Your brand posted three times this week. You used high-quality photos and added relevant hashtags. You assumed that’s good enough to reach a big audience, but your reach was limited.
Instagram now has 2 billion monthly active users, which means your content is competing with millions of other posts every single day. The good news is that brands still have a huge opportunity here. About 61% of social users turn to Instagram to find their next purchase.
But many brands fail to realize that posting randomly doesn’t work anymore. You need a content strategy that tells you what to post, when to post it, and why it matters. And content strategy is exactly where Tower 25 helps brands win on social media.
How to Create an Instagram Content Calendar
A content calendar is your posting schedule. It’s like a weekly planner but for your Instagram account. To create a content calendar, open a spreadsheet or use a planning tool. Write down the days of the week.
Here’s what to include in your calendar:
- Post type: Will it be a photo, video, or carousel?
- Topic: What will you talk about?
- Caption: Write your message ahead of time.
- Posting time: When will you upload your post?
At Tower25, we help brands set up calendars that fit their schedule and goals.
How Often Should You Post on Instagram
According to Metricool’s Instagram Playbook 2025, posting 2 to 3 times weekly drives about 19% growth on average, and accounts that post 10 or more times per week see growth jump to 79%. But don’t stress if you can’t hit those numbers right away.
Pick specific days to post for better consistency. Wednesday and Friday work well for many brands. But the best time depends on when your followers are online. Check your Instagram insights to see when your audience is most active.
Planning saves time. You won’t panic about what to post tomorrow. You’ll have everything ready to go.
Best Types of Instagram Content for Brand Engagement
You might have noticed that not all posts perform the same. Some posts get more likes while others get more saves. Some posts bring in new followers.
Here are the content types that work best:
- Carousels: Multiple photos in one post. Great for tips or tutorials.
- Reels: Short clips that either educate a viewer, tell a story, or entertain them.
- Photos: Single images that grab attention. Use bright colors and clear subjects.
- User-generated content: Photos or videos from your customers. User-generated content gives brands a 4.5% higher conversion rate than other non-UGC content.
Mix different types throughout your week. Don’t post the same thing over and over. Your audience will get bored.
Your posts don’t have to be perfect. People want to see the real side of your brand, not just polished ads.
Instagram Reels Strategy for Business Growth
Reels are the fastest way to reach new people on Instagram right now. Reels are played over 140 billion times daily.
Tips for better Reels:
- Keep your Reels short. Most successful ones are under 30 seconds.
- Hook viewers in the first 3 seconds. Start with something interesting.
- Use trending sounds. This helps your reel get discovered.
- Add text on screen. Text makes your reels more accessible without sound and gets your message across.
- Film the reel in portrait mode, not landscape.
Don’t worry about making perfect reels. Authentic content is favored by the algorithm in 2025. People prefer real videos so show behind-the-scenes moments. Share quick tips. Talk about your products. Just make your reel interesting to watch. Instagram’s algorithm favors Reels with high completion rates. If people watch your whole video, Instagram shows it to more users.
How to Use Instagram Stories to Build Brand Loyalty
Stories disappear after 24 hours, but don’t skip them. Stories are mainly shown to your existing followers, which makes them perfect for building strong relationships.
Post Stories regularly. Show up at least a few times per week. Consistency matters a lot more than you realize.
What to post in Stories:
- Daily updates about your business
- Quick tips or advice
- Behind-the-scenes moments
- Questions to start conversations
- Product previews or announcements
Tower25 can help you create a plan that keeps your followers engaged without taking up too much of your time.