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jueves, 14 de agosto de 2025

How I do content research: Steps to follow (with examples)

With ChatGPT, anyone can create blog posts in seconds. But, just because you have copy doesn’t mean it's valuable. You need content research to make a post that’s actually valuable. That’s especially true with Google’s Helpful Content Update, a shift that placed even more emphasis on expertise, knowledge, and credibility.

Download Now: Free Content Marketing Planning Kit

To stand out in today’s crowded landscape, teams need to craft content that’s not easily found elsewhere. Every paragraph needs to be rooted in deep research, diverse sources, and genuine insight that delivers meaningful value to the audience.

In this article, I'll give a guide on content research by going through a detailed report I published. Let’s get started.

Table of Contents

Content research involves understanding your target audience’s needs, pain points, and search behaviors. It means digging into relevant data, reviewing credible sources, identifying gaps in existing content, and spotting emerging trends in your industry.

Done well, it involves a combination of:

  • Keyword and SEO analysis.
  • Competitor content reviews.
  • Industry publications, academic studies, and expert interviews.
  • Audience insights from social media, forums, or direct feedback.
  • Strategic alignment with brand messaging and business objectives.

Given the massive amount of AI-generated content out there, solid content research helps me create impactful, trustworthy content that rises above the noise.

Why is content research important?

In the AI age, more and more people are starting their research on ChatGPT. When your potential customers have a question, they’ll likely ask AI first. And, if their query is informational, they’ll likely get a tailored answer and move on.

So, creating generic, informational content isn’t a sustainable strategy.

Instead, you need to dive deep into content research to come up with a unique angle. Thoughtful, in-depth research lays the foundation for content that is compelling, engaging, and genuinely helpful to users. Bonus points if you can run your own surveys and gather original data.

Content marketing is about positioning your brand as the go-to authority in your space. So, when someone asks a question to an AI tool, it cites your website as the source. That’s all because your content is rich, relevant, and trustworthy.

How to Do Content Research

To explain my content research process, I’ll describe the method I used to create this report on the ecommerce landscape in Pakistan.

This piece is heavily data-centric. It demanded deep, focused research across multiple sources to ensure accuracy, originality, and value. The entire process, from the initial stages of investigation to the final content publication, spanned three months.

Here’s how I approached content research, including clear, bite-sized steps that are easy to understand and apply.

Start with competitor research.

Typically, I start by reviewing what competitors have already published. This helps me understand the landscape and identify gaps. In the case of my report, we were breaking new ground. There were no existing content pieces to benchmark against, which meant we had to build everything from scratch.

While this presented a challenge, it also came with a big advantage: Being the first to publish a data-driven report positioned the brand as a thought leader.

When audiences see original insights backed by research, they’re more likely to view your brand as a credible authority in the space. That kind of trust is hard to beat.

Then, use tools to gather data.

My go-to tools for collecting data are Semrush and Ahrefs. Both platforms allow me to compare two websites side by side.

This becomes especially powerful when you're analyzing a top-ranking competitor against one that ranks slightly lower, revealing key differences in content, keywords, or backlinks. What gives the top performer its edge? These tools uncover exactly that.

For this report, I analyzed the traffic of the top five ecommerce stores. The aim was to rank the country’s leading ecommerce players and categorize them by whether they’re digitally native or focus on an offline presence.

For example, I used Semrush to get traffic data on the biggest ecommerce platforms. The traffic data was then provided in an easy-to-read table.

content research - gathering data

The chart clearly shows which ecommerce company has the most traffic and the highest estimated global revenue.

When conducting research, I recommend going the extra mile to provide added value for your readers. For instance, to offer better context and enable a more meaningful comparison, I included a brief analysis of trends in other emerging markets — such as the Philippines, Egypt, Indonesia, and Bangladesh.

content research - comparison with other emerging markets

The idea of adding this additional layer of insight was to help readers better understand the bigger picture. To make this happen, I needed to have access to third-party sources (ECDB and World Bank, in my case).

If you aim to produce valuable, data-centric content on a regular basis, I recommend getting a subscription to Statista. It’s a treasure trove of studies that are directly relevant to your topic.

Keep in mind that not everyone has the time to sift through all the information and data you share. That’s why I included a concise TL;DR section highlighting the key takeaways and most important data points.

Content research - TL;DR

I provided this clear, data-backed starting point because I know this information will be valuable for anyone looking to start a new ecommerce business. The key takeaway here is to highlight the core insights from your content research to make it easy for readers to absorb.

For a deeper dive into market research, including a how-to guide, check out this market research guide and template.

Establish authority by answering questions.

To truly establish authority, focus on answering questions that others have overlooked or failed to address in depth. By tackling these underexplored topics with clarity and substance, you position yourself as a go-to expert in your field.

For this report, I took that extra step. I connected with Daraz, the largest ecommerce marketplace in the country, which provided my team with internal data that wouldn’t have been available through traditional online research.

Daraz provided a wealth of valuable insights covering sales performance, transaction volumes, and activity during peak months. The dataset was so rich that I could easily create at least five distinct content pieces. But, I managed to condense the research into a page that offered users real, actionable information backed by solid data.

content research - establishing authority

Doing content research on a deeper level helps surface new trends. After getting the data, I had numbers to show that November and the last quarter generally had higher sales. This level of information added real depth and credibility to the research.

Consult the experts for more insight.

In my opinion, content research goes far beyond simply gathering information from publicly available sources. In many cases, valuable data from industry leaders is needed, but it isn’t usually accessible online. That calls for reaching out to real people.

In the research phase, the more people you reach out to, the better. During our outreach, I connected with PostEx, a leading logistics company in the country with an estimated 1.45 million shipments per month.

Their team told us how the last quarter compared to the rest of the year in terms of total orders and order value. That kind of insight can only come from industry experts. It won’t appear in a Google search, and AI tools would just fabricate the data.

