What I Wish Brands Knew About Creating Content as a Content Creator

Working with brands as a content creator is one of the best bits of the job, but I often wish more brands understood what really makes content work on Instagram, and why creators need a little more free reign. Here’s my inside scoop:

First, quality beats quantity. Posting too much will actually hurt performance. The algorithm prefers content that earns you attention and engagement, so focusing on well-crafted posts is better than flooding the feed. On the flip side, tedious approval processes slow everything down so nobody wins. Trust between brand and creator is key. If you give us space to create and make decisions quickly, content goes out at the right moments, feels more organic, and performs better. (I know this is already a lot and that the algorithm is a tricky beast, but this is why we are here to do the hard parts for you!)

Video is king. Carousels that move even for just 2 seconds, or reels with eye-catching motion, perform best for our ever decreasing attention span. On-screen text acts as a mini call-to-action, guiding viewers without needing them to read a long caption. Whatever you plan on doing, keep it snappy and keep it fast- if you want your content to reach the younger generations, intruiging them within the first 5 seconds is mandatory in such an easy-to-scroll world. Captions do matter to keep the post on brand and allow people to watch your content for longer while reading, but the video itself is the main driver of engagment. Also- hashtags are largely irrelevant now, so don’t rely on them for reach.

Sharing and collaboration are vital. Reposting your content to stories 2-4 hours after posting, sharing with other accounts where possible, and engaging with similar brands in your field all help your post fight to stay at the top of the feed. Remaining on the app after posting by liking, commenting, and interacting, signals to Instagram that your content is valuable and keeps it being shown.

Ultimately, the best-performing content comes from trust. Let us as the content creators bring the expertise, plan thoughtful video-led content, and collaborate with energy, speed, and the relevant brands. When companies understand this, the content feels authentic, engagement grows, and everyone wins.

Let us know if this helps!