I use the word brand deliberately because this is based on a business that has undergone brand strategy. Launching your business without it is doable, but much it’s more difficult to attain success and I don’t recommend it. But whether you have or have not gone through a professional brand strategy process, you need to consider the following before making your brand’s debut on Instagram:

1. HAVE CLEAR OBJECTIVES

Decide what it is you want to achieve on Instagram. Is it brand awareness,  community building, generating sales? Have a clear main objective and base your entire strategy on supporting it.

2. KNOW YOUR IDEAL CLIENT

Know exactly who you are trying to connect with. But not just their demographics, you have know who they are, what their lifestyle is, what their values are, what their preferences are, etc., if you expect your content to attract and resonate with them.

3. HAVE A STRATEGY

It’s not enough to have objectives. You have to know how you’re positioning yourself and what your purpose is. Why are you the best option for your client and what sets you apart? Your strategy will determine how you substantiate how you are better and how your service or product is going to improve your client’s life; it’s basically your plan to convince them why you’re the best option.

4. STUDY YOUR COMPETITION

Know what you’re up against. Use your competition to learn from them and observe what works and doesn’t work for them. Study what everyone else is doing so you can do your own thing and have your own, distinctive edge. Never copy or imitate what they’re doing.

5. HAVE HIGH-QUALITY BRAND ASSETS

Instagram is a visual platform and you’ll need to stand out somehow. A brand that is visually put together is off to a good start. Your brand assets encompass all your visuals, from your logo and typefaces to your product and lifestyle photos–anything that is visually representing your brand.

6. HIRE THE RIGHT PEOPLE

Unless you’re Instagram expert, at some point you will need someone who is to help you execute, monitor, and continue to develop your strategy. What may work for you one month may be different from what may work for you the next. Having someone who understands the platform and can help you pivot as needed will be a beneficial, if not necessary, asset to your success.

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TL:DR – don’t just open up a page and start throwing out content in the hopes that it works. Have a plan and adjust it as necessary.