What began as a simple information request turned into something bigger: PostEx generously offered to sponsor the project — something we hadn’t initially planned for. Their involvement added both credibility and meaningful support to our research.

Reach out to people internally.

A component of content research is also gathering insights from people on your team.

For my report, I gained valuable high-level insights by having a 15-minute meeting with my CEO. He had built a price comparison engine earlier as a hobby project, which provided me with valuable information into the country's ecommerce landscape.

content research - insights gained from internal team members

By tapping into that expertise, I was able to analyze the monthly traffic and GMV of Pakistan’s ecommerce marketplace.

Remember, internal knowledge-sharing can be powerful. Your colleagues might be experts themselves, or they might connect you to someone in their network who is.

Present the content research.

When you have done solid research, creating content becomes much easier. I believe the key is to strike a balance between written content and visuals. Since many people prefer to absorb information visually, I made sure the content included plenty of charts and graphics to enhance clarity and engagement.

Here’s an example of one of the graphics:

content research - graphics to display information

Some people prefer reading to fully grasp the details, so the report includes clear, well-written explanations, ensuring there’s something for everyone. These graphics also help in repurposing the content across email and social media, which brings me to my next point.

Further your business goals with content research.

Repurpose key findings into social posts and email campaigns. That can help you extend the life and reach of the research far beyond the original published piece.

After completing our content research, we decided to make the content gated. Users were required to sign up to access it. Because the content offered valuable insights, people were willing to fill out a form that included their company details and responses to tailored questions. So, we were able to dive warm leads for our company.

Be sure to align content research with strategic business objectives to drive measurable results across marketing and sales.

Valuable Tips on Doing Content Research

“People Also Ask” on Google

Beyond the standard search results, I always use the “People Also Ask” section on Google. Scrolling down to this area can reveal a wealth of related questions. I use it for additional topics to explore and gaps to fill in my content research.

There will be times when I need to create content on a topic I’m not yet an expert in. In this case it pays off to know the following tip on how to become equipped with relevant information quickly.

Type the keyword you are looking to research on Google. Let’s say I am writing about how AI is being used in the healthcare sector. Now, I don’t have a degree or a whole lot of expertise to write on this topic, but I can quickly learn what is happening in this field by learning from those who do have the expertise.

Here’s the formula that I use to type in search engines: Keyword + “expert opinion” + platform

Content Research on LinkedIn

A quick search can reveal what leading voices in the field are saying on LinkedIn. By finding and reading expert commentary, I can build a solid understanding of the subject and back my writing with insights from credible sources.

content research - linkedin

Remember to always do your due diligence. Take a moment to review their LinkedIn profiles or professional background to ensure their expertise is credible and relevant.

If you have a sizable following or a strong network in your industry, letting others know that you’re working on a piece can surface some experts you may already know. Your network might also have suggestions for other people or resources.

Content Research on Reddit

Reddit is a goldmine for research. Unlike LinkedIn, individual users remain anonymous and aren’t easily citable. But, the platform still offers valuable insights into public opinion and trending perspectives, helping you understand the general feeling surrounding a subject.

content research - reddit

The goal of searching on these platforms is to analyze search intent. I want to know my users’ initial questions and their follow-ups. And in the process, I can uncover additional questions they may be searching for but haven’t yet articulated.

Other Platforms for Content Research

I find it valuable to uncover insightful background material on Quora and Substack. Searching Google Scholar for specific keywords and restricting results to anything from 2023 or later helps me locate experts and find the newest research.

These spaces offer direct access to perspectives from people deeply involved in the field.

Pro tip: Always check the publication date or filter your search to the past few years to ensure the information is still relevant. When reviewing studies, pay close attention to the sample size and geographic scope to properly assess the reliability and applicability of the findings.

The Role of E-E-A-T

With E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) playing a crucial role, I know that my personal insights and the lessons I've learned over the years are incredibly valuable. So, don’t overlook your own experience. Start thinking about what you bring to the table in terms of your own experience, knowledge, and network.

Content Research Using Clearscope

Let’s say I am writing an article on “B2B Market Research,” so my first step is to type the keyword into Clearscope:

content research - clearscope

When I hit “Create report,” I can see the following interface with the “Terms,” “Research,” and “Outline” tabs on the right.

content research - clearscope keywords and headings

I use “Terms” to identify the key headings I need to research before I begin structuring the content. When I click on “Research,” it reveals the essential questions I should address to ensure the topic is covered thoroughly and comprehensively.

content research - clearscope questions to research

When I click on “Outline,” it pulls in the top-performing results from the SERPs (essentially showcasing my competitors). It even breaks down their heading structures, giving me a clear view of how they’ve organized their content.

content research - clearscope outlines of competitors

Notice how I can also see the word count for each of the top-performing articles. All this information helps me identify opportunities to improve upon their approach and create something even more holistic and valuable.

Pro tip: I think it can be very easy to inadvertently plagiarize from a competitor — maybe a definition, the structure of the post, or even a turn of phrase. To avoid this, I don’t spend a ton of time reading content from the competition. I really just skim the pages while researching.

Sending Out Surveys

I find that I attain valuable insights by sharing a survey directly with specific groups or communities. If I want to crowdsource insights without requiring respondents to reveal their identities, I use Typeform. It makes it simple for people to share candid, experience-based input.

This is especially helpful when I'm exploring sensitive topics or trying to understand real-world challenges my audience might not publicly discuss.

Confidently conduct content research.

When AI can generate content faster than ever, what truly sets valuable content apart is the combination of solid data and your unique perspective. That’s where human contribution becomes essential in content research.

To truly add value for readers across any industry, dig deeper to uncover unique insights and access information that isn’t readily available or widely known. Perform content research in such a way that users appreciate the depth of your content.

