Level Up Your Instagram Game with Content Pillars
1. Educational Content
Educational content is a cornerstone of successful Instagram strategies, focusing on sharing valuable knowledge, expertise, and insights with your audience. This type of content positions you or your brand as an authority in your niche by teaching followers something new, explaining complex concepts, or offering industry-specific information. It's a key element of value-driven content that fosters trust and builds a loyal following. This approach works by providing genuine value to your audience, addressing their pain points, and offering solutions or knowledge they can actively use. This, in turn, fosters engagement, encourages shares, and positions you as a go-to resource within your field.
Educational content comes in various formats, offering flexibility and creative freedom. These include how-to guides and tutorials, industry insights and trends, tips and tricks related to your niche, informative carousels and swipe-through content, and explainer videos and infographics. This versatility allows creators to tailor their educational approach to their specific audience and the shared information type.
Examples of successful implementation:
@thechrisdo: Creates educational carousel posts about design principles.
@madebymondo: Shares marketing tips through visually appealing carousels.
@jamieoliver: Provides cooking tutorials and recipe breakdowns.
@plannthat: Offers social media strategy education.
Pros:
Builds credibility and positions you as an expert.
Typically receives high engagement and saves.
Highly shareable, increasing potential reach.
Provides clear value to followers.
Can be repurposed across multiple formats.
Cons:
Requires consistent research to maintain quality.
It can be time-consuming to create.
Needs to be updated regularly to stay relevant.
May require specialized knowledge or expertise.
Actionable Tips:
Focus on solving common problems in your niche: Address your audience's pain points and offer practical solutions.
Use clear visuals to explain complex concepts: Infographics, diagrams, and illustrations can make information more accessible.
Break information into digestible chunks: Use short paragraphs, bullet points, and numbered lists for easy reading.
Include actionable takeaways: Give your followers concrete steps they can implement immediately.
Ask questions at the end to boost engagement: Encourage interaction and foster a sense of community.
When and Why to Use Educational Content:
Educational content is a valuable pillar for any Instagram content strategy and is particularly effective for:
Establishing thought leadership within your industry.
Building trust and rapport with your audience.
Driving organic growth through valuable content.
Generating leads and attracting potential customers.
Increasing brand awareness and recognition.
This pillar deserves its place in any successful Instagram strategy because it delivers long-term value. By consistently providing valuable information, you cultivate a loyal following that trusts your expertise and sees you as a valuable resource. This approach, championed by influencers like Gary Vaynerchuk (@garyvee), Marie Forleo (@marieforleo), HubSpot (@hubspot), and Neil Patel (@neilpatel), is a proven method for building a strong and engaged community on Instagram.
This approach is invaluable for influencers seeking organic growth, small businesses and startups establishing their brand, larger brands aiming to boost their social media account, content creators across various niches, and marketing agencies and professionals looking to provide valuable insights to their clients. By educating your audience, you build a stronger visibility and establish a sustainable foundation for long-term success on Instagram.
2. Behind-the-Scenes Content
Behind-the-scenes (BTS) content is a powerful Instagram content pillar that offers your followers a glimpse into the inner workings of your brand, business, or creative process. It pulls back the curtain and reveals the human element behind your polished online status. This approach fosters trust and builds deeper connections with your audience by showcasing the authentic, unpolished reality of what you do. By sharing the people, processes, and environment that contribute to your final product or service, you create a sense of transparency and relatability that resonates with followers. This is a crucial pillar for any successful Instagram strategy aiming for organic growth.
Behind-the-scenes content can take many forms, including day-in-the-life vlogs, sneak peeks of the production process, introductions to team members, virtual tours of your workspace, and insights into your planning and preparation stages. For instance, a clothing brand might share the journey of a garment from design concept to finished product, while a restaurant could showcase the chefs preparing ingredients in the kitchen. This pillar allows you to demonstrate your expertise and passion while simultaneously humanizing your brand. This makes BTS content an essential component of a well-rounded set of instagram content pillars.
Examples of Successful Implementation:
@everlane: Known for its transparent supply chain, Everlane shares behind-the-scenes looks at its factory partners and production processes, fostering trust and ethical consumerism.
@glossier: Cultivates a strong brand community by showcasing office culture, team meetings, and the personalities behind the brand.
@chipotle: Engages followers by revealing how they prepare their ingredients and maintain food quality standards.
@studio.mcgee: Offers glimpses into their design project progress, allowing followers to witness the evolution of their stunning interiors.
