The content plan and the nature of the posts largely depends on the type of account. Of course, it proudly wears the prefix "business", but besides that it could be your personal, your company’s, act as a brand representative, online store, etc.
According to Michael Stelzner, a recognized specialist in the field of social networks, the greatest interest and activity of users is caused by content on the topic in the following proportions:
Of course, it is not necessary to build a content plan based exactly on this ratio, but it makes sense to take it as an example, especially if you are new to the world of SMM promotion or have just started running your page on Instagram.
The frequency of publication of posts depends on the content plan and the goals of SMM promotion, but at the initial stages it is still worth making posts every day to fill the feed, and the eyes of the subscribers to have something to catch on. About the length of posts, there is no single recommendation, so make posts of different sizes, and then evaluate which ones are more effective the short or long ones using the built-in analytics tools.
What to post when there is nothing to post
If you have an ideological burnout or you run out of significant news feeds, the topics on duty that always “come in” and adequately fill in the gaps in the feed will help. To collect them and have them in stock, subscribe to authoritative blogs in your topic, track the interests of your audience (do not hesitate, go to their pages, see what they post) and make notes that can then be turned into an excuse to write a post. Here are some on-call ideas:
a selection of thematic books/services/applications;
reviews from satisfied customers;
the company's success story (what if you haven't posted it yet?);
a detailed description of the next product (for online stores);
an interview with an industry expert;
discussion of current news;
event announcements or reports on past activities.