Instagram is easily my largest and most successful platform. I started @thereshegoesagn in May 2015 right before my Kyoto trip and when I decided I wanted to create There She Goes Again the travel site. I initially did everything wrong and grew to about 300 by March 2016.
You know who wants to work with an account of 300 followers? No one, that’s who.
In March, I decided to buckle down and learn how to grow my account. I joined a few different Facebook groups, overhauled my feed and hashtags, and grew to about 1,000 followers by June 2016. I was addicted. I’ve always loved photography, and I loved being able to create this aesthetic collage to look at. And I was gaining a following where only a handful were IRL friends.
After joining some more groups and reading countless threads, I played around with a few different methods to figure out what worked for me and what didn’t. For the record, no, none of them included paying for anything beyond a Mass Planner trial, which I didn’t actually like. I’m now nearing 25K, and it’s just the start of 2017.
By all accounts I’m making it on Instagram. In my natural and embarrassingly competitive nature, I slowly started surpassing the follower numbers of Instagram accounts I couldn’t dream of surpassing when I first started (don’t lie, you’ve used other Instagrams as small mile markers too).
Of all social media, it’s the one that comes most naturally to me. I’ve even done VA work for a few clients handling parts of their Instagram and am in the middle of testing my Jumpstart course.
I get Instagram. I probably get it better than someone who naturally went viral to grow their influence, and I definitely get it better than your friend joining Influenster with his or her 100 followers. So I want to share some realities of the ‘gram, and the rabbit hole I dove into last year in getting my account.
5 Realities of Instagram
1. Some places naturally do better than others.
Fact. of. life. Sorry, someone who lives in Paris and takes semi-decent iPhone pics still might do better with engagement than someone who lives in Malaysia and has breathtaking DSLR photography. It just happens. People want Paris more than they want Malaysia. I remember when I first started, I’d post a pretty shot of Korea and get maybe 50 likes, but an old, crappy shot of the Eiffel Tower could get 100.
If you’re a good photographer and you live in Paris? Well, you might as well start raking in the sponsorships right now.
Here are some trends I’ve noticed:
- Europe does the best. One of my friends started sharing Europe photos after a long slew of Asia ones. Her follower count has stayed more or less the same. She went from getting maybe 5-600 likes a photo to over 1,000. Nothing about her methods, photography style, or hashtag usage has really changed. So yes, it’s the location.
- Dreamy photos of Paris or the English countryside are like a $$ goldmine. Seriously, though. There’s a reason @parisinfourmonths blew up the way she did.
2. Certain subjects do better than others.
A slim, conventionally attractive white girl is the most appealing. As my marketing professor once said, there’s no sense in being PC in marketing. Instagram is marketing, and you can’t manipulate results. I want you to think of all the big accounts and influencers you know of in the travel industry.
- Are they white?
- Do they often feature a female?
- Is she conventionally attractive– thin, decent hair, cute style?
I sometimes gripe that many of the female feature accounts seem to feature the same editorial style photos over and over again, but truth be told, that’s why they’re getting over 100K followers. As much as we’d like to think people want to see a “real” side to travel, the truth is, they don’t on Instagram.
Now break this formula down. Being white isn’t necessarily needed. Female vs Male, I’m not going to pretend to know because I don’t follow a lot of male only accounts that feature themselves. However, no one’s made an “Instagram wife” parody, so, you know.
For the record, I am not a conventionally attractive, slim, white female. However I am female, I have good hair, and relatively cute style, so I can pull of a few poses or angles for my IG. What were most of my most popular photos of 2016? You guessed it.
So, yes, you can roll your eyes when someone says they do and don’t play games. Well, yeah, if you’re an attractive woman with good photography, whether through your IG husband, tripod, or self stick, you’re going to do pretty damn well. If you travel to tropical destinations and look good in a bikini, you’re going to hit it mega big.
Oh, and cute kids do super well. Just look at your favorite fashion bloggers who became mothers in the last few years. I guarantee you the majority of their top photos have their adorable babies in them.
