Key Elements:

- 8 types of images that achieve the best performance on Instagram

- 4 steps to help you share stunning posts on Instagram that can double conversions

- The basics of using video on Instagram

- 6 types of videos that perform well on Instagram

- Tips to help you create more effective video ads

- The most popular Instagram updates that drive the highest engagement

- Best practices for using visual content on Instagram

- Best practices for using visual content in Instagram Stories

Today, uncontested, visual content reigns supreme across all social media platforms, especially on Instagram, which—thanks to its continuous updates and enhancements—is considered one of the most powerful digital marketing platforms, and the most effective for e-commerce.

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The important question now is: how can you enhance your visual content and stand out from competitors on Instagram?

Are you ready to amplify your impact and make the most of Instagram for your brand? In this article, you will discover detailed insights on using images and videos that capture your target audience's attention and boost conversions.

First, and fortunately for us, several types of images and videos have proven their effectiveness in attracting the target audience and boosting their conversion.

8 Types of Images That Achieve the Best Performance on Instagram

Indeed, there are several types of images on Instagram that achieve outstanding performance and bring a lot of engagement. Let us now look at 8 types you should focus on:

1- User-Generated Content (UGC) Images

Currently, user-generated content is considered the most effective for brand marketing; it is authentic and highlights the quality of your products and your customers' satisfaction with them. Therefore, it resonates powerfully and acts as social proof, showing visitors the level of satisfaction and trust other users have in your brand.

So, do not be surprised to learn that user-generated content images receive a great deal of attention and sharing on Instagram.

2- Behind-the-Scenes Images

Behind-the-scenes refers to photos taken by employees or during the stages of production and manufacturing, which are almost as powerful as user-generated photos.

When it comes to purchasing, users and customers love getting an insider's look into your business, which includes discovering how a product is made or a service is delivered, as well as photos showcasing happy employees.

Therefore, if your staff post photos about your work on Instagram, do not hesitate to share them; the key is that these photos must be authentic and unvarnished.

3- Educational Content

I know educational content dominates more on Pinterest, but this type of content performs very well on Instagram too.

A significant percentage of users love seeing new ways to use a product. For example: I am almost 99% sure that if Starbucks posted a video showing how to prepare one of their drinks, Instagram would blow up with the sheer volume of engagement.

You can also use an animated image (GIF) showing only part of a project, along with a simple caption to encourage the audience to visit your website to view the remaining steps in detail. This way, you will drive more organic visitors to your site.

4- Visually Well-Composed Images

Have you ever noticed that some photos simply look more appealing and attractive than others, even without understanding the reason why?

According to a study conducted by Curalate, which provides some wonderful insights into the important visual elements in an Instagram photo, it points out:

• Users prefer images that have a background over those with no background.

• Images with lower saturation perform better than those with higher saturation.

• Images with a single dominant hue generate higher engagement than multi-coloured ones.

• Cool blue-toned images are preferred over reddish images; likewise, light images are preferred over dark images.

In general, high-quality images of your products will perform much better than images that look like they were quickly snapped on a mobile phone and appear slightly blurry. (Learn how to photograph products professionally at minimal cost)

5- Influencer Images

Photos featuring influencers drive more engagement, whether displayed on your account or theirs. These posts will help your brand gain a massive number of followers and buyers for your products.

6- Motivational Images

Nike is considered the king of brands that share motivational imagery on Instagram, and now they boast millions of followers and shares supporting their strategy.

You can share motivational quotes on a plain background or enhance them by combining text with an image related to your product or brand. The latter option is best whenever possible; even if users decide to share it, this keeps it trackable and capable of attracting a new audience.

7- Contests and Giveaways

It makes complete sense that images announcing contests and giveaways receive significant engagement; after all, who doesn't love winning?

8- Seasonal / Trendy Images

Aligning your brand with current events is a fantastic way to gain followers organically. Seasonal sharing is an excellent opportunity to boost sales or thank your followers for their continuous support.

Trendy imagery and tapping into trending topics provide you with an exceptional way to showcase your brand personality, but make sure to use this approach very carefully so it doesn't backfire.

4 Steps to Help You Share Stunning Posts on Instagram That Can Double Conversions

Step 1: Present Images with the Goal of Grabbing Attention

How can Instagram posts drive purchases? It all depends on how the image or video of the product or service is presented. For best results, select an all-round solid image to leave a lasting impression on the viewer.

• Find an Interesting Angle

When capturing a product photo, the angle must be intriguing enough to stop the viewer in their tracks. Once your eye is behind the lens, take your time and look for a creative angle; you will find the best one after several trials.

