Instagram was created as a digital social network where people post pictures and videos. It is, therefore, essential to create a visual identity. Internet users can identify a brand or company when its posts appear in their Insta news feed. But that’s not all: it also represents the brand’s image, mission and commitments.
Your Instagram account’s visual identity must align with the one you’ve defined for your brand or your company if you’ve already done that. All your communication media, including your social networks, should always have the same identity. This allows you to be easily identified by your customers. Choose a harmonious color palette with enough contrast and legible typography.
But how do you stand out? One strategy businesses employ is to pay for Instagram likes. This can give posts an initial boost, making them more likely to be seen by a broader audience. With this in mind, your company needs to adapt its marketing strategy. The visual component of your profile and your posts is extremely important. This is a separate subject today.
Good Instagram Strategy Starts With a Good Profile
A large number of Instagram users go to the platform to be inspired. But also to find inspiration. It has to be quick. As with Facebook, users need more time. So you have to make sure you consider their needs and respond to them in a matter of seconds. On Instagram, it has to be fast.
Your professional Instagram profile should in no way resemble your personal Instagram account. And it’s best if “you” appear rarely (if at all) on that Instagram page.
Here’s how to create a compelling Instagram profile to help you improve your online presence to attract more customers.
Your business Instagram should be distinct. Your presence should be minimal on your professional page. Incorporating a link to your website is a cornerstone of a solid Instagram marketing approach. Ensure your website link is clear rather than a jumble of random characters.
Images of products are important in e-commerce. Consider Instagram as your digital storefront to amplify this effect. A staggering 67% of consumers are influenced by product visuals when purchasing, often prioritizing them over reviews or detailed product information. So, it’s crucial to present your brand on Instagram visually captivatingly.
The visual part of your Instagram should reflect your brand’s ethos. Determine the mood and character you wish to project through your posts.
Prioritize Your Target Audience
Engage with your primary audience while staying true to your brand’s essence. Remember, your Instagram content is primarily for your existing and prospective clients. Learn what aspects of your product or brand resonate most with them. Creating a specific persona can also help you approach your target audience more effectively. By understanding their preferences and pain points, you can create content to address their needs directly.
Why Create a Visual Identity on Instagram?
Instagram works like a news feed. Every day, your followers see dozens of posts from the accounts they follow. So it’s essential that they can recognise you amongst this mass of content. So, how do you go about it? Define a unique graphic identity and always use the same colors, fonts and shapes in your publications. The important thing is to remain consistent so that you can be easily identified on the web, thanks to the design of your content.
Your visual universe represents your brand and its message. When it is well constructed, it allows your prospects to associate adjectives such as “sparkling”, “serious”, “fun”, etc. with your brand. Moreover, your visual identity will help you attract prospects who look like you!
Your graphic identity can also help you stand out from your competitors. For example, most companies use green if you’re in the wellbeing sector. Break the mold by opting for blue or orange to stand out from the crowd. But be careful, your choice must make sense! You don’t choose a color just because you like it. It has to fit in with your business strategy.
Thinking Strategically About Your Visual Identity
Visual identity is just one element in your social media strategy. It can’t be defined by taking a look on Pinterest for inspiration. It requires real introspection if it is to be relevant to your communications.
So, before you start creating your visual identity, make sure you know the difference between the different marketing concepts you’ll need to develop to build a business that stands out on the networks and in the marketplace. Discover these 3 essential concepts: the brand, branding and visual identity.
According to Jeff Bezos, a brand is “what people say about you when you’re not in the room”. It has several visible components (logo, visual identity, storytelling, messages, tone of voice) that stem from its invisible foundation (mission, vision, values, etc.).
Brand Component
Before working on your visual identity, you need to start by thinking about your brand and how you want to be perceived by your audience. We invite you to read this article on the Kapferer prism, which will help you define your brand identity. You can then turn your attention to the visual universe.
Questions to ask yourself when creating a strategic graphic identity:
- Who are you as a company?
- What makes you different from your competitors?
- What is your brand’s mission? What is the reason for it?
- What are your values?
- Who is your ideal customer?
Once you’ve taken the time to answer these questions, you’ll have a clearer idea of how to create your visual identity and how to use it on Instagram.
The Visual Style of the Professional Account on Instagram
Think of your business account on Instagram as a magazine. It includes different types of content, all organized in the same branded style. Instagram is a photo and video-based social media platform comprising two main types of content – visual and written. So, to get maximum results, you’ll need to take care of both.
