My wife runs an Instagram account dedicated to helping new moms deal with postpartum issues. This is a brand-new account built from the ground up. Although she has learned effective content creation techniques through workshops, it’s now time to kick it up a notch. For now, our immediate goal is to increase reach by creating content that will resonate with her audience.
Goal
The primary goal is to increase traffic—i.e., grow the number of followers—and ensure that the content we create is truly shareworthy. We want our posts to not only exist but to spark engagement and resonate with our target audience.
Objective: Increase followers and boost content engagement by creating focused, relatable posts.
Steps Taken
To better understand the landscape, I created a separate account to follow postpartum-related content. Although this hyper-focused approach might not reflect the complete reality (a mother will still follow diverse accounts to fulfil her other needs), it helped me identify trends and high-performing topics within the niche. Key observations included:
- Content Trends: Reels and topics such as the relationship with husbands, personal postpartum experiences, and even expressions of vulnerability (“self-pity”) tend to perform well.
- Audience Insight: New moms seek content that shows understanding and empathy—a space where they feel seen, rather than being preached at.
Leveraging this insight, and drawing on my perspective as a husband who has shared these experiences, I decided to focus on topics related to the husband’s role in postpartum. I generated a list of attention-grabbing headlines and prompts. Each headline was tested internally—if it didn’t evoke an emotional, “click-worthy” reaction, it was discarded. I then used ChatGPT as a brainstorming tool to ensure no key points were missed, and refined the content accordingly.
Execution
With the headlines and prompts in hand, I moved on to content ideation and creation. This phase was quite natural, as I have personal experience with the subject matter. The process involved:
- Content Ideation: Brainstorming engaging and empathetic headlines that resonate with our audience.
- Content Creation: Using a blend of personal insights and AI-assisted suggestions to craft the final content.
- Editing: Refining the content to ensure clarity and impact.
The final format was designed to mimic a long-form tweet—where the headline is the visual hook, and the content itself provides the depth. Although visuals were secondary in this approach, the unique format leverages Instagram’s mix of visual and textual content.
Result
The results were promising: one of the reels reached 86K views within a week and brought in an additional 18 followers (and still counting). This early success has provided a tangible indication that our creative strategy is on the right track. The next step will be to analyze further data and determine how we can scale this success. Possible idea includes a series of post on this topic, or even a freebie that the couple can do together.
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