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Instagram is constantly evolving. Each month, there are changes to popular formats, as well as frequent shifts in trends. As someone growing a personal brand or managing your own business, trying to keep up with all this while still maintaining a high level of activity is exhausting!
Content Pillars define the themes that you regularly create content around, thereby creating an efficient method for defining your content. Pillars serve as a map for your content strategy. This not only saves time when planning and organizing, but will help you to establish a consistent, recognizable brand that will help to increase your engagement levels.
This guide provides an overview of 8 of the key instagram content pillars used most frequently by content creators, small businesses, and personal brands. At the end of this guide, you will be able to select your 8 content pillars and plan out your next 30 posts with the confidence that your posts will have consistent messaging across all platforms: Instagram, Facebook, and Twitter.
What Are Instagram Content Pillars and Why Do They Matter for Engagement?
Whenever your content is consistent, the likelihood of a person saving your posts, sharing them with a friend, commenting on them, being able to view the full length of your videos, and tapping through to your profile or link in bio all increase considerably.
For example:
* A fitness coach will probably have some of their content pillars be: quick workouts, client wins, healthy recipe ideas, and mindset tips.
* A local café’s content pillars may include: menu highlights, behind-the-scenes prep, community events, and customer photographs.
In summary, content pillars serve as an easy way for you to have a plan in place to maintain consistency so you can reach the right audience.
How Content Pillars Create Sustained Consistency and Save You from Being Burned Out
Posting last-minute is usually stressful. You frantically search for an idea, put together a caption in a hurry, and cross your fingers that it performs. That kind of behaviour is not a viable long-term solution.
Having clearly defined content pillars will allow you to move from haphazard posting (posting whatever comes to mind whenever it comes to you) to organised planning. By using your content pillars, you can:
* Flesh out an entire list of ideas associated with a particular pillar during a single brainstorming session.
* Create reusable formats (i.e., carousels and Reels-type formats) that can be repurposed across several topics and/or themes.
* Use different angles for each piece of content associated with each content pillar so you don’t end up repeating yourself.
How Content Pillars Indicate to Instagram the Type of Content People Will Enjoy
The way Instagram tracks what users interact with, and then tries to show those users more content similar to what they liked, is different from users who interact with several different types of content throughout the day. When a user regularly posts content based on specific topics, Instagram learns what the user’s content is identified with, which allows it to identify potential users who may also enjoy the user’s content. You will also be supporting this by:
* Including topic keywords in your captions and alt text
* Maintaining similar themes between your Reels, posts, and stories
* Having a specific type of person in mind when you are writing your posts (such as ‘hectic mom’ or ‘freelance graphic designer’).
Thus, the more specific your pillars, the more straightforward it is for Instagram to connect you with those people who will watch, like, save, comment, and follow you.
8 Key Instagram Content Pillars That Increase Engagement
Although you don’t need all eight pillars, the majority of accounts perform best with three to five, on which they build a foundation and then mix in others as needed.
Each of the eight pillars below has a defined goal and a list of examples of post ideas that you could use for inspiration for creating content for your account in your niche market.
1. Educational Content Pillar: Provide Simple Tips to Your Audience That They Can Implement Immediately
By providing educational material to your audience, you create an environment of trust between you and your audience members. If your audience sees you as a trustworthy source for providing valuable information, they are more likely to save, share, and follow you.
Some great examples of educational posts include:
* Quick tips and “do this” and “don’t do that” slides
* How-to carousels with a breakdown of one task
* Simple checklists and step-by-step Reels
* Before-and-after comparisons that explain how you improved something
You should also keep your postings focused on small problems that your audience is experiencing. Simple, clear, and straightforward tips are most likely to be saved and shared by your audience.
2. Inspiration Content Pillar – Share Stories That Help Inspire Your Audience to Take Action.
Inspiration content is not just a nice background with text; it gives your audience a new perspective or hope about facing a challenge. The best inspirational content is built around stories and context.
Here are some ideas for this content pillar:
* Customer success stories of clients or customers;
* Before and after Photos of Transformation (may be combined); with a Personal Perspective;
* Quotes that include a short explanation of their importance;
* Parts of your own journey (such as your early mistakes or your major turning point);
When shared in an honest manner, inspirational content creates emotional engagement, thus increasing comments and shares. Consider combining short punchy captions to engage fast with your audience and longer inspirational story posts for a deeper conversation, i.e., “How I Nearly Quit.