Actionable Tips for Creating Engaging BTS Content:
Keep it Real: Share genuine moments rather than overly staged or contrived scenes. Authenticity is key.
Introduce Your Team: Put faces to the brand name by featuring team members and sharing their stories.
Show Your Space: Give followers a tour of your workspace or creative environment to provide context and personality.
Document the Journey: Capture the process of creating your products or services, highlighting the effort and dedication involved.
Leverage Instagram Stories: Use Stories for real-time, unedited behind-the-scenes glimpses, fostering a sense of immediacy and connection.
Pros and Cons of BTS Content:
Pros:
Builds authenticity and transparency
Creates emotional connections with the audience
Differentiates from competitors by showcasing your unique approach
Generally requires less production value than highly polished content
Makes your brand more relatable and human
Cons:
Requires a balance between transparency and maintaining professionalism
May not be as aesthetically polished as other content types
Potential privacy or confidentiality concerns need to be considered
Can be less strategic if not aligned with the overall brand messaging
When and Why to Use BTS Content:
BTS content is particularly effective when you want to:
Humanize your brand: Show the people behind the logo and create a personal connection.
Build trust and transparency: Demonstrate your values and processes to build credibility.
Generate excitement and anticipation: Offer sneak peeks of upcoming products or projects.
Strengthen community engagement: Foster a sense of belonging by inviting followers into your world.
By strategically incorporating behind-the-scenes content into your Instagram strategy, you can cultivate a loyal following that connects with your brand on a deeper level, driving organic growth and fostering genuine engagement.
3. User-Generated Content (UGC)
User-generated content (UGC) is a powerful Instagram content pillar that leverages the authenticity and creativity of your audience. Instead of relying solely on content created by your brand, UGC features photos, videos, and testimonials created by your customers and followers, which you then repurpose and share on your own Instagram profile. This approach fosters a sense of community, provides compelling social proof, and offers diverse perspectives on your products or services, ultimately boosting engagement and building trust. As an integral component of effective Instagram content pillars, UGC strengthens your brand presence while reducing the strain on your in-house content creation efforts.
UGC comes in many forms, including customer testimonials and reviews, product usage demonstrations, before-and-after photos showcasing transformations or results, and general snapshots or videos of customers interacting with your products. Highlighting individual community members through spotlights is another effective way to leverage UGC. Think of it as turning your customers into brand advocates. By sharing their experiences, you're providing potential customers with authentic insights they can relate to, making UGC significantly more impactful than traditional advertising.
This content pillar is incredibly beneficial for several reasons. It provides authentic social proof, builds trust with potential customers, and reduces your content creation workload. UGC also encourages audience participation and engagement, fostering a strong community around your brand. Finally, it allows you to showcase the diverse applications of your products or services through the eyes of real users.
However, there are some considerations. You must always obtain permission before reposting user-generated content. Maintaining quality and aesthetic consistency can also be challenging. Generating sufficient high-quality submissions may require a certain level of brand recognition. You'll naturally have less control over the content creation process, and potential legal issues can arise if UGC isn't managed properly.
Several brands have effectively incorporated UGC into their Instagram strategies. @airbnb features stunning photos from guests' stays, highlighting the unique experiences their platform offers. @aerie's #AerieREAL campaign champions body positivity by showcasing unretouched photos from customers. @gopro's feed largely consists of breathtaking customer-created adventure videos, showcasing the camera's capabilities in extreme conditions. @lululemon regularly shares customer workout photos, fostering a sense of community and promoting an active lifestyle. Even Apple leverages UGC through its #ShotOniPhone campaign.
Here are some actionable tips for incorporating UGC into your Instagram content pillars:
Create a branded hashtag: This makes it easy to collect and curate user-generated content.
Always get permission: Directly message users and obtain explicit consent before reposting their content.
Feature UGC in Stories and permanent feed: Maximize visibility by sharing UGC across different Instagram formats.
Acknowledge and tag original creators: Give credit where it's due and build stronger relationships with your audience.
Consider UGC contests: Incentivize participation and generate excitement around your brand.
UGC deserves a prominent place in your Instagram content pillar strategy because it offers a powerful way to connect with your audience authentically. By showcasing real customer experiences, you build trust, foster community, and ultimately drive engagement and growth. Whether you're an influencer, a small business, a large brand, or a marketing professional, leveraging UGC is a valuable tool for enhancing your Instagram followers.
