Building a Brand on Instagram – Your Intro to the Basics!

Building a brand on instagram header image - gold binder clips on pink dish

So you’re building a brand on Instagram. ‍♀️You’ve come to the right place!

Whether you’re looking to start a fresh new brand on Instagram or tighten up your existing branding, you’ve probably figured out by now that there’s a lot more that goes into a successful brand beyond pretty visuals.

In fact, some of the most important elements of a brand strategy on Instagram are never actually seen on your page!

Naturally, it can be hard to understand those behind-the-scenes details… especially if you aren’t a branding expert. ‍

So who better to give some prize insights on the process of building an brand Instagram account than a professional brand + communication strategist?

Meet Karina Martinez, Founder + CEO of Avana Creative

Karina Martinez, CEO of avana creative gives a q&a to tailwind on building a brand on instagram

Karina is the CEO and founder of agency avana creative, and the CEO + Co-Founder of Salud Brands Co.

She’s an amazing brand strategist and PR maven based out of Long Beach. Working primarily in the food and beverage brand space, she’s helmed the development and launch of some of the hottest emerging brands and restaurants in Southern California!

We have a feeling you’ll be mesmerized by Karina’s passion and wit as she breaks down how to go about building a brand on Instagram that sticks.

Let’s dive in! ‍♀️

Why Building an Instagram Brand Matters

Let’s be honest, you’ve probably got a million things on your plate already. Do you really have to add building an Instagram brand to the list?


As we mentioned before, branding isn’t just about nice visuals on your feed. It’s so much more than that – in fact, it’s everything!

“Branding is the foundation and soul of every business and is oftentimes what makes or breaks the best products or services.”

Truth is, the market is oversaturated with products and goods and the ONE main thing that makes you different from your competitor is not your sourcing, your taste or your price point. It’s you.

Karina Martinez

Why, though? In consumer culture theory, the belief is that people buy one brand over another because it speaks strongly to how they view themselves as a person (identity) or who they ultimately want to be (aspiration).

Basically, your followers’ reaction to your brand comes down to a pretty emotional response based on their own self-perception.

That’s why adding in the personal elements of branding over just providing facts about who you are or what you do is so effective!

“This is where in business, its okay to be personal. That’s what people want!

Talk about the why, the how, the who, and the what. This is is what makes you differentiable… and the difference between your product being bought or put back on the shelf.”

Almost everything is replicable except for your story and your brand, so why not use that to your advantage?

What You Need Before You Begin Instagram Branding

Before you dive full-speed ahead into building your Instagram brand package, there’s an important detail to clear up:

Branding does not equal graphic design or logos. While those are brand extensions, they are not your brand.

Instagram is a visual platform, so naturally, many accounts spend a lot of time creating perfect visuals, selecting filters, color palettes and designing snazzy highlight cover icons right away.

However, if you skip all the research and homework beforehand, you expose yourself to leaving gaps and inconsistencies in your story-telling, posts and comment section interactions which can leave a bad taste in your followers’ mouths.

So work through this checklist in order to make sure you’re hitting all the right notes with your Instagram brand!

Your Brand Origin Story

What is your story in relation to this business or brand? Is it a recipe that’s been handed down, a problem you’re determined to solve, a gap you’ve noticed after being in certain industry – or is it all a mere accident?

Craft that story, and know it like the back of your hand!

Catan Pisco frequently revisits their origin story and businesses practices in social media posts - letting their followers in behind the scenes to learn more as they build a brand on instagram

By knowing that story and honing in, you can make better decisions on everything you do! Think about the last time you were in a store or on a companies’ website: what were the things that spoke to you the most?

Chances are products and brands with bold labels, easy-to-read descriptions that tell you what they are and the problem they are solving.

Your Target Audience

Who exactly are you targeting? Don’t say everyone unless you’re selling water or air! And even with water, a lot of people have strong preferences between type of water and brands like Aquafina, Dasani, etc.

Is it young women, older men, gender-neutral millennials, working moms?

Make a habit to always be learning from your followers and audience insights. Start leaning content towards the type of people who consistently are attracted to your profile and following you!

Don’t just check your insights once – you should always be keeping tabs on these stats to look for opportunities and trends that could affect branding decisions.

A Strategy For Telling Your Story Through Your Instagram Brand

“This might be where you start to play with design and concepts. For example, if you sell a product or have a blog that helps with the struggles of being a new mom, then your target audience is first-time moms most likely in the 25-35 range.

Your color palette will probably lean on the lighter side, your logo would appear feminine, and your page will probably be very community-orientated because moms lean on each other so much!

Your Existing Competitors

It’s important to do your research and understand who your competitors are, what they offer, what people like about them and what they may not like.

However, don’t overthink this part too much!

I think people get too caught up in trying to be different from the competition instead of being themselves, and sticking to who they are!

No matter what kind of business you are in, there is always going to be someone who is really similar to you. It’s the plain truth. But your customers love you for you so use that to your advantage.

For example, Bud Light and Coors are really similar! They have similar demographics and price points! But they never try to be someone outside of their brand.

Know your competitors and what exists in your market, but don’t let these details change fundamental things about your identity or how you choose to communicate it authentically! ✨

Branding Strategy in Action!

Want to see how all this legwork comes together for avana creative? Here’s a peek at their branding case study with a Drinking Buddy!

Drinking Buddy is a prelaunch brand introducing Japanese snacks that pair with both adult and soft beverages to the United States.

