Why you need an Instagram Style Guide for your biz

The number of brands using Instagram increases every year. However, brands must understand that achieving success on Instagram doesn’t merely involve posting anything they want, whenever they want. 

If you want your brand to slay it in Instagram, there must be a clear vision and strategy on how to consistently deliver the best content for your community. That involves communicating a clear visual style and this can be achieved by using an Instagram Style Guide.

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What It Is?

The style guide is one of the most crucial components of any social media strategy because it tells you how your brand must appear and act online, creating a cohesive look across all social channels. It usually consists of all the necessary elements for your content.

Why You Need It

Content is king or queen and is the basis of your presence on Instagram. However, keep in mind that your online presence must be an extension of your brand. Following a framework on every piece of content you produce will help you deliver eye-catching content and ensure brand consistency across all channels.

Start now with a template! Grab the Instagram Style Guide template in Canva format from my shop:

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How to Create It

An Instagram Style Guide can consists of the following:

  1. Composition

    Not every social media marketer is an expert photographer, but it pays to know the basics about photography. Pay attention to the background, white noise, lighting, and subject, among others.

  2. Color Palette

    A great way to create a distinct style for your brand is to select a colours palette. Try to think of your brand colours and visual style and translate it to your content.

  3. Fonts

    Text is used as an overlay on photos and videos. Choose a font you're already using on your website and other marketing materials. This will make sure your content will be recognisable instantly.

  4. Filters

    If you decide to use a filter, choose the right one and make it your signature one. Think about the mood you wish to capture because filters evoke certain feelings on your audience as they scroll through your feed.

  5. Captions

    Captions are there to support and enhance your content. Whether you choose to use short, snappy texts or treat it as a place for micro-blogging, make sure that the copy is still aligned with your brand.

  6. Hashtags

    Hashtags make it easier for your community to find your content. Find out what people in your community are actively using or create one that can be a signature hashtag for your brand.

  7. Templates

    You might use story templates or highlight templates and its a good idea to have a copy of these in your style guide so that you can keep it all consistent.

  8. Bio

    You bio can be styled so many different ways, from putting in emojis, lines breaks, what you say, what your profile images is and so many other little details. To make sure your profile is optimised and in line with your brand keeping a record of how you want it to look will help you achieve that.


Instagram is a great tool for building your community, increasing brand awareness and showcasing your company culture and values. However, you need to have an Instagram Style Guide to help you maximise all the benefits that this channel has to offer.  


Social MediaJoanne Whyte