Instagram is often seen as the platform for influencers, artists, makeup brands, bro-marketers and dog lovers. Thought leaders operating in the service space typically gravitate towards LinkedIn—a platform that is more ideas-based and professional.
As thought leaders, we aspire to help people rethink and reimagine the future. This lofty goal often requires a depth of writing to explore a topic, or an intellectual engagement through online conversation. It can be challenging to replicate this approach using fleeting visuals on Instagram.
I recently posted about how and why I deleted all my Instagram content, culled the accounts I was following, and rolled out a static 9 Grid Feed. It was so much fun coming up with the visuals and idea for each tile, and I’m already feeling lighter knowing that once the 9 tiles are up, I am done and dusted! Plus, I love that Instagram now has a very clear purpose in my business: my grid is a one-stop shop for my services and approach, while my Instagram stories take the audience ‘behind the scenes’ of my business.
HOW TO CHOOSE YOUR CONTENT STYLE
The content formula
- Intent: What do you want to achieve through Instagram?
- Audience: How does your audience like or want to engage? What do they want or need from you?
- Content: What storylines and engagement modes can you try that will serve the dual purpose of supporting your audience, while helping you achieve your goals?
Alternative approaches for thought leaders on Instagram
If you need an injection of fresh thinking for your Instagram account, here are my recommendations for taking a new approach to the platform:
1. Interactive storytelling
Instagram is not just for pretty pictures. It’s also a unique storytelling platform. And interactive storytelling can help you stand out.
- Choose-your-own-adventure stories: I loved these books in the 80s. You could devour them in one sitting, then start from the beginning and discover a different storyline. This idea has been on my radar for a while, but I’m yet to try it. Use Instagram Stories to gamify your content, by creating a narrative where followers can vote on what happens next. Option A – you enter the cave. Option B – you run back home and tell an adult what you’ve seen.
- Narrative series: Develop a series of posts that, when viewed together, tell a story or elaborate on a theme. This can create a compelling narrative arc across your grid.
2. Behind-the-scenes live streams
I still haven’t gone live on LinkedIn. It feels like there’s more at stake in terms of my professional reputation if things go haywire. I feel more confident being live on Instagram, where the vibe is more laidback and people are forgiving of mistakes.
- Idea incubation sessions: Live stream your brainstorming sessions or the process of developing a new concept. Invite followers to contribute their thoughts in real-time. You could also pre-film your brainstorming sessions and create a time lapse film to post.
- Workshops and masterclasses: Host live, interactive workshops where you discuss ideas and concepts, allowing followers to participate and ask questions.
I’ve noticed when I join Lives that people tend to get 2 – 10 ‘viewers’ and it fluctuates throughout, so I’d recommend promoting activities like the above in advance with a mini marketing campaign to maximise your reach.
3. Collaborative projects
My former Instagram Live show, ‘We Rebranded’ was a great opportunity to partner with business women I admired to talk about their branding. The show was also good publicity for both of us, allowing to tap into each others’ networks.
- Idea exchanges: Collaborate with other thought leaders to create content that showcases a dialogue or exchange of ideas. This can be done through joint live sessions or collaborative posts. Consider a mini series focussed on one theme, to encourage people to check in to build their knowledge over a period of time.
- Community challenges: Launch challenges where followers create content based on your ideas and tag you. Feature the best entries on your profile to build a sense of community and engagement.
4. Themed monthly campaigns
Focus on a different theme each month. This has a dual benefit. Firstly, it provides a ‘signpost’ for your audience and top followers that lets them know what to expect when they see your content. People love parameters! Secondly, it gives you a focus for your content creation each month to save your sanity. It’s easier to build on one theme over the course of a month, than think of a new idea for every single post!
- Deep dives: Each month, choose a specific topic and explore it in depth through various posts, stories or films. You can cross-post content to LinkedIn, where you expand on the theme in more depth, as well as your blog or newsletter.
- Visual essays: Create a visual essay series where each post builds upon the last, exploring different aspects of the monthly theme.
Rethinking your Instagram strategy
As you rethink your strategy, remember that Instagram’s visual and immediate nature can complement the more professional tone of LinkedIn, adding a human touch and emotional resonance to your thought leadership. So, take the plunge, refresh your feed, and let Instagram become a creative space where your brand and ideas confidently shine.