Founder Frank came to avana with hopes to rebrand his company to match his culturally modern inspiration and appeal to the demographic of craft beverage enthusiasts. By rebuilding the brand’s foundation, fine tuning the narrative and designing a strong message, avana created a unique, intimate brand that is fun, inclusive and a bold flavor experience.

avana creative case study building an instagram brand with drinking buddy offical brand

How to Build a Brand on Instagram: 8 Essential Tips

We begged Karina to share her wisdom with us on building a brand on Instagram that succeeds. She had so many pearls of wisdom to share – keep reading to learn them all!

Tip 1: Remember Your Story, and Never Stop Telling It

The fact is, people get inspiration from or buy from people. Especially in an age where everyone wants to know who built it, where it comes from, who owns it and who has it!

If your message doesn’t come across, and your story doesn’t get noticed then you are going to lose your audience to someone who’s done it right.

The unfortunate truth is that it’s not always the best quality products or the tastiest that do well – it’s the ones that are able to bring you into their lifestyle and gain buy-in to their story that do well. 

Whether you’re the biggest brand in the world or a start-up with a single customer, at some point you told a story that made that first person buy it.

Maybe you started at a farmer’s market or going door to door! What were you telling your customers that made them purchase it?

I think the biggest mistake is that people cut corners and forget that branding and business is personal. No matter the size of your brand now, you can never forget where you came from! 

Now look at your website and/ or social media platform – does that origin story resonate? Is there a clever way to work elements of it into your Instagram bio or imagery?

Tip 2: Communicate Your Brand Purpose Across All Your Channels

Think of your social media (and all of your online channels!) as digital real estate. This is a place where you’re online friends come to visit, hang out, and stay as long as they’d like!

No matter which property your friends are at (blog, website, Instagram, etc.) they should feel like they’re in your home.

However, each channel may attract a different demographic among your friends (i.e. friend groups). It’s important to tailor your messaging to those demographics while still remaining true to your brand purpose.

What you say on your Instagram matters, and it has to match all of your other marketing collateral in a way that is still on brand but caters to your demographic. 

For example, if you’re a sustainable company and that’s reflected in your mission statement, then make sure to include sustainability themes and practices in your Instagram posts and practices, too!

Your brand is a living breathing thing with its own morals and history, and just like people, it has values. So stick to them!

Stay laser-focused on what you’ve developed and people will pay attention Never waiver, and honesty and wholesomeness will triumph

Tip 3: Always Plan Ahead, Don’t Just Post!

It’s important to stay relevant and be top of mind to build brand awareness, which is why you should post regularly on social media.

Of course, there is always content you can put up on a whim (like Instagram Stories!) but for the most part, your Instagram posts should be planned in advance and integrate with key launches, holidays, announcements and current trends.

Planning also gives you plenty of time to create content!

Start by taking a calendar and mapping out 90 days. Plug in major national holidays, and then start plugging in more niche and relevant holidays, like Earth Day if you’re a sustainable brand or National Chocolate Day if you’re a dessert fanatic!

An Instagram publishing tool like Tailwind can help you plan and schedule posts months in advance.

Plus, you can easily search the best hashtags to get more eyes on your posts. Hello, brand awareness! Get a [sc name=’free-trial-of-tailwind-for-instagram’] – no credit card required!

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Tip 4: Create Your Content with An Eye For Quality

Working off of 90-day editorial calendars gives you plenty of time to plan your attack and even batch product photos!

You might want to think about working with a photographer and planning several shoots to get the content you need.

Or brush up on your professional phone photography skills!

“Not every photo is going to be hi-res with in-depth detail, but your Instagram pictures should always look nice and clean.

Don’t post blurry, low-quality photos to your Instagram feed and always CLEAN YOUR SURFACES!”

Tip 5: “Pull Out the Weeds” When Building a Brand on Instagram

Think of your Instagram profile like a garden. Just like gardening, it’s okay to pull out the weeds! As you experiment with content creation, see what works and pull what doesn’t.

Don’t be afraid to make a mistake or try something new, but don’t keep repeating something that doesn’t work.”

Tip 6: Interact with Your Followers

Invite your followers to share things, tag you in posts, and share their content with you.

For example, avana creative client Drinking Buddy frequently reposts user-generated content from snacks and sweet makers.

Not only do they credit the Instagram user, they take the opportunity to educate their followers on what it is and how it’s made!

Create a branded hashtag so people can join in on the fun or do giveaways!

“Interaction helps build and online community of loyal followers and even perspective customers!

It’s important to interact with them on a regular basis, especially since instagram is so reciprocal!”

On that note, you always want to be relatable and transparent.

People are following you because they care about your brand and want to know what’s going so there’s no need to hide struggles, setbacks or hiding things.

Trust is everything in branding and once you lose that trust you’ve lost that customer, reader or follower.

Tip 7: Listen to Your Consumers and Ask For Feedback!

Your biggest inspiration should be your customers, prospective customers, and Instagram users that are following you.

Reach out to them, give them free products and/or discounts in exchange for their feedback. Try a quick survey! Ask them to be honest and transparent in what they like or don’t like.

Let them lead the way because without them, who do you sell to? Your customer is your boss! They tell you what to do and the direction that you should go. Don’t ignore it! 

Being adaptable is so important. Nothing feels worse than being a small business owner (after you’ve put your time money and soul into a project!) to hear your customers wish something was different – or worse, that they don’t like it!

But your audience isn’t trying to hurt your feelings, they are trying to help! The best brands survive when they listen and adapt.

Tip 8: Don’t Put All Your Eggs in the
Instagram Basket

Instagram marketing is not the ONLY avenue of marketing, it is one avenue of marketing strategy.

Focusing all your attention solely on Instagram forever may limit your brand.

