Creating a Sustainable Instagram Strategy in Five Easy Steps

Do you need a better Instagram marketing plan? Wondering how to use Reels, Carousels, and photo posts to convert more followers?

In this article, you'll learn how to create a sustainable Instagram strategy.

Why Marketers and Creators Struggle With Instagram Marketing

With over 2 billion monthly active users and a constantly evolving algorithm, standing out and achieving long-term success on Instagram can be challenging.

One of the most significant challenges faced by content creators and marketers on Instagram, regardless of their role or industry, is the struggle to have their content seen by their target audience. 

Despite investing considerable effort and creating high-quality social media posts, many find that their content isn't reaching the same level of audience as it once did or that they believe it deserves. This lack of visibility leads to frustration and hinders their ability to engage with their intended audience effectively on Instagram.

With the constantly evolving social media marketing landscape, it's crucial to develop a sustainable Instagram strategy that allows you to effectively reach your target audience without burning out.

Social media strategist and Adobe Global Ambassador Lucas O'Keefe shares his expert insights on how content creators and business owners can maximize their exposure on Instagram.

Creating an Instagram Marketing Strategy: The ‘ACCEL’ Framework 

Lucas provides a comprehensive roadmap for achieving long-term success on Instagram. His “ACCEL” framework comprises five key elements: Audience, Content, Consistency, Engagement, and Liftoff.

#1: Audience: Identifying Your Ideal Follower 

The first step in creating a winning Instagram marketing strategy is identifying your target audience. Just as marketers determine their ideal customer avatar, Lucas encourages users to find their ideal follower on Instagram. This involves diving into your niche, examining what other successful accounts are doing, and understanding who they are speaking to. By identifying the questions and needs of your ideal audience, you can create Instagram content that resonates with them, leading to increased engagement, shares, and conversions.

To find your ideal follower, look at the comments on posts by other Instagram accounts in your niche.

Identify the questions people are asking and the conversations they are having. This will give you valuable insights into what content will perform well and help you stand out in your niche.

#2: Content: Choosing the Right Format for Your Message 

With a clear understanding of your audience, the next step is determining the most effective way to communicate your message. Instagram offers diverse content formats, including Reels, Carousels, single images, and more. It is important to find the format that aligns with your strengths and your audience's preferences.

Due to their highly shareable nature, Reels are an excellent option for those seeking to maximize reach and discoverability. Instagram's CEO, Adam Mosseri, has stated that shares, or “sends,” are the top metric for achieving a wider reach. Instagram users tend to share video content more frequently than static posts, making Reels a powerful tool for growing your audience.

Carousels, on the other hand, excel at building trust and driving conversions. By taking your audience on a multi-slide journey, you can hook them with engaging visuals and compelling copy, ultimately leading them to a strong call to action on the final slide. 

Instead of just doing a photo dump, consider using Carousels as a mini eBook or PDF guide to deliver value to your audience. 

Carousels are the only content format on Instagram that will be shown to your audience twice, increasing the chances of them engaging with your post.

Note: Instagram is expanding the number of slides in Carousel posts from 10 to 15. 

When creating Carousels, use graphic design tools like Adobe Express or Canva. These platforms offer templates specifically designed for social media Carousels, making creating visually appealing and informative Instagram posts easy. Be sure to include a strong hook on the first and second slides, as these are the most likely to be seen by your audience.

Single image posts, particularly infographics and checklists, are another effective way to share your message. You can easily make these using the graphic design tools mentioned above. The key is to identify your dominant content type—the format that you can create easily and at a high quality—and focus on creating the majority of your posts in that format.

#3: Consistency: Developing a Sustainable Posting Schedule 

Consistency is crucial for keeping your audience engaged and growing your Instagram presence. However, Lucas cautions against falling into the trap of “content sprints,” where you post daily for a short period and then burn out. Instead, he recommends finding a sustainable posting schedule that allows you to show up regularly without sacrificing quality or your well-being.

Aim for 4–5 weekly posts, with 3 out of 5 being your dominant content format. This allows for variety while maintaining a strong focus on your strengths. One post can be promotional, showcasing your products or services, while another can be a single image that gives your audience a behind-the-scenes look at your brand.

When generating content ideas, set aside time for brainstorming without self-criticism. Jot down all relevant ideas, even if you don't use them, and consider topics and questions your audience has shown interest in.  

You can also use Instagram's built-in “Collections” feature to save posts for later reference and inspiration. Simply create specific folders within your saved posts, such as “inspiration” and “promotion,” to organize content ideas and examples of successful brand partnerships.

Then, you can refer to these saved posts to identify topics that resonated with the audience or worked well for other content creators. You can adapt successful ideas by adding your own unique perspective and voice to create a content strategy that will likely perform well for your audience.

Use a “phase content creation” approach to make content creation more manageable. Instead of trying to create a post from start to finish in one sitting, break the process down into phases: content ideation, writing, designing or filming, editing, and scheduling. You can create a week's worth of high-quality content in around two hours by dedicating focused time to each phase.

#4: Engagement: Building Authentic Relationships 

Engagement is the key to turning your social media marketing efforts into a social experience and getting your content seen by your target audience. Lucas emphasizes the importance of authentic engagement, likening it to attending a networking event and having genuine conversations with others in your niche.

One effective social media strategy is to leave thoughtful comments on posts by people who have previously engaged with your content. This helps foster a sense of community and increases the likelihood of them continuing to interact with your posts. Comments always get their own line in the notifications feed, making them a powerful way to get noticed by the post's creator and their audience.

Another approach is to reply to Instagram Stories, which can lead to organic conversations and opportunities to build relationships. When watching Stories, look for opportunities to start casual conversations, such as commenting on someone's pet or asking a question about their day. This can lead to back-and-forth direct message (DM) conversations, strengthening your connection with that person and increasing the chances of them seeing your content in their Instagram feed.

Lucas shares a one-hour engagement routine that helps maximize your impact without leading to burnout:

• Spend 15 minutes engaging with those who recently commented on your previous post.
• Dedicate 15 minutes to replying to Stories and starting DM conversations.
• Use 15 minutes to interact with content on the Explore page, leaving comments on posts in your niche.
• Split the final 15 minutes between saving 3–4 inspiring posts to recreate later and leaving comments on larger accounts in your niche.

By consistently following this routine, you can build authentic relationships, increase your visibility, and drive more engagement to your content.

#5: Liftoff: Leveraging Instagram's Features for Growth 

The final component of the “ACCEL” framework involves utilizing the various features Instagram offers to grow your business and brand. Lucas highlights several key opportunities:

• Instagram Live: Going live on Instagram is a powerful way to build trust, promote your offerings, and collaborate with others in your niche. Lucas has used Instagram Live to host talk shows with other creators, promote product launches, and conduct Q&A sessions. Live Instagram videos can be repurposed as main feed content, making them a versatile addition to your content mix.

• Collaborations: Instagram's collaboration feature allows you to create joint posts with up to three other users, exposing your content to multiple audiences simultaneously. This can lead to increased reach and engagement for all collaborators involved. Lucas has seen great success with this feature, creating Carousel posts that alternate between his content and his collaborator's.
• Link in Bio and Automation: To drive traffic and conversions, use a single, clear call to action in your bio link. Tools like ManyChat can also automate DM or comment responses, directing users to your latest offerings when they comment with a specific keyword.

Remember that building a thriving presence on Instagram takes time and effort. Focus on creating value for your audience, fostering genuine connections, and adapting to the ever-changing social media landscape.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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