So You Have Instagram…Now What? Let’s Establish Your Theme.

We know why you’re here. It’s clear that you’ve realized Instagram’s potential and have noted that it can actually be an incredibly powerful tool, if used strategically. But you're not exactly sure how to utilize it in a way that showcases your product(s)/services as well as your company's creative abilities, in order to maintain your viewer’s interest. Before you consider therapy, just know that we’ve all been there.

We understand what you’re going through and we've created this blog to be your ultimate saviour when it comes to Instagram. But first comes first. You need a theme.

What we’ve learned most about social media and creating a successful profile with a growing amount of followers is to establish a theme. What on earth is theme? Well, the best way to describe it is that it is a predetermined layout with visual aspects that are consistent throughout each post. So if a viewer were to visit your profile and were to look at all of your pictures on one screen, that would be your theme. Your theme may be one that always has hints of pink in each picture, or perhaps, every picture in your theme is black and white. Above all, your theme needs to encompass your company, its values and your brand in order to gain the attention of your target audience. How do you do that? Well, just keep reading.

Step 1. Educate Yourself on the Importance of Having a Theme

So what does a theme look like?

A theme is important because it ensures a level of consistency. When your posts are seen by people that follow you, over time, they will be able to recognize certain elements that you use continuously in your posts and will therefore, be able separate your brand from the others they follow. Think of National Geographic's Instagram. It’s theme is unique from the other profile’s you would follow because it almost always includes snapshots of nature with hints of lush green and soft brown. This is consistency. Which brings me to my next point: figuring out your color scheme.

Step 2. Tailor Your Theme to Your Audience

Why are we doing this? Because people are looking for an account that provides customer benefits. What’s in it for them? Well, the large majority of customers are looking for the following: to educate themselves more on the product/service you are providing and to be inspired by your ability to organize your products and services in a visually appealing way. We touched on having a color scheme in the last paragraph because including consistent colours within each of your post’s will enable you to create a personality for your brand on Instagram. It’s not rocket science. Create a theme that people will “like” and you’ll get more attention. But how? Pick colours that you believe define your brand. For example, if you're a cleaning brand that emanates happiness and joy, include subtle hints of yellow in every post. This part is really up to you because you know your brand better than anyone. Keep it clean and always put the thoughts of your audience first.

If you and your brand have the ability to inspire and enable your customers to view photos or graphics that they find to be engaging, you will be able to create a stronger connection with your audience, increasing consumer loyalty. The ultimate goal is to market your products well enough in order to attract your customers to purchase your product/service. Having an account also increases your credibility as a company and gives you a chance to have more control over how you will be perceived by the public.

Step 3. Don’t Get Discouraged

Instagram can be challenging at times, due to the pressure placed on companies to constantly post new and interesting content in order to compete with the creative and inventive posts of others. Instagram users are continuously battling for the attention of a certain audience. Posting on Instagram involves allowing people into certain parts of your life, personality, and possibly, skewed reality. But this doesn’t have to be a bad thing. It’s inevitable that people (due to human nature of course) will be judgemental and critical, but taking calculated risks will ultimately pay off in your business’s Instagram journey. Your account will not only be able to showcase your company’s strengths and abilities, but it can also display recommendations from satisfied customers in the comment section. Don't be afraid to try new things, and make sure to post often in order to establish your company's brand and purpose so you are directing your posts towards the correct audience - A.K.A. new and potential customers and brand ambassadors

Step 4. Observe the Profiles of Others in Order to Gain Creative Inspiration

I highly recommend that you scout out Instagram profiles that you love in order to figure out how to create a theme that defines your company.

When we started planning Design4Change’s account, we looked at a lot of Instagram profiles, ultimately deciding that we wanted the theme to include varying shades of red and blue, with very subtle hints of white (for instance, our staff knolling projects). For content, we ensured that our main focus was placed on the clients we’ve worked with and how we could showcase the work we’ve created for them in the most visually appealing manner.

Below are some themes that vary in colour and content that can be helpful for you when planning your own theme! The underlying trend amongst all of these accounts is that they have established a consistent pattern that their followers will recognize when viewing pictures from their account. For instance, @ihavethisthingwithfloors always has a photo with beautiful shoes and a textured background, @riflepaperco plays with different tones of white and ensures a high level of brightness to appear clean and crisp and so on and so on…


If you’re looking for more inspiration for themes, I recommend you to check out websites such as Pinterest, Tumblr, as well as any other competing Instagram accounts in order to look at what other social media gurus are doing to attract followers.

Remember to be consistent and to try your best in order to illustrate your company’s personality and you’ll be well on your way to producing the best theme there ever was. Stay strong, because you’ve got this.


Kelci Hilferty1 Comment