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that the company engages the consumer to create content in order to get reposted. Quite similar to those two is also the option to repost content that fits one’s own profile. Those can be found by searching various hashtags that are related to the company’s brand style. But not only pictures should be considered as content for the Instagram profile, but also videos or gifs are used to diversify the feed. (Lydon 2018.) The design of the content itself also needs to be considered. There are different possibilities a company should consider when designing the content. The first step is to define a lifestyle that the company wants to sell to the customer in order to have a clear, common theme throughout the Instagram account. (Paul 2019a.) When defining the lifestyle for the account, the customer personas from chapter 2.4.2, branding on social media, should be considered in order to create value for the potential customer (Socialbakers n.d.) But not only the personas are part of the content design. The whole social media brand voice model of Schwab (2011), which was mentioned previously, should be considered when designing the content. This implies that when creating the content all four entities of the social media brand voice model should fit together in the end. This will create a unified content theme and design. Another point to consider when referring to the design of the content is that pictures should not contain too much information and stimuli. They should be kept minimalistic with a clear focus on the message or a product. Another important factor is the balance and contrasts in the content. The picture needs to be recognizable in terms of colors, shapes and for example light (Lydon 2018.) Referring to the recognition via colors, it can be brand supporting to keep the Instagram content in the color theme of the brand itself. This makes the account to appear uniform and consistent even if totally different topics are approached. (Paul 2019b.) Like content scheduling, content creation is closely connected to other tools. Also, for the content creation the scheduling and its planning beforehand is essential (Paul 2019a). 30PDF Image | Brand-Awareness through Marketing on Instagram
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