What Instagram aesthetics is & why it matters

Sometimes Instagram can have you feeling like you are running around chasing your tail. Sometimes it even has the experts like:



But we are hoping that by the time you've finished this blog post, you will have learnt a thing or twelve about how to get Instagram to work for you and your business.


You may have heard the term - ‘content is key’ and this has never been more relevant than now. Market saturation for both the consumer and businesses is at an all-time high. Being able to cut through and speak directly with your audiences is a (cut-throat) competition. But how do you ensure that you are not only being shown to your audiences but that they are understanding what you are saying and taking it on board?


The answer my friends is not blowing in the wind, it is, however, your simple picturesque boxes on Instagram and the aesthetics of said boxes.





One of the many things I like to remind people is that for the most part, we aren’t just trusting an internet search anymore; we search them on socials. For example, if you are going out to a restaurant that you have never been to before, you might look them up online to see the basic details - address, times, list of menu etc - but to see the look and feel of the restaurant we are looking them up on Instagram. You can tell A LOT about a business in the first few seconds of looking at their social media feeds. Humans are asking themselves these questions -


Do they post frequently? Do their posts look good? Could you see yourself eating/drinking/getting pics there? And ultimately, is this location Instagrammable?

And you best believe that if they're asking this of restaurants that they are doing this for your business too. Many companies simply adopt the mentality to ‘smashes to the masses’ which is getting as much content out with little to no thought process behind it. When you adopt this ideology towards your content being posted you may lose your connection with your target audience? How? By not correctly facilitating the conversation you are wanting to have and by not ensuring you are using both pictures and captions that are not necessarily in alignment with your brand and social media strategy. By doing this, you are essentially giving your audiences reasons to not become clients and to not trust you.

Here is our top list for why planning your Instagram feed (aesthetics) is important and integral to the success of your business on Instagram.


  • Establishes brand in the overly-saturated market space

  • Content can be used as a free marketing tool

  • Succinctness in content creates trust from your audience in you

  • Building a curated library of content

  • Your content can be repurposed and shared by others

  • Attracts new audiences and new leads

  • Drive webpage views

  • Building your own content allows you to manipulate it so you can create your audience's journey with your brand (we will detail this more in a coming blog)

  • Allows you to see what performs well and what doesn't

  • Free organic promotion of business and products

  • Influences conversions from followers to customers

  • Consistent 'face-to-face' with direct audience


So now that we’ve established why it is imperative to use curated content, let’s look at how we can create this. As small business owners, we know you are pressed for time so we know that we need to ensure we can streamline the process of posting. Here is our list for how to get yourself from Zero to Hero on Instagram:


  • Use Canva. This is a free tool (also has paid subscriptions) that you can create practically any marketing collateral you would like.

  • Utilise scheduling tools. We use Later. Later is a scheduling tool that has both a paid and an unpaid subscription.

  • If you are wanting to up the ante with your posts, I would suggest downloading VSCO or Lightroom which are apps for your phone. In these apps, you can brighten photos, tune them etc. Making photographs brighter makes them more pleasing to the eye. Having the same ‘edits’ on your pics will also create a flow of succinctness across your feed. If you want to take it one step further look at downloading presets. These are a filter that you have manipulated and it will do the EXACT same effect on each photograph.

  • If you want to take your pictures one step further, speak with a photographer about possibly doing some content photography. Some photographers specialise in product photography so they will be able to capture truly magnificent images. You can then use these pictures on your website to sell the items, on your blogs, on packaging etc. The opportunity for re-purposing of content (one of our favourite things) is endless. The best way to find a photographer that specialises in what you are after? Do an Instagram search on similar products or services to your business and wade through the pages. Or reach out on Facebook in any local groups and see what responses you get.

  • Finally, ask for help when you need it. We can’t all be good at everything. If you have any other questions ask us, that is what we are here for. With both half hour and full hour consultations available we are able to work with you on all facets of communications and strategic planning. There is no such thing as a silly question, the only silly part is not asking it. You can book in for a consultation here.


Remember to not over complicate the process and to enjoy it. Be true to yourself and your brand.


As always, any questions sing out.


Team G&C x



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