On Instagram, the quality of your content is essential. But on this network, the other essential weapon is your visual identity. This will also help your visibility; people will quickly recognise you amongst all the other content.
To summarize, your visual identity (whatever the communication medium) is more than just colors or typography. It’s what represents your brand’s personality, what catches the eye and helps generate emotions in users. It’s part of the soul of your brand.
Your identity combines coherent, harmonious visual elements to convey your brand’s message, vision or values. In short, your visual identity ensures consistency with your brand strategy.
Your visual identity includes the following elements:
- Colours
- Typography
- Pictograms
- Illustrations
- Photos
- Videos etc.
Creating a visual identity that speaks directly to your target audience and is timeless is also vital! Working on a strong, memorable identity will increase your recognition among Instagram users. Moreover, it will also help them link your different communication channels more easily.
Colours
The color palette is one of the fundamental decisions to bring visual identity to your Instagram feed. It will bring a more aesthetically pleasing look and feel to your professional Instagram account and make it easier to decide what to post and how to present it. When we talk about the colors of your Instagram business profile, we don’t mean that all your visuals have to be tied to 2 or 3 particular colors. You can also opt for a family of backdrops, adding consistency to your profile.
Your Instagram stories allow you to connect with your target audience naturally and authentically by showing various aspects of your business. And to remain consistent and recognisable, use the same visual codes, such as colours.
Regarding typefaces, you can’t use the one you’ve chosen for your visual identity. The aim is to choose 1 or 2 typefaces you suggest on Instagram and keep them every time you write.
When it comes to the visuals for your stories, well, anything’s possible. You can create visual templates that you can use several times in your stories. The best thing is to store your templates in a folder on your phone so that you can find them easily.
The Different Typefaces and Their Uses
Typography comprises over 10,000 typefaces classified under different names, which we will look at later. The fonts you use must reflect your brand’s positioning. An important point: they must be legible, whatever the medium (including Instagram). This is the absolute priority.
In a few words, here are the meanings of the different fonts:
- Serif fonts: stability, tradition, formal, classic. It’s best used for titles.
- Sans serif fonts: modern, geometric, minimalist, clear, simple. They can be used for text because they are particularly legible.
- Script fonts (handwritten or calligraphic): elegant, soft, feminine. However, they are less legible and should therefore be used sparingly.
- Fancy fonts: strong personality, uniqueness.
Text
Begin with a captivating headline on your first slide that draws readers in and prompts them to explore further. Don’t forget to nudge them to swipe; carousel posts with a “swipe left” prompt tend to perform better, boosting the engagement rate from 1.83% to 2%.
After setting the stage with an introductory slide, flesh out the content for the subsequent slides. The depth of text you need will hinge on the infographic’s nature. For instance, anatomy-themed infographics might need succinct labels, while others might demand a dedicated paragraph per slide.
On Instagram, brevity reigns supreme. Aim for a digestible read without overwhelming your audience with dense text. Strive for a harmonious mix of visuals, concise text, and breathing space on each slide. Given the limited text real estate, ensure every word counts, is done well, and holds the reader’s interest.
Logo
You don’t have to have a brand logo for Instagram (especially if you have a strong personal branding strategy). However, it is part of a complete graphic charter, and you can always use it as a profile photo on the platform. It will also be very useful on your website and in the rest of your communications.
Who can create your graphic identity for Instagram? You can start by creating your visual identity or hire a graphic designer for a more professional result. Your trained community manager can also take care of it (except for the logo) if they are in charge of your Instagram strategy.
Conclusion
To save time creating content on Instagram, we recommend creating templates. A template is a standard document with a certain layout that will serve as a basis for each new creation with the same form. So, make as many templates as you have types of content. It’ll be so much more practical that you’ll optimise your creation while maintaining visual consistency.
Creating a kernel of your infographic involves more than just text; it’s about integrating addictive visuals that resonate with your audience. Consider the kind of data you have at hand. Elements like percentages, statistical figures, and comparative data can be innovatively represented through visual tools like graphs or tables, offering a fresh perspective.
Beyond just data, infuse your design with images, diverse shapes, and relevant icons or illustrations. These design components enhance the aesthetic and deepen reader engagement, facilitating a clearer understanding of your message.
Suppose your infographic touches upon specific demographics based on ethnicity, gender, or ability. It’s prudent to involve readers from those backgrounds. Their suggestions can ensure your content is accurate and sensitive, providing a more inclusive and comprehensive infographic.
