Instagram is a diverse, global community of people who have a wide range of interests, from lifestyle content and pop culture, to humour and sports. Now that advertisers have access to the same buying, targeting and measurement tools that they have access to on Facebook, creative content on Instagram is just as diverse and relevant as those interests. As a result, we're seeing a range of creative approaches from businesses on the platform, from repurposing creative from other channels to creating unique content specific to Instagram.

Take a look at how three small businesses are successfully approaching creative on Instagram in different ways.

Online personalised photo print company Artifact Uprising has long had an organic presence on Instagram. After running campaigns on Facebook, it decided to try advertising on Instagram. Instead of creating unique creative content, Artifact Uprising ran imagery and messaging on Instagram that were similar to the ones it ran on Facebook to create a more holistic campaign across both platforms.

Not only did it spend little time creating content for Instagram, but Artifact Uprising saw great results.

Creator of apparel and accessories with a literary and philanthropic touch Out of Print uses Instagram to connect with book lovers everywhere. For a festive season campaign, Out of Print wanted to run an advert that was tied to both its brand and the season, while inspiring customers to take action. It decided to experiment with a video advert of a disappearing gingerbread man decorated with the help of a talented employee. By pairing this simple stop-motion video made using in-house resources with clever copy, it was able to spread awareness and festive cheer amongst potential customers.

To encourage the practice of meditation and mindfulness on their app, Headspace turned to Instagram, running a series of illustration-based App Install adverts.

Each illustration places an emphasis on the benefits of Headspace meditation. As a result, Instagram has helped it increase app conversions by 30% and improved its ranking and discoverability in the app store.

As you can see, small businesses take a variety of creative approaches on Instagram. Many of these aren't elaborate or even resource-intensive. Whether you repurpose content from other channels or develop unique content, good and effective creative on Instagram simply represents your business in a visually interesting way.