There are many ways to approach content research, and not every tip I’ve shared above may be relevant to your situation. After all, research is all about getting an outside perspective on a topic so that you get ideas and creative inspiration to frame the topic on your own.

Editor's note: This post was originally published in January 2025 and has been updated for comprehensiveness.



from Marketing https://blog.hubspot.com/marketing/content-research

With ChatGPT, anyone can create blog posts in seconds. But, just because you have copy doesn’t mean it's valuable. You need content research to make a post that’s actually valuable. That’s especially true with Google’s Helpful Content Update, a shift that placed even more emphasis on expertise, knowledge, and credibility.

Download Now: Free Content Marketing Planning Kit

To stand out in today’s crowded landscape, teams need to craft content that’s not easily found elsewhere. Every paragraph needs to be rooted in deep research, diverse sources, and genuine insight that delivers meaningful value to the audience.

In this article, I'll give a guide on content research by going through a detailed report I published. Let’s get started.

Table of Contents

Content research involves understanding your target audience’s needs, pain points, and search behaviors. It means digging into relevant data, reviewing credible sources, identifying gaps in existing content, and spotting emerging trends in your industry.

Done well, it involves a combination of:

  • Keyword and SEO analysis.
  • Competitor content reviews.
  • Industry publications, academic studies, and expert interviews.
  • Audience insights from social media, forums, or direct feedback.
  • Strategic alignment with brand messaging and business objectives.

Given the massive amount of AI-generated content out there, solid content research helps me create impactful, trustworthy content that rises above the noise.

Why is content research important?

In the AI age, more and more people are starting their research on ChatGPT. When your potential customers have a question, they’ll likely ask AI first. And, if their query is informational, they’ll likely get a tailored answer and move on.

So, creating generic, informational content isn’t a sustainable strategy.

Instead, you need to dive deep into content research to come up with a unique angle. Thoughtful, in-depth research lays the foundation for content that is compelling, engaging, and genuinely helpful to users. Bonus points if you can run your own surveys and gather original data.

Content marketing is about positioning your brand as the go-to authority in your space. So, when someone asks a question to an AI tool, it cites your website as the source. That’s all because your content is rich, relevant, and trustworthy.

How to Do Content Research

To explain my content research process, I’ll describe the method I used to create this report on the ecommerce landscape in Pakistan.

This piece is heavily data-centric. It demanded deep, focused research across multiple sources to ensure accuracy, originality, and value. The entire process, from the initial stages of investigation to the final content publication, spanned three months.

Here’s how I approached content research, including clear, bite-sized steps that are easy to understand and apply.

Start with competitor research.

Typically, I start by reviewing what competitors have already published. This helps me understand the landscape and identify gaps. In the case of my report, we were breaking new ground. There were no existing content pieces to benchmark against, which meant we had to build everything from scratch.

While this presented a challenge, it also came with a big advantage: Being the first to publish a data-driven report positioned the brand as a thought leader.

When audiences see original insights backed by research, they’re more likely to view your brand as a credible authority in the space. That kind of trust is hard to beat.

Then, use tools to gather data.

My go-to tools for collecting data are Semrush and Ahrefs. Both platforms allow me to compare two websites side by side.

This becomes especially powerful when you're analyzing a top-ranking competitor against one that ranks slightly lower, revealing key differences in content, keywords, or backlinks. What gives the top performer its edge? These tools uncover exactly that.

For this report, I analyzed the traffic of the top five ecommerce stores. The aim was to rank the country’s leading ecommerce players and categorize them by whether they’re digitally native or focus on an offline presence.

For example, I used Semrush to get traffic data on the biggest ecommerce platforms. The traffic data was then provided in an easy-to-read table.

content research - gathering data

The chart clearly shows which ecommerce company has the most traffic and the highest estimated global revenue.

When conducting research, I recommend going the extra mile to provide added value for your readers. For instance, to offer better context and enable a more meaningful comparison, I included a brief analysis of trends in other emerging markets — such as the Philippines, Egypt, Indonesia, and Bangladesh.

content research - comparison with other emerging markets

The idea of adding this additional layer of insight was to help readers better understand the bigger picture. To make this happen, I needed to have access to third-party sources (ECDB and World Bank, in my case).

If you aim to produce valuable, data-centric content on a regular basis, I recommend getting a subscription to Statista. It’s a treasure trove of studies that are directly relevant to your topic.

Keep in mind that not everyone has the time to sift through all the information and data you share. That’s why I included a concise TL;DR section highlighting the key takeaways and most important data points.

Content research - TL;DR

I provided this clear, data-backed starting point because I know this information will be valuable for anyone looking to start a new ecommerce business. The key takeaway here is to highlight the core insights from your content research to make it easy for readers to absorb.

For a deeper dive into market research, including a how-to guide, check out this market research guide and template.

Establish authority by answering questions.

To truly establish authority, focus on answering questions that others have overlooked or failed to address in depth. By tackling these underexplored topics with clarity and substance, you position yourself as a go-to expert in your field.

For this report, I took that extra step. I connected with Daraz, the largest ecommerce marketplace in the country, which provided my team with internal data that wouldn’t have been available through traditional online research.

Daraz provided a wealth of valuable insights covering sales performance, transaction volumes, and activity during peak months. The dataset was so rich that I could easily create at least five distinct content pieces. But, I managed to condense the research into a page that offered users real, actionable information backed by solid data.

content research - establishing authority

Doing content research on a deeper level helps surface new trends. After getting the data, I had numbers to show that November and the last quarter generally had higher sales. This level of information added real depth and credibility to the research.

Consult the experts for more insight.

In my opinion, content research goes far beyond simply gathering information from publicly available sources. In many cases, valuable data from industry leaders is needed, but it isn’t usually accessible online. That calls for reaching out to real people.