The best social media brands have also invested in great branding, a strong website and use Instagram as an extension of their brand. The sky is the limit- always keep an eye on growth opportunities.

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Pinterest image - Instagram ( or work on rebranding your Instagram account?) Check out these must-know tips from Karina Martinez at Avana Creative! #brandbuilding #brandingtips

How to Edit Instagram Post After Posting: Caption, Location, Photo

So, it happened. You posted to your Instagram, only to see a mistake in your caption, location, tags or in the photo itself!

Now you’re wondering how to edit an Instagram post after posting – and you’ve come to the right place.

Whether you’re correct a spelling error or add a missed photo to a carousel post, we’re covering all the major mistake-prone spots, including captions, locations, tags, and photos.

In this article, you’ll learn how to edit each of these four categories with step-by-step instructions.

Don’t worry; you can fix your Instagram mistakes faster than you can say, “No one saw that!”

Let’s get to it! ✏️

How Do You Edit The Caption, Location, Tags On An Instagram Post?

First things first. If you’ve messed up your location or tags or need to know how to edit your Instagram caption, here’s the way to fix them:

how to edit your instagram caption - tap the three dots on the right
Tap the three dots at the top right.
how to edit your Instagram caption - select edit from the drop down menu
Find Edit on the menu.
how to edit instagram photos - Edit your post info such as location, tags, alt text and caption. Click done when you're finished!
Edit your caption, tags, Alt Text or location by tapping each.
  • Find the Instagram photo you want to edit
  • Tap the three dots at the top right of the photo
  • Tap Edit on the drop-down menu that appears
  • Press the detail you want to edit. You can make changes to:
    • Instagram photo tags (bottom left)
    • Instagram Alt Text (bottom right)
    • Location (Top Left)
    • Caption
  • When you’re finished, press Done (iOS) or the checkmark (Android).

But wait! There are a few things to keep in mind when you’re editing your caption, especially if you’re trying to fix formatting or line breaks!

If you’ve posted your caption and it’s one wall of text, you can add spaces to your caption by hitting the return key after each paragraph.

Just make sure you remove any hidden spaces after the punctuation at the end of your sentences, or Instagram will ignore your line break!

You may even have to remove an emoji (at the end of your sentence) in order to get it to work.

Sound annoying? It is. There’s good news though!

You can avoid formatting issues entirely by using the caption tool in Tailwind for Instagram! Our formatting tool allows you to add a clever caption and select your favorite emojis with ease from the Emoji Picker keyboard.

It also automatically removes the pesky space that appears after emoji on your smartphone keyboard.

Not only that, but our caption tool also preserves your line breaks!

Well, unless you hit the Space key after the end of your line! ⛔️

Want to try it for yourself? Snag a free trial of Tailwind for Instagram today – no credit card required!

Can You Edit A Picture On Instagram After Posting It?

You may be searching the web, desperately trying to find out how to edit Instagram photos after posting.

Here’s the bad news – you can’t. Unfortunately, you have one shot to add the right filter, crop or adjust your photo before it goes live. Instagram doesn’t currently support any features to edit your Instagram photos after you post.

If you’ve messed up your favorite photo before sending it to your feed, your best bet is to delete and re-upload.

Make sure to copy and paste your caption before you do this, so you don’t lose all your hard work – and hashtags!

I’m sorry we don’t have better news here. To cut down on room for error, make sure to edit your Instagram photos thoroughly before posting.

Can You Add A Photo To An Existing Post?

So, can you add photos to an Instagram post after you’ve posted it? No, you can’t. Unfortunately, this capability isn’t available on Instagram OR in Facebook Creator Studio yet (although it’s certainly been requested!)

Missed out on adding a key photo or video to your latest carousel post?

You’ll want to delete or archive the post as quickly as possible and re-upload the correct series.

Pay close attention to each frame and swipe through a few times to double-check before you post!

This will help you keep track and catch mistakes before they go live.

Plan, Schedule, Publish Your Posts In One Place!

In fact, one of the best ways to combat pesky mistakes on Instagram posts before they cost you time and energy is planning and scheduling your content in advance!

That’s where our all-in-one tool comes in!

Tailwind’s Instagram publishing tool allows you to tag your images, set your location and format your caption perfectly the first time around. ‍

Plus, you can crop your photos and check how they’ll look in your feed with our 9-Grid preview tool!

If you want to create the perfect post – from locations, hashtags and everything in between, sign up for a free trial of Tailwind for Instagram now.

You’ll have access to all our pro features for 30 posts – and the best part is, no credit card is required! What are you waiting for? Test it out for yourself!

How to Add Spaces in Your Instagram Caption & Bio

Have you ever written a fantastic long-form caption that’s sure to wow your followers on Instagram, only to find it’s a jumbled mess of unreadable text, hashtags, and emojis after publishing? ☹️

We’ve been there, and it’s frustrating.

Long captions (even with the potential to inspire and motivate) are difficult to read without spaces.

Truth is, most of your followers will give up before they begin! ‍♀️When that happens, engagement tanks and your follower growth slows.

Well, kiss your caption concerns good-bye!

We’re going to teach you how to make spaces in your Instagram captions SO effortlessly that this issue won’t even be on your radar anymore.

You’ll be able to write easily readable captions in no time.

You could even write full microblogs as Jenn Herman does in the example on the right.

The best part is, you won’t have to worry that your followers can’t make heads or tails of your content.

First, we’ll go over some common workarounds that users have found to add line breaks to an Instagram caption.

Then, we’ll show you the effortless way to add spaces that beats all of these spacing fixes!

Ready? Let’s go for it!

