Instagram editorial line: examples to inspire your strategy

Social media is very important for digital marketing. Check out some examples of Instagram's editorial line that will help you create strategic, consistent and relevant content for your company to reach its target audience. Given this reality, check out this text to find out what an editorial line is, as well as some tips and examples.

Instagram editorial line: examples to inspire your strategy

Social media is very important for digital marketing. Check out some examples of Instagram's editorial line that will help you create strategic, consistent and relevant content for your company to reach its target audience. Given this reality, check out this text to find out what an editorial line is, as well as some tips and examples.

Social media is very important for digital marketing. Check out some examples from Instagram's editorial line that will help you create strategic, consistent and relevant content for your company to reach its target audience.

Content marketing is a way to connect more humanly with personas on social media and promote brand branding, generate value, admiration and desire.

To achieve your goals, it is not enough to just be present online, you need to respond accurately and creatively to your audience's questions and deliver what they want.

Given this reality, check out this text to find out what an editorial line is, as well as some tips and examples.

What is editorial line?

The term “editorial line” has its origins in journalism and was created to guide journalists in relation to the selection and approach of subjects and to preserve the main characteristics of the newspaper.

Also known as editorial policy or editorial guidelines, it is a set of principles, guidelines and criteria that a media organization, such as a newspaper, magazine, website, television channel, radio station or online platform, follows to guide its content and editorial approach. 

These guidelines serve as a guide to ensure the consistency and integrity of the content produced by the media organization. Here are some key elements that are part of the editorial line: mission and purpose, ethics, target audience, style and tone, visual standards, etc.

Let's use a local television news program as an example. Before presenting the reports to the public, the professionals select the news and edit the agendas. The media outlet follows the same editorial order every day, regarding what will be published, for example:

  • Main events in the region;
  • Strong impact news;
  • Inspiring news;
  • Regional sport;
  • Events calendar.

News is rotating, however, the editorial line followed is the same. In digital marketing, this also happens, directing actions towards the advertising universe.

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How to create an editorial line for Instagram

Creating an editorial line for Instagram involves establishing a consistent strategy for the content you will publish on the platform.

An editorial line is not rigid and can evolve over time, adding new content formats, topics and even fixed frames, depending on the platform. But when thinking about the editorial line for Instagram, some criteria must be analyzed before its development. 

  • Define your goals: First of all, identify the purpose of your Instagram profile. Do you want to promote a business, share your creative work, inspire people, or something else? This clarity will help guide your content decisions;
  • Know your audience: understand who your followers are, what their interests, needs and expectations are; 
  • Plan ahead: Determine how often you will post and what types of content you will include (photos, videos, stories, carousels, etc.). Make sure to vary the content to keep your followers interested.
  • Interact with your audience: Respond to comments, direct messages, and mentions. Instagram is a social platform, so engagement is key to building relationships with your followers.

In practice, it works like this: after analyzing your audience's behavior, you check which types of content engage them the most, the topics they pay the most attention to, and what you are willing to produce.

Instagram editorial line: content examples

Creating a consistent editorial style for Instagram is essential to maintaining visual, content, and style consistency across your account. This helps you attract followers, build a strong brand identity, and stay relevant.

Different types of content can form your editorial line, however, in order to achieve your business objectives, it is important to define the topics that will be most interesting to your personas and those that best convey the brand's characteristics.

Editorial line for Instagram posts. Educational content: information and news about the segment, tips; Motivational content: customer testimonials, success stories; Institutional content: about the brand, team and services, processes and behind-the-scenes information about the company; Action content: immediate approaches to promote the purchase of the service or product, such as a promotion, payment methods, among others.

Educational

The purpose of educational content is to deliver something genuine to the audience, with the aim of informing and teaching.

This way, it is possible to create materials that bring information and news from the segment and teach a concept or process that may be useful for the personas.

Let's think about Instagram's editorial line. The example is a laboratory that provides tests. For this type of client, it is feasible for the editorial line to create content such as health tips, nutrition, information on how to prepare for tests, what causes them and how to avoid certain conditions and diseases. 

