How to create outstanding Instagram content in 2020

Jenna Vaajakari
Nov 5 · 4 min read

Lessons learned from Ritual

I rarely follow brand accounts on instagram. As a matter of fact, I do it only when they offer me some extraordinary added value and that’s pretty rare.

Yet, there are outliers.

For quite some time already, I’ve been nothing less than obsessed by a multivitamin brand named Ritual and their -in my opinion- extremely visionary instagram content strategy. Their content really makes me tick and succeeds to stand out day after day.

I decided to do a brief analysis of their IG feed and here’s what I learned.

1. You have to know your audience to the core

It cannot be more emphasised how important it is to know your audience thoroughly, and this doesn’t just mean their age, gender, marital status and occupation. You have to dig deeper. Think about the lifestyles, problems, dreams, values, objectives, hobbies, sense of humour, routines, habits, interests and even diets and childhood memories of your intended target groups to really understand them and the patterns of their everyday lives. Only then can you produce content that is attractive and meaningful to build an emotional connection with your audience.

SMART TIP: Don’t assume — do your research.

Source: Ritual

Source: Ritual

Source: Ritual

2. Capitalize on real-time events

It’s highly gratifying to follow content that is timely and makes direct or indirect references to real-time events, trending topics or break-in-news. This requires that marketers keep their fingers on the pulse, creatively connect the dots and quickly react to the events to turn them into marketing assets while they are fresh. With right timing and content, moment marketing has a huge potential to reach virality.

SMART TIP: Make sure the content is always aligned with your brand’s values.

Source: Ritual

Source: Ritual

3. Create “multilayered” content

Use a mixture of different type of content in your strategy, ranging between entertaining, inspirational, educational, promotional, conversational, connective and informative. Be versatile and embrace new approaches, unexpected references and fresh ideas. By adding multiple “layers” on your posts, you can increase depth, boost creativity and further uniqueness. Keep your brand message constantly present, yet don’t be coercive — but compelling.

Ritual’s trademarks are its creative use of memes and posts which blend both virtual and real elements.

SMART TIP: Test, test and test to find out what type of content works best for your brand and audience.

Source: Ritual

Source: Ritual

Source: Ritual

4. You need to be distinctive and able to evolve

Create your own distinctive tone of voice and visual hallmarks that appear in every piece of content your brand produces. Think about your colour palette, icons, emojis, fonts, wording, post style and ideas etc, and be consistent, but not to perfection. By staying consistent your brand can be easily recognized and is more memorable which helps building the connection, but being too consistent can appear as calculating and inauthentic. Don’t get stuck with the same old elements, but remember to evolve and renew, yet without losing your essence.

SMART TIP: Be bold and take risks rather than play safe and stay boring.

Source: Ritual

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