4. Promotional Content
Promotional content is a crucial Instagram content pillar focused on directly marketing your products, services, or offerings to your audience. This pillar involves showcasing what you sell, highlighting key features, benefits, and value propositions to drive conversions and sales. Effective promotional content balances direct selling with maintaining audience interest through creative approaches and strategic timing. It's about integrating sales messaging seamlessly within your overall content strategy, rather than overwhelming your followers with constant sales pitches.
This pillar encompasses a range of formats, including: product showcases and demonstrations, new release announcements, special offers and discounts, limited-time promotions, detailed product feature breakdowns, and leveraging Instagram Shopping tags and product links. Promotional content deserves a place in any comprehensive Instagram strategy because it bridges the gap between engaging content and tangible business results.
Benefits and Drawbacks of Promotional Content
Pros:
Drives Sales and Conversions: The most direct route to turning engagement into revenue.
Educates the Audience: Provides information about your products, their uses, and their benefits.
Creates Urgency: Limited-time offers and promotions encourage immediate action.
Showcases Product Range and Diversity: Highlights the breadth of your offerings.
Leverages Instagram Shopping Features: Streamlines the purchasing process for users.
Cons:
Potential for Follower Alienation: Overly promotional feeds can deter followers.
Requires Balance with Other Content: Needs to be integrated strategically within a broader content calendar.
Potentially Lower Engagement: May not generate as much organic engagement as value-driven content.
Risk of Appearing "Salesy": Requires creative execution to avoid a pushy or inauthentic feel.
Dependent on Existing Brand Trust: Effectiveness increases with established brand credibility.
Examples of Effective Promotional Content on Instagram
@sephora: Uses product demonstrations and tutorials to showcase makeup application and benefits.
@allbirds: Highlights product features alongside their sustainability credentials, appealing to environmentally conscious consumers.
@warbyparker: Promotes new eyewear collections through lifestyle imagery, showcasing how the product fits into everyday life.
@ritual: Shares supplement benefits backed by scientific research, adding credibility and value to their promotions.
Tips for Creating Compelling Promotional Content
Follow the 80/20 Rule: Dedicate 80% of your content to providing value and 20% to promotional messaging.
Show Products in Context: Display products in use or as part of a lifestyle scene rather than isolated product shots.
Utilize Instagram Shopping Tags: Make purchasing seamless by tagging products directly in your posts and stories.
Create Carousel Posts: Showcase different angles, features, or uses of a product within a single post.
Include Clear Calls-to-Action: Direct users towards desired actions, such as visiting your website or making a purchase.
Brands Who Popularized This Approach:
Brands like Fashion Nova (@fashionnova), Gymshark (@gymshark), Kylie Cosmetics (@kyliecosmetics), and Daniel Wellington (@danielwellington) have effectively leveraged promotional content on Instagram to build their brands and drive significant sales. They demonstrate how a strategic approach to promotional content can contribute significantly to a brand's success on the platform.
By understanding the nuances of promotional content within the context of your broader Instagram content pillars, you can effectively engage your audience, drive sales, and build a thriving presence on the platform. This pillar is essential for businesses and creators looking to translate their online presence into tangible results.
5. Personal/Brand Story Content
Personal/Brand Story content is a powerful Instagram content pillar that focuses on sharing the narrative behind your brand or personal journey. This approach goes beyond simply showcasing products or services; it delves into the values, mission, vision, and authentic experiences that drive you or your company. By weaving compelling narratives, you create emotional connections with your audience, making your brand memorable and fostering a sense of community. This pillar is essential for anyone building an authentic status as part of their overall Instagram content pillars strategy.
How it Works:
Story-based content resonates because it humanizes your brand. Instead of presenting a faceless entity, you're inviting your audience to connect with the people and the purpose behind it. This involves sharing founder stories, company origin stories, personal milestones, brand evolution timelines, and purpose-driven messaging. By revealing your motivations and experiences, you give followers a reason to connect with you on a deeper level, fostering loyalty that extends beyond transactional interactions.
Features of Personal/Brand Story Content:
Founder or team journey narratives: Sharing the stories of the people behind the brand.
Company origin stories: How did it all begin? What problem are you solving?
Mission and values communication: What principles guide your brand?
Personal milestones and reflections: Sharing important moments and learnings.
Brand evolution timelines: Showcasing growth and adaptation over time.
Purpose-driven messaging: Connecting your work to a larger cause.
Pros:
Creates emotional connection with the audience: Stories build rapport and trust.
Differentiates your brand in competitive markets: Narratives set you apart.
Builds brand loyalty through shared values: Attracts customers who align with your beliefs.
Makes your brand memorable and distinctive: Stories are more engaging than simple product posts.