Best Practices for Using Spaces and Line Breaks in Instagram Captions & Bios

No matter which of the four methods you use, these are some common best practices for using spaces in Instagram captions that you should know. For line break and spacing success:

  • Do: Break the habit of hitting the space bar after the end of a sentence. Extra spaces will cancel out even your best formatting efforts!
  • Do: Include emojis at the beginning or end of an important line. Breaking up your thoughts mid-sentence with emojis is distracting!
  • Don’t: Add emoji right from your phone keyboard. This creates an automatic space after the emoji and a whole lot of headaches!

4 Methods for Adding Blank Spaces

Method 1: Write Your Instagram Caption Out in Your Notes App First

As you may have already realized, it isn’t possible to include a line break on the Instagram app itself.

Even if you press Enter while typing your caption on Instagram, any formatting will disappear once you hit “Post!”

You also can’t go back into your caption and make formatting changes – they won’t appear.

That’s why one of the first fixes for adding line breaks is to draft your caption in Notes.

To do this, open your Notes app (or a similar app – your email drafts will also work!)

Then, type out your full Instagram caption, or even your Instagram bio with space included.  

Here’s an example of how to put space in an Instagram caption with Notes!

Once your caption is complete, select the text, copy and paste into the caption field on your Instagram post.

You can do this either in the app or in your Instagram scheduling tool!

how to add spaces to instagram caption with Notes app

Okay… this is where it gets tricky.

For the formatting to work on Instagram, you’ll need to remove any spaces after the period that ends the last sentence before the line break.

We habitually hit that space bar after a period.

But adding a space after your punctuation will guarantee your line break formatting won’t work.

We had to try a few times ourselves to get it right!

How to Put Spaces in Your Instagram Bio

Oh, and did we mention you can also add spaces in your Instagram bio?

The same trick will work in this section, too! 

To recap, you can add blank spaces to your Instagram caption using the Notes app with these 3 steps:

  1. Type your Instagram caption into the Notes app with spaces included.
  2. Select then Copy & paste your caption into the caption field of your Instagram post.
  3. Remove any spaces after the period that ends the last sentence before the line break.

Method 2: Use a Line Break Generator App 

Instagram Text Spacer apps are another common workaround for adding space in captions.

There are several browser versions available, like Hashtagie and Apps4Life.

how to create line breaks and spaces on Instagram

You can also download apps like Insta-Space on iPhone and Android to draft your captions with spaces before posting to Instagram.

To use a line break generator app:

  1. Type your Instagram caption directly into the app, or copy and paste from Notes.
  2. Once you’re done adding your line breaks, copy the text from the app.
  3. Open Instagram or your Instagram scheduler, and paste the edited text into your caption.

This workaround is useful if a little clumsy.

You’ll have to juggle a few browsers or apps at once on your phone to get your nicely spaced caption ready for Instagram!

Method 3: Hide Your Hashtags With Periods

You may not be as concerned with spacing out long captions as you are with hiding your hashtags!

Although hashtags are useful for pushing your Instagram posts or videos to relevant search streams where more users can see your posts, they make captions look cluttered. 

One common workaround is to push hashtags under the visible part of the caption!

You can do this by including period “spaces” between the end of the caption and your hashtags.

This hides your hashtags under the “See More” button so that users will have to click in order to see the full caption (and your hashtags).

The downside of this workaround is that periods or other symbols make visible line breaks.

Formatting them can also be tricky because if you include a space after any of the periods, Instagram’s zero-space formatting will remove the line break.

How do I hide my hashtags on Instagram?

To hide your hashtags, type your Instagram caption in the app.

Then, hit return, add a period, and hit return again. Remember, don’t hit the spacebar, or the formatting won’t work!

Keep adding as many periods as you like to reach your desired length, and then add in your hashtags. #️⃣

However, there’s an all-in-one tool available that includes all your emojis, hashtags and line breaks in your Instagram caption draft without losing your formatting!

Plus, you can banish ugly hashtags in your captions forever by automatically hiding them in the first comment!

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Method 4: Use Tailwind to Automatically Include Line Breaks In Your Caption

If beautiful, long captions full of line breaks and emojis are a must for your Instagram feed aesthetic, then Tailwinds Post Caption editor is a must! 

With this tool, you don’t need to worry about style or length. You also don’t need to remember not to hit the spacebar while penning your masterpiece.

Gone are your days of switching between apps or dedicating time out of your day to struggle with Instagram caption formatting.

With Tailwind’s Instagram Planner, you can upload your picture, craft your caption, find your hashtags, and schedule your post automatically all in one place! Plus, it only takes a matter of minutes!

To include line breaks in your Instagram caption with Tailwind, do this:

  • Upload your post photo to your Tailwind Drafts.
  • Begin writing your caption, including line breaks and spaces after your sentences. 
  • Spice up your caption with Emojis (you can select them quickly with our Emoji Picker.)
  • Add in a few line breaks after your caption to separate your hashtags from the text. (Or if you want hashtags to automatically push to your first comment, select “Post hashtags in first comment”)
  • Search for the best hashtags with our Hashtag Tool, and drop up to 30 into your caption.
Gif of Tailwind for Instagram hashtag finder
  • Click “Add to Queue” to push your post to our Smart Schedule tool – this finds the very best time to publish your post based on peak times when your followers are online!

Incredible, right? With our Caption editor, you’ll never have to worry over line breaks in your Instagram captions again!

You’ll save all that time you would have spent switching between apps, drafts, and tools. This creates free time to focus on big Instagram goals, like building your Instagram marketing strategy or growing your followers!

