested in, even if they don’t follow the account that creates it.

In other words, if you’re able to get your story featured on the Explore page, it can mean a ton of new followers and engagement! And the great thing is that it’s possible to optimize your Stories to have a better chance of appearing!

How Often do I Freakin’ Post?

Unlike regular Instagram posts, which are subject to the sometimes fickle Instagram algorithm, Instagram won’t penalize you for posting too many Instagram Stories. This likely has to do with the fleeting nature of Instagram Stories - because a story only exists for 24 hours, there isn’t much pressure for Instagram to prioritize some posts over others on a user's’ feed.

That’s not to say that posting a ton of Instagram Stories is a bad thing. It really comes down to your content and what your followers expect from you! Some accounts can get away with posting 10+ Stories a day, while others are better off posting just a few times a week!

While posting multiple times a day works for some accounts, it might not work for you.

It can take a lot of time and planning to create a 10+ Instagram Stories a day, so if you think your time is best served elsewhere, it’s probably best to stick to just a few Stories per week!

At the end of the day, there’s really no “optimal” frequency for Stories, but it’s good to have enough throughout the week that people look forward to seeing yours without getting tired of your content!

When the Heck do I Post?

When it comes to plain old Instagram posts, it’s crucial to post when your followers are most active. But this isn’t the case with Instagram Stories.

Due to their expiry date, Instagram Stories can only exist for a max of 24 hours. That’s 24 hours of being at the top of your followers’ feeds!

So even if you post a story at a time when the majority of your followers are asleep, they’ll still be able to see your story at the top of their feeds when they wake up! Cool, eh?

What the Heck do I Post?

Remember earlier when we were talking about incorporating video into your content mix?

Like with regular posts, if you’re using Instagram Stories for business, it’s good to post a mix of fun, lighthearted content and promotional content (see above guide for inspiration!)

Don’t be afraid to really have fun with it and post something goofy! a short video of your office dog or a picture of your team out for post-work dinner (or even drinks!) 🍻

The great thing about Instagram Stories is that because they’ve created so many cool tools, the world is really your oyster. You can get as creative as you like with your Stories — and there are a ton of great examples out there!

Honestly, some of the best advice I can give you is go look at some of your favourite brands, products, services, celebrities, etc and check out some of the cool things they’re up to on Instagram Stories and use it as inspiration!

The same is true for promotional content on Instagram Stories. It’s easy to create promotional Stories that are also fun and lighthearted. And there are a ton of creative ways to use Instagram Stories for business!

That being said, when it comes to promotional content on Instagram Stories, there are a few things you can do to get the most bang for your buck:

Use Location and Hashtag Stickers to Increase Your Discoverability

When Instagram first introduced stickers to Instagram Stories last December, they lit up everyone's Story almost immediately!

Since that time, Instagram has added a ton of new functionalities to stickers, including the ability to see location-based Stories on the Explore page, and, most recently, the ability to search for a Stories by location and hashtag! This can be incredibly powerful if you have markets in other locations!

Additionally, you can also now tag other accounts in your story as well! The people you tag will get notified and can view your story, increasing engagement. You can get really creative with this feature and tag some influencers or even grab people’s attention for specific sales or contests.

Use Links in Your Instagram Stories

Instagram recently rolled out the ability to add links to Instagram Stories and it’s a pretty big deal. In fact, it’s the first time ever that users can add a link to Instagram that isn’t the link in their bio!

It goes without saying that the ability to send your followers to specific landing pages from your Stories is extremely useful. Whether that’s a product page or a new blog post, you can use this feature to drive Instagram traffic to relevant landing pages!

Unfortunately, this feature is only available to accounts with 10K+ followers… BUT, use some of the tips we’ve discussed in this post and you’ll be there before you know it!


So we talked about souping up your Instagram profile, then we talked about how to structure your Instagram grid, diversifying your content mix, and rocking it on Instagram stories. But how are you supposed to monitor your growth? You can estimate when your audience is most active, but how are you supposed to keep track of the ever-changing analytics and consistently optimize your content? 

Iconosquare is the limitless pill for Instagram marketers. The ability to see month over month, or week over week analytics on engagement as a whole, but even further breakdowns to just likes and just comments. The power to schedule content based on your follower's activity with updated data daily. Even tracking your competitors and hashtag performance. This tool has it all and is your fully loaded, Instagram marketing sidekick! In this post, I’ll chat about the two features I use the most often which are the Analytics and the Scheduler:


The amount of data you can pull from Iconosquare is astounding. Set the timeline you want to receive anywhere from Today, to an overview of the past three months. This makes it easy to watch your most recent content and how it’s performing, but also to look deeper into your last quarter and how you did compared to the previous one. 

For example, when I look at the overview page for my Instagram account, you can see that over the summer my impressions, reach, and average engagement rate by post have increased incredibly! 