• Focus on the Lighting

Good lighting doesn't just make an image presentable; it adds an element of drama to it. Whether the photo is in colour or black-and-white, proper lighting can evoke the necessary mood to captivate the customer.

If you plan to photograph your products yourself, ensure that the lighting setup or natural light angle meets optimal standards.

• Use Filters

When it comes to posting photos or videos, you will find that Instagram sets itself apart from other platforms with its filters.

While using filters may seem fun for personal accounts, you will find that you can also leverage them to benefit your brand.

Not only do they add drama to your products and services, but they also make them appealing across various age demographics; studies indicate that unconventional filters and effects are highly favoured by younger users.

This does not mean you must apply filters to every single image you post on Instagram; use them only on images that genuinely need them.

Step 2: Tell a Story in the Caption

An image alone cannot convey the entire picture. Sometimes, it is beneficial to add a caption; all you need is an engaging, accurate description of the product rather than simply listing features.

Step 3: Add Relevant Hashtags

We are all familiar with hashtags and well aware of their immense popularity on Instagram, so why not use them to extend the reach of your posts? A hashtag can be an extremely handy tool when used correctly.

Step 4: Use Calls to Action (CTAs)

Incorporating calls to action into your posts can be one of the top conversion drivers for your online store; they help grab the audience's attention and prompt them to convert to your site or take the desired action.

Just imagine: when Instagram started, it relied entirely on images. Now, we can say it is all about everything visual. Videos can be shared in the feed and stories, as well as via IGTV, and they can also be used to launch high-converting ad campaigns.

Each of these options has different specifications you need to bear in mind when using video on Instagram; now let's explore them.

Basics of Using Video on Instagram:

Basics of In-Feed Instagram Videos

• Videos can be up to 60 seconds long.

• Videos autoplay muted without sound.

• You can include video within carousel (multi-image) posts.

• Aspect ratios are 1:1 or 1.9:1.

Basics of Posting Videos in Instagram Stories

• A Story clip must be 15 seconds or less.

• Stories are full-screen, mobile-first content.

• Be sure to use stickers and emojis to help your content stand out.

Tips to Help You Create More Effective Video Ads:

It is easy to consider using videos on Instagram, but which types are best for your brand at this stage?

1- Brand Videos

These typically focus on brand awareness and brand storytelling. They are designed and presented to introduce the brand or drive more sales, focusing on the features that make the product or service unique and valuable; you can also incorporate behind-the-scenes content.

2- Product Videos

Your product videos can take a number of different forms, but they always focus on one or two products, explaining why the audience needs them in their lives, or highlighting the value the product adds and how it can make life easier.

3- Educational / Informative Videos

These videos often overlap with product videos, but they place a stronger emphasis on how to use and get the most out of the product rather than simply running through features.

For example, they might show how easy it is to clean and maintain a specific blender, or 6 recipes you can whip up in a particular oven.

4- Purely Educational Videos

Sometimes, this is one of the best marketing strategies: teaching people virtually everything about the industry. You might not even mention your product or brand in the video at all; at this stage, you are solely focused on building relationships and credibility with your audience.

5- Live Videos

When you go live, people take notice. Seize this opportunity to engage with your audience, present tutorials, and answer user questions directly.

6- Customer-Generated Videos

These can be either videos created and shared directly by your customers, or videos you compile to showcase user-generated content in a creative way, such as a montage of photos they uploaded or reviews they posted.

Tips to Help You Create More Effective Video Ads:

Regardless of the video ad format you choose, here are ten tips to maximise its effectiveness:

1- Make the first 10 seconds the most fast-paced and captivating, so users instantly realise it is a video, not a static image.

2- Add on-screen text; since Instagram audio is muted by default, overlaying text helps grab the audience's attention and ensures your message gets across.

3- In Instagram video ads, identify a problem and demonstrate clearly how your product or service solves it.

4- Focus on a single goal; do not try to combine multiple objectives into one video.

5- Ensure the video appears natively on your audience's feed first before activating paid promotion.

6- If the call to action on the video ad directs to a Landing Page, make sure it is fully mobile-optimised.

7- Maintain visual consistency throughout the video, including brand colours, video styling, and soundtrack.

8- Include a clear Call To Action (CTA).

9- Create multiple variations of Instagram video ads and run A/B tests to see which version resonates best with your audience.

10- Target video ads to users connected to Wi-Fi for smoother playback.

Most Popular Instagram Features Driving Highest Engagement Recently:

1- Instagram Shoppable Posts with Product Tags

Tag-based marketing is a game changer on Instagram; it empowers you to tag any product photo with a specific tag containing the product name and price.