Speaking of Instagram marketing strategies, we can help with that! Check out our free hour-long “Instagram 101” webinar led by social media expert Rebekah Radice.

This incredible webinar is jam-packed with tips, tricks, and actionable steps to build a content strategy, optimize your Instagram, and unlock astonishing engagement with your followers. You won’t want to miss it!

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How to Create an Instagram Strategy (That Really Works!)


The competition for attention on Instagram is fierce.

From Instagram posts to Live video, Stories, and IGTV… audience attention is more fractured than viewer opinions after watching the final episode of Game of Thrones.

That’s where a solid Instagram strategy comes in! Creating an Instagram strategy will streamline and maximize your marketing efforts.

More than that, it creates a cohesive plan that will help you drive awareness, increase engagement, and build powerful relationships.

But knowing where to begin is sometimes easier said than done. That’s why we invited Instagram Expert, Jenn Herman and Social Media Examiner’s Instagram Manager, Jeff Sieh to our latest Tailwind Live Show to dish on the topic.

Together, we shared how to navigate the ever-changing Instagram world by creating your own mind-blowing Instagram strategy!

Listen in and read an excerpt from our conversation below.

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1. How to Create Your Instagram Strategy

Q: Setting up a successful Instagram business account is a mix of art and science. How can you create an Instagram presence that makes your audience clamor to follow and engage?

Jenn Herman:

There are  a couple of things that you have to do before you even look at your Instagram profile. One of the first things is to know your why. Why are you using Instagram? Why are you there, what’s your end goal?

  • Is it brand awareness?
  • Is it sales?
  • Is it engagement?

You need to know your end goal for using Instagram, why your audience is on Instagram, and how that ties into your end goal.

For example, if your end goal is brand awareness and you’re not trying to push sales, you’re going to have a different strategy than someone who’s trying to boost revenue by 20% by the end of the year.

Then knowing why your audience is there will also shift your use. Let’s say your audience is 25 year old women who are fresh out of college, starting new careers and they want to look luxurious but don’t have the income to support luxury brand purchases.

Your strategy will differ significantly from the 45 year old business woman executive who’s got kids and a family and a totally different income level.

Pssst… how about the best of both worlds? Beth Djalali of Style At a Certain Age shows women how to enjoy their retirement years with style…and we’re living for her fierce looks!

The point is, every post in your strategy has to serve that ultimate end goal in some way. When you can speak directly to your audience, sharing with them why they should follow, you grab attention even before they look at your content.

2. Designing Your Perfect Instagram Theme

Q; Instagram is pretty: how can you create a seamless feed with a theme that screams YOU?

This is easier for a personal brand. If you are your brand, it’s easier to develop that branding because you just do what works for you.

You talk the way you talk, you write the way you write, you edit photos the way that you like them, you wear what you wear. Problem solved.

You see that in someone like my friend, Amanda Robinson, The Digital Gal and her branded use of pink.

But for a bigger brand or for a team of people it can be a little bit harder because you’re like, “Okay, well, I’m creating content on behalf of Rebekah, but I’m not Rebekah and I don’t talk the way she talks. So how do I create content that reflects her brand?”

It can be a little bit harder as you get bigger.

To get started:

Define your voice. Do you use certain slang words or do you have catch words or catch phrases like … I use the word “amazing” like a bad drinking game.

I will say amazing probably 30 times at least in this show. So if you throw amazing in every one of my captions, it immediately sounds like me.

Write like you talk and you’ll never need to question whether your feed screams you.

Define your style. As humans, we want to see the aesthetic and the style of the people we’re following.

We’re inquisitive by nature and our Instagram theme gives anyone an instant sneak peek into who we are, what we like, and how we view the world.

Pick your colors, fonts, overlays, and more based on your branding, personality, and individual outlook on your industry or niche.

3. Formatting Instagram Captions

Q: Are there ways to format your captions to draw the attention of potential followers and keep your audience interested and coming back for more?

Jenn Herman:

There is no one-size-fits-all. Test out a variety of layouts and lengths.

For me, I had to condition my audience over time. I now use Instagram as a microblog with really long captions.

But, when I first started writing longer posts, it wasn’t working because people were looking for short form content.

So, you have to give your audience time to adapt to your changes. Give it a month to test. If you’re still not getting a ton of engagement, make a change. That’s okay to do.

Next Steps…

Still not sure where to get started with your Instagram strategy?

Listen in to the replay of our Facebook Live and learn how to:

  • Share the perfect content for your audience
  • Choose the hashtags that will make (not break) your Instagram engagement
  • Use Instagram Stories to boost your reach, and so much more!

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Creating a solid Instagram strategy has never been easier! We dig into what you need to plan, know and do to create s strategy that works in a Facebook Live interview with Jen Hermann and Jeff Sieh, two brilliant Instagrammers! #instagrammarketing #instagrammarketingtips #instagramstrategy

How to Create, Post and Easily Schedule Videos to Instagram [Strategy + Template]


Do you struggle to create engaging Instagram videos? Wonder how to easily post and schedule that content for maximum exposure?

If so, you’re not alone. In a recent Tailwind customer survey, we found that knowing what to post and how to easily share it to Instagram is a top challenge.

And while it may feel overwhelming, Instagram isn’t a platform you can afford to ignore. With over 400 million active users consuming video content before making a purchase decision, Instagram is where your business needs to be.

Yet, knowing how to create, post, and schedule videos to Instagram is easier said than done. Not only is it tough to know what type of video to share, but when, and how often to post your Instagram videos.

To get you started, we’ve put together a step-by-step video strategy. Plus, we’ve included a template you can plug right into your video process.

