Instagram Content Strategy

Below is a selection of Instagram content I developed to enhance brand consistency and visual appeal. The strategy combines multiple content formats to maximise engagement:

  • Posts deliver eye-catching, on-brand visuals used for updates, book reveals, and announcements.

  • Reels highlight behind-the-scenes moments and elements of the author’s daily life to humanise the brand.

  • Stories serve to deepen brand identity. I created four custom Story Highlights—introducing Ray’s background, book summaries, FAQs, and key reader insights.

This multi-format approach supports increased profile views, audience engagement, and stronger long-term reader connection.

Post images are central to capturing attention on Instagram’s visually driven platform. A strong visual not only stops the scroll but also reinforces the author’s brand personality. For Ray’s brand, I created post templates that reflect his genre through consistent tone, typography, and imagery style. These visuals support brand recognition, communicate tone at a glance, and help readers immediately associate the content with Ray’s storytelling world.

Post Image & Content Pack

Mock Up Template

A consistent tone of voice helps establish a recognisable and trustworthy brand personality across all communication channels. For an author like Ray, whose work spans fantasy and horror, maintaining a clear and emotionally resonant tone—whether mysterious, darkly whimsical, or introspective—ensures that every post, story, or caption feels aligned with his creative identity. Consistency in tone builds audience familiarity and emotional connection, making readers more likely to engage, remember the brand, and feel invested in the author’s journey. It also strengthens the brand’s storytelling power and positions Ray as a professional, genre-aligned voice in a competitive literary market.

Content

👻📚 Back to the spine-chilling small town of Deighton, Pennsylvania, to explore a story filled with suspense and supernatural terror. Join the "Leftovers Club" on their tragic journey—a group of childhood survivors uniting to confront their shared nightmares.

🌟 For anyone reading this review who hasn’t yet plunged into this terrifying world, the full experience of "The Leftovers Club" will haunt you long after you turn the last page.

👁️‍🗨️ Hope you find absolute thrill and terror as you eagerly turn each page of this book.

📘 The physical book is now on sale at my online store (link in bio).

Hashtag

#TheLeftoversClub #bookrecommendations #bookstagram #psychologicalhorror #mustreadbooks #horrorfiction #horrorcommunity #horrorbooks #horrorfan #fiction


By researching and applying a balanced mix of high-volume, mid-tier, and niche-specific hashtags, we increase the likelihood that Ray’s posts appear in relevant feeds, attract the right audience, and drive engagement. An effective hashtag strategy supports organic growth, enhances content visibility, and complements broader branding goals.

Profile Set-up Optimisation

A well-optimised homepage—whether on Instagram or a website—is crucial for establishing credibility and guiding visitors to action. For new audiences, it acts as a digital first impression. By refining key elements like the bio, story highlight, call-to-action links, and visual consistency, we help ensure that users immediately understand who the author is, what he offers, and how to explore or purchase his work. This clarity increases trust, retention, and conversion, transforming casual visitors into loyal readers.

Story Highlight Content Pack

I created a set of curated Instagram Story Highlights to strengthen Ray’s brand identity and provide quick access to key content for new followers. Each highlight serves a strategic purpose:

  • Q&A builds trust and relatability by answering common reader questions.

  • About Me introduces the author’s background and creative journey in a personal tone.

  • Horror & Fantasy showcases each published book with its cover, synopsis, and a direct purchase link, making it easier for followers to explore and buy.

These highlights offer an interactive, informative, and on-brand experience—turning casual visitors into engaged readers.