When it comes to what to post on your Instagram feed, you want to put a little thought into it. Think about it. When you look at someone's profile, you see a whole grid of images. You want to look at your posts and ask, do they all work together? Do they provide value?
There are several ways to approach the visual aspect of your profile. Of course, you want to showcase your yarn. However, having every post be like "Just listed X in the shop!" can get a little repetitive-- and over sales-y. Yes, you want to promote your yarn and your shop, but trying to sell in almost every post isn't going to make you stand out.
@twistedfinch is a fantastic example of a visually consistent profile. He has a slightly moody atmosphere to every image, which tone down the bright colors but in a seductive way. What is so impressive is how every single image is carefully planned out and staged. Yarns aren't just posted on their own; he takes the time to make flatlays of them, adding props to make the image tell more of a story and to be visually enticing. In the first post image, the third photo, he's actually managed to make the yarn be part of the photo...without being obviously the main focus of the photo. Japanese characters, a coffee cup, foliage, embroidery scissors, old spools of silk thread, and the dark blue cloth are carefully arranged around the yarn, which is set coming in at an angle. That angle draws your eye immediately, and draws your eye down to the props. Notice the color theme-- the dark brown of the coffee and the indigo blue cloth are the perfect complement to the smoky deep purples and blues of the yarn.
In the second post, he's got a lighter palette, but it still manages to fit in with the images as a whole. Notice the geometric staging of this post-- the angled tray set just in line with the wood planks of the table, the yarn horizontal coming in on the right, and the perfect amount of grey green foliage for visual balance. Yarn bits, snips, and baby's breath give the yarn some context.
The Pomfest post is really the only post that doesn't seem to fit in, however...
Instagram now has a handy little archive feature. Rather than deleting unwanted posts, you can archive them. If you put any back, they'll appear in their original chronological location.
This is huge. I've just gone through and archived several posts that didn't visually fit to me. Having this ability to edit your feed without having to delete posts makes things a whole lot easier!
@uschititia doesn't have quite as much balance, but she consistently uses a light background for her yarn, which, although brightly colored, have a touch of quiet moodiness so that no one color is jarringly brighter than the rest, and there is a delicate feminine touch. She also has all her yarn placed in a visually captivating way in the posts. On the first post above, she also places her skeins at a diagonal coming up from the lower right corner. The touch of flora breaks up the space just enough to balance it.
The last post is my absolute favorite, though; I hope she does more photographs like these. It could almost be the cover of a book. I love how the yarn takes up only a third of the screen, and all are horizontal. I'm also partial to those colors, so that might bias me a bit! The props echo the colors in the yarn. Even though the yarn takes up less space than in other photos, it's such a well balanced and styled photo that it actually makes the yarn stand out. I'm going to be making a note of that for myself!
Those were two very carefully curated feeds, with every photo being carefully staged. What if that just doesn't suit your style or that idea sounds more like a hassle than a strategy to you? Not everyone has the discipline-- or the desire to create such feeds.
So let's look at a completely different profile, the one of Indie Untangled. It's not so visually "perfect"; each post has its own thing going on. That, however makes total sense here, as Indie Untangled is an advertising platform to connect buyers and indie dyers. One of the things that Indie Untangled does so well is using user-generated content, as you can see above in the re-post posts. It's a great way to give a nod to the dyer or knitter themselves, but also to show off what the yarns that Indie Untangled sells is used for, as well as pattern and color combination suggestions. Reposting is a great way to show off what customers have knit or spun from your product
There are several third-party apps that re-post-- it's not available yet natively to Instagram. I use Repost for Instagram, which is available for both iOS and Android. It automatically inserts a watermark on the image with the original creator's name, so they're always credited. It's a good policy to ask before you re-gram someone else's post; aside from being polite, it makes sure you avoid any possible legal hassle by someone getting upset you've reposted something of theirs. Plus it makes them feel very flattered! Be aware, however, that you won't be able to repost if the original poster has their account set to private.
Last but not least, we have the Instagram account of Sweet Georgia Yarns. Their slogan is passionate + relentless + unapologetic color, and their account clearly shows that off. It's not as painstakingly repetitively styled as the first two profiles we looked at, or use a lot of user-generated content, but that's because it just wouldn't suit them. Their feed is cheerful and happy...and colorful! It completely shows what Sweet Georgia Yarns is all about.
The Creative Color Vignette post is ingenious for pairing the swatches with the most perfect foodie flatly. As one commenter said, it's a clever way to introduce new color combinations. It's a very graphic-design approach, which I personally love.
Do you remember the color wheel image that Purl Soho used to have in their ads? The rainbow of mini-skeins is such a good use of color and presentation-- the mini skeins forming the spokes of the wheel of the bamboo plate they're on. It stands out to me as being one of the best posts; the circular image is one that I don't see very often, as most yarns tend to be displayed in a more horizontal or vertical way. Almost every post has some amazing pop of color, although as a whole nothing looks garish or out of place. To me, it gives off a very nurturing sensibility; one can't help but feel happier when looking at the feed.
You'll notice there aren't too many, if any, posts of kids or pets. Giving a peek into your world is great, but really start to look at your posts with a critical eye. As I believe I said in the first part of the series, you can have more than one Instagram account, so you could easily keep one account carefully curated, in whatever way fits your style the most, and a second one that would be a more personal one, where you do post pictures of your kids or your pets or your plants. Or, an alternative is to post those photos when you feel the need but archive them a couple days later. Or not-- do what feels best to you.
I think that to me, the most important takeaway that I want you to get from this post is that it doesn't always have to be Sell, Sell, Sell...at least overtly. Of course, if you're excited about something you just listed, and want to post it, then do so! Just consider creating variety with your posts so that you're telling the story of your brand...however that may manifest itself.
Above all, be true to yourself. I love looking at the perfectly styled feeds, but that just wouldn't suit my personality or my product. I have become far more selective, though on what I post, to keep the balance.