3. Creating a niche is super important.
This is the trickiest, eh? It’s not always clear cut what a niche is, but every truly big and influential Instagrammer (and blogger for that matter) has one. It dictates their aesthetic, captions, profile, and the brands they work with. It’s hard to figure out, and I’m not going to pretend I have mine 100% figured out either. I do know I edit my photos to be more muted, and I avoid anything too exciting or bright because I want to appeal to slow travelers and aim for a dreamier aesthetic that fits my “escape to the world” motto. Let me break down some popular travel IGers for you based on what I’ve seen:
- @mylifesatravelmovie— Adventure solo female travel born out of hard work and saving. Alyssa’s photos are bright, with a slight HDR edit (something I personally don’t use on mine). Guess who’s not in her photos? Other people. Why? Because she’s a solo female traveler. Her captions are quick and funny. She’s not going to wax poetic about Shakespearean tragedies in them.
- @helloemilie— Nostalgic travel. On the flipside is Emilie. Her captions are threadbare, and most of the focus is on her photography. If you actually Google interviews about her, it’s pretty slim pickings whereas Alyssa’s more “controversial” articles have gone viral. Her colors are muted and matte, and the level of photo editing is pretty complicated.
Emilie’s more silent approach fits with her nostalgic travel aesthetic while Alyssa’s brighter approach fits with her adventure solo female travel one. If either switched into the other’s niches, you’d be able to tell instantly. I use these two as an example because Alyssa shared a photo from @helloemilie on her feed while talking about World Wonders, and it stuck out immediately. This is neither a good or bad thing, it simply speaks to how the two have defined their niches.
On a more obvious note– if Bread Face started adding photos of a man eating hamburgers, it’d be an obvious, unwelcome change, wouldn’t it?
4. Going viral outside of your Instagram account can result in more followers.
I don’t think I need to bring up the @gypsea_lust copycat/maybe not copycat articles to get that point across. She gained over 200K followers from that in weeks, and is now on mark to hit close to 1 million. When I first heard about her she had 300k!
Of course, going viral is like expecting to find the love of your life on your first Tinder swipe. You can’t plan to go viral, it just happens. Even well executed marketing campaigns based on research can fail (though they often do succeed). You know why Buzzfeed makes the videos they do? It’s because they have a formula for what will go viral. That’s literally what most of their producers’ jobs are– viral videos.
This has led to social media fame not only for Buzzfeed, but for their creators. Anyone who likes Buzzfeed, definitely knows Quinta, Ashly, Eugene, the Try Guys, Ladylike, etc. They all have hundreds of thousands of followers from their viral videos.
5. GOOD PHOTOGRAPHY IS THE ULTIMATE DECIDER
Guess what? Instagram is a photo app. Those blurry photos of your dog? Good for a private account, bad for a business one. If you really want your Instagram to represent you and your brand, take. good. photos.
Blurry selfies. Weird night out shots. Grainy photos. They’re not gonna do well. Study photography, study photo editing, invest in the right tools. Ultimately, you are the key to your photography improving. As someone once said, you can have a great camera, but it’s the person behind it who dictates if it’s good or not.
You’ll never go big with semi-decent photography. Unless you’re a celebrity, in which case, you’re probably not reading this article to begin with.
INSTAGRAM =/= LIFE OR BLOG
Hearkening back to half of this post title…
You know how long it takes me to get the perfect Instagram shot? 30 minutes maybe, and that’s for more styled ones like flatlays. If I take a photo of myself, it doesn’t take me or the person snapping it more than a five minutes. I don’t agonize over the perfect angles. Heck, half the reason I’m not facing the camera is so that I don’t have to worry about sucking it in or making sure my face isn’t derping out. I’ll have to do a BTS of my IG shots, because they can be pretty hilarious.
Don’t let it ruin your travels, don’t do things just for the ‘gram, and don’t spend hours on your account. Yes, IG is great. Yes, building a following is exciting, especially for someone like me who’s NEVER been a popular person growing up (my own friends and coaches have forgotten about me multiple times). But it’s not life.
If your blog and other social is suffering for your Insta, stop and rethink it. If you find yourself saying, “Oh, I haven’t been focusing on that so much because I’m growing my Instagram,” then pause.
Instagram is not the end all, be all of travel blogging or life. It’s a fun, very trendy platform with increasingly annoying algorithm changes that, hey, might totally die out in a few years! Just think about Myspace. Where is that platform now?
I see a lot of information being passed around on Facebook, and I’ve done a lot of individual research and studying on my own (yes, I have literally sat and watched some accounts to better understand their patterns). Sometimes the advice on point, but a lot of time it doesn’t really jive with what I know to be true from both my experience growing to 24K, auditing many IG accounts, and studying some of the top ones as they grow.
What do you think? Have you seen some of these realities at play? Have you noticed anything yourself?