Social Media - From 100 to 1,000+

FSR magazine
Growing a content-driven Instagram from the ground up.

When I made the move from the socially savvy world of an LA-based startup, to a national trade publication that was still primarily print, I just had to build an Instagram. When I took over the account in January 2018, it had about 100 followers. In addition to improving the image quality, I implemented an editorial calendar and a daily content schedule, planned campaigns, and obsessively mined hashtags. I translated all of our print content to the ‘gram, wrote the captions, and also built out stories and highlights. I then instituted a content template so writers could translate their work to social before it ever hit my desk, thereby creating a content pipeline. By the time I left about a year and a half later, the account had more than 2,000 followers. Here’s a progression of the grid over time.