Today`s market is characterized by an abundance of providers, between whom there is dynamic market competition. On the other hand, it has never been easier to market the company`s marketing activities to precisely selected consumers with lower monetary compensation. Given a large number of providers and the ease of marketing messages to consumers, consumers are constantly “hit” by promotional and other content from manufacturers and sellers, and because of this, the percentage of ignoring the same content is high. For this reason, it is extremely important to create targeted, high-quality, and useful marketing content, both on all marketing channels and on the inevitable and one of the most popular social networks - Instagram. With the company`s presence on the Instagram social network, the company tries to build consumer trust, connect with them, establish direct contact, display products from the offer, build awareness of the company or some other goal that the company set. The paper emphasizes the importance and role of the Instagram in building the online presence of brands, the importance of creating customized and high-quality marketing content, options for creating a strong Instagram profile, key steps in creating a strategy and usefull tools for managing a company`s Instagram profile. Marketing content could be created without paying attention to all the listed items, but such content is not sustainable and profitable in the long term. The core of the business entity does not communicate with the public and is subject to change, and therefore fails to position the business entity in the mind of consumer. With this, the paper will analyze all the advantages of creating quality content and the opportunities offered to business entities, and ultimately the research of successful Instagram profiles that previously recognized the importance of this social network.