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@burberry INSTAGRAM + CONTENT Creating content on Instagram Content is central to the Instagram experience. It's why tens of millions of people visit the app every day--to view beautiful, interesting imagery in their feed and to post their own unique photos and videos. The sharing of this visual art is what makes the Instagram community so dynamic and engaged. Your brand's content should add to the experience of being on Instagram for your followers. We recommend the following guidelines for creating content on Instagram: 1. Identity & voice: Develop a framework for bringing your brand’s identity to life on Instagram, based on your business objectives. Identify words that reflect your brand’s voice and tone; the feelings you want followers to associate with your brand; and the role you want your brand to play in their lives. This framework will inform your content, and in turn the experience that followers have when viewing your images. 2. Content themes: Establish regular content themes, or pillars, that are authentic to your brand and fit the Instagram platform. Ensure that your posts adhere to these pillars. This allows for a diversity of content that also remains consistent over time. Followers will know what to expect from your brand on Instagram as you reinforce key brand associations. 3. Image subjects: Post photos and videos of unexpected and behind- the-scenes moments that feel authentic and immediate. Candid, insider access is what people love about Instagram. We recommend avoiding overly promotional images or those that are simply repurposed from other channels. These images appear out of place on the platform and detract from establishing a clear and differentiated brand identity and voice. 4. Image enhancement: Adjust your images with filters and other tools available through the Instagram app. These effects give images that unmistakable "Instagram" look that people respond to. 5. Text: Keep captions short and fresh. Incorporate hashtags where relevant, but not so many that they detract from the simplicity of the post. (Refer to section on hashtags for more guidance). Ask questions in the captions of your images to engage with followers. @benandjerrys @davidsbridal @dogfishbeer @lorealparisusa 2PDF Image | Instagram Branding Strategy
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