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Beginner’s Guide to Instagram Content & Marketing
What is Instagram marketing, and why should beginners care?
Instagram and marketing are no longer a casual fling. In 2025, they’re a full-blown power couple. With over 2 billion monthly users and an algorithm sharper than ever, Instagram has become the frontline for brand storytelling, especially if you’re new, bootstrapped, or building from scratch.
Let’s kill the myth upfront: “People don’t follow brands on Instagram.” False. People don’t follow boring brands.
Instagram marketing for beginners isn’t about posting pretty pictures and hoping for the best. It’s about telling a story with visuals, yes, but also with strategy, timing, and voice. It’s about creating content that connects, not just collects likes.
With tools like Reels, Stories, and Google-indexed Instagram content now baked into the platform, even small businesses have the arsenal to reach big audiences without spending big on ads.
So, how do you actually get traction? Simple. You stop winging it and start with:
A content strategy that makes your brand instantly recognisable
Posts that spark emotion, interaction, and clicks
A feedback loop that tells you what’s working and what’s not
Because here’s the truth: Instagram’s growth still outpaces Facebook and X (RIP Twitter), and it’s where your customers actually spend time. So if you’re serious about building a brand, this platform isn’t optional; it’s your playground.
This beginner’s guide to Instagram marketing isn’t just here to teach you the ropes. It’s here to show you how to swing them stylishly, strategically, and without shouting into the void. Let’s make scroll-stopping content that sells. Not someday. Now.
- 1. Creating a strategy that unifies actions under a cohesive image
- 2. Creating quality content that promotes user engagement
- 3. Analysing results to see what works best for your brand
By investing a little time, and using the tips contained in this guide, you will be able to effectively position your brand to be seen as a good social citizen. Instagram’s percentage of month-over-month audience growth is 2% higher than Facebook and 6% higher than Twitter (Iconosquare). So clearly it is important that Instagram is part of your digital strategy.
High quality images with brief arresting content are key, as you must try to promote your brand as both part of the community and a unique source of visual ideas.
- 1. Creating a strategy that unifies actions under a cohesive image
Creating a Strategy That Brings Your Instagram to Life:
Before you post a single pic or reel, pause. Instagram and marketing work best when you’ve got a plan, not just a vibe.
Over 80% of users follow at least one business, and more than 200 million people check a business profile daily. So if you want your brand to stand out in 2025, you can’t wing it. You need an Instagram marketing strategy that’s clear, visual, and consistent.
Start by setting a specific goal:
Do you want more followers? Website clicks? Product sales? Customer love? Pick one, and build content that drives it.
From there, shape your brand voice and visual style. This is what makes your page recognisable in a scroll. Whether it’s playful, sleek, bold, or minimal, let it guide every post. Because in 2025, people don’t just follow what looks good, they follow what feels real and aligned.
Visually Aesthetic and Business-Centric Goals
There’s no one-size-fits-all Instagram strategy. But for beginners, these are the six core goals that work best in 2025. Choose one or a mix to shape your content:
- Show off your company culture – Humanise your brand. People buy from brands they relate to.
- Highlight customers + success stories – Build trust by showcasing real people and real results.
- Generate leads – Use mobile-first design and CTAs that drive DMs, form clicks, or email signups.
- Grow your followers – Focus on Reels, hashtags, collaborations, and shareable content.
- Drive traffic – Use Link in Bio tools and Stories with CTAs to push users to your site or store.
- Collaborate with influencers – Partner with creators who align with your values and voice.
Each goal should be accompanied by a simple metric, such as follower growth, post saves, website clicks, or engagement rate. That’s how you measure real progress, not just likes.
Pro tip: On Instagram, audience awareness = brand power. Know what you want to achieve before you post.
How Do You Measure Success on Instagram in 2025?
If you’re not measuring, you’re just guessing.
Instagram marketing for beginners isn’t about random posts; it’s about tracking what works and doing more of it. Luckily, Instagram gives you the tools to do just that.
Start with Instagram Insights, the free built-in dashboard on every business account. It shows:
Who your followers are
What time they’re online
Which posts, Reels, or Stories got the most engagement
What content triggered profile visits, clicks, or saves
But for deeper insights, tools like Sprout Social, Squarelovin, or Later help track trends over time and compare your content performance week-to-week.