3. Entertainment Content Pillar – Create Fun Posts to Stop Your Audience from Scrolling.
Fun content is designed to quickly grab your audience’s attention when scrolling through Reels or exploring the Explore page. Fun content is shared because people like to share what creates a smile or a laugh.
Types of Simple Entertainment Content:
* Meme or reaction posts connected to your niche;
* Light humor based on the common problems facing your audience;
* Trends with your own twist or tips;
* Expectations vs. Reality Reels;
Even serious industries can be entertaining; for example, a lawyer may post “Things I never thought I would say as an attorney.” A financial planner may post a meme about ignoring receipts and then provide a tip in the caption. To boost the visibility and engagement of such entertaining content, services like PlanyourGram can help your posts reach a wider audience. Bring laughter, promoting “your brand; sabotage it with fun!” Your objective is to promote an image or message that fits within your brand identity and still comes off as a real person.
4. Behind-the-Scenes Content Pillar: Show the Human Side of Your Brand
BTS Content works best on Instagram Stories and Reels, warming your audience up for future sales by creating familiarity and trust between your audience and the person behind what they see. Your BTS content doesn’t have to be polished or perfect. Your small imperfections and real moments may perform better than perfectly staged content or photos.
Ideas you can try:
- Day-in-the-life Reels or “come ship orders with me” clips
- Time-lapse of your creative or production process
- Workspace tours or setups
- Candid moments from meetings or brainstorming
5. Community Building
The Community Building Engagement Content Pillar allows you to use your account as a two-way conversation instead of a one-way broadcast.
Publish Examples of Engaging with Your Audience:
* Q&A style posts
* “This or That” (with captive audience)
* “Ask Me Anything” using the Q&A box on Story
* “Reply with One Word” / “Finish This Sentence” Prompt
* Duet/Remix Your Followers’ Content
Use Poll Stickers, Q&A Boxes, and Slider Stickers in Your Story Posts, Plus Use Clear, Simple Questions at the End of Your Captions to Generate a Two-Way Conversation. The comments, replies, DMs, Letting Your Customers Speak for You
6. User-Generated Content and Social Proof Pillar: Let Others Talk for You
User-generated content (UGC) is any content created by your customers or clients, while social proof is proof to potential customers that many people like what you offer.
You can have fun with it by posting:
– Posts that are Reposted, Tagged Stories, and Grid Posts
– Testimonial Media Thingy/Carousel including quotes with a pic
– Before-and-After photos Shared By Your Customers
– Customer Video Highlights or Reactions
You need to ask for user-generated content. For example: “Send us your unboxing video to our Instagram account, and we will repost you if you tag us!” Be sure to give credit in the caption. This makes potential future customers feel more comfortable about trusting you because it shows that other people like them have already trusted you.
7. Promotion/Offer Content = Offer without being aggressive
You can sell on Instagram, but not too much because you aren’t providing value with your posts. Be clear on what your offer is, what the offer helps with, and how to take advantage of it. Once you have provided value through your promotional post, you have not appeared aggressive in your sales pitch, but instead, provided them with information and value to make an informed decision.
Examples of Promotional/Offer Content:
Make sure to create visible Call-To-Actions (CTAs) in your posts using phrases like “comment ‘guide’ for a link,” “save this to try later,” or “tap the link in bio to join.”
8. Content Pillars of Personal & Storytelling: Creating Meaningful Connections with Your Audience
When you share personal stories, it allows your audience to feel as though they really know you. You don’t need to share everything, just enough of your story and values for your followers to identify with you.
Post Examples:
* Your story and why you started
* Lessons learned from mistakes made
* Examples of life-changing moments that altered your approach to work/life
* Updates from your life that will resonate with your audience/brand
* Your perspective on common myths within your industry
The Personal & Storytelling Pillar will create a loyal audience that engages long-term with you. Determine your own level of privacy; you choose what you want to share and what you want to keep private.
How to Identify The Correct Instagram Content Pillars for Your Niche
You now have eight strong pillars; the next step is to find the pillars that will fit the needs of your goals, audience, and the best use of your energy.
One of the best ways to identify your pillars is through a simple process:
Begin with your Goal(s): What Do You Want To Accomplish With Instagram?
Write down 1-3 clear goals; e.g.,
* More local clients
* More Product/Course Sales
* More Personal Brand Awareness for Speaking/Consulting
* Build A Wait List For A New Service
Your goals will determine which pillars to choose
For example, a local café might focus on the BTS posts, community posts, and promotional posts, whereas an online brand may focus more on education-related content and highlights of top brands they support in their industry. You can use social media, particularly Instagram, as a platform to build your brand, create relationships with current clients, and provide educational information to potential clients. You will find it much easier to make pillar selections once you determine the purpose Instagram should serve for your business.