In the research phase, the more people you reach out to, the better. During our outreach, I connected with PostEx, a leading logistics company in the country with an estimated 1.45 million shipments per month.

Their team told us how the last quarter compared to the rest of the year in terms of total orders and order value. That kind of insight can only come from industry experts. It won’t appear in a Google search, and AI tools would just fabricate the data.

What began as a simple information request turned into something bigger: PostEx generously offered to sponsor the project — something we hadn’t initially planned for. Their involvement added both credibility and meaningful support to our research.

Reach out to people internally.

A component of content research is also gathering insights from people on your team.

For my report, I gained valuable high-level insights by having a 15-minute meeting with my CEO. He had built a price comparison engine earlier as a hobby project, which provided me with valuable information into the country's ecommerce landscape.

content research - insights gained from internal team members

By tapping into that expertise, I was able to analyze the monthly traffic and GMV of Pakistan’s ecommerce marketplace.

Remember, internal knowledge-sharing can be powerful. Your colleagues might be experts themselves, or they might connect you to someone in their network who is.

Present the content research.

When you have done solid research, creating content becomes much easier. I believe the key is to strike a balance between written content and visuals. Since many people prefer to absorb information visually, I made sure the content included plenty of charts and graphics to enhance clarity and engagement.

Here’s an example of one of the graphics:

content research - graphics to display information

Some people prefer reading to fully grasp the details, so the report includes clear, well-written explanations, ensuring there’s something for everyone. These graphics also help in repurposing the content across email and social media, which brings me to my next point.

Further your business goals with content research.

Repurpose key findings into social posts and email campaigns. That can help you extend the life and reach of the research far beyond the original published piece.

After completing our content research, we decided to make the content gated. Users were required to sign up to access it. Because the content offered valuable insights, people were willing to fill out a form that included their company details and responses to tailored questions. So, we were able to dive warm leads for our company.

Be sure to align content research with strategic business objectives to drive measurable results across marketing and sales.

Valuable Tips on Doing Content Research

“People Also Ask” on Google

Beyond the standard search results, I always use the “People Also Ask” section on Google. Scrolling down to this area can reveal a wealth of related questions. I use it for additional topics to explore and gaps to fill in my content research.

There will be times when I need to create content on a topic I’m not yet an expert in. In this case it pays off to know the following tip on how to become equipped with relevant information quickly.

Type the keyword you are looking to research on Google. Let’s say I am writing about how AI is being used in the healthcare sector. Now, I don’t have a degree or a whole lot of expertise to write on this topic, but I can quickly learn what is happening in this field by learning from those who do have the expertise.

Here’s the formula that I use to type in search engines: Keyword + “expert opinion” + platform

Content Research on LinkedIn

A quick search can reveal what leading voices in the field are saying on LinkedIn. By finding and reading expert commentary, I can build a solid understanding of the subject and back my writing with insights from credible sources.

content research - linkedin

Remember to always do your due diligence. Take a moment to review their LinkedIn profiles or professional background to ensure their expertise is credible and relevant.

If you have a sizable following or a strong network in your industry, letting others know that you’re working on a piece can surface some experts you may already know. Your network might also have suggestions for other people or resources.

Content Research on Reddit

Reddit is a goldmine for research. Unlike LinkedIn, individual users remain anonymous and aren’t easily citable. But, the platform still offers valuable insights into public opinion and trending perspectives, helping you understand the general feeling surrounding a subject.

content research - reddit

The goal of searching on these platforms is to analyze search intent. I want to know my users’ initial questions and their follow-ups. And in the process, I can uncover additional questions they may be searching for but haven’t yet articulated.

Other Platforms for Content Research

I find it valuable to uncover insightful background material on Quora and Substack. Searching Google Scholar for specific keywords and restricting results to anything from 2023 or later helps me locate experts and find the newest research.

These spaces offer direct access to perspectives from people deeply involved in the field.

Pro tip: Always check the publication date or filter your search to the past few years to ensure the information is still relevant. When reviewing studies, pay close attention to the sample size and geographic scope to properly assess the reliability and applicability of the findings.

The Role of E-E-A-T

With E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) playing a crucial role, I know that my personal insights and the lessons I've learned over the years are incredibly valuable. So, don’t overlook your own experience. Start thinking about what you bring to the table in terms of your own experience, knowledge, and network.

Content Research Using Clearscope

Let’s say I am writing an article on “B2B Market Research,” so my first step is to type the keyword into Clearscope:

content research - clearscope

When I hit “Create report,” I can see the following interface with the “Terms,” “Research,” and “Outline” tabs on the right.

content research - clearscope keywords and headings

I use “Terms” to identify the key headings I need to research before I begin structuring the content. When I click on “Research,” it reveals the essential questions I should address to ensure the topic is covered thoroughly and comprehensively.

content research - clearscope questions to research

When I click on “Outline,” it pulls in the top-performing results from the SERPs (essentially showcasing my competitors). It even breaks down their heading structures, giving me a clear view of how they’ve organized their content.

content research - clearscope outlines of competitors

Notice how I can also see the word count for each of the top-performing articles. All this information helps me identify opportunities to improve upon their approach and create something even more holistic and valuable.

Pro tip: I think it can be very easy to inadvertently plagiarize from a competitor — maybe a definition, the structure of the post, or even a turn of phrase. To avoid this, I don’t spend a ton of time reading content from the competition. I really just skim the pages while researching.

Sending Out Surveys

I find that I attain valuable insights by sharing a survey directly with specific groups or communities. If I want to crowdsource insights without requiring respondents to reveal their identities, I use Typeform. It makes it simple for people to share candid, experience-based input.

This is especially helpful when I'm exploring sensitive topics or trying to understand real-world challenges my audience might not publicly discuss.

Confidently conduct content research.

