Although Thinktown was already active on Instagram when I joined, it did not have a posting calendar, clear positioning or intentional content. It mainly included company events and outings. I conducted content audit with my team and identified areas of improvement. Then we got to work.
Since Instagram is a visual-first media, we decided to come up with a few main colors. To start accumulating content, I created a three-posts-per-week rule and built the templates for insights, quotes and employee highlights. Later, I began to turn old company blogs and assets into digestible, bite-sized social copy, diversifying our feed. In March, we also started publishing daily Story Highlights.
The new look for Instagram has received praise from the CEO and many other teams within the company.