Instagram Guidance and Best Practices

At a high level, to succeed on Instagram, it’s important to create content that is fit to channel. That means leveraging key platform features (e.g. Reels, Carousels, Stories and stickers) to present Bayer’s innovative initiatives and brand messages in an entertaining, authentic, and engaging way.

Specifically, aim to follow these best practices:

• Customize content for channel and audience and create captions fit for channel
• Leverage vibrant creative and compelling storytelling
• Focus on authentic, quick hit productions that humanize the brand
• Be relatable and empathic
• Create timely, and entertaining content 
• Tailor content to top key target audiences
• Participate in trends
• Use consistency in core brand elements/Bayer design system

Channel Features and Recommendations

Instagram offers a full suite of channel features. Below are a few of features the social team receives the most questions about. For a list of the most up-to-date features, visit the Instagram Feature landing page.

Reels

Instagram Reels, known for their short, engaging format, can significantly boost user interaction. This format caters to the decreasing attention span of online audiences, making it a potent tool for capturing and retaining viewer attention.

Industry best practices suggest post reels 2-3 times per week. We can do this by showcasing innovation through impactful storytelling, participating in brand safe trends, and sharing educational content.

Instagram often prioritizes Reels in its algorithm, presenting an opportunity for content to be seen by a broader audience beyond just the followers of an account. This increased visibility can be particularly beneficial for Bayer in reaching potential audiences or stakeholders who might not be aware of our ‘Health for all, Hunger for none’ initiatives.

Stories

Stories are known for their high engagement rates, positioned prominently at the top of users' feeds. This format promotes active participation through polls, questions, and link stickers, fostering a highly interactive experience with audiences. Instagram consistently introduces new features, including AR filters, music, and stickers, enhancing content engagement and enjoyment. We should capitalize on these features to craft dynamic and compelling narratives around our brand and initiatives.

The goal posting cadence for stories is 5-7x per week, 2-7 cards per day.

Since Stories are prominently displayed with Instagram, they offer increased visibility compared to regular posts, which might get lost in a crowded feed. This can help Bayer stay top-of-mind with its audience.

Consider:

• Timely updates, news, behind-the-scenes content
• Use more interactive features (polls, quizzes, sliders)
• Experiment driving traffic and conversations
• Share post via stories to drive engagement (label in Sprinklr)

Instagram Live

Live allows users to broadcast real-time videos directly to their community. The community can comment and chat while the Live video is being broadcasted. You also can “go live” with another user to broadcast your conversation.

Instagram Live is dependent on the type of content you will be discussing. For business-related topics, use LinkedIn Live instead for this format as the experience and audience is more curated. For personal content like Science at Home or Ask an Expert series, Instagram Live could be a feature to use to promote transparency and the further education of online communities about Bayer-related topics. After you go live, save your Live to your IGTV so viewers who were unable to attend can watch. 

With going live on all platforms, there is always a risk of negative language and engagement in the comment streaming section. Ensure the talent, moderators and virtual team are prepared for this before going live.