Helps attract aligned customers and community: Fosters a sense of belonging.
Cons:
Requires vulnerability and authenticity: Sharing personal details can be challenging.
Takes time to develop a cohesive narrative: Crafting compelling stories requires effort.
Needs to balance personal sharing with professionalism: Maintaining a suitable brand image is important.
Effectiveness depends on storytelling skills: Strong narratives are essential for engagement.
May not resonate with all audience segments: Not every follower will connect with your story.
Examples of Successful Implementation:
@patagonia: Shares environmental activism stories tied to their mission, creating a strong brand identity around sustainability.
@howibuild: (and similar podcasts) Shares founder stories on Instagram, giving listeners a behind-the-scenes look at the creators.
@thesill: Connects plant care to personal growth narratives, creating a lifestyle brand around their product.
@airbnb: Shares hosts' stories and community impact, highlighting the human element of their platform.
Actionable Tips:
Identify key turning points in your brand journey: What moments shaped your brand's identity?
Share both struggles and successes for authenticity: Authenticity builds trust.
Connect your story to your audience's needs or aspirations: Make your story relatable.
Use compelling visuals that support your narrative: Images and videos enhance storytelling.
Consistently reinforce your core values through stories: Repetition strengthens brand identity.
Why this Deserves its Place in Your Instagram Content Pillars:
Personal/Brand Story content is a crucial pillar because it builds the foundation for a genuine connection. In a crowded digital landscape, stories are what make you stand out, fostering loyalty and creating a community around your brand. It directly addresses the need for authenticity and human connection that many users seek on Instagram.
Popularized By:
Humans of New York (@humansofny), Patagonia (@patagonia), Airbnb (@airbnb), The Honest Company, and Jessica Alba (@honest) demonstrate the power of storytelling in building a strong brand visibility. They have effectively leveraged personal narratives to connect with their audiences and build engaged communities.
6. Entertainment and Inspirational Content
This Instagram content pillar focuses on fostering positive emotional connections with your audience. Entertainment and inspirational content aim to amuse, uplift, motivate, or emotionally move your followers, building a strong sense of community and brand loyalty. It's less about directly selling and more about creating shareable experiences that resonate with your target demographic, making it a crucial element in any successful Instagram content strategy and deserving of its place amongst the core Instagram content pillars.
How it Works:
By providing content that entertains or inspires, you're offering value beyond product promotion. This pillar relies on creating positive emotional responses. Whether it's through humor, heartfelt stories, or visually stunning content, the goal is to leave your audience feeling good and connected to your brand. This positive association increases engagement, encourages shares, and ultimately contributes to a stronger, more loyal following.
Features of Entertainment and Inspirational Content:
Humorous content and memes: Leveraging trending memes or creating original humorous content can quickly grab attention and generate engagement.
Motivational quotes and stories: Sharing inspiring stories or quotes can resonate deeply with your audience and foster a sense of connection.
Trending audio and challenges participation: Participating in trending challenges and using popular audio clips can increase visibility and reach.
Aspirational lifestyle content: Showcasing visually appealing content that reflects the lifestyle your brand represents can attract followers who aspire to those values.
Uplifting customer stories: Sharing positive customer experiences can build trust and social proof.
Creative visual content: Eye-catching visuals, whether photos or videos, are essential for stopping users mid-scroll.
Pros:
High engagement and shareability potential: Content that evokes strong emotions is more likely to be shared.
Builds positive brand association: Positive content creates a positive brand image in the minds of consumers.
Can easily incorporate trending formats: Leveraging trends keeps your content fresh and relevant.
Often performs well with the algorithm: Engaging content is often rewarded with increased visibility.
Increases follower retention and return visits: Providing consistent value encourages followers to return for more.
Cons:
May not directly drive sales: The focus is on engagement rather than direct conversions.
Humor must align with brand voice: Misjudged humor can damage your brand image.
It can seem inauthentic if forced: Inspiration should feel genuine, not manufactured.
Requires creativity and cultural awareness: Staying relevant requires understanding current trends and cultural sensitivities.
Trends change quickly, requiring adaptability: Constant monitoring and adaptation are crucial to staying ahead of the curve.
Examples of Successful Implementation:
@duolingo: Known for its humorous content featuring its owl mascot, Duolingo effectively uses humor to engage its audience and make language learning fun.
@nike: Nike inspires its followers with stories of athletes overcoming challenges and achieving their goals.
@zendesk: Zendesk uses relatable humor to connect with its audience and humanize its customer service brand.