Ready to dive in? Read on to learn the exact steps to creating awe-inspiring Instagram videos that build buzz around your brand!

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Download the Instagram Video Content Template Now!

STEP 1: Know Your Instagram Audience Needs

Within this first step, you’ll learn how to plan and create better content by learning what your audience is already responding to.

If you’ve ever wondered what type of video content will inspire your Instagram audience, we’ll solve that right here and now.

You’ll begin with research, getting a better understanding into what type of video your audience is interacting with.

Because as you know, each social platform is different. Facebook may respond well to educational videos, but that doesn’t mean your Instagram audience will as well.

To begin, you’re going to get to know your audience inside and out. Learn what motivates and drives them, encourages interaction, and causes them to take action.

To do that, take the time to get to know their NEEDS:

  • Naturally Motivates: What naturally motivates and inspires them?
  • Energizes: What energizes and encourages them?
  • Excites: What gets them excited, talking, and sharing with others?
  • Desire: What do they deeply desire to know, do, and learn?
  • Story: How does your brand story resonate and remain relevant?

Once you gain clarity, you can begin to craft video content around those topics. Instead of shooting one-off videos, you’ll speak to the exact needs of your audience while tying it to your business goals.

And as you provide specific solutions for your audience, you’ll start to win the conversation around your product, service, and business. Take Taco Bell as an example.

Certainly they’re not the only restaurant offering tacos. And yet, they were the only brand to start a petition for a taco emoji.

Because yes, believe it or not, there was a day when we existed without a taco emoji.

But think about that opportunity. Another brand could’ve easily taken it and run with it, stealing Taco Bell’s thunder… but they didn’t.

Not only was Taco Bell listening to their audience, but disrupting the market, and becoming a catalyst for change at the same time.

To learn the answers to the questions above (your audience NEEDS), let’s dive into two research options, plus a BONUS way to get answers fast.

Then I’ll share how you’ll put this data to good use.

Option 1:

Your first (and most manual) option is Instagram Insights. As a business account, you have access to valuable data.

To get there, head to your profile and click on the “burger menu” or 3 dots to the right of your profile name. Click on “insights – Content – See All.”


Instagram will auto-sort your content by engagement from highest (best) to lowest performers (worst).

Scroll through each post and look at 3 key areas: type of media (post vs. video), topic (business vs. entertaining), and topic (promotional vs. educational).

What you want to learn is what that top type and topic is.

  • What’s the flow of content, the message, and the voice?
  • Is there an outlier or a theme within your top performing posts?

Once you find that common thread, you can translate those posts into additional pieces of video content.

For example, you’re a pet supply store and wrote a post about your new puppy potty pads along with a brand image.

Ok… so this isn’t a potty pad, but it is a really cute dog doing Yoga.

Nevertheless, the idea here is to put a new spin on that topic with video. Focus on the benefit, the solution, and the transformation in your video.

As a dog owner, I can say without a doubt that your video showing me how quickly I can stop my dog from wetting in the house would equal an INSTANT purchase.

You see, what you’re working towards is a hypothesis around their particular needs. Instead of going with your gut or worse yet… guessing at what they want, you’re looking to data to tell the story.

Option 2:

Your alternative to manually sorting through that data is to head over to Tailwind. Inside you’ll find, “Post Inspector” where you can analyze the performance of every Instagram post (yes, since the beginning of time!)

Instead of scrolling through an endless feed of content, Tailwind has done the heavy lifting for you. Here you’ll see a breakdown of your top performing posts based on like and comments.

Run through the same process you did above to get to the bottom of your top performing posts.

BONUS: As you do this, you can automatically reschedule content that’s proven to engage your audience.

Oh wait, you thought you could only post something as a once-and-done to Instagram? No way! Recycle your top performing content to capture the attention of a whole new audience.

Alright, so now that you know what your top performing content is, what competitor content is resonating with our audience, and how it specifically solves your audience NEEDS, it’s time to get clear on your content.

STEP 2: Perform an Instagram Video Content Brainstorm

Before you hop behind the camera or begin to create any type of Instagram video, you need to work through content topics.

What will you talk about, what problem will you focus on in each video, and what’s the solution you’ll share?

You also need to get crystal clear on core differentiators. What makes your Instagram audience want to choose you over the competition?

The questions below will help you figure out:

  • Your unique expertise
  • Your core differentiators
  • Your specific solution
  • Your content topics

These questions will help you formulate copy for months of unique Instagram videos. Sound too good to be true?

By the time you’re done, you’ll have topics that attract search engine attention and position you as the expert in your field.

  • What qualifies you as an expert within your industry? List 3-5.
  • What one thing do you do better than anyone else?
  • What are the 3 biggest problems your company solves?
  • What proof do you have that you’re the best?

From here, you’ll take those answers and add them into Frequently Asked Questions from your community.

What are they asking that you can answer in video format? Think about how sharing your exact process would help solve their problem.

To find your FAQ, look to your website, blog, social media, send an email survey, or go to your customer support team and get feedback.

The key here is to take those questions, align them with your audience intent (what are they really dying to know) and then put them into a video format that’s easy to digest.

Plus, when you optimize the headline, you give your content the chance to rank for keywords you want to be known for.

Here’s an example of what that recently looked like for the Tailwind content team.

FAQ: How do I get verified on Instagram?

Blog post and video content: How To Get Verified on Instagram

And here we sit on Page 1, Position 3 for the term, “get verified on Instagram.”

Pretty powerful strategy when you create content designed for your audience intent, right?

STEP 3: Design Your Instagram Video Content Plan

Now that you’ve learned everything you need to know about your audience, the types of content they’re interacting with, and what drives engagement, it’s time to design your video content plan.

