Telling your brand's story through images and video helps create richer brand experiences. To effectively tap into the power of visual storytelling, you need a curated Instagram feed. Instagram satisfies the craving for the immediate and the visual. With 2 billion people actively using Instagram every month, it’s not surprising that there are 25 million business profiles on Instagram. With those incredible numbers, it shouldn't come as a surprise that Instagram has become a powerful marketing tool.
However, posting now and then isn’t enough to make the most of Instagram's influence. Curating an Instagram feed with the aim to optimize engagement requires strategy and work. As you have mere seconds to capture interest on Instagram, you need a feed that stands out.
In order to achieve this, you need to dedicate the time and attention to curate an Instagram feed that ticks all the boxes for your target audience.
Curious? Here are a few tips on how you can get the most out of a curated Instagram feed.
Instagram Feed Tip #1: Establish a cohesive brand image
The trick to crafting a cohesive brand image through Instagram is consistency. Now, this doesn’t mean repetition. It simply means picking a theme and sticking to it. Pick an area that’s relevant to your brand or service, and opt for images that relate to one another.
Next, ensure that the images and videos you select complement each other. An impactful feed features images that work together harmoniously with each bearing a piece of a story that gradually builds and constructs an overarching brand image. Above all, the goal is to pull in content that complements and aligns with each other to create consistency.
Strategically opt for color themes and design touches that work well together. Think about how your images will appear in a grid formation and ask yourself – do these posts complement each other? A feed comprised of sporadic and ill-matched images not only appears unprofessional and messy, but it also makes your profile forgettable. Think about the immediately obvious details which stand out. Be mindful of the composition, tone and logo placement to make a strong first impression.
To make this easier, develop brand guidelines specifically for Instagram. This might include your color palette, preferred filters or editing style, typography for graphics, and how/where your logo should be placed. These details work together to visually communicate your identity in every post.
You can also take advantage of Instagram grid preview tools like Planoly, Preview, or Later. These allow you to arrange upcoming posts and see how they look together before publishing, helping you maintain visual consistency at a glance.
While consistency is key, it’s also okay to refresh your aesthetic seasonally—as long as the change is intentional and aligned with your brand. For example, a skincare brand might shift toward cooler tones and cozy vibes during winter, and lighter, sun-soaked imagery in summer. Just be sure it still fits within your larger visual identity.
Finally, don’t be afraid to look around for inspiration. Browse competitors' feeds or create a moodboard of visual styles that resonate with your brand’s voice. This helps you define what you like—and more importantly—what fits your audience's expectations and interests.
Instagram Feed Tip #2: Know how often to post
You now know that you should post consistently for best results, but how often is that? For example, your brand might post consistently, but only once a week. Users' feeds are filled with new content by the minute. If you're only posting once a week, users may never even see what you have to offer.
To grab their attention, consistency is key for content curation on Instagram. However, you also need to post new content to your curated Instagram feed often. Ideally, post one to three times each day. You don't have to go overboard, but offering a daily dose of quality content to your audience keeps them engaged.
The one crucial component to remember is to always opt for quality over quantity. If you only have one great post a day, then stick with that over three lower quality posts that don't fit your brand's tone/image. Create a posting a schedule to make this much easier to accomplish.
To create your posting schedule, use scheduling tools that include analytics features like Buffer or Hootsuite. These platforms can tell you when your audience is most active, making it easier to post at optimal times for engagement.
Also, don’t forget to think beyond your grid. Instagram Stories and Reels are essential parts of a well-rounded content plan. Stories help you stay top-of-mind with casual, ephemeral content, while Reels have tremendous reach potential and can bring in entirely new audiences through the Explore page.
Maintaining a daily presence doesn’t have to be stressful. Batch-create your content and schedule it in advance. This helps you avoid the pressure of posting in real-time, and ensures your feed remains active even during busy weeks or campaigns.
Instagram Feed Tip #3: Add your Instagram content to your website
To get the most out of your content, you're going to want to follow this Instagram feed tip. Make sure that you're repurposing your content by adding it to your website, typically as a wall on your home page.
By adding your content to your website— be it WordPress, Wix, Squarespace, Shopify, or any other site— you encourage website visitors to follow you on Instagram. You also make your website fresh, interesting, and up-to-date.
Here's an example of a tour company posting their Instagram feed on their website. They encourage website visitors to use their hashtag for a chance to be included. This helps the brand generate content for their social media accounts and their website.
Here's another example from the official website for tourism in Albany, New York.
Both examples were built with Curator, a free and affordable social media aggregator.
In addition to boosting engagement, embedding your Instagram feed can also have SEO benefits. When your site includes regularly updated content—like a live Instagram feed—it signals freshness to search engines, which can help improve your rankings over time.
While your homepage is a natural place to showcase Instagram content, don’t stop there. Consider adding your feed to other areas of your site, such as blog sidebars, footers, product pages, or even a dedicated “Inspiration” or “Community” page. These placements make your website feel more dynamic and social—without needing to manually update content.
With a plugin tool like Curator, you can create different feeds and curate specific content for each feed. That way you can add Instagram content that is targeted towards its placement within your website.
Instagram Feed Tip #4: Target interested users
One of the best things about Instagram is it's an established community and you can tap into that existing community by connecting with related users and brands. Engage millions of users across the world by posting content on Instagram that's interesting to them and using relevant hashtags.