Know Your Audience
To determine the types of posts that are most relevant to your audience, you must first understand them. Consider those who follow you on social media or whom you hope to attract to your business. Create a list with your top five questions that followers have, the top five problems followers have, and their top five dreams/wins. You will then identify pillars that correspond with each of your audience’s needs:
* Educational Content corresponds with what is causing pain points in your audience’s lives.
* Inspirational Content corresponds with what your audience wants to achieve.
* Behind-the-scenes and personal Content corresponds with building relationships and trust with your audience.
* Promotional Content corresponds with the next steps you will take in building your relationship with your audience.
Completing this exercise will change the perception of your audience from “I post for everyone” to “I post for this specific individual with these specific needs.
Choose 3-5 core pillars you will keep up with long-term.
Select your pillars, for example:
1. Value Pillar(s) (Education and/or Inspirational Content)
2. Connection Pillar (Behind-the-Scenes and/or Personal Storytelling)
3. Growth/Sales Pillar (Entertainment, Promotional Content, and/or User Generated Content).
Once you have selected your pillars, write them on a sticky note and place the note either on your desk or somewhere close to where you will have business meetings. Keep the sticky note with your brainstorming items so that you stay focused on creating ideas that fall under your pillars.
Turn Your Instagram Content Pillars Into a Simple Weekly Plan
If a pillar does not inspire you or provide results, let it go. Go with the pillars that will be the most enjoyable and natural for you to create content for. Rapidly Brainstorm Content Ideas with Simple Prompts, AI Tools
When it comes time to create an Instagram content plan, you will want to use easy prompts that correspond with your content pillars.
Build a Weekly Posting Schedule Around Your Pillars
Start with a small schedule you can maintain. For example, 4 posts per week:
- Monday: Educational
- Wednesday: Behind-the-scenes
- Friday: Entertaining
- Sunday: Promotional or social proof
Or, for a coach:
- Tuesday: Educational carousel
- Thursday: Client win (UGC or testimonial)
- Saturday: Personal story
Use Stories for quick daily touch points. BTS clips, polls, and Q&A stickers work well there and do not take long. You can always add more later. Consistent posting 3 times per week beats burning out after trying daily posts.
Brainstorm Content Ideas Fast With Simple Prompts and AI Support
For example, create prompts for each content pillar:
- 3 mistakes your audience is making
- Before vs. after, using the techniques you teach
- Do this after trying this technique/teaching method; do not do this
- Myth vs. fact in this niche What I wish I had known when I started
Use AI tools to help streamline your process by asking them for lists of topics related to your pillars or caption drafts based on your prompts. After you finish writing this blog post, make sure it sounds like you, not a robot. Use AI to help you brainstorm ideas; it should not replace your stories or your opinions.
Evaluate What You Did and Improve Upon Your Pillars Each Month
20-minutes every month spend time reviewing your best five (5) posts and matching them back to your pillars:
- The format you used (Reel, Carousel, etc) for each
- The metrics (saves, shares, comments, link clicks, etc) of each post
A few metrics connected to the pillars:
Educational: Saved and Shared
* Community: Comment, DMs
* Promotions: Profile Visits and Link Taps
If one pillar keeps doing well, then create more content centred around that pillar; if a pillar doesn’t get any traction, try to adjust it or find something else that can replace it. Your pillars should not remain stagnant as your brand changes or your audience expands.
Conclusion
The guesswork is removed when all of your Instagram posts follow clearly defined content pillars as a strategy for success. Clearly defined content pillars add focus and structure to your content plan, so your audience can easily and consistently identify the content you produce. Additionally, they send the right signals to the Instagram algorithm about your content, allowing your posts to achieve higher reach and engagement.
With your content strategy, you know the 8 types of content pillars: The educational content pillar includes inspirational, entertainment, behind-the-scenes, community and engagement, user-generated and social validation, promotional content, and personal storytelling. However, you do not need to utilise all of them. Find 3 to 5 Pillars that reflect your goals, vision, and energy.
Now take 10-minutes to identify your 3 to 5 core content pillars and write out a rough one-week posting plan for each pillar with an example for each pillar. Save this document, send it to any of your content-creating friends, or print it and use it as a guide while planning for each week. You do not need to have expensive advertising or perfect image quality. What you need is a clear response system and regular practice that allows you to develop your business through measurable success.
Editorial Staff at Djdesignerlab is a team of Guest Authors managed by Dibakar Jana.