Screen Shot 2017-10-10 at 9.12.04 AM.png

My community has grown considerably over the summer due to more strategic posting and use of the right hashtags. I’ve also had a lot of success with networking and connecting with other freelancers over Instagram. However, thanks to Iconosquare I can see that I’ve been posting less, therefore my number of likes and comments has gone down (even though overall my posts are performing better)

Information I may not have seen right away and is super helpful for future content planning!

Screen Shot 2017-10-10 at 9.12.18 AM.png

The features included in the analytics section of Iconosquare are every Instagram marketers dream!

Community - This is where you can track all things related to your specific audience like follower growth including an in-depth look into how many followers you’re gaining and how many followers you’re losing. Iconosquare even dives deeper into your fans gender, language, location, and their activity (are the inactive or are they a power user?)

Content - The content section shows you patterns of your own posting such as the density, insights on your filter usage, and a map of your most used hashtags.

Screen Shot 2017-10-10 at 9.21.36 AM.png

Reach - One of the insights from this section is the reach/impressions graph.

You can see the contrast between the two metrics over a period of time. Impressions is the number of people who have seen your content or profile, while reach is the same divided by the number of followers you have for a more targeted metric. 

Screen Shot 2017-10-10 at 9.23.42 AM.png

Engagement - Probably one of the most helpful sections (depending on the value you place on your metrics) is the engagement section! For me, engagement, impressions, and reach are the things I pay most attention too so this is very insightful for my Instagram strategy. 

This section will provide you with insights on your hashtags performance. #SaveTheDate is one I use often when promotion events so I guess I should keep doing that!

Screen Shot 2017-10-10 at 9.29.40 AM.png

Filter impact is such an interesting metric. Most of what we take in from marketing and content is visual and that’s precisely why Instagram is so successful. They provide a variety of different filters and the one I use the most is Clarendon, which based on the data here is helpful for likes but not so much for comments. Something I might never have even considered changing.

Screen Shot 2017-10-10 at 9.29.58 AM.png

You’ll get a view on more than just likes and comments as well. These metrics are divided by the number of followers you have to help you set more attainable goals for Instagram growth. My talk rate is always below 1% and so I reply to almost every single person that comments on my Instagram in order to improve this. 

Screen Shot 2017-10-10 at 9.30.11 AM.png

Another extremely helpful piece is the “Most” category in the engagement section. Here you can select “most liked”, “most commented”, among other helpful metrics depending on what it is you’re tracking. This feature is helpful for me to see what types of content perform best and what I should post more of in the future!

Screen Shot 2017-10-10 at 9.31.58 AM.png

Profile Activity - This is where you will track your calls to action on your Instagram profile. If you’re focused on driving traffic to your website, you’ll see conversion stats here. Same thing goes for emailing you, calling you, and getting directions to your location.

I interchange the link in my bio depending on if I have a blog post I’m promoting, an event or a special deal, or just my website in general. I often prompt my audience to check out the link that’s listed, so it makes sense that my website clicks highly outperform my email clicks. I don’t have my location listed so this appears as a zero.

Screen Shot 2017-10-10 at 1.32.56 PM.png

Competitors - Things get really intense here. If you have direct competition that’s crushing it on Instagram and you’re looking for their trade secrets? You can add their account in this section and get insights on how often the post, the hashtags they use the most, and what content is performing the highest for them.  

Hashtag - Got a branded hashtag? Track data like the type of posts (photo or video), the location and it’s engagement!


One of the greatest features of Iconosquare is the continuously updated data, allowing you to stay on top of your Instagram strategy. This is most helpful with the Iconosquare Scheduler. 

Not only can you schedule your Instagram content directly in the tool, but you also have the ability to see starred times and dates for the best times to post!

Here’s an example of how your calendar might look. I always have it set to show the entire week for better planning. I can clearly see that this week I’m most likely to receive great engagement if I post Monday between 9PM and 10PM, Friday at 8PM or 10PM, and Sunday at 3PM. 

Like I mentioned before, this data is updated frequently so you’re always operating with the most recent data. You may have been able to research and guesstimate before when these times were, but now you have a clear window into the best times to post!

Screen Shot 2017-10-11 at 9.15.37 AM.png


With 700 million monthly active users, you can’t question Instagram’s power and reach. To go from a simple photo sharing app and transform into a branding tool that allows users to explore a company’s visual identity is amazing!

Don’t forget, Instagram users value high-quality content. Create content that gives your audience interesting and useful information or showcase your brand in a way that sets you apart. Optimize your content by getting creative with your captions and encourage engagement.

If you’re a first timer, hey - I’ve been there! The idea of creating and maintaining a platform that captures your business perfectly can be scary at first, but Instagram makes it super fun and engaging for the user as well! Follow this guide for your content strategy and make the most out of your Instagram for Business account!

Have questions about how to kick butt on Instagram? Please reach out here, or even send me a quick tweet @jaredgoomaninc!