What Instagram Content is the Best Option for Your Business? Backed by Data

Every small business owner faces the same dilemma when it comes to digital marketing. What Instagram content to post?

With the growth of Instagram and social media marketing in general, there is the tone of “I watched an Instagram YouTube tutorial experts” who talk about guaranteed growth strategy. Their statements are legit as a one-week ab super workout. In other words, don’t listen to them. They will just waste your time or worse, your hard-earned money.

Let’s face it, Instagram algorithm is a nightmare to beat. You can’t just make viral content, it is a hit-or-miss type of situation. However, what you can do is look at the data and determine which one works best for you.

There is Not a Simpe Answer to "What Instagram Content to Post..."

There is no one-solution type of answer for this one. You can’t imagine how many headaches I got from rolling my eyes from listening to aforementioned experts. Unlike a lot of people think, content creation is no easy task, especially if you are looking for quality content. And it’s not just posting, it’s about creating and following the content strategy.

For start, to determine what Instagram content should you post, you have to set your goal. Do you need growth? More sales? Or is it just to stay remembered by your audience? The answer to this question will be one of the key factors of deciding what Instagram content should you post.

Also, what works for someone else may not be working for you. You see, there will be a lot of testing. Going back to YouTube experts, they may have achieved the growth they talked about, however, that doesn’t mean the same strategy will be a good fit for every business.

So, to sum it up, choosing what Instagram content will you post takes time, research, and expertise that comes from working on various projects.

What Instagram Content Should You Post According to Data

To get your business to achieve its Instagram marketing goals, start by looking at the data. As I said, you should test out a lot of things before figuring out what works best for your audience. However, if you didn’t post at all, there is no material for examination.

No worry, there is a solution for that. First, you should look up data, and because you are reading this blog article, I already did that for you. You can find detailed statistics here. And now, what Instagram content should you post?

Funny Content

Let’s start with the funny content, which has 50 % of users naming it the preferred type of content. Although this type of Instagram content has obvious positive feedback from the audience, many brands are afraid of using it. The main concern businesses have is that funny content will make them look less professional, which is not the case.

Funny content is more likely to be liked, commented on, and shared, leading to higher engagement rates. And nowadays, you especially want those shares. Furthermore, it can make your brand more memorable, help you stand out and humanize your brand, making it more relatable and approachable to your audience.

Creative Content

Moving forward to funny content that has 46 % preference from users worldwide. Just like funny content, Creative content helps your brand stand out from the noise and grab attention as people scroll through their feeds. Which is something you want to achieve when you realize the high level of platform competition.

Creative content allows you to show your brand’s personality, values, and aesthetics. Consistent use of colors, fonts, imagery, and messaging helps create a cohesive brand identity that plays well with your target audience.

Informative Content

41 % of users prefer informative content. First, it establishes your authority and trustworthiness. When you share valuable information related to your industry, products, or services, you position your business as a knowledgeable and reliable source. This builds trust with your audience and can lead to increased credibility. Second, informative content helps your followers learn something new, whether it’s about your products, your industry, or tips and tricks related to your offerings. This can empower them to make informed decisions and see the value in what you provide.

Third and probably the most important, informative content shows your audience that you’re not just trying to sell to them. You’re also invested in providing valuable information and helping them in some way.

Relaxing Content

People are constantly bombarded with information and stimulation. Relaxing content offers a welcome escape, a moment of calm in their day. This can make your brand a positive presence in their feed. So, it is no wonder that 37 % of people choose relaxing content.

When people associate your brand with relaxation and positive feelings, it creates a favorable impression. This can lead to increased trust and loyalty. Many businesses focus on high-energy, attention-grabbing content. By offering something more calming, you can stand out and attract a different segment of your audience.

Inspirational Content

You may find it a cliche, however, it seems like 36 % of Instagram users prefer inspirational content. So when asking yourself what Instagram content should you post, don’t miss out on inspiration. Inspiration taps into people’s emotions, hopes, and aspirations. This allows your brand to connect with your audience on a deeper, more personal level, going beyond just selling a product or service. Sharing inspirational messages and stories associates your brand with positivity, hope, and motivation. This can enhance your brand’s image and make it more appealing to potential customers.

Inspirational content is often highly shareable. People naturally want to share messages that work well with them and that they think will inspire others. This can significantly expand your reach on Instagram.

Engaging Content

And we have a tie. Engaging content also has 36 % Instagram user preference. Engaging Instagram content is the lifeblood of a successful presence on the platform. It’s what transforms passive scrollers into active participants. The Instagram algorithm favors content that receives high engagement. Likes, comments, shares, and saves signal to the algorithm that your content is valuable, leading to it being shown to a wider audience.

Trendy Content

Trends come and go and while you should focus on the statement content type, trends are not to be neglected completely. They have a 35 % Instagram user preference. When you use trending sounds or participate in popular challenges, your content has a higher chance of being discovered by a wider audience, including people who don’t already follow you. By aligning your content with current trends, you demonstrate that your brand is in tune with what’s happening and that you understand your target audience’s interests. This can make your brand seem more relevant and appealing.

Exciting Content

Excitement is contagious! When people are genuinely interested or entertained, they’re more likely to interact with your post. This increased engagement signals to Instagram’s algorithm that your content is valuable, leading to greater visibility. That’s why 34 % of Instagram users prefer exciting content.

Content that generates excitement is more likely to be shared. Think about it – you’re more likely to share something that made you laugh, think, or feel something. Shares expand your reach exponentially and can even lead to viral moments.

Relevant Content

We are close to the end of the list with relevant content that has 33 % of people’s preferences. When your content is relevant to your target audience’s interests, needs, and pain points, you’re more likely to attract their attention and keep them engaged. This helps you build a following of people who are genuinely interested in what you have to offer. By consistently providing relevant and valuable content, you position your business as a trusted source of information and expertise in your industry. This builds credibility and fosters a stronger relationship with your audience.

Helpful/How-to Content

Ending our list with a 28 % preference for helpful/how-to content. How-to content offers practical solutions and actionable advice that your audience can actually use. People are naturally drawn to content that educates and empowers them. By focusing on content that educates and informs, you attract followers who are genuinely interested in your niche. This leads to a more qualified and engaged audience, which is more likely to convert into customers.

Do You Need Help With Your Content?

Now that you’ve learned why is Instagram important, it is time to take action. Fable & Vox offers an Instagram marketing package that includes:

Content strategy
Posts (design & caption)
Stories & Highlights
Profile audit

Our team is made up of experienced and certified Social Media Marketing professionals who will create a strategy tailored to your needs.

By using deep marketing industry knowledge we will make your Instagram presence visible. Also, by outsourcing Instagram marketing to us, you will be able to focus on other things regarding your business. Use our special deal by hiring us on Fiverr.

If you have any additional questions or need FREE Instagram consulting, contact us.

Franjo Kompes Novak, Owner / Co-Founder at
Fable & Vox

I’ve been working both for a marketing agency and a single brand, which gave me a good view of both sides. So, after 5 years and the media and marketing industry I decided to start Fable & Vox.

My insights enable me to fully understand your needs and wants. Which leads to creating the perfect solution for your brand.