Instagram is about images, but not any picture will do. Always focus on quality, consistency and brand voice. Choose a color scheme, and use it consistently throughout your snaps. The colors should complement your brand personality; for example, zero-calorie drink Zevia uses bold, bright colors and high contrast to showcase the refreshing, fun personality of its brand. In contrast, online clothing retailer Everlane, a brand that focuses on selling high-quality essentials at honest prices, posts pics in a muted earth palette, blacks and whites. Stay true to your brand. Decide what you stand for and how to showcase it in your visual image, and stick to your guns. An example: Shore Projects, a British watch brand whose products draw inspiration from the British seaside. All of the brands’ Instagram photos tie to this inspiration: even when the pictures do not feature UK coasts, they maintain the feel of the British seaside with muted colors, grays and blues. Add captions, and use them to showcase your voice and interact with people. Adding “Our latest weekender bag” next to a snap of one of your products may be descriptive – but is it engaging? What about saying instead: “You can easily fit a jumper, a book, your tablet and a bottle of water in our blue weekender bag. What would you put in it for a last-minute escapade?”. By asking questions you will also increase the chance of starting a conversation with your followers. Your present and future customers are already on Instagram – what are you waiting for?