This effectively converts the post into a mini sales page, serving as one of the best tools to drive sales straight from the Instagram feed.

See how ikeasaudiarabia uses shopping tags: they tag the product, and if a follower clicks on those items, they are taken to a product page inside Instagram with the option to view each item directly on the website.

Here is another example from NOON:

They designed this image with a strong focus on the product, showcasing its use prominently.

2- Multi-Image Carousel Posts

Multi-image posts are an excellent medium for storytelling. Try using them to feature your product or share an intriguing story about your team. These posts offer you the opportunity to be more creative in showcasing different facets of your brand.

Airbnb utilizes this format in its Instagram feed to tell stories about both their hosts and their unique listings.

Take a look at the following post as an example, featuring a host's home in Idaho designed in the shape of a giant potato:

Notice how they start by showing the exterior of the house; they didn't just rely on the multi-image feature to display the building itself, but also highlighted the surrounding scenery that guests can look forward to seeing upon arrival.

Next, Airbnb takes the viewer through the entryway with an interior shot:

The second image not only highlights the striking contrast between the interior and exterior in terms of colour and composition, but also showcases tasteful interior styling.

The final image takes viewers deeper inside, revealing finer and more intimate details of the home:

Notice how the color palette changes once again!

Every image in this series works harmoniously to help Airbnb followers experience the property as if they were genuinely there.

Using multi-image Instagram posts is a fantastic strategy because it strives to create realistic, immersive experiences for users.

3- Animated Visuals on Instagram

Animated visuals such as GIFs or Boomerangs can boost engagement on your Instagram posts. They are also a brilliant way to display different dimensions of your product that are difficult to convey in a still photo.

See in the following example how Bellroy Instagram showcases its wallet design. Without the movement in this post, Bellroy's followers would never have seen the functionality of that movable compartment. The GIF also does a wonderful job of refreshing Bellroy's feed, which mostly consists of static imagery.

The image should be replaced with the GIF found at this link to show the animation mentioned: https://www.instagram.com/p/Bw_eCq0lO5O/

By pairing these animated graphics with videos, brands can make their posts significantly more engaging.

Best Practices for Using Visual Content on Instagram:

• Replying to all comments whenever possible increases your overall engagement rate, helping you rank higher in the Instagram algorithm.

• Remember that audience-centric content is crucial, and your business goals are important too; but if you don't keep your audience in mind while setting them, your efforts will fall flat.

• Only use long-form videos or multi-image carousels to highlight a specific objective where they offer greater impact; otherwise, you risk losing viewers' attention and their trust.

• Leverage Instagram's additional features—such as Stories and IGTV—to influence your target audience and expand your community reach.

Best Practices for Using Visual Content in Instagram Stories:

• Use stickers: GIFs and stickers inject vitality and fun into your stories.

• Use hashtag stickers, poll stickers, and countdown stickers to promote upcoming events—use them all to boost engagement or drive conversions. This will enhance story effectiveness and open up fresh avenues to achieve your goals.

• Split a single video into multiple segments and use it to narrate a cohesive story in bite-sized, attention-grabbing clips.

• Employ storytelling and suspense techniques to pique user interest in your content and entice them to watch more.

• Make them more impactful using Highlights: Instagram Story Highlights let you pin past stories to curated collections on your main profile page. You can categorise them and use them to extend the lifespan of your stories.

Summary of the Above:

Instagram is a vital marketing strategy platform where users actively interact with brands, happily discover products, and frequently purchase them.

To get the absolute most out of your marketing efforts on the platform, pay special attention to the images and videos you choose to share; keep in mind all the elements discussed above:

- The types of images that perform best on Instagram.

- Steps to help you share stunning Instagram posts that double conversions.

- Basics of using video on Instagram.

- 6 types of videos that perform well on Instagram.

- Tips to help you create more effective video ads.

- The most popular Instagram updates that generate maximum engagement.

- Posting images on Instagram tagged with products.

- Multi-image posts within the same update.

- Animated visuals on Instagram.

- Best practices for utilizing visual content on Instagram.

- Best practices for utilizing visual content in Instagram Stories.

This will naturally help you unlock maximum returns. You can leverage ads and hashtags alongside organic posts to expand your reach and connect with fresh audiences.

For optimum results, I always recommend planning an annual or quarterly calendar in advance so you have adequate time to track results and refine your tools. (Learn how to build an effective Content Calendar that helps refine content and boost engagement)

Share with us: do you rely more on image or video marketing in your Instagram campaigns? And what is holding you back from using the other format?