When AI can generate content faster than ever, what truly sets valuable content apart is the combination of solid data and your unique perspective. That’s where human contribution becomes essential in content research.

To truly add value for readers across any industry, dig deeper to uncover unique insights and access information that isn’t readily available or widely known. Perform content research in such a way that users appreciate the depth of your content.

There are many ways to approach content research, and not every tip I’ve shared above may be relevant to your situation. After all, research is all about getting an outside perspective on a topic so that you get ideas and creative inspiration to frame the topic on your own.

Editor's note: This post was originally published in January 2025 and has been updated for comprehensiveness.

via Perfecte news Non connection

miércoles, 13 de agosto de 2025

How to use AI tools in your Instagram strategy: Tips from HubSpot’s global head of brand marketing

For anyone struggling with using AI in Instagram marketing, now is definitely the time to learn. Nearly half of the marketers we surveyed for our 2025 State of AI Marketing report said they're already using AI for social media, with 49% using it for text-based social content and 47% for video/audio-based content.

Download Now: 150+ Content Creation Templates [Free Kit]

HubSpot’s own social media team is leveraging AI to create more engaging, authentic, and on-trend content fast. I did some digging on the ways brands are using AI on Instagram and chatted with HubSpot’s Global Head of Brand Marketing to bring you the AI examples, tips, and tools you need to succeed on Instagram.

Table of Contents

Examples of How Brands Are Using AI on Instagram

1. Generating Instagram Captions

Coming up with captions is often the bane of a social media marketer’s existence. Thanks to generative AI, this tedious task can be much faster. I personally like to start with a draft I’ve written and then ask ChatGPT to help me refine it by prompting it with something like, “Improve this. Make it shorter, punchier.”

I recommend revising the output. In fact, our State of AI Marketing research found that only 7% of marketers do not edit the AI outputs. More than half (56%) significantly revise or rewrite the outputs.

Here’s an example of the iterative process of using AI to generate Instagram captions, as demonstrated by Melissa Lunt of Superhero Design. She starts with this Claude prompt.

superhero design instagram post explains how to use claude to generate instagram captions

Source

And after some re-prompting and refining, she ends up with this:

superhero design’s instagram post shows a claude output of an instagram caption

Source

2. Repurposing Blog Content into Instagram Posts

hubspot’s content remix screenshot

Source

Every marketer knows the power of repurposing content. By doing this, one piece of content can take on many lives, expanding its reach.

And thanks to AI, you can do this faster than ever. Using Content Remix by HubSpot, you can take a landing page or blog post and repurpose it into multiple marketing assets, including an Instagram post, in just a few clicks.

3. Hopping onto AI-generated Trends Like ChatGPT’s Action Figure Trend

By now, who hasn’t seen the fun AI-generated action figures all over Instagram and LinkedIn? Here’s an example from when HubSpot hopped on the trend:

AI can certainly help you stay on top of trends — but as this action figure fad shows, sometimes AI is the trend. And that can be a fun way to use AI on Instagram.

4. Playing with AI to Extend Backgrounds

gymshark’s instagram shows video of how it used ai to extend the background of its gym photos

Source

Gymshark used AI to extend the backgrounds of these epic photos, garnering nearly 52k likes on a single post. And if you’re curious, I asked ChatGPT what tool Gymshark used to do this, and it told me it was Photoshop’s “Generative Fill.”

chatgpt chat where i ask what tool is being used to extend the photo’s background using ai

I can see how this tool would be useful in taking an image you already like and fine-tuning it. For example, if a subject got cut off or if the image dimensions don’t fill the frame as is, you could use Photoshop to make the photo Instagram ready.

5. Creating AI Influencers

I admit, watching AI influencers on Instagram is still a little too uncanny valley for me. But for many brands, it’s driving engagement and sales. Just look at Brazilian retailer Magazine Luiza (or Magalu)’s AI-powered persona, Lu.

Dubbed “the most followed virtual influencer in the world” by Virtual Humans, Lu do Magalu has 8 million followers on Instagram alone.

screenshot of ai influencer lu do magalu’s instagram account

Source

She's powered by Google's Vertex AI, which created “Lu's Brain” to help the brand persona make personalized product suggestions for its online shoppers.

Pro tip: Use AI influencers with caution. A 2025 Northeastern University study found that, when things go wrong, AI influencers are more likely to hurt brand trust than human influencers. That's because consumers see AI as having less agency, and therefore, less responsibility for advertising a faulty product to consumers — meaning consumers redirect the blame to the brand that was managing the AI.

The takeaway? The study authors conclude: “Organisations must recognise their accountability for the actions of AI-powered VIs [virtual assistants], as these directly affect brand trust. Selecting VIs should involve not only their ability to attract followers but also a careful evaluation of potential risks to brand reputation.”

6. Using AI Analytics to Drive Social Media Strategy

“Data-driven social media strategy” takes on a new life when you apply AI analytics to your Instagram marketing, allowing you to optimize posts based on past post performance and your audience’s preferences and data.

“AI helps us uncover unique insights about glasses wearers (even ones we might not have experienced ourselves)," says Or Zinger, VP of Brand Marketing at GlassesUSA.com.

GlassesUSA.com used Sprout Social’s AI to analyze past successful posts and come up with the POV format and captions for this Reel. The video got more than 367,000 views — 90% of which came from non-followers.

Tips for Using AI in Your Instagram Marketing Strategy

1. Constantly experiment with and refine your AI workflows.

"The biggest mistake I see brands make is dumping their entire brand guidelines into AI and expecting magic,” says Amy Marino, HubSpot’s Global Head of Brand Marketing. “That’s like giving an intern a 200-page employee handbook and expecting them to embody your culture on day one."

Just like you wouldn’t throw a new hire into their role without sufficient onboarding, don’t expect your AI workflow to work perfectly the first time. It will require constant experimentation and refinement before you realize maximum productivity and quality gains.