No matter what industry you're in, a curated Instagram feed filled with consistent and relevant content helps you transform your feed into a source of interest and inspiration.
So, if you're an outdoors brand, you need to think about what your audience will be interested in. For instance, reposting images of unusual camping spots across the world will immediately appeal to your desired audience.
Remember, Instagram isn't just about pretty pictures. Users want those images to be meaningful to them. Curate content from other users/influencers in your industry. Curate content from other relevant brands. The more useful the content is, the more loyal of a following you'll create.
Work carefully on your strategy to discover what content appeals to your audience most. Start by exploring what hashtags your competitors and community are using. Free tools like Display Purposes or Instagram’s search bar can help you uncover niche-specific tags that boost discoverability. Don’t just rely on the most popular hashtags—look for ones that reflect your industry and your audience’s interests.
Also, consider tagging collaborators, influencers, or partner brands when appropriate. This not only broadens your reach but also signals relevance to the algorithm. Tagging helps connect your posts with a wider yet still targeted audience that’s likely to care about your content.
Pay attention to what your audience comments on, likes, and shares. Look for patterns in the types of posts that drive interaction, and aim to curate more of what resonates.
Instagram Feed Tip #5: Skip the hard sell
Nothing turns off your audience more than trying for the hard sell. Many brands make this tragic mistake and it hurts their reputations. A curated Instagram feed isn't the place to push a product or sale. It's not the place to bash the competition either.
While you can definitely share a new product launch or an upcoming sale, this should never be the majority of your posts. In fact, these should seem more like sidenotes than the purpose of your curated Instagram feed.
Your audience isn't interested in buying from you right away. While that may sound counterproductive to the purpose of building an engaged audience, customer experience is everything. The first step is building a relationship.
You build a relationship with potential new customers by building trust. Show them you care more about their needs than your bottom line. Skip the hard sell and offer them content that helps make their lives easier and better. As you build this trust through Instagram, your audience goes beyond Instagram to check out your website.
From there, they opt to buy from you versus the competition. Why? You were the brand that took the time to help them. You cared more about their needs. Now that they trust you, they'll trust you enough to buy from you.
Even if they don't need anything right now, they'll share your content and help you build your brand's reach even faster.
Not having a hard sell doesn’t mean avoiding CTAs. Just keep them soft and engagement-focused. Phrases like “Tag someone who needs to see this,” “Save this tip for later,” or “Tell us your take in the comments” feel more natural and less pushy—while still encouraging interaction and spreading your content.
Instagram Feed Tip #6: Switch up your feed to keep things interesting
Social media appBuffer's Instagram account has a cohesive, fun color scheme, but their photos aren't all the same. They post photographs as well as graphic designs.
Investing in a curated Instagram feed is a big step towards investing in your audience. This seemingly simple feed is crucial to establishing a positive brand image.
To keep your feed from going stale, mix up the types of posts you share. Go beyond static photos and try carousels, behind-the-scenes shots, short-form video clips, Reels, and even customer testimonials. These different formats let you stay visually interesting while continuing to reinforce your brand identity.
If you’re not sure where to start, build a rotation around a few core content pillars. For example, you might feature “Team Tuesdays” for behind-the-scenes looks, “Feature Fridays” to spotlight customers or products, and “Quick Tips” once a week to offer educational content. Content pillars help you plan ahead and ensure a good mix while staying on-message.
Instagram Feed Tip #7: Tap Into UGC to Celebrate Your Community
If you want your Instagram feed to connect with people, make it about them—not just you. Featuring user-generated content (UGC) on Instagram is one of the most effective ways to build trust and turn your followers into an active part of your brand’s story.
When your feed includes real posts from your customers or fans, you do two things at once: you show that you care about your community, and you keep your content pipeline full of fresh, authentic visuals.
Take GoPro for example. Their Instagram feed is a masterclass in UGC. You’ll see high-octane shots submitted by users, clips from their seasonal contests, and even wildlife or underwater scenes captured using GoPro cameras. All of it fits within their brand’s adventurous, action-first aesthetic—while still leaving room for new product announcements and promotional content.
To use UGC effectively, start by encouraging your audience to tag your brand or use a campaign hashtag. Then curate the best posts that match your aesthetic and voice. Whether it’s stunning photography, creative product use, or heartfelt testimonials, user content can elevate your feed and strengthen your community ties.
And remember—always credit the original creator. Your audience will appreciate the spotlight, and others will be inspired to participate next time.
There are many ways to source high-quality UGC. Run Instagram contests to encourage submissions, reshare standout Stories where your product is tagged, or use a social media aggregator to pull relevant content automatically. These methods make it easy to collect, organize, and repost content that keeps your feed fresh and community-driven. And, if your needing some inspiration there are plenty of great Instagram UGC examples out there to help get you going.
Final thoughts
By focusing on curating content versus simply selling, you'll drive more traffic and engagement to your brand. Instagram has the audience you need. You just have to leverage it.
Therefore, it's pertinent that you pick an aggregator that you can rely on. This will help you curate the best content without all the hassle or stress. Make the most of your Instagram feed with a reliable aggregator like Curator. One of the great things about Curator is that they give almost full control even on the free forever plan. Moderation, check. Customization, check. And their branding is subtle and unobtrusive.
With Curator you really have the ability to set up your Instagram feed exactly how you want it for free. Then if and when you are ready to grow and upgrade, the transition is seamless.
Check out Curator's features to find out how your brand can start benefiting from a curated Instagram feed today!