How to create the best product content for Instagram

When your products are widely available and your audience is moving fast, it’s important to continually inspire them. Instagram is a highly visual platform with a competitive landscape but if you know the tricks of the trade like we do, creating high-quality content can capture an audience time and time again. Here, we will share with you some techniques that we have adopted with our clients that have been effective in raising awareness on social media of emerging consumer brands.


Flat lays are used by even the most luxury brands and top influencers. They are simple to create yet highly effective, but the trickiest element is the arrangement and having the props readily available, as you want your flat lay to showcase your product at the centre of a certain lifestyle.

Reserving a budget for props may be necessary to ensure you’re able to create content that reflects national holidays, and backgrounds are an incredibly important factor! Our design team have a huge variety of tools and props at our disposal, that allows us to create your social media content in-house.

Instagram Reels

Launched in August 2020, Reels are still something influencers and brands are adjusting to! These short, vertical videos are Instagram’s answer to TikTok’s content. Despite being only 15-30 seconds, if you’ve ever attempted to create one, you know how time-consuming they can be, from the initial set-up process to the final editing.

There’s plenty of clever camera trickery to be discovered that help to elevate your content. From stop motion to product composition, audio and transitions, it’s important to consider a wide variety of tactics when determining what you want your feeds to look like.

Influencer and user-generated content

Another avenue to explore when wanting to vary your content is generating influencer and user-generated content. User-generated content can be more difficult to obtain naturally, which is why influencer content is a great way to kick start this kind of engagement.

Sourcing and approaching influencers can be a long process, especially if you don’t have budget to offer them, but very beneficial. It helps to spread the word about your brand to thousands of followers and can lead to uplifts in audience size and content engagement on your brand’s profile.

At The PHA Group we have a large inventory of influencers in a variety of sectors which we have collected through years of partnerships with clients across the business. Once you’ve found the kind of influencer you want to work with, discussions of budget are likely to be the first hurdle you encounter.

We are often asked by our clients how much influencers cost but as there are no official ASA guidelines, influencers can decide their own prices, so it truly is a ‘how long is a piece of string?’ scenario! However, thanks to our experience in influencer marketing, we’re able to estimate the budgets you might need to fulfil a partnership. There are also many micro-influencers who are willing to work for free, if the product truly reflects their audience.

We hope these tips have inspired you to create new and engaging content for your brand, but if you’re struggling to find the time to commit to creating consistent, high-quality content for your brand’s social channels, contact us today to find out how we could add value.

Get in touch with the team