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Instagram is undoubtedly one of the most successful social media of the last 5 years.

The phenomenon of influencers, in fact, is there to testify.

Perfect strangers within a few months have become real stars of the web thanks to the “following” and the interactions they managed to generate thanks to their contents.

Because, like it or not, content is the most important thing in social media marketing.

But how is a good content strategy structured and, specifically, how to create a good editorial plan on Instagram and animated services?

We can identify 3 essential steps that, starting from scratch, will help you create a good editorial plan.

1) Research and analysis of competing posts

The first step is trivially to analyze what your direct competitors are doing , based on the niche on which you want to build your personal brand or the business on which you intend to invest your content strategy.

There are very powerful tools with which you can do it very easily, but it is important to understand the logic behind the creation of an editorial plan on Instagram.

2) Identification of recurring patterns

Basically, what you need to look for are all the best practices produced by your competitors and analyze them one by one (this you will have to do manually) in order to identify the recurring patterns on which you are going to build your content.

The second step is just that, and consists in analyzing the posts that have received the most engagement over the last few months (it is important to take into consideration only the last few months to analyze the behavior of the algorithm present).

Once you have identified and recurring patterns, you can get a better idea of ​​what works (and obviously what doesn’t) on Instagram in your sector. At that point it’s up to you to start making content that includes some of these patterns.

But be careful! It is not simply a matter of “copying”. What you have to do is start from what you want to communicate, adapting it in form to the patterns identified.

3) Frequency of publication

The last fundamental step in creating an editorial plan on Instagram concerns the “question of questions” that all social media marketers have made at least one face: ” how much should I publish and how often?”

This is the classic question that is answered like this: “It depends …”

In reality we can keep in mind this general rule:

The quantity must not affect the quality of the published content.

This simply means that if you decide to publish a certain number of posts per day (3 or 4 for example) you must be sure that you can keep this publication frequency constant over time without lowering the quality level of your content (in short, do not publish as much to publish!).

The consistency, both in terms of quantity and quality, is in fact the true parameter that you have to keep in mind when you post content on Instagram.


At the end of this post, we want to reveal a little secret: these 3 steps, in truth, can be applied to draft any online editorial plan on any type of platform.

These are general principles that we advise you to always keep in mind when defining your content strategy.



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