So, where to begin? Marino offers guidance: “Get AI started on the boring stuff nobody wants to do anyway. That's where AI shines, and you can get some quick wins.”

quote from amy marino, hubspot’s global head of brand marketing: “anyone can use ai to create a bunch of mediocre content, but the competitive advantage comes from how masterfully you push and refine what the ai gives you.”

She adds, "The most powerful part isn’t the tools themselves, but how you create a system or principles for evaluating and refining outputs. Anyone can use AI to create a bunch of mediocre content, but the competitive advantage comes from how masterfully you push and refine what the AI gives you.”

2. Leave the humor to the humans.

“Let AI do the 80% that’s predictable, and save the 20% that makes people stop scrolling for human creativity,” says Marino.

“We've learned that AI is not the best at humor or cultural references that feel current and authentic. We use AI to generate structure, but our team adds the cultural touchpoints and personality that make content feel of the moment."

For example, check out this hilarious Instagram video from the official HubSpot account. Marino’s team used AI to assist with the script, but humans brought the humor.

3. Whip up some “prompt recipes” you can reuse.

Streamlining your AI Instagram workflows means creating reusable prompts that you’ve seen consistent success with. That’s what Marino’s team does to save time.

“Instead of chasing every new AI release, we’ve invested in creating (and updating) our prompt recipes. These are specific instructions that consistently deliver good results for different content types,” Marino says.

“My personal favorite direction: ‘Write this for someone who actually uses Instagram, not for a marketer who studied it in college.’ That push transforms the output from corporate-speak to something a human might actually say."

4. Be sure to label AI-generated Instagram video/audio that is “realistic,” in accordance with Meta’s terms.

If you use AI to generate video or audio that looks or sounds realistic, you need to label it using Instagram’s “AI info” feature. This requires simply toggling on the “Add AI label” when you post a video.

Here is the exact wording from the Instagram Help Center:

“Meta requires you to label content you share that has photorealistic video or realistic-sounding audio that has been digitally generated or altered, including with AI. This means that if a digital creation or AI tool was used to create or modify this kind of content, you must label the content before you share it.”

It goes on to say that if you fail to do so, “there may be penalties,” but it does not specify what those penalties are. This is not required for AI-generated photos; it is only required for video and audio.

5. Understand your audience’s preferences for AI- versus human-created content

As generative AI becomes more mainstream, consumers might not care much about whether something was created with AI. But what are their preferences right now?

Well, in at least three studies, researchers found that most participants preferred AI-generated content — when they didn’t know it was created by a machine.

  • In a 2023 MIT study, when participants knew how work was created, they showed a positive bias toward human-created content, but when they weren't told, they preferred the AI-generated content.
  • A 2024 Semrush survey of over 700 U.S. consumers pitted generative AI content against human-written content, and six out of six times, AI won.
  • And in April 2024, Bynder published results of its survey of 2,000 UK and U.S. participants, 56% of whom preferred the AI-generated version of an article over the human-written one when they didn't know which was which.

So, just keep this in mind as you weave AI more into your Instagram strategy. Check in with your audience. A more tech-savvy consumer, for example, may not mind if you use AI and may not be interested in the details of how you used it. But other audiences might feel differently.

Best AI Tools for Instagram Marketing

1. Breeze Social Media Agent by HubSpot

hubspot’s breeze social media agent landing page

Source

Best for: Busy social media teams that want to leverage AI to make data-driven decisions about their Instagram strategy

Use Breeze social media agent by HubSpot to make AI-powered, data-driven posting decisions. Breeze factors in your past post performance, business details, brand voice, audience, and more to generate social media posts in a flash.

2. CapCut AI Video Editor

capcut ai video editor landing page

Best for: Newbie to advanced video editors who want to create viral-worthy Instagram Reels

As someone who’s used both FinalCut Pro and Camtasia (the latter for about 10 years), I was floored by how intuitive CapCut is as a video editor for short social media videos. I’m never going back.

Whenever I import a video and drag it to my timeline, CapCut can automatically caption it using AI. It’s accurate for 95% of the words, so I only have to do some light corrections, substantially speeding up my content production.

3. Captions AI Video Editor

captions ai video editor landing page

Best for: Creating viral-worthy Instagram Reels in seconds using AI

I downloaded the Captions mobile app on a whim when I got an ad for it while scrolling Facebook (yes, I’m a sucker for social media ads). And you know what? I was pleasantly surprised by the result. The output would require minor tweaks from my end for a polished video. To be clear, I still preferred my manually edited video, but Captions would be a great option to scale video creation but still have it feel professionally edited.

4. Canva’s Magic Studio

canva magic studio landing page

Best for: Designing eye-catching graphics for your Story or posts

I have been using Canva since 2016, and it's incredibly easy for me as a marketer to create visual assets for social media. I rely heavily on its one-click background remover when I’m creating blog graphics. Marino’s team uses Magic Studio for Instagram visuals.

Magic Studio can help you resize and repurpose existing assets, generate images and videos, and turn a prompt into an eye-catching graphic.

5. ChatGPT or Claude

Best for: Generating and refining captions and scripts

I’ve used ChatGPT and Claude to help me refine my video scripts for 60-second social media videos. It’s great at taking my wordy scripts and making them more concise.

Here’s an example prompt I used for my most recent social media video:

“You are a viral YouTube Shorts and Instagram Reels content creator. Critique this script. How can I make it stronger and more engaging?”

chatgpt chat screenshot showing recommendations on how to make a video script better

I used Claude, too, because I like seeing what each AI tool brings to the table, and then combining what’s useful from both outputs.

claude chat showing recommendations on how to make a video script better

Start using AI to up your Instagram game.

Now, the last thing I want you to do is feel overwhelmed by all the AI tools out there and never get started on anything. Pick just one tool from the above list and start experimenting today.

