20 Instagram posts that

thrived (and why)

Complete with examples and instructions on

how to replicate for your own success.
S
A guide to the types of content.
In this eBook you will come across a variety of content which all serve different purposes.
Read the full list of purposes (with definitions) below:

• To promote – any content that seeks to indirectly sell a product or service.

• To inform– artwork illustrations that typically including top tips, hacks or useful quotes.

• To demonstrate a product– content looking to sell the product or service on offer.

• To educate – posts that add value to the follower based on the specific industry - usually long copy.

• To entertain/appealing – humourous, behind-the-scenes or just visually-pleasing images.

• To celebrate – calendar events, seasonal/fun holidays or even business milestones.

1 @google
Purpose: To promote

Why it works: #MySuperG was a campaign launched by Google

with the sole purpose of bringing artists together
to create their own version of the Google ‘G’. The
best submissions would get their photo posted
on Google’s Instagram feed – quite the incentive!

Replicate: For your own competition, make sure it requires

some effort to enter (preventing spam entrants).
Product giveaways work well, and let it run for a
few days. Any more than a week and your
audience may lose interest.

© StartBranding 2018
2 @shopify
Purpose: To inform

Why it works: Shopify is a website building platform. They

know their customers will most likely have a blog
on their site, and so offer advice in the form of
a friendly illustration.

Replicate: Identify a problem your audience face on a daily

basis. List the solution(s) and get to work
designing the illustration in Canva. Remember to
use your brand colours and fonts throughout.

© StartBranding 2018
3 @vsco
Purpose: To demonstrate a product

Why it works: It summarises what the

VSCO brand stands for -
great photography &
great editing. If you really
love the filter, you can
simply copy it!

Replicate: If your product can be

used or worn in different
ways, show this in a
series of images. Don’t
directly sell your product.

© StartBranding 2018
4 @entrepreneur
Purpose: To educate (video)

Why it works: Entrepreneur Magazine’s followers

will be interested in business leaders
such as Elon Musk. This video keeps
them updated.

Replicate: Report on high-profile news within

your industry. Share in the form of a
video, slideshow or as a long-written
post!

© StartBranding 2018
5 @wework
Purpose: To appeal (visual)

Why it works: Interior design is something that WeWork pride

themselves on. Blue and pink are 2 of their core
colours while neon lighting is modern and trendy.
It is also brilliant to look at.

Replicate: Think of an object that is related to your brand.

For example, StartBranding used AirPod’s as both
represent productivity. Take a photo of the object
against an interesting background (which is part
of your colour palette) and you’re all set!

© StartBranding 2018
6 @mailchimp
Purpose: To entertain (animation)

Why it works: This is the high-five animation that plays once

you’ve sent out an email campaign in MailChimp,
meaning it stimulates positive feelings among
the MailChimp community…

Replicate: Animations are hard to create. Instead, think of

other ways to inspire and motivate your
followers. Quotes can work well, but so do any
images that’re associated with these feelings. Just
remember to stay true to your brand.

© StartBranding 2018
7 @urbanoutfitters
Purpose: To demonstrate a product

Why it works: This vintage interior design is exactly what Urban

Outfitters audience loves! Better yet, they can see
what’s in this image from the tagged products.

Replicate: If you sell physical goods like Urban Outfitters,

you can do the same. Create a scene like this one
which compliments your product(s) and get
tagging. Make sure the scene represents your
brands lifestyle, what ever that may be.

© StartBranding 2018
8 @costacoffee
Purpose: To demonstrate a product

Why it works: Afternoon tea is a part of Costa’s product offering.

The strawberries, scone and turquoise
background create summer vibes which was
of course the season this image was posted in.

Replicate: While you may not be able to create an image

with a solid background, you could certainly tap
into British cultures relating to your brand.

© StartBranding 2018
9 @hootsuite
Purpose: To entertain (behind the scenes)

Why it works: Behind the scenes, people and personal hashtags

really helps to communicate your brands
personality. Hootsuite show their followers that
they aren’t just a software company…

Replicate: Show your office space and the people who work
for your company (even if it is just you!). Think of
some personal hashtags that are appropriate for
your brand too.

