Malmo & Moss is One: 5 things I have learnt from my first year on Instagram
When I was up in the wee small hours breastfeeding my second son, I used to download Jilly Cooper books to read to make sure I didn't fall asleep on the job. It was as close as I am ever going to get to Rupert Campbell Black keeping me up all night. By the time I had my third son it became clear that Jilly wasn't churning out the menage a trois as fast as I was churning out children so, having exhausted her romping repertoire, I was forced to find a new way to keep myself awake on the milky job. Enter Instagram. Prior to that point, my only presence on social media had been a work related Twitter account focused on promoting energy efficiency (the Cinderella of European climate policy don't you know). It was mainly followed by my poor friends who had to endure regular tweets about boiler lagging and solid wall insulation roll outs. They were no doubt horrified when I told them that I had joined Instagram fearing that they would soon be finding their feeds full of LED lightbulbs and smart thermostats. However, luckily for them, I ultimately ended up focusing on the interiors rather than insulation of my house.
My first few posts were an eclectic mix of shoes, choux pastries and stately homes (think Imelda Marcos takes the National Trust (and then has a nice French Patisseries afterwards) with it taking me a while to find my tribe in cushion corner. If you told me that one year on I would have over 30,000 followers and my own blog, I would have said there was more chance of me writing a cookbook about my love of lentils (aka Satan's Pulse). I can honestly say I have not really much of a clue how it happened but here are a few of the pointers I picked up along the way that I thought it might be helpful to share.
Lesson One: Filters Are Not Always Your Friend
If you scroll back to the beginning of my feed you will notice that my pictures both had weird borders on them in varying shades of taupe and had been put through a filter favoured by 1970s porn directors (and me). It left the house looking like it had a bad case of jaundice. What can I say, I thought it looked arty. It was Mr Malmo who gently suggested that maybe I should step away from the #BeigeBars, dispense with the #HouseofJaundice filter and go au nataurel.
Whilst it galls me to admit it, Mr Malmo was right. Without the #TaupeTramlines my pictures instantly started to get more likes. That is not to say that I am now 100% filter free. As time has gone on I have tried to "curate" (sorry I know that word makes me sound like an instagram Alan Yentob) my feed a bit more and create a Malmo & Moss look by using the same couple of filters on my pictures consistently. I used to be Team Valencia/Slumber but lately I have definitely started to be #LuredByLudwig.
Lesson Two: You Don't Need a Big Gun to Have Fun
The big gun I am referring to here is a digital SLR camera rather than a Kashelnikov rifle. After I had been instagramming a while and wanted to make the move into blogging I started thinking that maybe I needed to invest in a proper camera (aka a big gun) rather than relying on my trusty Samsung phone. I will admit that this was 35% influenced by how cool the Olympus Pen looks. But the Pen don't come cheap so before I remortgaged the house I decided to call in the lovely @tiatalula to give me some advice. Over tea and cake we talked Apertures, ISOs and Megapixels and it turned out anything the Pen could do my trusty Samsung S6 could do better. Obviously I hadn't bothered to read any of the camera instructions when I first got my phone but it turned out that if I took it off auto and played around in pro I could do all sorts of cool stuff including, most importantly of all, that cool blurry background thing that makes you look like you know your Fuji film from your elbow.
Lesson Three: Turn the lights down low (well off actually)
I am a big fan of soft lighting. So much so that it would seem I have a reputation as a bit of #HalogenHitler in our family as relatives are always quick to apologise when they put the "big" light on when they visit. However, when it comes to instagram, I have learnt that I need to ditch the dimmer switch and let the natural light flood in. This can be challenging to achieve as with 3 kids and a job, there are approximately 23 minutes of any week when I am in the house alone during daylight hours without being surrounded by a swarm of plastic. However, if you can fight off a fleet of Octonauts and get in before dusk falls, the daylight shots do always do better.
Lesson Four: Crafting a Killer Caption
I know it seems hard to believe but I used to be a woman of very few words on Instagram. The words I usually used described either getting up early with the baby or going to bed late with Poldark (sadly only on the iPlayer rather than being given an in person sycthing to). However, one day I lost control of an electronic cockroach in the kitchen (like you do) and shared the story on insta and I noticed that as well as my post getting some likes it also got a lot more comments than usual. So little by little I started sharing less generic captions and before I knew it people were eagerly awaiting the next instalment of #ChroniclesOf ABlowJobBranch and interiors with a side serving of innuendo kind of became my thing. Now I realise that not everyone will want to share stories of their husband being cock blocked by a hot water bottle (Mr Malmo's struggle is real) but I guess my point, as Oscar Wilde once said (or I read on a card in Clintons) "Be Yourself Because Everyone Else is Taken"and people are more likely to engage with your feed. Although I guess I have also learnt that including hashtags in your posts like #Don'tShitYourShellSuit might mean that some brands cross you off their collaboration list.....
Lesson Five: If in doubt get your bathroom out
I don't want to say that my bathroom is solely responsible for my instagram success but.......The first picture of the it I shared got selected by @jtcollings to feature in a midweek #myhomevibe montage and it is responsible for all of my most liked posts. So whilst I encountered a severe case of #BaffledBuilderFace when I asked him to weld me some taps out of copper piping it has definitely been worth it's weight in insta gold. The only problem is my bathroom is frequently off limits for photos because either a) one of the quartet of todgers I live with has dropped something off in the loo that would make you want to amputate your own nose if you popped in to take a picture (of the bathroom not the mega log) or b) I have had to unleash 6 toilet duck refills in a bid to mask the smell of said mega log meaning it is impossible to take a photo because your eyes are stinging too much from the chemical sunset that has created. If the Mega Log-Chemical Sunset combination puts your bathroom out action then my advice would be go for the kitchen instead, another reliable instagram performer.
So there you have it, my top tips for moderate instagram success! I would love to know if there are some secrets of success I haven't discovered yet. Well ones that don't involve posting a belfie that is.........