Content Creation

10 Types of Content That Work on Instagram

Team Pepper
Team Pepper
Posted on 27/02/226 min read
10 Types of Content That Work on Instagram

Table of Contents

  • What Content Works on Instagram? 
  • Key Takeaways 
  • Conclusion 
  • FAQs

There are more than 500 million daily active users on Instagram who spend an average of 53 minutes on the platform per day. While social media content creation has risen exponentially, Instagram deserves a special mention, as it has helped brands connect with a larger user base through visually appealing content. There is no disputing the fact that as a worldwide platform, Instagram enables the following functions. 

  • It helps businesses and brands collaborate with top influencers. 
  • It helps humanize your content
  • It presents products and services in a unique and approachable manner.

Instagram is continuously evolving, and you must be careful when new trends, features, or changes are released. 90% of users follow at least one brand on Instagram. However, creating a consistent flow of engaging content that works on Instagram can be a challenge. Since Instagram is all about visual content, the visual quality of your posts matters even more on Instagram than it does on most other platforms.

Instagram has continuously altered its appearance and come up with new features, such as Stories, Reels, and IGTV, over the last few years. It gives brands a one-of-a-kind opportunity to tell incredible tales with visual material. 

Owing to its demographic reach, widespread acceptance, business features, influencer marketing benefits, immersive experience, and ease of use, Instagram is now seeing a surge in popularity among both consumers and companies. Instagram posts are a great way to express your brand’s narrative in a short amount of time. Understanding what resonates with your followers will make it easier to attract more people like them, as well as keep your current fans engaged.

What Content Works on Instagram?

You can take inspiration from the following types of content that work on Instagram to remain competitive and relevant over a long time.

1. User-generated content

Companies like FedEx, GoPro, Starbucks, Trek Bikes India have mastered the craft of publishing user-generated content (UG). They share exquisite, awe-striking visuals shared by their customers on the platform. To effectively use UGC on Instagram, you must encourage your audience to share photographs of your business.


Create a unique community hashtag for content submissions, and keep an eye on posts in which your brand is tagged. Also, put up this hashtag on your Stories, Highlights, and bio, along with a clear call to action (CTA). 

2. Content that tells a story

Instagram pages like Humans of Bombay have exploded in popularity over the years by telling stories of people from all walks of life, who were brought up in Bombay. Their photographs aren’t too imaginative, but the stories that accompany them are emotive, genuine, and motivating.

There is no doubt that telling a story is the most effective form of content that works on Instagram. You can create posts centered on a theme, such as a life-changing idea, exciting event, or unique product. Make sure you’re engaging your present followers before you start extending your following. Rather than imposing product graphics on users, place your material within a bigger story.

ScoopWhoop is one of the most popular Instagram accounts, and it became a top-notch media brand by sharing stories. It is still out there, providing good material that millions of people can connect with. It has mastered the art and science of going viral, sharing stories, and topical content on Instagram.

In the example below, international brand LEGO has used storytelling by depicting parents and their connections with their children. LEGO lets buyers picture how their product might grow with them and their families by displaying real-life tales; this is a strong connection to build!


3. Memes

A good mix of political debate, or a historical, scientific, or finance-related fact presented funnily, can make for a lot of entertainment. Satirical content and comic visuals are some of the hot-selling forms of content that work on Instagram. 

You can find many examples on Instagram where people and brands engage with the audience through a trending meme. One such example is mentioned below.


4. Behind-the-scenes content

Information that provides fans with an exclusive behind-the-scenes experience makes them feel as though they truly know you. You can express your or your brand’s individuality while actively contributing to the overarching story.


A glimpse of the process you follow to keep yourself healthy, the exercises you do, or a morning drink you take helps you connect to your audience. You can share content about how you make your videos, artwork, product, marketing schedule, or even a recipe.  

A significant degree of impact can be created by sharing content that adds a human face to your brand, because customers desire a genuine connection. If you own a small or local business, make sure you include enough behind-the-scenes material. People want to support local companies and engage with them more, so this type of content will generate a lot of interest.

5. How-to tutorials

You might have noticed that Instagram is overloaded with tutorials on almost every topic. Any informational video will perform well if it contains actionable steps. You can have a video teaching users how to cook a recipe, grow a plant using items readily available at home, or use a new feature on software. 


You can either create carousels or record videos to market your brand better. Just make sure you provide valuable content in any niche that appeals to you. 

