If you're a service business trying to grow on Instagram, it can feel overwhelming to figure out what to post and why. Most business owners end up posting random content, hoping something eventually works.
Instead, we use a simple content framework built around four core types of content — designed to move someone from discovering you → trusting you → eventually becoming a client.
Each type serves a different purpose in your marketing funnel. These are the four types of content we use for ourselves and for every client we work with.
Nurture your existing audience with multi-slide posts
Simple footage + text overlays for efficient growth
Build authority and trust by speaking to camera
Narratives that create emotional connection
Before we dive into the four types of content, here are some key terms you'll need to know:
A post that is a still image.
A post that uses a video format.
The people who follow your Instagram account.
The people who do not follow your Instagram account (i.e., most of the world).
An Instagram beta feature that allows you to post video content to ONLY your non-followers. If you desire, you can then "release" that post to your followers.
The text that someone can read alongside your post.
These are words on the image/video itself. They are meant to draw your viewer in with a type of headline.
This is the hook that would stop someone from scrolling away. Something visually engaging.
This is the sound that people hear that would stop the scroll. It could be a sound effect or someone saying something that makes people stop scrolling.
B-roll content is one of the simplest and most effective formats for Instagram growth.
B-roll refers to simple footage of everyday moments combined with text overlays that deliver the message. These typically sit anywhere from 5–10 seconds.
The video itself doesn't carry the message — the text on screen does. This makes B-roll content extremely efficient because you can film a lot of footage quickly and reuse it for many posts.
You don't need fancy equipment or elaborate setups. Here are common B-roll moments you can capture:
Casual, relatable movement that feels authentic.
Shows you're working and in your element.
A familiar, everyday environment viewers connect with.
Behind-the-scenes of your content creation process.
Establishes your professional environment.
This type of content is designed to turn viewers into leads, usually in the form of commenting a keyword that triggers an automation.
"Comment 'TRAINING' and I'll send you the system we use to create 90 days of content."
This format tells a short narrative through text. Often, we use voice over narration accompanied by simple B-Roll footage.
"I used to think posting daily was the only way to grow…"
Story-based B-roll helps viewers relate to your experience.
Motivational content inspires the viewer and connects to common struggles.
"Most business owners quit content too early."
These posts are designed primarily to reach new audiences. They often include bold statements, contrarian opinions, and surprising insights.
"Your video at 200 views can be more valuable than the one at 200,000."
These posts use curiosity and strong hooks to encourage viewers to keep watching and read the caption.
"Most businesses are asking the wrong question about social media."
Top-of-funnel content introduces new audiences to your perspective or philosophy. This type of content attracts people who might be outside of your niche, but at the same time casts a wide enough net to attract people inside.
"How busy business owners create 3 months of content in a few hours."
TOF content is your first impression — it's how strangers become followers.
Talking head content is when you speak directly to the camera and share insights, advice, or experiences.
This format is powerful because viewers can see your personality, hear your tone, and connect with you directly. Talking head videos are often used to build authority and trust.
These videos invite viewers to take the next step, such as downloading a resource or booking a call.
"Comment 'TRAINING' and I'll send you the system we use with our clients."
These videos share your expertise, perspective, or insights.
"Not every video is supposed to go viral."
Authority content positions you as someone who understands the industry — building credibility with every view.
Short clips taken from longer conversations or recordings — including interviews, podcast clips, and behind-the-scenes conversations. These feel more natural and conversational.
Answer common questions your audience has.
"Should businesses focus on YouTube or Instagram?"
This format directly addresses audience curiosity.
These are longer-form explanations that break down an idea or concept.
"Why a video with 200 views can be more valuable than one with 200,000."
Podcast-style content allows you to go deeper into your thinking.
Storytelling content focuses on narratives instead of instruction.
Rather than teaching directly, storytelling content allows the audience to see themselves in the story.
Stories are one of the most powerful ways to build trust and emotional connection.
Share your own experiences, lessons, or challenges.
"How I learned that posting daily wasn't the solution."
Personal stories make you relatable and human to your audience.
Showcase results, testimonials, or client wins.
"How this client generated 30 leads using simple content."
Social proof builds credibility — letting your results speak for themselves.
These stories relate specifically to the struggles or experiences within your industry.
"A mistake most salon owners make when starting content."
Niche stories speak directly to your ideal client's world.
These stories connect to broader human experiences that almost anyone can relate to. Think world-news, celebrities, and hot-topics that can transition into your niche.
Mass market stories tend to perform well because they appeal to a wide audience.
Carousels are multi-slide posts designed to communicate an idea quickly and clearly. They can be static posts or video posts.
These posts are great for nurturing your existing audience, since it mainly goes out to your followers. If you do a video version, you can post it as a trial reel to go to your non-followers first.
These resemble viral Twitter threads. They typically use bold statements, strong hooks, and simple text to communicate an idea across several slides.
This can be one image or it can be multiple slides.
Each slide expands on the idea step-by-step, pulling the reader through a narrative using short, punchy statements.
Bold ideas, strong opinions, and step-by-step breakdowns that reward the viewer for swiping through.
These highlight a powerful quote or insight related to your niche.
"Most businesses quit content before it ever starts working."
Quote carousels are often highly shareable because they are easy to understand and resonate emotionally with viewers.
These walk the audience through a personal experience, lesson, or transformation. Instead of teaching directly, they tell a story that leads to a takeaway.
"How posting consistently for 90 days changed my business."
Stories build connection and relatability with your audience.
Here's a complete overview of all four content types and their subtypes:
Most business owners struggle with content because they don't know what type of content they should be making. This framework helps simplify the process.
Instead of guessing what to post, you can create content within these four categories and begin to understand what attracts attention, what builds authority, and what generates leads.
Instead of guessing what to post, you can create content within these four categories and begin to understand:
B-Roll and storytelling content pull in new viewers who've never heard of you.
Talking head and carousel content position you as the expert in your space.
Lead generation formats across all four types convert viewers into real business opportunities.
Now that you understand the types of content and their subtypes, the next step is finding the balance for your account of each type.
If you'd like help understanding & creating your content mix, for a limited time, Miles will be holding FREE 30 minute strategy sessions.
Schedule your strategy session today by using this link and finding a time that best fits your schedule:
You now have the complete framework. Here's a quick recap of everything covered:
Multi-slide posts — Twitter/X Style, Minimalistic, Quote, and Personal Story formats — great for nurturing your existing audience.
Simple footage + text overlays — Lead Gen, Story, Motivational, Virality, Clickbait, and TOF — efficient and highly reusable.
Speak directly to camera — Lead Gen, Authority, Clips, Q&A, and Podcast Style — builds trust and positions you as an expert.
Narrative-driven posts — Personal Story, Social Proof, Niche-Related, and Mass Market — creates emotional connection and credibility.
Use all four types together and you'll have a content strategy that attracts, nurtures, and converts — consistently.
The Four Types of Content