Now here’s the real key: use your data to plan smarter. Don’t just post when you remember. Build a content calendar and shape your strategy using:
- How often and when you post (test, then stay consistent)
- Your content themes (behind-the-scenes, products, tips, etc.)
- Style and tone (fun, helpful, minimalist, bold, pick a vibe)
- Engagement rules (how and when you reply to comments and DMs)
Analytics = clarity. And clarity = growth.
No more posting dog photos in pyjamas “just because.” Unless your brand is dog pyjamas. Then we fully support it.
How often and when to post
Posting consistently builds familiarity, but posting with intention builds a brand. Aim for 2–3 posts a week to start, then test what works for your audience using Instagram Insights.
A content calendar is your best friend. It keeps your posts aligned with your goals, prevents last-minute stress, and ensures your content speaks with one voice week after week.
Content themes
Your content should always reflect your brand, but it shouldn’t be copied and pasted every time. Rotate between 3–4 strong content themes: product features, behind-the-scenes, customer stories, and tips or FAQs.
This approach keeps your page dynamic and helps connect with different segments of your audience without drifting off-brand.
Style and tone guidelines
Your Instagram feed should feel like an extension of your brand personality. Choose a consistent tone of voice, whether that’s playful, calm, bold, or educational and stick to it.
Your colours, fonts, photo styles, captions and emojis should all work together to build that recognisable vibe. Think of it like your visual signature.
Engagement guidelines
How your brand responds matters just as much as what it posts. Have clear guidelines for how to reply to comments, DMs, and mentions.
Skip the automation. Authentic, personal replies (even short ones) build trust and loyalty far better than generic bots ever could.
CREATING A BRAND ON INSTAGRAM
Instagram is a noisy platform. If your visuals don’t stop the scroll, your brand disappears. Consistent branding makes your content instantly recognisable even without your logo. Don’t just speak to your audience, show them who you are.
Visual Consistency
According to Hootsuite, over 60% of top-performing brands use the same editing style or filter across all their posts. Why? Because consistency builds recognition.
Pick a signature visual style, whether it’s clean and minimal or bold and vibrant and stick with it. GoPro does this beautifully. Every post looks and feels like GoPro, even before you see the name.
Subject Matter
Your content should reflect either: What your brand stands for, or Topics related to your product and customers
You don’t need to be a lifestyle brand to post culture content. Show your team, your process, or your mission. Customers love seeing where things come from and what your brand believes in.
The Body Shop nails this by showcasing sustainability and purpose while staying true to their product identity. It’s not just marketing, it’s storytelling.
Brand Voice
Your “brand voice” voice is important – your Instagram images and captions must be iconic to identify and express the essence of your brand. By all means experiment and try to differentiate, but stay true to your audience. If you cater to your audience’s interests and emotions they will react positively to your presence, even when you are using other platforms.
CREATING CONTENT ON INSTAGRAM
Types of Post Every Marketer Should Try
- Food Centric
- Product Centric
- Customer Centric
- Working Photos / In the Field Events / Good Causes
- Giveaways / Contests
- Throwback Posts
- Motivational Posts
- Submission Posts / Crowdsourced Images / Ask the Audience
- Aesthetic Content
- Create Good Content to Engage Followers
1. Create your own content
The golden rule of Instagram and marketing in 2025? Be original.
Stock photos feel generic, people scroll right past them. If you want to create a recognisable voice, you need visuals that are uniquely yours. Snap your own behind-the-scenes shots, real customers, team moments, or product-in-use visuals.
That said, curated high-res images from tools like Unsplash, Pexels, or Canva Pro can still help, just use them sparingly and always stay on-brand. Having a content bank ensures you never miss your posting rhythm, especially when you’re running low.
💡 Beginner Instagram tip: If you wouldn’t stop and double-tap your own post, don’t expect anyone else to.
2. Define Your Focal Point
Want someone to actually look at your post, not scroll past it? You need a clear focal point.
Every piece of content should guide the eye, whether it’s a bold colour, powerful text overlay, or strong subject positioning. The best Instagram marketing tactics grab attention in the first 2 seconds and don’t let go.
Before you post, ask:
a. What’s the one thing I want them to notice?
b. Does this visual support my brand message?
c. Would this stop someone mid-scroll?
If the answer’s yes, you’re on track.
