Social media manager
Generally, the social media manager is responsible for the account's big picture. In regards to your business goals, the social media manager plans the strategy of the account and might assist in hiring team members for the other roles (discussed next). The social media manager also creates the account, manages passwords, and sets up the profile page. If you're a one-person team, you'll take on the role of social media manager and all the other roles here.Content creator
The content creator creates and organizes all content to be shared in the account. It's best if the content creator has experience with photography and graphic design because Instagram is visual and success on the platform requires professional imagery. The content creator may also be responsible for posting, scheduling, and storing posts to be shared later.Community manager
Community managers are in charge of engagement. They should be regularly following other accounts, and liking and commenting on posts from other Instagrammers. A community manager should be actively listening to your audience and those in the your online community so he or she can anticipate problems or take advantage of opportunities to promote the brand. The community manager is the PR arm of your Instagram account.Campaign manager
Promotions, contests, and giveaways are used to attract more followers. The campaign manager manages them all. A promotion might include paid advertising or working with other accounts for shared exposure. The campaign manager works closely with the content creator, often providing a storyboard of ideas.Analytics manager
The analytics manager tracks all data in the account. Followers, post performance, campaign results, hashtag winners, you name it — the analytics manager tracks it. After this data is collected, the analytics manager shares it with the team so they can make informed decisions about what is and isn't working.Envisioning your Instagram look
After you have an understanding of your brand’s voice, it’s time to work on your brand's look. Although most people consider the logo the main element of a brand, you need to consider a lot more. In the context of Instagram, usually your content, not the logo, is the focal point of your profile. However, your logo makes a good starting point upon which to base other elements.A logo is a distinctive symbol that the public can easily identify as part of your brand. Think of some of the brands you see regularly, such as Target, Apple, and Starbucks. One look at those logos and you instantly know which company is represented.
Logos can be designed in a variety of ways:
- As an object that's easily associated with the product or service.
- As an abstract symbol that isn’t obviously related with the product or service.
- As a wordmark logo, in which the name of the business is the logo set in a consistent font and color.
After your logo is created, you’ll likely have one or two colors established with your brand. It's nice to develop a fuller color palette of complementary colors that you can use in your marketing content. Remember to consider your brand voice when selecting these colors. Most colors illicit a mood (for example, blue is calming and red can mean anger), so do some research or have your graphic designer help create a full color palette when he or she develops your logo.
Next, focus on creating a consistent style for your images. Choices for your images can vary by using the following:
- Photography, illustrations, videos, or any combination thereof: @kailochic uses photography exclusively as its Instagram style. @webvideoads uses video as its style.
- Text overlays on all, some, or no images@mollymarshallmarketing uses text overlays on all her images.
- Only certain colors: @laurabriedis.design uses pink, blue, and purple as the dominant colors in all the images chosen for her Instagram style.
- Only certain subject matter: @bruce_the_office_cat features one cat hanging around the office as the main subject in all its images.