In the digital world of instant images, first impressions count. It is no surprise that an irresistible visual experience can be vital for converting visitors into followers on Instagram. Although several social media platforms have emerged as hot destinations for brands to showcase their offerings and engage with specific audiences, Instagram stands out for its visually appealing content.
But to make their presence felt in an ocean of ever-increasing content, brands must master the art of creating consistent, striking brand aesthetics on Instagram. This is critical because an Instagram page functions like a three-in-one element representing a brand’s profile, portfolio and portal.
Since companies have barely seconds to attract the attention of visitors, here are some ways to create an instant impression that attracts followers and helps expand the brand’s community:
Establishing and defining the brand identity: This is the first step for companies to establish their Instagram brand aesthetics. To build a strong brand identity, companies should begin by defining their brand personality, intrinsic values and target audience. Once these aspects are clear, it will help in creating an authentic, coherent and cohesive Instagram presence. Thereby, it is easier to create and connect with one’s growing community.
Making consistency count: In defining one’s Instagram aesthetics to build trust and recognition, it is crucial to be consistent. One must ensure all visual elements are aligned with the company’s identity to create consistent brand aesthetics. This will call for the harmonious use of colour palettes, fonts, photography styles and themes across diverse posts. Do note, however, that as one’s brand evolves over time, it is not mandatory to retain the same style. Instead, annual check-ins could help ascertain whether something needs to be evolved keeping in mind the current trends and brand’s growth.
Creating a signature style: For a brand to look visually attractive, it is imperative to create a signature style that sets one apart from the crowd of contemporaries. This can be done by experimenting with diverse visual elements, including composition, illustrative styles, photography techniques, typography, and editing styles till a novel approach reflecting the brand personality is found. Make sure this signature style is both visually appealing and one that resonates with the target group. A signature style also needs to be adaptable across different content types and platforms.
Conveying stories via images: Storytelling thrives on an image-associated platform such as Instagram. Rather than merely highlighting their products, brands can utilise visuals for telling compelling stories that strike a chord with the target audience. Through imagery, one can convey a rainbow spectrum of messages and evoke various emotions. Be it behind-the-scenes vignettes, user-generated content or showcasing one’s brand values, storytelling via imagery can impart both depth and authenticity to the narrative.
Understanding the Target Audience: Before attempting to offer an alluring visual experience, the brand needs to comprehend the choices, interests and inclinations of its audience. Insights from its Instagram posts should be analysed to garner data on the different kinds of posts that attract the maximum engagement, the followers’ demographics and the peak periods of activity. This information could then be used to customise the visuals and curate content that finds deeper resonance with the audience.
Experimenting to increase engagement: Although consistency is necessary, brands also need to keep their Instagram feeds fresh and engaging. To do this, brands must be bold enough to experiment with novel visual elements that include video content or interactive features such as Instagram Reels and Stories. Brands should also stay in tune with the latest trends and discover creative means to embed the same in the brand aesthetics. Brands must note that adaptability and innovation are indispensable to retain relevance and grab the eye of one’s audience.
Capturing captivating photos: Getting on top of Instagram aesthetics via breathtaking photographs requires awareness of several key elements, including angles, lighting and props. Since it can impact a shot in a major way, lighting is extremely important. Therefore, one should experiment with soft shadows, natural light and even dramatic backlighting to create and convey the relevant mood.
To add depth and increase the intensity, different angles should be explored boldly, whether it is a top-down perspective for a low angle or a perfect flat lay. Moreover, props should be used effectively as they play a big role in transforming an ordinary photo into an extraordinary one. Whether it’s a deck of cards, a cup of steaming tea, an appetising snack or aesthetic serveware , props impart personality and an additional dimension to storytelling.
Engaging with the audience: Simply offering visually outstanding content will not do the trick in building a strong Instagram community. For this, brands should engage with their audience by replying to comments, posing queries and striking conversations. Also, by reposting content and tagging their creators, brands can acknowledge and appreciate user-generated content. Besides strengthening the brand’s bonds with followers, it adds a human touch, making these interactions more memorable and impactful.
Monitoring the performance of posts: Since maintaining a stunning visual experience for followers on Instagram remains an ongoing process, brands need to continuously monitor the performance of posts, track their engagement metrics and then adapt strategies according to the studied response . By tracking emerging trends, analysing audience feedback and reiterating the visual approach, brands will be in a position to constantly refine and enhance their aesthetics.
To summarise , conveying a consistent but brilliant brand aesthetic on Instagram calls for creativity, careful planning and a thorough understanding of one’s audience. All of this needs some time and requisite effort. By following all the methods mentioned above, brands will be well-placed to have an ever-growing community of spellbound Instagram followers.
(This article is authored by Aman Gupta, Head of Marketing, Farmley)