3. Keep to the Rule of Thirds
This classic photography trick isn’t just for DSLRs, it’s one of the most underrated tips for starting an Instagram page.
Imagine your post divided into a 3×3 grid. Position your subject along one of the intersecting lines rather than dead centre. It creates balance, movement, and visual interest that naturally draws attention.
4. Include White Space and Borders
Don’t be afraid of empty space, it can actually make your visuals stronger.
White space helps content breathe, directs attention to the subject, and creates a clean, high-end feel.
If you’re sharing quotes, stats, or educational content (which are hot right now in the Instagram beginners guide playbook), this technique adds clarity and makes your message pop. Use it sparingly, but intentionally.
5. Use Contrast and Balance
Your content competes with thousands of others. If it doesn’t pop, it’s invisible.
Contrast through colour, lighting, font choice, or image scale is one of the fastest ways to stop the scroll.
Use filters, overlays, or editing tools like Lightroom Mobile or VSCO to enhance the intensity. But remember: intention beats intensity. Stay consistent with your brand palette and keep the energy balanced.
The goal? Scroll-stopping visuals that still feel like you.
Why Should Businesses use Instagram Stories?
Instagram Stories have become a must-have tool in every Instagram marketing for beginners playbook. With over 500 million users engaging with Stories daily, this feature offers a real-time, full-screen format that’s perfect for brands looking to be more human, responsive, and visible.
Stories disappear after 24 hours (unless saved as Highlights), which makes them feel spontaneous, authentic, and incredibly scroll-stopping. They’re also perfect for experimenting without cluttering your main feed.
Here’s why Stories matter in Instagram and marketing today:
- Showcase your human side
In-the-moment Stories help show your business culture, team personality, and behind-the-scenes moments key for building trust and relatability. - Instantly visible
Stories appear right at the top of the app. No algorithm gymnastics, just front-row access to your followers’ attention. - Creative freedom with formats
Experiment with video, polls, music, quizzes, Reels previews, boomerangs, GIFs, and more. This is where Instagram marketing tactics can shine because you can test what resonates quickly and often. - Easy collaboration & tagging
Tag partners, creators, or customers using @mentions. Great for influencer campaigns, cross-promotions, or community-building content. - Boost discoverability with search & stickers
Location tags, hashtags, and interactive stickers make your Stories easier to find. In fact, Stories now contribute to your visibility on search engines, not just inside Instagram.
Want to learn how Stories and other content can now appear on Google?
Read our full Instagram SEO blog
to make sure your content is being seen in AND outside the app.
How do Hashtags Help with Instagram Reach?
Hashtags aren’t just extras, they’re one of the simplest Instagram marketing tactics to expand your visibility and get discovered by the right audience.
These non-visual elements tell Instagram (and now Google) what your content is about. When someone searches a hashtag like #fitness, they’re shown content using that tag, making it easier for your post to be found by people who don’t follow you (yet).
In the context of Instagram and marketing, hashtags act like mini search engines inside the app.
How can Embedded Instagram Content boost Website Engagement?
Direct your audience to your Instagram page through your website or website pages that are relevant to your Instagram. Embedded Instagram content on your website can generate up to 25% more traffic to your Instagram page (Sprout Social). Simply use the share feature on Instagram desktop to get your embed code for your website. External sites such as Embed.ly or InstaEmbed also work well when linking posts.
How can Photo Contests and Giveaways grow your Instagram following?
If you’re looking to launch a new product, generate buzz, or go viral fast, Instagram giveaways are your best friend. Unlike regular posts, contests drive exponential engagement, especially when you tap into user-generated content (UGC). These aren’t just entries; they’re conversations. Real users sharing real experiences and tagging your brand while doing it.
Here’s why giveaways and photo contests work wonders for your Instagram and marketing strategy:
- Emotional connection: UGC campaigns let users feel part of the brand; they’re not just spectators, they’re collaborators.
- Extended reach: Participants share their entries with their own followers, multiplying your brand visibility without paid ads.
- Increased engagement: Whether it’s tagging friends, sharing Stories, or posting under your branded hashtag, contests spike interaction.
- Trust through authenticity: Seeing real people post about you is social proof gold, it builds credibility, not just clicks.
Pro tip: Combine your branded hashtag with campaign-specific ones to track entries and increase discoverability.