6. Experiential content

An instant emotional connection takes place when you listen to a genuine, personal experience. Instagram users spend millions of hours looking through their feeds every day. They aren’t seeking product advertisements; they crave immersive experiences. 

You can amaze your audience by recording and sharing your experience doing activities, such as skydiving, cycling, bungee jumping, or deep diving. People are looking for captivating visual experiences that will pique their interests.

Many brands accentuate compelling visual material for entertaining potential buyers online. A stunning collection of exciting photographs allows your followers to live vicariously through your feed. This is especially true of brands that cater to users in the travel industry. Instead of uploading photographs of their products, brands like GoPro, Nikon, and Canon share adventures captured by their cameras, merging content and experience.


Virgin is another company that recognizes the benefits of sharing experiences. In addition to high-quality images of breathtaking locations, Virgin publishes user-generated material on activities the audience participated in while using the airline or balloon flight. 

7. Content created by influencers

Celebrities and influencers dominate many spaces on Instagram. Many influencers become huge voices after sharing videos and photographs of the products they use. Some brands jump in to engage with influencers for promotion. 


Now, naturally shared customer testimonials are part of media campaigns. Millions of people go to the Explore section on Instagram to view videos and still photography about certain apparel brands, hotels, restaurants, and more. If you are a premium brand, you can either strike a barter deal with influencers, or pay them in exchange for product promotion on their page. 

8. Inspirational quotes

Whether you believe it lousy or otherwise, inspirational content creates a lot of interaction opportunities, and is a terrific way to connect with people. Inspirational quotes can motivate, challenge, or show a direction to the user. For instance, content on a common theme, such as building a body, sports training, or weight loss training, goes well with brands selling sportswear, gadgets, gym equipment, etc. 


Quotes are an excellent method to impart knowledge and emotion to your followers, while increasing engagement. Inspirational quotes are ideal for many other sectors, such as entrepreneurship, financial services, writing, and more.

9. Fun facts

Share something basic, interesting, thought-provoking, intriguing, or maybe just a statistic related to your service, brand, and product. Rather than scrambling for Instagram post ideas or sharing the same photos over and over, use fun facts now and then to energize your feed and give your followers something unique.

With fun facts, the possibilities are limitless! They might be silly, emotional, or simply something related to a historical event. The number-one advantage of using this content type is that anyone can adopt it for their audience.

10. Open-ended questions

It takes a little less effort and thinking than the other options, but the payoffs may be substantial! Posting a question or a survey on your Instagram Stories is a great way to spice up your feed. 

Holding “ask me anything” (AMA) sessions is one of the most efficient content strategies to generate interaction and develop your following. It will automatically create more engagement if users are prodded to ask questions. 

Key Takeaways

  • Employ user-generated content. Encourage your audience to share photographs of products.
  • Tell a story that is emotional, genuine, and motivating.
  • You can increase engagement with a trending meme.
  • Give a glimpse of the process you or your business follows to connect with your audience.
  • Add any informational video that contains actionable steps. 
  • Share visuals of people’s experience using a product.
  • Holding AMA sessions are one of the most efficient content strategies to generate interaction and develop your fan following.


You do not need to overthink what you can or cannot share on Instagram. As long as it resonates with your audiences and represents your unique voice, your content will work. Sometimes every marketer and creator reaches a dead-end when thinking of themes and topics to create content around. Therefore, refer to this blog to create content that works on Instagram. 


1. What do I post on Instagram in 2022?

The head of Instagram, Adam Mosseri, has indicated that they will “double down” on videos in 2022.

2. Which type of content works best on Instagram?

Entertaining, unique, niche-specific, motivational, and actionable content works well on Instagram. In addition, tutorials and behind-the-scenes videos are also some high-performing content types on the platform.

3. How can I earn more followers?

To gain more followers, you can create engaging videos that either entertain or add more value to your audience.

4. How do I create videos for Instagram?

You do not need fancy equipment to begin shooting and uploading videos. Use your phone camera in good light, choose a nice background, and learn the basic photography techniques. You can invest in better equipment as you progress through the journey.

5. Which type of content gets engagement on Instagram?

Instagram is a visual platform. Hence, you must share visually appealing content with your audience. As a brand, you can take ideas from the following list. 

– User-generated content
– Behind-the-scenes content 
– Influencer content 
– Open-ended questions
– Inspirational quotes
– Fun facts
– Experiential content 

Pepper Content is a one-stop shop for all your social media content needs. With over 40,000 excellent writers, it provides social media content writing services that can boost your brand’s engagement and increase its visibility. Simply visit the above link to get started.

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