In this blog post, we will discuss diversifying your Instagram posts. If you missed our previous post on crafting targeted, client-attracting content by understanding who your audience isn’t, be sure to check it out here.
Instagram is a powerful platform because it offers a variety of content formats—from Stories and Reels to posts and Lives—allowing you to craft content in a way that plays to your strengths. Whether you’re a writer focusing on posts or a video star shining in Reels, Instagram lets you connect with your audience in the most authentic way possible.
But to truly create content that connects and converts, you need to mix it up with different content types and themes. Let’s talk about why diversification is important in your content strategy and discuss the types of content that can turn your feed into a client magnet.
1. Problem Aware Posts
Problem aware content addresses common issues your audience faces. For example, if you’re a health coach, you could create posts discussing struggles with dieting or debunking dieting myths. These posts attract people who identify with the problem you solve, helping you connect with those who need your expertise.
Example: A post titled “5 Dieting Myths That Are Sabotaging Your Weight Loss” could break down common misconceptions that prevent your audience from achieving their goals, resonating with those who have struggled with dieting.
2. Solution Aware Posts
Solution aware are used to reach people who not only recognize they have a problem but are actively seeking a solution. You’ll want to highlight the solutions you offer and subtly guide your audience from problem awareness to the solutions you can provide.
Example: A post like “How Our 30-Day Meal Plan Can Help You Lose Weight Safely” would introduce a practical solution to the dieting problems we discussed earlier. That would appeal directly to those ready to take action.
3. Desire-Based Posts
Desire-based posts kind of flip the script on problem-aware posts by painting a vivid and tangible mental picture of what your ideal client desires. What are they desperate to achieve? What benefits or outcomes are they seeking? These posts tap into their dreams and goals, making your content like a magnet.
Example: An image of a healthy, colorful dish with the caption, “Imagine feeling energized and confident every day—our meal plan can make that a reality,” speaks directly to your audience’s desire for health and vitality.
4. Educational Posts
Educational posts are where you share valuable tips or how-to content that positions you as an expert. These posts build trust and authority, making your brand a go-to resource for your audience. You’ll get bonus points if your audience could actually put down their phones and implement the tip immediately.
Example: A carousel post titled “7 Easy Steps to Meal Prep Like a Pro” could provide actionable tips, reinforcing your expertise while offering immediate value to your audience.
5. Entertaining Posts
Entertaining posts lighten the mood and help people relate to you. A funny story, meme, or a day-in-the-life video can make your brand feel more relatable and accessible, show people there’s an actual human behind your content.
Example: A Reel showing “A Day in the Life of a Health Coach” with a funny twist—like accidentally spilling a smoothie or snoozing your alarm like 10 times—can make your audience smile and see the real person behind your brand.
6. Inspiring Posts
Inspiring posts motivate your audience with quotes, success stories, or breakthrough moments for you or your clients. These posts encourage your followers to keep striving toward their goals.
Example: A post sharing a client’s transformation journey, with before-and-after photos and an encouraging caption discussing the clients past failures, and what changed to bring the current success can inspire others to start their own journey.
7. Authority Building Posts
Authority building posts solidify your status as a leader and expert in your field. Share your achievements, testimonials, or snippets from speaking engagements to boost your credibility and authority.
Example: A post highlighting a speaking engagement or podcast you participated in, with a caption like “Honored to share insights on nutrition at XYZ Podcast,” helps establish your authority in the industry.
8. Audience-Inspired Posts
Always tune in to what your audience is asking for. Are there recurring questions in your DMs or comments? Create posts that answer these questions in a way that not only provides value but also positions you as the go-to expert. Share lesser-known tips, share personal anecdotes, or add your unique perspective to resonate with your audience.
Example: A Q&A post titled “You Asked, We Answered: Your Top 5 Nutrition Questions” could address the most common questions you receive, showing that you listen to and care about your audience’s needs.
Experiment and Analyze
Try rotating through each of these content types over a month, then check your Instagram Insights to see which posts get the most engagement. Are your educational posts hitting the mark, or do they need more spice? Should you mix in more personal stories or unexpected tips?
Your action step: Shake things up! The next time you post on Instagram, if you typically lean heavily on educational content, throw in a personal story that links back to the results you provide. If your feed is mostly personal or inspirational, try incorporating a quick tutorial or guide. Use the Instagram insights gathered from this experiment to refine your content strategy. What led to more engagement? What did you get inquiries from? Understanding what resonates with your audience is crucial for boosting your content’s impact and, ultimately, your sales.
Remember, this approach isn’t just about trying something new—it’s about strategically using variety to enhance your connection with your audience. And it’s all based on testing and analytics. You’re not just guessing or throwing stuff against the wall to see what sticks.
Action Step: Evaluate the types of content you typically post, then add a new type to mix things up.
Just like in our previous discussion on refining your content strategy by identifying your non-ideal audience, understanding what resonates with your ideal audience is crucial. If you haven’t read it yet, you can find that post here.
HOW TO CREATE CONTENT THAT CONNECTS, SERVES, AND SELLS TO YOUR DREAM CLIENTS INSTANTLY.
If you’re ready to really dig into creating content that truly resonates with your audience, I invite you to join my free PodClass: Messaging for Sales: How to Create Content that Connects, Serves, and Sells to Your Dream Clients Instantly. You can listen to it immediately on iTunes or Spotify. This PodClass is packed with actionable tips to help you with messaging that converts.
Additionally, I’d love to connect with you in my free community, where you can ask questions, share your experiences, and network with others who are building their brands on social media. Join us at the Burch Branding Collective, and let’s grow your brand together.