© StartBranding 2018
10 @apple
Purpose: To demonstrate a product & To appeal

Why it works: This is a photo of the Dubai Metro which was

taken using an iPhone. Obviously this image is
mysterious to look at, and promotes the powerful
features of Apple’s product.

Replicate: Show your followers what your product or service

is capable of. For example, if you’re a freelance
designer then you should showcase your past
projects!

© StartBranding 2018
11 @canva
Purpose: To educate

Why it works: Canva are aware that their users may struggle
when choosing the right font. This post explains
the effect of Bebas Neue and when it should be
used – solving their users problem.

Replicate: Sell clothing? Tell people how to wear it!

Photographer? Give advice on editing!
It doesn’t matter what your brand does, you can
always offer some form of guidance.

© StartBranding 2018
12 @adobe
Purpose: To entertain

Why it works: This post is a play on words, relating to a real

problem that Adobe’s audience encounter!
Because of this, their audience will now feel a
part of the ‘club’ after understanding the joke.

Replicate: Create a sense of community within your

followers to help build a loyal fan base. Make
them feel special, just like Adobe have done.

© StartBranding 2018
13 @financialtimes
Purpose: To inform

Why it works: A powerful illustration that speaks for itself. It

works because the FT know their followers love
a good graph to interpret (along with possessing
a strong passion for cryptocurrency).

Replicate: If possible, try to turn your information into a

graph. They are known to prompt higher
engagements as they grab people’s attention on
the newsfeed.

© StartBranding 2018
14 @staples
Purpose: To entertain

Why it works: Usually this puzzle would be in the form of sticks,

but Staples use crayon’s to make it relevant to
their brand. Naturally their audience will want to
solve this puzzle purely for the satisfaction.

Replicate: There are lots of games like this one that

you could share on social media. Search Google
to find them and try to add a little branded twist
like Staples have done.

© StartBranding 2018
15 @benandjerrys
Purpose: To celebrate

Why it works: Ben and Jerry’s is known for its cookie dough ice
cream which first hit the shelves on the day of
this post.

Replicate: There are thousands of fun celebration days

just like this one, including National Chocolate
Fondue Day and National Columnist Day! Find a
few on the internet that can be linked with your
brand and get celebrating.

© StartBranding 2018
16 @mvmtforher
Purpose: To demonstrate a product

Why it works: MVMT show a collection of essential accessories

for your everyday look, all with a consistent
colour scheme and finishing with a promotional
hashtag.

Replicate: If you sell fashion accessories or homemade

crafts, layout your goods similar to how MVMT
have done here on a slick backdrop.
If you provide a professional service, you could
photograph your desk layout instead.

© StartBranding 2018
17 @fedex
Purpose: To celebrate

Why it works: FedEx are celebrating a huge milestone in their

journey – 45 years of doing business!
They’ve smartly combined balloons with their
service to illustrate this.

Replicate: As a small business you will have lots of

milestones that are worth celebrating. It could be
1 year since your launch or even getting your
first order from overseas! Things like this are
worth sharing your excitement.

© StartBranding 2018
18 @mondaydotcom
Purpose: To promote

Why it works: A colourful illustration with a short statement to

communicate what Monday’s software helps
achieve. This is simple and effective.

Replicate: Think of a few snappy phrases like this one which

can help sum up your product/service.

© StartBranding 2018
19 @squarespace
Purpose: To promote

Why it works: Here, Squarespace have given an example of their

customers business to demonstrate that great
brands use their service to build a website.

Replicate: By now you should have a few reviews that you

can share with your followers to gain their trust.
Put the review into your description whilst
showcasing the particular product as the image.

© StartBranding 2018
20 @workshopcoffee
Purpose: To educate

Why it works: Workshop Coffee are a small chain of high-end

coffee shops in London with a great Instagram
account. Here they offer advice on how to brew
the perfect beverage, which of course is in their
followers best interests.

Replicate: Provide some useful advice directly relating to

what your brand sells. Writing lengthy
descriptions in your post can entice followers and
help build trust. You’ll be seen as an expert in
your field.

© StartBranding 2018