8 Steps to Creating an Instagram Theme: Part 4 of the Instagram Growth Series

One of the questions I’m asked most frequently about Instagram is how I create a theme across my feed, so that each post not only pops on its own but also looks cohesive among the rest. Creating a theme takes a little work but it’s so worth it. And here’s why:

1. It Tells People What You’re About

A great theme instantly gives the viewer an idea of what your brand is like. Are you fun, colourful & positive? Feminine and girly? Corporate or luxe? A theme can instantly convey a very specific vibe that, if planned carefully, will resonate with your ideal client. A good theme means people can immediately identify that your page was made for them.

1. It Looks Professional

There’s no denying that a well curated feed that echoes the vibe and ethos of the brand looks one hell of a lot more professional than a mish-mash of random photos. A great theme not only immediately tells potential clients what you’re all about but also instils trust in you as a business.

6 Steps to Creating a Cohesive Theme

Convinced that you should be implementing a theme on your account? I promise it’s not as hard as it looks. Grab a pen and let’s deep dive into how you can create a killer theme that works in perfect harmony with your brand.

1. Consult Your Branding

First things first, it’s time to consult your branding. Make a list of words that describe your brand. What is your ideal client like? How do you want to make them feel? What’s your colour scheme? What is your personality?

It’s so important that your feed is an accurate representation of your brand. So take into account any existing marketing materials, logos, websites etc. and bear these in mind when creating your theme.

For example @glowrecipe products are known for being bright and colourful, and are targeted at young women – and their theme mirrors this.

2. Choose a Theme Style

Now it’s time to look at this list of words and decide on a theme style that you feel matches them. What mood are you going for? Colourful? Bright? Moody? Vintage? Feminine?

If you’re feeling a bit lost on what theme style to pick, check out my 21 Instagram Theme Ideas Post for some inspiration to get you started.

Maybe your list has words like ‘fun’, ‘rainbow’, ‘cheeky’, ‘colourful’ & ‘positive’ on it. In which case, you might choose a bright, colourful theme.

Or perhaps, your list has words like ‘minimal’, ‘sustainable’, ‘clean’ & ‘quality’ on it. Here you might decide on a white theme with green elements.

3. Make a Mood Board

I know what you’re thinking. A mood board, Emma? Seriously?

Just do it.

I promise that it’ll make it so much easier to get a grip on what you want your feed to look like. Get on Pinterest and make a board of photos that evoke the mood/theme that you’re aiming for. I recommend this not only because it’s an excellent visual way of seeing what your feed will look like, but also because it acts as a great tool later on.

Whenever you feel uncertain about where your feed is going or whether a articular photo is appropriate, you can go back to this mood board and realign yourself with your original vision. It’s also super useful if you bring someone else on board to run your social media, as they’re fully equipped to continue your hard work.

4. Decide on a Colour Palette

Now that you’ve got your mood board, you should be able to clearly see a colour palette emerging. Choose 2-5 colours and stick to them. When taking photographs and editing, keep these in mind. Try to pick subjects that incorporate them & ensure that these colours are accentuated in the editing phase.

Note: it is much easier to edit a photo that already fits your theme pretty well than it is to edit a photo that is completely off. So make sure to keep your theme in mind when actually taking the photo!

5. Decide on Repeated Motifs

Next it’s time to pick one or two motifs that you can repeat throughout your feed to create a cohesive look. If you’re selling a product, you may choose that as your motif. Alternatively you might pick something else that fits your aesthetic. From lattes to sunsets, to books to puppies. Pick something that epitomises the mood of your brand and post photos of this thing semi-regularly. This is a super easy way to make your feed not only more cohesive but more memorable.

6. Make Your Quotes Cohesive

Some users choose to incorporate quotes into their feed. This can be a great way to inspire or entertain your followers but isn’t absolutely necessary in order to create a beautiful theme – so don’t worry if they’re not your thing!

If you do decide that you want to use them however, make sure that they all follow the same layout. Every quote should look almost identical. That means same colours, fonts & visuals. Don’t forget to include your Instagram handle at the bottom in case anyone decides to repost it! This is a great way of directing people to your page.

7. Apply Presets

By far the easiest way to ensure that all of your photos have a similar aesthetic is to use a preset. Presets are a series of editing steps that can be copied and applied to other photos.

You can create your own presets in the app Lightroom. It may take a little time to learn the ropes but there are plenty of tutorials online, and you can create a bespoke preset that perfectly encapsulates your brand.

Alternatively there are plenty of apps that come with ready-to-apply presets, such as VSCO or Colour Story. You can also purchase presets from photographer and influencers and use them in the Lightroom app.

8. Use a Feed Planner

Last but not least, make use of a feed planner! This acts as a kind of practice grid. You can see what your photos look like next to each other & get an idea as to whether something fits in with your theme or not.

There are plenty of amazing apps on the market that allow you to do this, including Colour Story, Planoly, Unum, Mosaico & Preview.