How to do an Instagram post

This article is an step-by-step explanation for you to write and select the best Instagram content. 

An important thing to remember is that Instagram is a visual based platform, even though text is important, it is secondary to the images you choose to post. You can find the schedule of Instagram posts by going to the Communication calendar. Instagram posts will be given a pink color and we usually maintain a 1 post per day quantity (except if we have super busy times so then it will be more).

We use Instagram for the following things 

- promotion and post-production for workshops

- promotion and post-production for lectures and events 

- showing our followers what is happening at the Biotoop

- highlighting our blogs and articles

First step: you will have to select an image or a collection of images to post on Instagram

So, you looked in the calendar and saw you need to promote an event/workshop/special Biotoop moment and on which day. Once you know what you are promoting take the following steps to find your content 

Is it a workshop?

Is it for promotion? You can find templates for workshops here, in those we have selected the best of the best pictures which you can choose from. Go ahead and pick the prettiest one. Scroll through our Instagram page and make sure the image hasn't been used just a short while ago.

Is it for post-production? Photo's of a workshop that happened the weekend before can be found on its own event page (f.e Sculpting Textiles that happened on November 2nd) There will be a selection of around 10 pictures on the website, only pick the 3 best ones and download.


Is it a lecture?

Is it for promotion? For lectures we usually start planning the content a bit longer in advance and there will be an available google drive folder where you will find the content you need. Go to Program -> Find your program series -> you will find visual content under the images folder. If you are not shared in the Program drive yet, let your communication manager know and they will share it with you. 

Is it for post-production? You can find the newly shot selection of 10 photos on the event page of our website (so if it was Odorama happening on the 22nd of January, please go find that event page). Select the 3 best ones and download. 


Is it something special that happened at the Biotoop?

If something is happening at the Biotoop, you can ask the photographer for the location of the pictures. You communication manager will ask you to post about it. 


Second step: schedule your post in buffer and write an accompanying text

You can find the log in details for buffer on our password page here.

When you log in, find the Instagram tab and start planning your posts according to the Communication calendar. 


An Instagram must always contains a few things, please make sure yours does. Post should stay between 50 - 75 words.

  • tags of the people involved(workshop host, speakers or artists) preferably worked into the body of the post, if not at the bottom.

    Looks like: "We will have a soap making workshop with @joyinali on the 22nd of November" OR #soap @mediamatic_ #bubbles @mediamatic_eten

  • date and time of the event taking place (if promotion)
  • When you want to format your text with in between spaces. Click on the shift button and press return to create an empty line. 
  • The name of the lecture or workshop. Workshops you can sometimes also get away with just naming it a soap making workshop or a textile design workshop.
  • 6 tags related to the topic of the event at the bottom of the post with spaces in between. With the general list of hashtags following. 

    Looks like: #workshop #textile #design #artist #amsterdam #creative #smell
    General list: #mediamatic #oosterdok #amsterdam #biotoopdijkspark #dijkspark #amsterdamart #experimentalart #art #design #

After the necessary musts of a post, you're generally free to play around as you will. Make sure to keep it short and snappy. To inspire you for posts here's a few prompts. 

  • What can people expect to learn or get by attending this workshop or lecture?
  • What is a speaker or workshop host known for?
  • What do you see in the image? How is it related to the event, the workshop host or lecture speaker?

When you've finished writing your block of text, it should look something like this. 

This week you can learn to grow mushrooms once again with @mycophilianl Wouter Hassing. Learn about mycelium, substrates and mushroom cultivation. 

#workshop #amsterdam #fungi#homegrown


Last step: schedule all your posts and let your communication manager read through it to check on any small mistakes or improvements. Good job!