Here you’ll take your current learnings and create an Instagram video content plan (something we’ll drop into a calendar in step 6) to keep you consistent and agile.

As you know, your Instagram strategy has to be fluid. Features and media types are constantly changing, so your strategy will need to adjust.

But the one thing that will remain the same is how you want your video content to connect with and make your Instagram audience feel.

With a consistent video Instagram plan, you can gauge that, control it, and iterate upon it as you determine what’s working and what’s not.

It also adds structure and focus to your content as you plan ahead, instead of playing from behind.

If you’re not sure where to get started, below is a simple 3 step video content plan where you’ll identify:

  • The goal of your Instagram video content
  • What type of video content you’ll share
  • A simple way to plan a massive amount of content

Instagram Content Checklist

1. What goals do you want to achieve?

Make sure these roll up into your overarching social media goals. Do you want:

  • Awareness?
  • Traffic?
  • Sales?
  • All of the above?

2. What are the top 5 topics you are or want to be known for?

For example, if you’re a fitness expert, you might focus on:

  1. Nutrition
  2. Health
  3. Workouts
  4. Weight Loss
  5. Apparel

Now you’re going to take those topics and treat them as a guide for daily, weekly, and monthly video content creation.

3. What video content will you share to attract the right audience?

Once you know your goals and the type of content your audience is looking for, it’s time to tie that to the purpose behind your videos.

In order for your audience to find your videos valuable, each one needs to answer one of these questions:

  1. What someone would need to know if they just met you?
  2. What someone would need to know to take next steps with you?
  3. What someone would need to know to hire, work with or do business with you?

Example 1:

If you’re a local coffee shop, use Instagram video to highlight your latest coffee blend, drink special or barista.

We’re voyeurs by nature and want to get a look inside your company, culture, and process.

What makes you tick, what makes you different, why should I care about you vs. Joe’s Coffee down the street?

Example 2:

If you’re a cyclist, use Instagram video to take your audience along on the ride.

Highlight places you’ve been, sights you’ve seen, what life is like from your vantage point.

Because here’s the thing, how you see the world is unique to you.

When you take something as simple as riding a bike and make it relatable and interesting to even those that don’t, you create massive connection on a human level.

And that is a scalable strategy. Not something made up or fabricated around someone else’s likes or needs.

The key to all of this is to use Instagram video to create conversation, momentum, and buzz around your brand by sharing what you know matters most to your audience.

What can you do, say, show that will dramatically improve their life or business?

STEP 4: Create Your Instagram Videos (Editors, Apps, Tools)

How are you feeling at this point? Hopefully it’s energized and enthusiastic about your video content strategy.

You’ve come a long way in a short time and now you’re ready to start creating videos. Choosing the tools you’ll use is an important part of the process.

If you choose apps that are difficult or come with a steep learning curve, you’ll find yourself frustrated, overwhelmed, and eager to quit.

I’ve tested almost every app out there and find the ones below to be the easiest to get up and running with very little effort. Plus, they’ll help you customize and brand your videos in no more than a few steps.

Let’s first talk about the different types of video content you can create.

With Instagram video, you have several choices:

  1. Instagram Live
  2. Instagram Stories
  3. Recorded Video

Depending on which type you choose will determine the tools and apps you want to use.

Life Lapse

From video posts to ads, Life Lapse helps you create compelling stop motion content.

Use it to highlight your team, share a behind-the-scenes moment, spotlight a product or share a visual “how-to.”


Import your own videos or pull from Wave’s 200-million stock video and image library. Combine multiple clips with your own to get the look and story you want.

One of my favorite features is the ability to instantly change the aspect ratio of your video to 30+ popular sizes, optimized for every social platform.


Are you a content creator? With Anchor, you can take that content and transform it into video content.

As a podcaster, it’s an easy way to turn each episode into video posts or Story’s in the click of a button. Plus, it takes the transcription and adds that to your video.


Upload, merge, and edit your videos, including stickers, text, filers, and more. For Instagram, they even include a few additional features:

  • Blur border for photo and video
  • Colored border to make it square ready
  • Move video/photo inside the square


Shoot your video and import it to CutStory where you can add text, music, stickers and more.

CutStory will then cut it up and save in your smartphone’s Camera Roll as fragments of 15 seconds or any other length in chronological order.


Love collages? We do too! And what better way to use them than turning a static image into a dynamic and captivating video?!

Drag and drop your favorite images and videos, choose your collage template, record a voiceover or add music, and share.

STEP 5: Post (And Schedule) Your Instagram Videos

Whew! Look at how much you’ve accomplished in your video content planning?!

This last step is going to make posting and scheduling Instagram videos super simple.

We all know the amount of time it takes to create, post, and engage an audience on Instagram. But what you should see now is that with a:

  • Audience strategy
  • Content strategy
  • Design strategy

Your time spent on Instagram will dramatically decrease!

And with that comes the final way to pull your Instagram video strategy together. This is the one critical element to removing any further barriers between you, your business, and Instagram marketing success.

It’s your posting and scheduling strategy!

Sure, you could do this the old-fashioned, manual way and spend all day on Instagram waiting for the exact right moment to capture audience attention

OR …

You can use Tailwind to show you the best times to post and schedule your content in advance. And the best part? You can batch your content so it fits into your daily, weekly or monthly content workflow.

