## ContentCal — Pet Supplies Instagram Strategy ### STEP 1: Content Pillars (mapped to lead generation) | Pillar | Purpose | Weekly Cap | |---|---|---| | **Education** | Build authority, solve pet-owner problems → drives saves/shares → traffic | 2/week | | **Story/Relatable** | Builds emotional connection & shareability → grows reach/followers | 1/week | | **Social Proof** | Reduces purchase friction with real reviews/results → drives clicks | 1/week | | **Promotional** | Direct conversion push to store | 1/week (capped) | --- ### STEP 2–4: 14-Day Calendar | Day | Pillar | Hook | Format | Hashtags | |---|---|---|---|---| | 1 (Mon) | Education | "Your dog's bowl is making them sick — here's why." | Reel (problem/solution demo) | #DogHealthTips #PetNutrition101 #DogBowlHacks #HealthyPetCare #DogParentTips | | 2 (Tue) | Story/Relatable | "3am. Dog staring at you. Zero chill." | Reel (comedic skit) | #DogMomLife #RelatableDogMoments #PetParentProblems #DogsOfInstagram #FurBabyLife | | 3 (Wed) | — Rest day — | — | — | — | | 4 (Thu) | Social Proof | "She said this harness changed her reactive dog's walks. Watch." | Carousel (before/after + review screenshot) | #CustomerLove #DogHarnessReview #RealPetOwners #PetProductReview #HappyCustomers | | 5 (Fri) | Education | "Stop guessing your cat's food portions — use this instead." | Carousel (portion-size infographic) | #CatNutrition #PetFeedingTips #CatCareGuide #HealthyCat #PetOwnerTips | | 6 (Sat) | **Promotional** | "48 hours only: the chew toy vets keep recommending is 20% off." | Feed post + Story link sticker | #PetSale #DogChewToys #LimitedOffer #ShopPetSupplies #VetApproved | | 7 (Sun) | — Rest day — | — | — | — | | 8 (Mon) | Story/Relatable | "POV: you bought one treat and now own a treat cabinet." | Reel (comedic skit) | #PetParentLife #DogTreats #RelatableContent #PetHumor #DogMomProblems | | 9 (Tue) | Education | "The leash mistake that's hurting your dog's neck." | Reel (tutorial/demo) | #DogTrainingTips #LeashSafety #DogWalkingTips #PetCareEducation #HealthyDog | | 10 (Wed) | — Rest day — | — | — | — | | 11 (Thu) | Social Proof | "1,200 five-star reviews can't be wrong — here's what they're saying." | Carousel (review compilation) | #FiveStarReviews #CustomerStories #TrustedByPetParents #PetProductReviews #ShopFavorites | | 12 (Fri) | Education | "Why your cat ignores the scratching post you bought." | Carousel (behavior infographic) | #CatBehavior #ScratchingPostTips #CatCareTips #PetEducation #CatOwnerHacks | | 13 (Sat) | **Promotional** | "New arrival: the orthopedic bed your senior dog needs — 15% off this weekend." | Reel (product showcase + link sticker) | #SeniorDogCare #OrthopedicDogBed #NewArrival #ShopNow #DogComfort | | 14 (Sun) | — Rest day — | — | — | — | **QA check:** No two consecutive posting days share a pillar; promo capped at 1/week; all hashtags niche-specific (no generic #love/#instagood); hooks are specific/curiosity-driven, not generic ("Check out our products!" avoided throughout). --- **🎯 Boost recommendation:** **Day 6 — "48 hours only: vet-recommended chew toy, 20% off."** It combines urgency (limited window), a built-in trust signal (vet-approved), and a low-friction, broadly appealing product — the strongest combination for driving cold-traffic clicks to the store early in the calendar, which also gives you data to optimize the Day 13 promo.