Why is it Important to Reward your Instagram Followers?
People don’t just follow brands, they follow benefits. Your Instagram followers are already invested in your story. Now it’s your turn to return the favour.
Exclusive perks, sneak peeks, and early access offers make your audience feel seen, valued, and part of an inner circle. It’s not just about freebies, it’s about creating an experience that rewards loyalty and deepens the relationship.
Here’s how you can boost Instagram engagement and loyalty through smart incentives:
- Insider-only offers: Discount codes, limited-edition drops, or early access to products show followers they matter.
- Followers-first news: Share new features, collections or campaign previews only through Stories or close friends lists.
- Reward interaction: Engage those who comment, share, or tag with surprise DMs or shout-outs, small gestures, big impact.
Combine these tactics with Instagram SEO strategies
to ensure even your reward-based content gets discovered beyond your follower list.
How can Influencer Marketing Support Instagram Growth?
How can Influencer Marketing Support Instagram Growth?
If you’re serious about Instagram and marketing in 2025, influencers aren’t just “nice to have” they’re your social proof in action. Collaborations with creators allow you to reach engaged audiences who already trust the voice delivering your message.
Whether it’s a formal brand partnership or a simple tagged post from a loyal customer, this kind of content feels personal, authentic, and sticky. It signals credibility and builds emotional momentum.
🔹 Tag strategically: Don’t just rely on hashtags. Use mentions (@) to drive traffic to your brand, especially since audiences tend to engage more with tagged accounts than hashtags alone.
🔹 Try influencer shout-outs: Think of these as cross-promotional fuel. Unpaid shout-outs between similarly sized brands or influencers can expand your reach, while paid shout-outs deliver longer-term brand exposure.
🔹 Use smart tools: Platforms like TRIBE help optimise ROI by matching your brand with aligned creators and scaling your spend by reach or niche.
And yes, authenticity matters more than ever. Today’s creators only work with brands that reflect their personal aesthetic and community values. That’s why influencer marketing remains one of the fastest ways to gain followers that actually care about what you’re posting.
How Do You Analyse Instagram Performance And ROI?
Without consistent analysis, Instagram and marketing success become a guessing game, one based more on gut feel than actual growth. To build a high-impact Instagram content strategy, you need more than likes. You need a clear ROI. That’s where Instagram feedback tools come in.
Instagram Insights – Free & Built-In
Instagram’s native Insights tool offers a solid start. It gives you access to basic stats like reach, profile visits, follower demographics, and your top-performing posts. It’s perfect if you’re just starting, but limited if you’re serious about scaling.
Sprout Social (formerly Simply Measured)
If you’re ready to level up, this is your go-to. Sprout Social offers in-depth performance metrics like impressions, reach, saves, video views, carousel swipes, and engagement rates. It also lets you compare performance against competitors, making it the most strategic Instagram feedback tool on this list. You even get data on Instagram Stories and Reels, not just posts.
Social Bakers – Now Part of Emplifi
Track your most loved content, filters, and hashtags in one clean dashboard. Social Bakers gives you a heads-up view of what’s working, what’s not, and what to change fast. It’s ideal for refining visual content and boosting engagement.
Squarelovin – Free & User-Friendly
Want to know the best time to post for your audience? Squarelovin breaks down post performance by day, hour, and month. It even tracks growth trends and shows you your highest-performing content at a glance.
But here’s the kicker: analytics are only half the story.
To fully optimise your Instagram ROI, you need to understand why certain content works, not just what works. That means combining performance data with Instagram SEO tactics for better discoverability and long-term traffic.
Trial and error is part of the game. But with these tools and a data-first mindset, your content won’t just look good, it’ll work.
Want the shortcut? At Sydney Digital Marketing, we turn performance data into revenue with a creative, strategic lens. We don’t just post, we build brand trust, drive engagement, and track every conversion back to ROI.
Ready to analyse what’s working and what isn’t? Drop us a message. We’ll walk you through it.
Article by
Simon Gould
CEO / Founder / Dad
Founder and leader, Simon established SDM back in 2012. Since then, he has helped 150 clients (and counting) to achieve their digital goals.[…]
Article by
Simon Gould
CEO / Founder / Dad
Founder and leader, Simon established SDM back in 2012. Since then, he has helped 150 clients (and counting) to achieve their digital goals.[…]