Here’s how:

  • Go to “Publisher” and click on “Your Schedule” – “Generate New Smart Schedule.”
  • Choose how often you want to post and the time of day you’d like those posts to go out.
  • Voila! You now have a customized schedule to auto post to Instagram. Need to make changes? Don’t worry! You have complete control over the dates and times your content posts to Instagram.
  • Click on Publisher – Drafts – Create New Post to upload your video content.
  • Add your description and hashtags to ensure your post gets seen. Not a pro at using hashtags? Use our Instagram Hashtag Finder to see what’s popular, trending, and active in your industry or niche.
  • Add your location if applicable and click, “Add to Queue.” BOOM! You’ve scheduled Instagram video to auto post to Instagram.

Final Thoughts

It’s not enough to simply post videos to Instagram. If you want to continue increasing the effectiveness of your channel, it’s imperative that you track and measure your performance.

Use Tailwind’s Instagram Analytics and Reporting feature to analyze and measure how your Instagram audience responds to each post. Dive into what’s working and iterate on what’s not.

And one final word on your Instagram video strategy… if all of the above feels like too much to take on at once, that’s ok.

Baby steps will get you where you want to be as long as you consistently take them.

Get out there, start sharing, and most of all, have fun creating, posting, and scheduling videos to Instagram!

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Instagram Video Marketing – Getting Started Guide

person taking video with a selfie stickDid you know that sponsored video on Instagram receives 3x the comments of photo posts? Perhaps it should come as no surprise, then, that top publishers, eager for a share of the action, are increasing their use of Instagram video posts by 90-100% every year.

If your audience is on Instagram and you’re not sharing videos with them today you’re missing a chance to connect with them in a really meaningful way. Some common concerns for those starting out with Instagram video include:

  • Technical requirements – file sizes, ratios, etc. – is this going to be complicated?
  • What kind of video content should I create?
  • Are there any tools that can make this easier or faster?

If any of those thoughts have crossed your mind, you’ve come to the right place! You’ll be an Instagram video pro in no time flat.

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Instagram Video Guidelines

Let’s get the technical out of the way first, shall we? Instagram allows for three different layouts for video: landscape, square, and vertical.

No matter the orientation, these guidelines apply:

  • Files can be up to 100MB in size.
  • Use video format .MP4 or .MOV
  • Keep your video length no more than 60 seconds
  • The maximum frames per second is 30.

Now, if all of this makes you want to drop the idea of Instagram video altogether, stick with us. There are tools out there that make this as simple as creating an image post.

Tools That Make Getting Started with Instagram Video Easier

You can create videos easily with your smartphone. Just point and shoot. But if you want to get them to the right aspect ratio for posting to Instagram, you need a little inspiration, orrrr you just want to make your videos a little more polished, check out some of these great video tools:

Adobe Spark Video – More than just a creator/editor, you can also get some great inspiration from Spark – and it’s easy for beginners to combine video, photos, sound clips, and more. Free plan, upgrades available starting at $9.99/month. iOS only

Filmora – With filters, overlays, transitions, and simple ways to enhance your audio and video, Filmora can make you a video pro! There’s a free trial, and paid plans are $44.99/year or $59.99/lifetime. Works on desktop, iOS and Android.

Wave Video Editor – Some paid plans Includes hundreds of thousands of videos, images, and audio files. Start with a free trial. Paid plans for $8.25/month and up. For desktop.

Tailwind for Instagram – Now that you have your gorgeous video sized right for Instagram – schedule and auto post to Instagram with Tailwind! You can tag locations, use hashtag lists, and have your videos and posts sent out at the best time for engagement. Learn more!

Getting Started with Instagram Video – Ideas for Video Posts

So, you’re set on all the technical stuff – now comes the hard part – figuring out what to create. No worries – with these ideas, you could come up with something fun and engaging to do every day for a month!

Behind-the-Scenes Videos

Instagram is the perfect place for sharing a bit of your real life. Think your work or life is too boring for that? It’s not! People love a peek behind the curtains, and it builds that trust that’s so important. You could show what you’re working on, pan over your workmates collaborating, take a quick walk and share the scenery, or just say good morning!

Unboxings and Product Reveals

You know who enjoys the thrill of opening a package? Just about everyone! Share the fun with your audience, even if the product isn’t mind-blowingly exciting. Few things are as satisfying as tearing into some packing tape, unrolling the bubble wrap, and trying out the new arrival. Let your followers join in!

User-Generated Video

User-generated content (UGC) is a fancy way to refer to content that others make about you, your product, business, or service. It’s usually fairly casual and voluntary – as in, you didn’t ask them to make a video of themselves saying nice things about your products or business. If people are making videos about you, contact them to ask for permission to reshare it and then, share! Make sure you tag them in your caption.

If no one is making video about you YET, why not ask? If people know that they may be featured on your page, they may be more likely to make a video for you. Just ask them to include a branded hashtag so you can easily spot them.

Video Takeovers

Do you have industry peers and pals who might want to speak to your audience? Have them record and send a video that you can publish for your fans. It could be as simple as a video of them sharing a quick tip your audience would appreciate.

Product Usage Videos

Is there an app, program, tool, or process that makes your day run more smoothly, or just puts a smile on your face? Share the way you use it with your followers. It may make them smile, too!

Customer Testimonial Videos

If you can get someone to say something great about you on video, by all means, use it! You can set them up for success by asking them to describe just one aspect of your product or service that they especially like – or get them to say how they would tell a friend about you. They can either record the video and send to you for posting or you can record it with them, which may help put them at ease.


Instagram video is a fantastic way to create and deepen an emotional connection with your fans and customers. Getting started doesn’t have to be hard – there are many tools that can help with Instagram planning, video creation, editing, and publishing – and the ideas for fun, engaging videos are endless. Which one will you try first?

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Instagram video guide