Do you need to be on Instagram?

That depends on whether your customers are on Instagram. If they are, you should hang out where they hang out. If they’re not on Instagram, it’s not necessary.

If your customers are arty, creative types, they’re probably on Instagram – in which case, you should be doing content marketing on Instagram.

But what sort of content? Well, if you’re doing videos, you might do a mix of news, analysis, interviews and behind-the-scenes footage. If you’re doing photos, you might do a mix of customer shots, quote graphics and behind-the-scenes images.

Whether you’re doing content marketing on Instagram or any other platform, the same rule always applies: it should be interesting, relevant and helpful for your customers.