@calm: Calm creates a peaceful and mindful online experience through its serene and inspiring content.
Tips for Implementing Entertainment and Inspirational Content:
Know your audience's sense of humor and pain points: Tailor your content to what resonates with your target demographic.
Stay culturally relevant but authentic to your brand: Participate in trends in a way that aligns with your brand identity.
Use high-quality visuals that stand out in feeds: Invest in visually appealing content that captures attention.
Participate in trends but add your unique brand twist: Put your spin on trends to stand out from the crowd.
Test different entertainment styles to see what resonates: Experiment with various approaches to find what works best for your audience.
When and Why to Use This Approach:
This content pillar is valuable for any brand looking to build a strong community and foster positive brand associations. It's particularly effective for brands targeting younger demographics and those in industries where emotional connection is key, such as lifestyle, fitness, and entertainment. By consistently delivering entertaining and inspirational content, you can create a loyal following that actively engages with your brand and shares your message. This approach contributes significantly to long-term growth and brand affinity, securing its position as a cornerstone of Instagram content.
Instagram Content Pillars Comparison
Educational Content
Implementation Complexity: Medium (requires research and expertise)
Resource Requirements: High (time-consuming, needs specialized knowledge)
Expected Outcomes: Builds credibility, drives high engagement, shareable
Ideal Use Cases: Teaching, explaining concepts, sharing industry insights
Key Advantages: Positions brand as an expert, easily repurposed, provides long-term value
Behind-the-Scenes Content
Implementation Complexity: Low to Medium (authentic, less polished)
Resource Requirements: Medium (requires consistent access to processes)
Expected Outcomes: Builds authenticity and emotional connection
Ideal Use Cases: Humanizing the brand, showcasing team culture, and workflows
Key Advantages: Creates transparency, relatability, and offers unique perspectives
User-Generated Content (UGC)
Implementation Complexity: Low (content created by users)
Resource Requirements: Low to Medium (managing permissions and curation)
Expected Outcomes: Provides social proof, strengthens community
Ideal Use Cases: Highlighting customer experiences, testimonials
Key Advantages: Highly authentic, reduces content workload, boosts engagement
Promotional Content
Implementation Complexity: Medium (requires creative balance)
Resource Requirements: Medium (needs high-quality visuals and strategy)
Expected Outcomes: Drives sales and conversions
Ideal Use Cases: Product launches, special offers, feature showcases
Key Advantages: Directly impacts revenue, creates urgency
Personal/Brand Story Content
Implementation Complexity: Medium to High (needs strong storytelling)
Resource Requirements: Medium (storytelling, visuals, consistent messaging)
Expected Outcomes: Deepens emotional connection, fosters brand loyalty
Ideal Use Cases: Sharing brand mission, values, origin stories
Key Advantages: Differentiates brand, strengthens customer loyalty
Entertainment & Inspirational Content
Implementation Complexity: Medium (requires creativity and trend awareness)
Resource Requirements: Medium (needs fresh ideas and timely execution)
Expected Outcomes: High engagement and shareability
Ideal Use Cases: Motivational posts, humor, uplifting content
Key Advantages: Builds positive brand associations, retains followers
Ready to Rock Your Instagram in 2025?
Building a thriving Instagram following isn't about luck; it's about strategy. By structuring your content around these six Instagram content pillars—Educational, Behind-the-Scenes, User-Generated Content (UGC), Promotional, Personal/Brand Story, and Entertainment/Inspirational—you'll create a consistent, engaging experience that attracts and retains followers. Remember, consistency is key. Regularly create content within each pillar to maintain balance and cater to your audience's diverse needs. Mastering these Instagram content pillars is crucial for organic growth, allowing you to connect with your audience on multiple levels, build a strong brand identity, and ultimately achieve your marketing goals. To dive deeper into building a robust content strategy and maximizing your Instagram identity, check out this comprehensive guide on content pillar strategy from Henri Den.
Don't be afraid to experiment and see what resonates best with your audience. Track your progress and iterate on what works. This data-driven approach will help you refine your Instagram content pillars and optimize your content strategy over time. Implementing these pillars effectively contributes not only to increased engagement and follower growth but also to building a loyal community around your brand.
Ready to streamline your Instagram strategy and amplify your reach? Gainsty offers AI-powered tools and expert guidance to help you establish, optimize, and manage your Instagram content pillars efficiently, boosting your organic growth potential. Start leveraging the power of Instagram content pillars today to elevate your brand and connect with your audience in meaningful ways.
