Instagram Creative Assets
On-Channel Photography and Videography for Instagram
Only Bayer-owned assets should be used on Instagram. However, if there is a specific image that is needed to tell the visual story not available on IdNet, stock photos can be used with proper approvals.
Opt for natural, clean images with little to no branding.
Limit the amount of text to 20% of the asset for easy viewing.
Avoid the excessive use of quote cards across channels.
Consider testing formats to optimize results.
Image specifications for Instagram Feed and Stories are ever changing. For the most up-to-date specification recommendations, visit the Sprout Social specification guide.
Longer videos (3+ minutes) are recommended for episodic content, narrative pieces and live streaming. Shorter videos (1 minute – 15 seconds) are recommended for more engagement.
Optimize format for mobile. This means editing videos using a 4:5 aspect ratio or a square format.
Publish the video .mp4 files directly in the social post to drive Instagram performance especially including a website link. Videos published on YouTube should be linked within the social post when the aim is to drive YouTube views. Reminder: You shouldn't publish a YouTube link and a website link within the same social post.
Publishing a .mp4 file directly in the social posts makes for a simplified user journey by limiting the number of actions a user must take to watch the video content.
Video specifications for Instagram Feed and Story assets are ever changing. For the most up-to-date specification recommendations, visit the Sprout Social specification guide.
Instagram Video Formats
Type of Content
Short video or series of videos in the feed
|Interactive video in a story
|Live video on a story
|Long form video on IGTV and/or the feed
|Informal, but creative video on Reels or/and in the feed
Most Useful For
|Engagement on platform
|Engaging on platform or directing to website
|Sharing updates or events in real time
|High production serial content
|In the moment creative updates or quick trending content
Link to Website
|Yes (if you have 10k plus followers or used paid support)
|15 sec intervals
|15 or 30 seconds
|Permanent on profile
|24 hours (unless saved to highlights)
|24 hours in stories; option to save to highlights or share to IGTV for permanent viewing, download or delete
|Permanent on IGTV
|Permanent on Reels
|Videos are served in the feed and can be stand alone or in a carousel format
|Viewers can click through a sequence of short clips and engage with interactive stickers on the video.
|Live video shows up first for followers on stories. Only supported through mobile.
|IGTV is designed for the mobile-optimized viewing of long-form videos. Video posts published on the feed over 59 sec are automatically posted through IGTV.
|Record and edit together short clips on platform using music clips and other creative tools.
Optimizing Instagram Feed Formats
In order to optimize your Instagram Feed, create content using the various post formats that are popular amongst your online community. Doing this helps to support your position in the feed based on your ability to serve your community’s interest in relevant content, making them more likely to engage.
It is important to note that social channels are constantly changing and adding new formats. The following are the current, available formats with specific recommendations on how to best utilize them on channel.
Photos are typically the most common asset on the channel. The image helps to share the visual copy of the story you tell in your caption. Ensure your image features dynamic photography or design.
Videos can be posted as teasers for webpages or stand-alone, on-channel assets to give context to notable calendar dates, events, or company news. Videos typically see higher engagement because they account for video views, as well as post engagements (likes/comments/shares).
This format is best used when sharing a story that needs more visuals to give more context or better showcase lists or facts.
Carousel posts consistently see higher engagement than posts with a single static photo. Find opportunities to use carousels where they can be used to tell different aspects of the story.
IGTV is basically Instagram’s version of YouTube that is designed for the mobile-optimized viewing of long-form videos. Video posts published on the feed over 59 sec are automatically posted through IGTV.
Since this platform is optimized for short video content the recommendation is to only publish 15–30 second videos. IGTV should be a last resort if longer videos need to be shared on this platform. Instagram Live video streams can be saved to the profile using this feature.
Sharing Feed Posts: You can share another post from a Bayer owned channel on Instagram by sharing it through your Instagram Story.
Sharing Stories: Your channel will need to be mentioned/tagged in a story from another Bayer owned channel in order to share in your Instagram story.
Interactive stickers are an easy way to increase engagement on your stories. These stickers can be used to gather feedback, test your audience on their knowledge or ask questions to employees or leaders. Use the quiz sticker if you are seeking high engagement, but the question sticker is best used for “ask an expert” type transparency series.
When publishing a story, you have the ability to add a hyperlinked sticker or corresponding link to a webpage for your audience to learn more.
Instagram Video Format Overview
Feed Post Copy
Think of captions as an opportunity to enhance and give context to the visuals.
The recommendation is to:
Break apart long paragraphs with spaces
Ask questions and use specific calls-to-action to engage audience response via likes, comments or shares
Gravitate toward “we” + “our” instead of “Bayer”
Use emojis, but sparingly
Hashtags (aside from those within the copy) should be placed in the first comment of the post.
Story Post Copy
Copy on Instagram stories should be short and large enough for users to read quickly as they tap through
Look for opportunities to transform copy into quizzes/polls
Include unique captions and CTA overlays that prompt the audience to take action (e.g., "Tap the link sticker to learn more")
Hashtags should be purposeful to the creative. Basic topical hashtags should be placed in a corner so as to not distract from the main copy. If the hashtag is part of a larger campaign, it can be more of a central focus.
The most important aspect of the channel photography is to create authentic images that embody Bayer’s brand narrative to celebrate a vibrant, energetic world. We recommend creating or sources images that:
Capture subjects in a spontaneous, reportage style – mid-gesture rather than still. Generally, they are not looking towards the camera
Life and people play a central role in our brand, so try to include people wherever it feels natural and appropriate. They don’t always have to be the subject of the photo.
The Instagram platform is about sharing real lifestyle content. Because of this, avoid designing assets that are overly Bayer branded.
Avoid the use of Bayer diagonal lines where possible
Avoid overlaying text on images so it doesn’t crowd the composition when it is unnecessary to the storytelling
Avoid too many conventional, front-on shots. Use unexpected viewpoints
Use the Bayer Cross logo on any asset announcing large company news or content likely to be widely shared on the platform
When naming business partners on the channel, use the "|" or "pipe" to separate Bayer from the business partner name.
For example: Bayer | Pharmaceuticals
Instagram Channel Accessibility Best Practices
At any given time, at least one billion people—15% of the world’s population—have some form of documented disability. Additionally, 100% of us are temporarily-abled; as we age, every person will experience variations in the way they can access digital experiences. In line with the COM mission to engage for trust, Bayer must lead the way in creating accessible and inclusive experiences in our digital landscape.
To make the Instagram channel more accessible, keep the following in mind when writing social copy:
Avoid jargon and abstract concepts; be direct and use an active voice
Provide trigger warnings to avoid exposing people to potentially emotionally harmful content
Use emojis and symbol fonts sparingly as it is difficult for them to be picked up by assistive technologies
Capitalize the first letter of each word in your hashtags so it is easier for assistive technologies to read
Add Image Description Using Alt Text
Automatic alt text uses object recognition technology to provide a visual description of a photo. Ensure your alt text is accurate before posting your photo/video.
Add Closed Captioning to Videos
Automatic closed captioning is now available for IGTV Live and IGTV. Otherwise, video captions must be burned in or encoded in advance.