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How to Craft Your Instagram Aesthetic

One of the best ways to gain followers on Instagram is to have a consistent account “look” to help build your brand. With over 500 million active monthly users on Instagram, successfully tapping into this unique brand exposure takes more than just a few pretty photos of your morning latte art. It stems from your brand identity and must always support your brand’s key messages.

According to Curalate, there are in fact some secrets as to what visually works best on Instagram:

  • Light images generate 24% more likes than dark images.

  • A high amount of background space generates 29% more likes than those with minimal space.

  • Images featuring blue as the dominant colour generate 24% more likes than images that are predominantly red.

  • A single dominant colour generates 17% more likes than images with multiple dominant colours.

  • Images with low saturation generate 18% more likes than those with more vibrant colour.

  • Images with high level of texture generate 79% more likes than those without.

Know Your Brand Identity

Your aesthetic must support your brand identity. Ask yourself: What is your brand’s personality? Does it have a tone? Is your brand playful, professional, modest, or bold?

LEGO – 2.5m followers

When you think about the LEGO brand, the first thing that comes to mind is bright bold colours, creativity and imagination. Their social media identity also reflects these attributes and encourages exploration, pushing boundaries and thinking outside the box.

Choose a Consistent Colour Palette or Filter

Consistency is key on Instagram and using a similar colour palette, filter, or even type of texture in your posts can promote a coherent feel. Try using a white background with a pop of colour or always have something with your brand’s colour in every post.

Check out how this social media comedian uses one consistent colour palette in all of her images.

lizakoshy – 15.3m followers

It’s a little easier to create consistency with a personal brand like Liza Koshy has, but it’s not impossible in the corporate world either. Set aside time to plan your photos and themes in advance to make things easier when life gets hectic during the week.

Curate Content That Supports Your Marketing Strategy

Use Instagram to showcase your company’s product or service in eye-catching and engaging ways. Sometimes this can even inspire followers to take their own photos featuring your product to share with their network.

PANTONE – 1.3m followers

As the global authority on colour, PANTONE uses Instagram to position themselves as a source of reference and inspiration for artists. Their feed almost solely features user submitted images and their colour palettes are based on what happens in the “real world”.

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