The great 1960s essayist Joan Didion said, “I write entirely to find out what I’m thinking, what I’m looking at, what I see and what it means. What I want and what I fear.”

Stephen King is similarly quoted as saying, “I write to find out what I think.”

The thinking behind both of these is expressed really well in this video on Instagram content strategy – that it is through articulation that we come to know our thoughts and opinions, and that articulation is key to expertise. In writing we formulate our thoughts and in making them clearer to ourselves become more articulate in our thinking and our expression.

Enter Instagram – up there with one of the most prevalent platforms for self-expression, and that now applies not only to individuals but to brands too. So, how do we decide what to post on Instagram, or social media generally, and how?

Watch this in-depth whiteboard session by The Futur on Instagram content strategy to dive deep into this topic.