Every Instagram account we run follows the same underlying operating system, even when the content itself looks nothing alike from client to client.
It starts with a monthly content map split into three buckets: proof (case studies, results, testimonials), point of view (founder or team commentary on the industry), and product (direct, unapologetic promotion). Most accounts we inherit are almost entirely product — which is exactly why they've plateaued.
Each piece is briefed a month ahead with a hook, a format, and a single job to do — grow, nurture, or convert. Nothing gets shot without knowing which of those three jobs it's serving.
The system isn't glamorous. But it's the difference between an account that occasionally goes viral and one that compounds, month over month, regardless of what the algorithm is rewarding that week.