As Marino pointed out, it’s all about refining the outputs. Don’t expect gold from the first thing ChatGPT generates. But once you master prompting and refinement, you’ll unlock the true power of using AI for your Instagram strategy.

This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure to learn more about how we use AI.



from Marketing https://blog.hubspot.com/marketing/instagram-ai-tools

For anyone struggling with using AI in Instagram marketing, now is definitely the time to learn. Nearly half of the marketers we surveyed for our 2025 State of AI Marketing report said they're already using AI for social media, with 49% using it for text-based social content and 47% for video/audio-based content.

Download Now: 150+ Content Creation Templates [Free Kit]

HubSpot’s own social media team is leveraging AI to create more engaging, authentic, and on-trend content fast. I did some digging on the ways brands are using AI on Instagram and chatted with HubSpot’s Global Head of Brand Marketing to bring you the AI examples, tips, and tools you need to succeed on Instagram.

Table of Contents

Examples of How Brands Are Using AI on Instagram

1. Generating Instagram Captions

Coming up with captions is often the bane of a social media marketer’s existence. Thanks to generative AI, this tedious task can be much faster. I personally like to start with a draft I’ve written and then ask ChatGPT to help me refine it by prompting it with something like, “Improve this. Make it shorter, punchier.”

I recommend revising the output. In fact, our State of AI Marketing research found that only 7% of marketers do not edit the AI outputs. More than half (56%) significantly revise or rewrite the outputs.

Here’s an example of the iterative process of using AI to generate Instagram captions, as demonstrated by Melissa Lunt of Superhero Design. She starts with this Claude prompt.

superhero design instagram post explains how to use claude to generate instagram captions

Source

And after some re-prompting and refining, she ends up with this:

superhero design’s instagram post shows a claude output of an instagram caption

Source

2. Repurposing Blog Content into Instagram Posts

hubspot’s content remix screenshot

Source

Every marketer knows the power of repurposing content. By doing this, one piece of content can take on many lives, expanding its reach.

And thanks to AI, you can do this faster than ever. Using Content Remix by HubSpot, you can take a landing page or blog post and repurpose it into multiple marketing assets, including an Instagram post, in just a few clicks.

3. Hopping onto AI-generated Trends Like ChatGPT’s Action Figure Trend

By now, who hasn’t seen the fun AI-generated action figures all over Instagram and LinkedIn? Here’s an example from when HubSpot hopped on the trend:

AI can certainly help you stay on top of trends — but as this action figure fad shows, sometimes AI is the trend. And that can be a fun way to use AI on Instagram.

4. Playing with AI to Extend Backgrounds

gymshark’s instagram shows video of how it used ai to extend the background of its gym photos

Source

Gymshark used AI to extend the backgrounds of these epic photos, garnering nearly 52k likes on a single post. And if you’re curious, I asked ChatGPT what tool Gymshark used to do this, and it told me it was Photoshop’s “Generative Fill.”

chatgpt chat where i ask what tool is being used to extend the photo’s background using ai

I can see how this tool would be useful in taking an image you already like and fine-tuning it. For example, if a subject got cut off or if the image dimensions don’t fill the frame as is, you could use Photoshop to make the photo Instagram ready.

5. Creating AI Influencers

I admit, watching AI influencers on Instagram is still a little too uncanny valley for me. But for many brands, it’s driving engagement and sales. Just look at Brazilian retailer Magazine Luiza (or Magalu)’s AI-powered persona, Lu.

Dubbed “the most followed virtual influencer in the world” by Virtual Humans, Lu do Magalu has 8 million followers on Instagram alone.

screenshot of ai influencer lu do magalu’s instagram account

Source

She's powered by Google's Vertex AI, which created “Lu's Brain” to help the brand persona make personalized product suggestions for its online shoppers.

Pro tip: Use AI influencers with caution. A 2025 Northeastern University study found that, when things go wrong, AI influencers are more likely to hurt brand trust than human influencers. That's because consumers see AI as having less agency, and therefore, less responsibility for advertising a faulty product to consumers — meaning consumers redirect the blame to the brand that was managing the AI.

The takeaway? The study authors conclude: “Organisations must recognise their accountability for the actions of AI-powered VIs [virtual assistants], as these directly affect brand trust. Selecting VIs should involve not only their ability to attract followers but also a careful evaluation of potential risks to brand reputation.”

6. Using AI Analytics to Drive Social Media Strategy

“Data-driven social media strategy” takes on a new life when you apply AI analytics to your Instagram marketing, allowing you to optimize posts based on past post performance and your audience’s preferences and data.

“AI helps us uncover unique insights about glasses wearers (even ones we might not have experienced ourselves)," says Or Zinger, VP of Brand Marketing at GlassesUSA.com.

GlassesUSA.com used Sprout Social’s AI to analyze past successful posts and come up with the POV format and captions for this Reel. The video got more than 367,000 views — 90% of which came from non-followers.

Tips for Using AI in Your Instagram Marketing Strategy

1. Constantly experiment with and refine your AI workflows.

"The biggest mistake I see brands make is dumping their entire brand guidelines into AI and expecting magic,” says Amy Marino, HubSpot’s Global Head of Brand Marketing. “That’s like giving an intern a 200-page employee handbook and expecting them to embody your culture on day one."

Just like you wouldn’t throw a new hire into their role without sufficient onboarding, don’t expect your AI workflow to work perfectly the first time. It will require constant experimentation and refinement before you realize maximum productivity and quality gains.

So, where to begin? Marino offers guidance: “Get AI started on the boring stuff nobody wants to do anyway. That's where AI shines, and you can get some quick wins.”

quote from amy marino, hubspot’s global head of brand marketing: “anyone can use ai to create a bunch of mediocre content, but the competitive advantage comes from how masterfully you push and refine what the ai gives you.”

