Do you post to Instagram whenever you remember, or have you thought hard about a plan for a marketing channel that focuses on image and video narration? The release often falls on the feet of others in a hurry. The occiput is constantly knocking that there is nothing to publish. In this blog post, I’ll give you tips on marketing from an Instagram perspective, where systematicity reduces the pain of publishing.

Many companies are present on Instagram through user-generated content. Your customers are already there, are you? Instagram is an ever-growing social media service. Users and company profiles publish an image and/or video content to the channel, which can be published to the profile, stories and IGTV.

  • A profile is a user account, which can be a personal account, a business account, and a content publisher account (including bloggers, athletes). The difference between these is that the company account has information and statistics about the target group and publications of the profile, and through the company account you can advertise directly through Instagram. There is also a browser-view version of each profile.
  • Instagram stories are updates that disappear 24 hours after release. Stories can be published as videos, live broadcasts, texts, and various video and image filters and effects can be used in the stories.
  • When posted to your Instagram profile, the video can be a minute long. If you have (vertical) video of more than a minute, you can publish it to IGTV. IGTV is Instagram's video platform.

As an Instagram channel, like other social media channels, they are part of a company’s content plan. You can even get lots of IG viewer If marketing planning and groundwork (customer target groups, key messages, and imaginative goals) are in progress, the real benefits of Instagram are often missed. That’s when we think of the channel as images and videos, not as content aimed at telling a story and creating an image.

Who is Instagram suitable for?

There are no limits to Instagram marketing - it’s not limited to consumer marketing alone, but many companies have taken over Instagram to attract new employees and tell an interesting story about the company’s daily lives. If you are targeting an international market, Instagram also opens up opportunities to reach an international audience.

Why are you on Instagram?

What do you want to achieve on your channel? Reach new customers, create awareness of service offerings, or create an image of an attractive employer? Create a plan for Instagram that meets your goals and define the role of the channel in the overall marketing.

If Instagram is your main channel, you might want to think about content production from an Instagram perspective as well. What style of the channel is preferred and what are the best content formats for Instagram from your business perspective? Stories, profile posts or long videos on IGTV? For example, in video materials, a vertical image is preferred and the stories are very different types of content than, for example, content produced for one's own profile or another channel.

Instagram channel target groups

Who do you want to reach on Instagram? Is the channel meant to find new customers or serve existing customers? Understanding of target groups is often halfway through when the channel is already in use. In order for Instagram’s content production to remain interesting, it’s very important to consider things that your own target audience identifies with. This will also make content production easier and more systematic.


Once you know your target audience and your goals for the channel, it’s time to think about the content. So don’t jump to this point until the target audiences are clear.

One effective way is to design 6-12 different themes or categories related to your business. This is because interesting publications are often non-product or service-oriented communications. What are the things that are at the heart of marketing anyway and the distinctiveness of a company? When you think about the narrative themes that are repeated in the content in advance, you can already take pictures more systematically and at the same time create your own image bank.

These can be themes that repeat in the image stream each time in the same order, or so that you know how to design the image stream so that the themes repeat, but the order doesn’t matter that much.

Topic tags

Once you've considered your target audience and planned your content categories, it's a good idea to remember to use #hashtags. For example, if you’re targeting a new customer base, think about how you can publish content that interests your audience with the tags they use. This way you get your own actions highlighted in a new context and the content tells the story from a personal or interesting perspective. So don’t push a service or product directly.

So it is not worth focusing only on describing your own product and service and using tags that tell about them but thinking about how you can appear interestingly in different contexts where the target group is. For example, what kind of information and inspiration are they looking for, what kind of things does your product/service compete with?

Tip! You can put appropriate topic tags for your own tracking (type the desired topic in the search field, click “#marketing” to see all the marketing-themed images in the view. From this view, you can also follow the selected tag.