By Caroline Towers

Instagram, it’s my favourite platform to use right now, it’s a wonderful social media tool to grow your brand, connect with potential customers and spread your expertise to a wide audience.

It can be challenging at times to think of new content to share on the app. This is why it’s important to know your core themes so you can return to them when you’re feeling stuck, uninspired or even when you are planning your content.

Having core themes helps you to never run out of ideas and ensures you are creating content which will attract your ideal customers.

Creating your core themes


Core themes are 5 or 6 topics which run through your Instagram feed on a regular basis. These topics need to be relevant to your brand such as teaching on your brand topics or are themes which help your audience to connect with you, like photos of your family.

You will find you talk about some of your core themes more than others, using the example above you will more than likely share topics which show off your expertise, sprinkled with a few more personal posts.

When you have your themes you can cycle through them and if you are struggling you can look at what you’ve not shared for a while and bring that topic back into your feed.

To find your core themes you might need to do some research to help you become clear on what your themes are going to be.

Ask your audience what they enjoy seeing
Look at your analytics to see what type of posts get the most engagement
Think about the topics you love to share
Learn what your audience is struggling with
Decide what you want to be known for

Once you’ve done this research you will start to see a few stand out topics which can become your core themes.

When you’ve decided on your themes you can then begin to break them down to give you lots of content ideas under these themes. If you need help with your Instagram captions, download our free guide, Captions which Connect here.

Having your core themes will make your content creation more focused and help your audience to connect with you. Test these for a few months and then come back and readjust if you need to.


Caroline Towers is a blogger, blogging educator & multi-passionate business owner.  She is the founder of The Content Edit.  In her spare time she loves to travel, go to the movies, watch sport & drink prosecco!