She adds, "The most powerful part isn’t the tools themselves, but how you create a system or principles for evaluating and refining outputs. Anyone can use AI to create a bunch of mediocre content, but the competitive advantage comes from how masterfully you push and refine what the AI gives you.”

2. Leave the humor to the humans.

“Let AI do the 80% that’s predictable, and save the 20% that makes people stop scrolling for human creativity,” says Marino.

“We've learned that AI is not the best at humor or cultural references that feel current and authentic. We use AI to generate structure, but our team adds the cultural touchpoints and personality that make content feel of the moment."

For example, check out this hilarious Instagram video from the official HubSpot account. Marino’s team used AI to assist with the script, but humans brought the humor.

3. Whip up some “prompt recipes” you can reuse.

Streamlining your AI Instagram workflows means creating reusable prompts that you’ve seen consistent success with. That’s what Marino’s team does to save time.

“Instead of chasing every new AI release, we’ve invested in creating (and updating) our prompt recipes. These are specific instructions that consistently deliver good results for different content types,” Marino says.

“My personal favorite direction: ‘Write this for someone who actually uses Instagram, not for a marketer who studied it in college.’ That push transforms the output from corporate-speak to something a human might actually say."

4. Be sure to label AI-generated Instagram video/audio that is “realistic,” in accordance with Meta’s terms.

If you use AI to generate video or audio that looks or sounds realistic, you need to label it using Instagram’s “AI info” feature. This requires simply toggling on the “Add AI label” when you post a video.

Here is the exact wording from the Instagram Help Center:

“Meta requires you to label content you share that has photorealistic video or realistic-sounding audio that has been digitally generated or altered, including with AI. This means that if a digital creation or AI tool was used to create or modify this kind of content, you must label the content before you share it.”

It goes on to say that if you fail to do so, “there may be penalties,” but it does not specify what those penalties are. This is not required for AI-generated photos; it is only required for video and audio.

5. Understand your audience’s preferences for AI- versus human-created content

As generative AI becomes more mainstream, consumers might not care much about whether something was created with AI. But what are their preferences right now?

Well, in at least three studies, researchers found that most participants preferred AI-generated content — when they didn’t know it was created by a machine.

  • In a 2023 MIT study, when participants knew how work was created, they showed a positive bias toward human-created content, but when they weren't told, they preferred the AI-generated content.
  • A 2024 Semrush survey of over 700 U.S. consumers pitted generative AI content against human-written content, and six out of six times, AI won.
  • And in April 2024, Bynder published results of its survey of 2,000 UK and U.S. participants, 56% of whom preferred the AI-generated version of an article over the human-written one when they didn't know which was which.

So, just keep this in mind as you weave AI more into your Instagram strategy. Check in with your audience. A more tech-savvy consumer, for example, may not mind if you use AI and may not be interested in the details of how you used it. But other audiences might feel differently.

Best AI Tools for Instagram Marketing

1. Breeze Social Media Agent by HubSpot

hubspot’s breeze social media agent landing page

Source

Best for: Busy social media teams that want to leverage AI to make data-driven decisions about their Instagram strategy

Use Breeze social media agent by HubSpot to make AI-powered, data-driven posting decisions. Breeze factors in your past post performance, business details, brand voice, audience, and more to generate social media posts in a flash.

2. CapCut AI Video Editor

capcut ai video editor landing page

Best for: Newbie to advanced video editors who want to create viral-worthy Instagram Reels

As someone who’s used both FinalCut Pro and Camtasia (the latter for about 10 years), I was floored by how intuitive CapCut is as a video editor for short social media videos. I’m never going back.

Whenever I import a video and drag it to my timeline, CapCut can automatically caption it using AI. It’s accurate for 95% of the words, so I only have to do some light corrections, substantially speeding up my content production.

3. Captions AI Video Editor

captions ai video editor landing page

Best for: Creating viral-worthy Instagram Reels in seconds using AI

I downloaded the Captions mobile app on a whim when I got an ad for it while scrolling Facebook (yes, I’m a sucker for social media ads). And you know what? I was pleasantly surprised by the result. The output would require minor tweaks from my end for a polished video. To be clear, I still preferred my manually edited video, but Captions would be a great option to scale video creation but still have it feel professionally edited.

4. Canva’s Magic Studio

canva magic studio landing page

Best for: Designing eye-catching graphics for your Story or posts

I have been using Canva since 2016, and it's incredibly easy for me as a marketer to create visual assets for social media. I rely heavily on its one-click background remover when I’m creating blog graphics. Marino’s team uses Magic Studio for Instagram visuals.

Magic Studio can help you resize and repurpose existing assets, generate images and videos, and turn a prompt into an eye-catching graphic.

5. ChatGPT or Claude

Best for: Generating and refining captions and scripts

I’ve used ChatGPT and Claude to help me refine my video scripts for 60-second social media videos. It’s great at taking my wordy scripts and making them more concise.

Here’s an example prompt I used for my most recent social media video:

“You are a viral YouTube Shorts and Instagram Reels content creator. Critique this script. How can I make it stronger and more engaging?”

chatgpt chat screenshot showing recommendations on how to make a video script better

I used Claude, too, because I like seeing what each AI tool brings to the table, and then combining what’s useful from both outputs.

claude chat showing recommendations on how to make a video script better

Start using AI to up your Instagram game.

Now, the last thing I want you to do is feel overwhelmed by all the AI tools out there and never get started on anything. Pick just one tool from the above list and start experimenting today.

As Marino pointed out, it’s all about refining the outputs. Don’t expect gold from the first thing ChatGPT generates. But once you master prompting and refinement, you’ll unlock the true power of using AI for your Instagram strategy.

This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure to learn more about how we use AI.

via Perfecte news Non connection