Motivational

As the name suggests, this format aims to motivate people through inspiring posts.

In this sense, it may be relevant to include success stories and customer testimonials telling their experience with the brand, with a storytelling approach to bring people closer together.

Institutional

It is essential to create content that introduces people to the company, what it does, its purpose and services.

Therefore, it is important to develop institutional materials about the brand, behind the scenes and the team.

An interesting way to do this is to create videos answering possible questions from the target audience regarding the business processes or segment.

Action

The purpose of this type of content is to encourage a specific action, which may vary depending on the objective and strategy.

The call to action can be for:

  • Encourage interaction;
  • Download an e-book;
  • Watch a video;
  • Promotion with the purpose of generating sales.

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Making of

A “making of” editorial line focuses on showing behind-the-scenes insights into your work, creative process, or behind-the-scenes actions. This can include content production, product development, backstage events, or even the day-to-day life of the team behind the brand.

On Instagram, it is effective in engaging followers because it offers transparency, sparks curiosity, humanizes the brand, provides exclusive access and generates high engagement.

This approach helps build stronger relationships with followers and create a more engaged community around the profile.

Collab

Collaborative content is a partnership with other brands, influencers, or content creators to create and share content together. These collaborations can take many forms, including content co-creation, joint promotions, shared events, and more. 

By collaborating with other brands or influencers who have similar audiences to yours, you can reach new followers and increase the reach of your Instagram profile.

This format also helps to highlight the brand's credibility and access to new joint opportunities. 

Curiosities 

This editorial line is focused on disseminating interesting facts, intriguing information and curiosities on a wide range of topics.

This editorial approach is popular because it captures followers’ attention by offering informative and entertaining content that encourages them to learn something new.

Instagram Editorial Line: examples of some types of content

Healthy lifestyle

  • Content related to healthy eating, exercise and well-being;
  • Photos of balanced meals, healthy recipes and exercise tips;
  • Use of vibrant colors and images that convey energy and vitality;
  • Inspiring stories of life transformations and overcoming;
  • Mental health care. 

Fashion and beauty

  • Photos of looks of the day, beauty products, makeup and style tips;
  • Consistency in color filter and image aesthetics;
  • Highlighting brands and partnerships with fashion influencers;
  • Updates on fashion trends;
  • Makeup and skincare tutorials.

Travel and adventures

  • Sharing photos of incredible destinations and travel experiences;
  • Use of descriptive captions and travel tips;
  • Highlight stunning landscapes and personal photos during travels;
  • Tips for different accommodations and restaurants (off the beaten track).

Art and creativity

  • Showcase artistic creations, illustrations, designs and artwork;
  • Using a single color palette to maintain consistency;
  • Sharing creative insights and inspirations;
  • Cultural calendar focusing on local artists; 
  • Interviews with artists and designers about their inspirations and working methods.

Business and entrepreneurship

  • Highlight products, services and ventures;
  • Publish testimonials from satisfied customers and success stories;
  • Include tips and advice related to business and entrepreneurship;
  • Resources and tools to help you create and grow your business;
  • Trend analysis and insights into the world of business and startups.

Nature and sustainability

  • Photos of natural landscapes, flora, fauna and sustainable actions;
  • Informative captions on conservation and environmental protection;
  • Highlight environmental causes and nature-related events;
  • Conservation projects and initiatives to protect the environment;
  • Suggestions for sustainable and eco-friendly products and brands.

Technology and inovation

  • Sharing technological news, gadgets and scientific advances;
  • Use of modern and futuristic images;
  • Publication of analyses and insights on technological trends;
  • Tutorials and tips to maximize the use of technology in your daily life in a healthy way. 

Humor and entertainment 

  • Share memes, jokes and humorous content;
  • Use of funny and cool captions;
  • Engaging with the audience through polls and fun questions;
  • Satire and humorous criticism of social or political issues.

