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How to Build Your Brand Aesthetic on Instagram

Having a cohesive and appealing Instagram aesthetic is the key to converting profile visitors into followers and finally into customers. One of the best methods to grow your Instagram account, establish a following, and show off your brand’s style is to build a specially curated Instagram aesthetic. Each year more and more people are using Instagram to find and shop from their favorite businesses. Because of this, your Instagram profile is now just as vital as the homepage of your website. Thankfully, these days you don’t need expensive editing tools or professional photography equipment to achieve this. You just need the right content and a little strategy.

In these first steps, you may be wondering, “what is the importance of an Instagram aesthetic?” or “why is it so vital to have a consistent look?” These are both great questions, and the simple answer is that one of the most effective techniques to gain more followers and expand your Instagram account is to improve your look. People like to see things that look good together, things that are easy to navigate, or things they can take inspiration from. Think of it like this; a potential customer sees your profile and follows you because they like the content you are posting and the look of your account. The more customers see on their feeds, the more likely they are to think of you when searching for a similar product. Having an enticing account is one of the biggest factors in driving new sales.

So, if you’re ready to grow your account, follow these 5 steps and learn how to design, curate, and execute an effective Instagram aesthetic!

First Steps

The first step in developing an Instagram aesthetic is deciding on the aesthetic. Choosing a theme is the first step in creating a successful business Instagram page, but can be a little tricky. We suggest clients browse online for ideas and try to put together a mood board with their findings. Instagram and Pinterest are great places to start. You should be taking notes on the layouts of your favorite feeds, as well as the feel they give off. Is it warm and airy or mysterious and dark? Do they have a consistent posting pattern or is it choppy and varied?

It is also important to keep in mind the style of the products you sell- you want it all to fit together. For example, if you want a light and bright feed but you live in Seattle, you may need to rethink your plan. In addition to this, you’ll want to make sure you think about what you’ll be shooting and where you’ll be shooting, as you’ll need to maintain this over time. When it comes to building your aesthetic, consistency is critical and should be prioritized.

Make sure to include a variety of colors, textures, patterns, and phrases in your mood board. This will help you imagine what you want your Instagram feed to look like. Take a step back when you’ve finished your mood board and consider what words come to mind. Your mood board should be a visual depiction of the image you want to project on Instagram.

Second Step

The second step in creating an Instagram aesthetic is editing your photos for your feed. It should be obvious that creating a consistent Instagram look is done through the photos you post, and most of this comes from the editing process. Using the same filters, or set of filters, and incorporating some editing “rules” across all of your photos will help them fit together better. 

One great and free tool to try is Lightroom. Lightroom is one of the most powerful picture editing applications available. It is especially helpful because you can use pre-made presets, making it super easy to keep all posts edited similarly! While learning Adobe Lightroom on a desktop may take some time and experience, using Lightroom presets on the mobile app is a quick and easy way to improve the quality of your Instagram images. Thankfully, most presets come in “packs” or collections, so you can choose from a variety of filters for each of your photographs while still keeping your Instagram feed looking cohesive.

Because there is no such thing as a one-size-fits-all filter, it’s critical that you experiment and figure out which filter is ideal for your shot. To assist you in keeping that consistent style on every photo you upload, seek a “set” of filters or presets that all have the same look or feel.

Third Step

The third step in generating your Instagram aesthetic is learning to keep your feed balanced. After you’ve finished editing your Instagram photos, consider how they’ll look next to each other. It’s crucial to maintain “balance” on your feed and avoid making it overly busy or cluttered. You want to make it as simple as possible for new eyes to navigate your profile without being interrupted.

The idea is to establish a depth of field, which is comparable to what you’d study in a photography class. Placing more busy photographs next to clean or simple photos to mix things up a bit is a fantastic way to do this.

Tip: If you’re a company selling products on Instagram, you can achieve this by combining product photographs with user-generated content posts, lifestyle photos, or any other types of content you want to share, making it super easy to create balance on the feed!

Fourth Step

The fourth step in creating an Instagram aesthetic is incorporating stories. In the past, people used to only think of their feeds when they heard about Instagram aesthetics, but that has changed. These days it is also critical to think about how stories can play into your aesthetic. Using Instagram Stories to grow your brand and keep your followers engaged is a terrific strategy.

This can be as basic as always using the same Instagram “font,” or using the same colors when utilizing text or drawing tools. There are also plenty of story templates to try if you want to post Instagram Stories on a regular basis. Applications like Canva and Unfold are great places to check out for templates to assist you in creating attractive and seamless Instagram Stories. But remember, you’ll be missing out on the opportunity to showcase your brand to new audiences and make a lasting first impression if your Instagram Stories don’t match the look of your profile page.

Fifth Step

Finally, step five in creating your aesthetic is scheduling your posts in advance. Your Instagram style will be made or broken by how well you plan out your content ahead of time. You shouldn’t just think about how you’re editing your images; you should also think about how they look next to each other, as well as what’s beside, below, or on top of your new postings!

Using one of the many social planning services is the ideal method to pre-plan your feed and ensure that everything flows seamlessly. Most planning services visually allow you to see exactly how your Instagram feed will look, and it’s a game-changer. You can effortlessly rearrange or switch out photographs in the visual planner to achieve the ideal balance for your Instagram feed.

Scheduling your posts in advance not only helps you maintain a consistent look but also allows you to publish more frequently, which is crucial when attempting to gain more followers.

When new visitors to your profile know exactly what to expect from your feed and Instagram Stories, they are much more likely to become followers.

Final Thoughts

That concludes our five simple steps to create a stunning Instagram aesthetic. Your brand will be able to truly unify its visual and style from every viewpoint if you use consistent elements across your website, Instagram posts, and stories.

And now that you know how to establish and curate an Instagram aesthetic for your business, you’re ready to design, implement, and display your own wonderfully made Instagram profile!

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