The best performing content on Instagram won’t surprise you. But what may surprise you is how and why you should experiment with these styles and formats in employer branding.
It’s all in the reach of your content and accumulating views, the most important metric Instagram is pushing right now.
These are health, wealth and relationships. It’s not surprising at all, but maybe you are wondering how the heck you can incorporate these into employer branding.
Easily.
The best performing content on Instagram
Think:
- Health–Occupational health, well-being in the workplace, physical and mental health, and how your company culture and values drive, support, and act on the health of your people. Be specific! Only specific matters!
- Wealth–Your company’s culture, values and beliefs in wealth; what does wealth mean to your people, and how do you support accumulating wealth for your people–today and for their better future?
- Relationships–Employer branding is about building trust that leads to emotional connections and formed relationships with your internal and external talent audiences. Incorporating examples and stories about your ways of supporting the formation of healthy working relationships with your people and between your people makes pure employer branding content.
In the Magnetic Employer Branding Method™️, we incorporate these elements into your content strategy and plan to massively increase the likelihood of your content being picked by talent prospects who match your culture, values, and beliefs and are, therefore, more likely to enjoy a fulfilling career in your company.
What do studies say about best performing content on Instagram?
Metricool recently wrapped up its biggest Instagram study yet, analyzing nearly 400,000 Instagram accounts and almost 33,000,000 posts. This is what they found out about the best-performing content on Instagram:
- Reels are, by far, the best way to reach Instagram users (your non-followers especially!). One of the three key employer branding goals is to grow your employer awareness and expand your organic audience. On Instagram, Reels is the format of content you must choose.
- According to Metricool, carousels are engagement magnets. The most important types of engagement today are comments and saves. Comments mean conversations to nurture your audience, and saves mean your content is so value-packed that your audience wants to be able to return to it easily. These actions are the second example of your most important employer branding goal: building employer brand affinity.
- Stories dominate reaching your existing audience and are the best format on Instagram to convert marketing value from Instagram. And, as a follower of us and the Magnetic Employer Branding Method™️, you know conversions are the third key goal in this modern employer branding methodology.
Why are Stories best performing content on Instagram?
Stories, as a content format type, tap on the Fear of Missing Out. With the availability of only 24 hours, you can promote very current or expiring events, opportunities and news with actual links to call action. But don’t make them adverts, as Instagram users prefer authentic content with little editing.
What makes Reels such best performing content on Instagram?
Reels are simply wonderful in employer branding because they are the only content type to reach non-followers. The first major hurdle in all employer branding must be to grow your employer awareness and recognition. This will not happen unless you purposefully grow your employer brand audience.
No other type of organic content on Instagram can help you grow your audience than Reels. This makes Reels your most important content format in employer branding. Reels are easy to create on the app. All you need is an 8-15 sec video clip or an 8-15 seconds video edited from multiple video and image clips. And it does not even have to be a talking head video! B-roll works well when text overlay and caption are incorporated into your Reels. We do those all the time!
Here are a few examples from our accounts:
Why Carousels kick a55 as the best performing content on Instagram?
Incorporate Carousels into your strategy of best-performing content on Instagram to boost the engagement rate of your employer branding content. The latest Instagram update on carousel posts increased the maximum number of slides from 10 to 20. Imagine what stories or insights you can now share in 20 slides! Like a whole life story!
In those 20 slides, you can merge photos, videos, and infographic-type images containing quotes, other text, or graphic presentations of data.
When you need an employer branding partner who guides and supports you in creating and executing a talent magnet of content and social media marketing plan, we are here! Contact us at experience@emine.fi to book an online meeting to discuss whether we make the best partner for you!
Our employer branding methodology is regarded as a game-changer in this global domain. It is based on science and provides you with a systematic content marketing approach we call ‘Business Storytelling to Match Minds with Mission’.