Education and knowledge

  • Post tips, interesting facts and curiosities about a specific topic;
  • Highlight inspirational quotes and educational information;
  • Book summaries and reading recommendations;
  • Trivia challenges and questions to test followers' knowledge;
  • Use of graphs and infographics to make content informative.

Cooking and gastronomy

  • Share photos of delicious dishes, recipes and cooking techniques;
  • Use of short videos of recipe preparation;
  • Inspiration for decorating dishes and presenting food;
  • Stories behind traditional and cultural dishes;
  • Highlight fresh ingredients and presentation details.
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Importance of Instagram's editorial line

Gone are the days when posting only sales-oriented content would bring results. Humanizing your profile, as well as your brand and the entire process that makes up your company, is a crucial part of your business success.

In view of this, it is important to vary the content styles and provide the audience with useful information that will answer their main questions, with the aim of awakening interest in what the institution offers and creating authority on the subject.

Furthermore, having a clear editorial line for Instagram is a way of ensuring that the materials are aligned with the brand, its values, positioning and business objectives.

It is important to remember that consistency and quality of the topics developed also need to go hand in hand. In this way, the editorial line contributes to promoting both, preventing social networks from becoming scarce and with irrelevant content.

In practice, this strategy helps to create bonds with the target audience, increase engagement and convert followers into customers.

Therefore, it is important to have an editorial line that awakens people's attention, interest, desire and action. To do this, it is essential to define:

Human

Before defining your Instagram editorial line, it is important to know who you want to communicate with, that is, who the content will be aimed at.

A persona is nothing more than a fictional representation of your ideal customer. It is created based on real data about customer behavior and demographic characteristics. In addition to this information, it is important to describe their motivations, concerns, challenges, and goals.

Tone of voice

Tone of voice is the way a brand communicates with its target audience across all of its communication channels.

To do this, you need to understand who your persona is and how they communicate with people and what is around them.

The way a company speaks needs to be integrated with the way its persona communicates. In addition, it is extremely important to consider the brand's characteristics, positioning and differentials.

Most streaming platforms, for example, have humor in their tone of voice in common. Since the service offered provides leisure, lightness and fun, the use of humorous language is coherent.

Instagram editorial line: examples of content format

Formats are the possibilities that the social network offers. In the case of Instagram, it is possible to create content in the feed in single image format, reels and carousel, in addition to stories:

  • Single image in feed: it can be a creative piece of art, a photo or even a selfie. For posts in these formats, it is recommended to create a more elaborate caption to better explain to followers what the subject is about;
  • Reels: generally, this is the format that provides the greatest reach and visibility, especially with shorter and more objective videos. An excellent option for showing behind the scenes of the company and exploring several other topics;
  • Carousel: This model allows the user to insert up to 10 photos or creative artwork. It is a format that is very popular with people, precisely because it often presents dense content in a dynamic and interactive way;
  • Stories: this format is a great way to humanize the brand, bringing content that shows the company's day-to-day activities and, also, a way to interact with your audience and answer their main questions;
  • Live: offers instant interaction with the audience, promotes authenticity and engagement through real-time content, providing a deeper connection with followers.
  • Guides: An effective way to organize and share relevant and inspiring content, allowing followers to easily explore information while providing useful resources for the community.

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Consistent scheduling is key

Strategy and planning are fundamental factors in achieving the desired results. In view of this, it is important to create a schedule with the frequency and dates on which the content categories you have chosen for your editorial line will be posted.

Frequency attracts attention, creates interest and desire, and encourages action. However, it is essential that the materials are truthful, with factual and quality information, in general.

Remember, quality is more important than quantity.

GS2 Marketing Agency

If you are looking to build a successful business that really makes sense and brings value to your brand, get to know GS2 Marketing Digital, an agency specialized in inbound marketing, with a total focus on results. 

We use the best digital marketing tools to produce assertive content for our clients, with creative and remarkable actions. 

This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a lead generation and conversion machine. 

Don't waste time! Increase your visibility on Instagram and reach your target audience through a strategic editorial line. 

Contact Us.

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