The strongest results come when content is made with creators who know their audience, and when it works together with the rest of your activity.
What is Instagram content?
Instagram content covers everything you share on the platform. Instagram is still one of the most important platforms when it comes to content and creators. But that doesn't mean everything works.
There's a big difference between content that simply gets posted and content that actually performs.
- Reels: short, vertical videos that are also shown to people who don't follow you.
- Stories: content that disappears after 24 hours and is mainly seen by your existing followers.
- Feed posts: images and carousels that stay on the profile and create an overall impression.
- Collab posts: posts shared on both the brand's and the creator's profile at the same time.
The most important thing, though, isn't the format itself. It's how it's used, and whether it fits what you want to achieve.
What makes good Instagram content?
Even though the platform keeps changing, some principles recur in the content that works:
It feels natural
Content that looks like advertising often gets scrolled past. What performs feels like something that belongs in the feed.
It's recognisable
Good content stops people scrolling because it feels relevant and relatable. Something they can see themselves in.
It fits the format
Reels, Stories and the feed work differently. Content has to be tailored to each format, not just cropped to a new size.
It has a clear next step
What should the viewer do afterwards? Follow, save, click or buy. Good content makes that clear without shouting.
Reels, Stories and feed: which format when?
The three formats do different jobs. Most brands get the most out of combining them rather than choosing one.
Reels: reach
Reels take up a lot of space, and this is often where you build reach. It's about both grabbing attention and holding it. Content has to feel relevant, authentic and worth watching to the end.
Stories: relationships and action
Stories are more direct. This is where you work with conversation, polls, questions and links. It's where you talk to the people who already know you and drive them to act.
Feed: consistency
The feed still plays a role, but a different one from before. It's less about perfect images and more about consistency and relevance, so the profile makes sense to new visitors.
A good rule of thumb: use Reels to get discovered, Stories to be remembered, and the feed to show who you are when someone clicks through to the profile.
Instagram and TikTok: same idea, different versions
Instagram and TikTok are similar in many ways, but there are still differences. On Instagram you can often reach a slightly different audience. That means the same creator can build a broader presence when content is shared on both platforms.
The same video is posted unchanged on both platforms. It's quick, but it often feels out of place on one of them, because the pace, sound and tone don't fit.
The same idea is adapted for each platform with small tweaks to format, pace, sound or structure. It takes a bit more work, but gives you content that feels at home in both places.
In many campaigns we adapt content this way. Sometimes a creator makes one video, which we then version for Instagram and other platforms. It's not about making more.
It's about getting more out of what you already have. Read more about how we work with TikTok trends.
Instagram marketing with creators
Creators play a central role on Instagram. When they post on their own profiles, you get access to their audience and the relationship they've already built.
It's that trust and authenticity that makes the difference, and it's often where we see the biggest impact.
That's why we choose creators based on whether they fit the audience and the message, not just on follower count. It's closely linked to creator marketing.
If you need content for your own channels or ads rather than the creator's profile, UGC content is often a good alternative.
See the difference in our guide to UGC vs. influencer marketing.
Instagram content can also be used in paid media. We often work with content that's already performing organically, because it lets you scale what works instead of guessing. Read more about our approach to paid media.
How to plan your Instagram content
Start with the purpose
Do you want to build awareness, gain followers, drive traffic or sell? The purpose decides which formats and which numbers matter.
Know your audience on the platform
Who are they on Instagram, and what do they already watch? The audience here isn't necessarily the same as on TikTok.
Pick a few recurring formats
Better three formats done well and repeated than ten tried once. Recognition builds followers.
Write the hook first
The first seconds of a Reel decide whether people stay. If you can't put into words why someone should stop, the idea isn't clear yet.
Bring in creators
Let creators who fit the audience interpret the idea in their own way. They know what their audience responds to.
Measure and scale
Look at how many people watch to the end, save and share. The content that works organically is often the best starting point for ads.
Common mistakes in Instagram marketing
- Trying to be everywhere: the point isn't to use every format, but to use the right formats well.
- Posting ads as organic content: anything that looks like an ad gets scrolled past.
- Reposting everything from TikTok unchanged: content has to be adapted to the platform, not just copied.
- Choosing creators on follower count alone: the relationship with the audience matters more than size.
- Forgetting Stories: many put their energy into Reels and overlook the place where existing followers take action.
- Being creative for creativity's sake: the idea has to make sense in context, not just be fun to make.
How we work with Instagram content
We produce a lot of content for Instagram, and how we do it always depends on the campaign. Sometimes Instagram is part of a bigger cross-platform push. Other times the whole effort sits here, through Reels, Stories or a combination.
We start with the idea: what makes sense for the brand, and how does it fit on Instagram? Then we choose creators from our network, whom you can see among our talent.
Finally, we plan the versioning, publishing and any paid media, so the content gets the longest possible life.
Instagram is rarely a standalone effort. It works together with campaign management and the overall social media strategy. The most important thing isn't the platform itself, but how it's used.
Frequently asked questions
Instagram content is everything you share on Instagram: Reels, Stories, feed posts such as images and carousels, and collab posts with creators. Each format has its own role. Reels are often used to reach new people, Stories to talk to existing followers, and the feed to give the profile a coherent look. The most important thing is that the content fits the format and the purpose.
Content that feels natural in the feed generally works best. That means a strong hook in the first few seconds, content that's relevant and relatable, and a tone that doesn't look like traditional advertising. Reels are often the strongest format for reach, while Stories are effective for conversation and action. Content with creators the audience already trusts typically performs better than the brand's own posts alone.
Reels are short, vertical videos that stay on the profile and are also shown to people who don't follow you. That makes them good for reach and for getting discovered. Stories disappear after 24 hours and are mainly seen by your existing followers. They're suited to conversation, polls, questions and links that drive action. Most brands get the most out of using both.
Yes, but it works best when it's adapted rather than reposted unchanged. The same idea can easily live on both platforms, but small tweaks to format, pace, sound and structure make it feel at home in both places. Instagram often reaches a slightly different audience from TikTok, so adapting content can give you a broader presence with the same creator and idea.
When a creator posts on their own profile, the brand gets access to an audience and a relationship that's already been built. That brings a credibility a brand can rarely create on its own. The most important thing is to choose creators who fit the audience and the message, and not just look at follower count. Content from creators can also often be reused in paid media when it performs organically.
There's no single right number. What matters most is being able to keep up a steady level of good-quality content rather than posting a lot and unevenly. Choose a few recurring formats you can repeat, use Stories regularly to stay in touch with followers, and prioritise Reels when the goal is reaching new people. Look at the data and adjust as you see what works.
Yes, and it's often a good idea. Content that's already performing organically is a strong starting point for paid media, because you know it resonates with the audience. That way you scale what works instead of guessing. When it comes to content from creators, the right to use it in ads must be agreed in advance, so it's clear where and for how long the content can be used.
