a Craftsposure Instagram guide

for creative entrepreneurs

Contents
Introduction
How I grew my Instagram from 0k to 100k followers in a year

Chapter 1: Find your tribe

But who are the people in my tribe?
Defining your tribe
Who is my tribe following on Instagram?
What hashtags do my tribe use?

Chapter 2: Create content your tribe will love

How can I help my tribe?

Chapter 3: What should I post?

Chapter 4: Drive engagement

Chapter 5: Crafting a beautiful feed

View your Instagram as a whole
Know your grid
The first and third rule

Chapter 6: Leveraging your community

The power of the ask
Shoutouts

Chapter 7: It’s time to take action

Last words
Introduction
The single, best way to succeed at Instagram
is to build a community. Not a following.

So you want to double your Instagram following?

Why?

Do you believe it will bring you more traffic to your

website?
More sales?
Open up more and varied professional opportunities?
So you can brag to your friends that you’re ‘instafamous’?

Whatever your reason is. Instagram can change the entire

trajectory of your business, brand or blog.
And even your life.

It may seem silly that sharing a few images here and there
can have the potential to blow things out of the water.

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But here’s the secret:
It’s the tribe or a community of people who
love what you are doing that drives the
success of your business.

Sure, you can work your butt off day in, night out to bust
out your best work.
But without the people that care about your vision, the
people that you are helping and the people who love your
idea, how do you get to the next step?
How do you make more sales? Open up new doors? And
nab more online traffic?

I know that some of you are doers. You just love to get
down and dirty and work on your craft. You’re talented.
You’re amazing at what you do. And if I want to try and
imitate your craft, I’ll probably fail spectacularly.

So this little guide is for you.

You’ve got a vision but now you need the tribe and content
strategy to #BackYouUp.

And there’s no better place to build your tribe than

Instagram.

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So this is what I’m going to teach you in this
e-book:

1. How to gather up your tribe

2. Posting content that solves a problem

3. Discovering the best types of visual content to post

4. Driving engagement with your tribe

5. Designing a beautiful feed

6. Leveraging your community to grow your following

But before we dive into it, let me tell you

about myself…

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How I grew my
Instagram from 0 to
100k followers in a year
I’m Ria the founder of Craftsposure, a community
of handmade and creative entrepreneurs. I started
Craftsposure late 2014 out of my apartment in Sydney,
Australia. And all I had was one Instagram account.
No website. No business cards. No logo.

I started a community. And to this day, even though I’ve

sold products and write about business and happiness
– my business still remains primarily a community of
individuals.

Because Craftsposure was never about me to start with.

It was always about the people. And that’s what I was
passionate about – makers and creatives using their craft
to live out their passion. I’m not a maker by any means.
I’ve dabbled in arts and crafts but I never felt like a real
maker.

Instead, what I love is people and design (I’m a digital

marketer and designer by day). I want people to realise
their dreams and turn their crafts into a sustainable living.

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Starting from 0 followers, the Craftsposure Instagram
community started to take a life of it’s own:

In 6 months I had 35k followers

In one year, 100k followers.
Now a year and a half later, I’ve doubled
that to over 200k followers.
Each post averages between 2,000 likes to
7,000 likes alone.

But you’ve got to remember that these are more than

numbers. After all, these days you can buy 10,000 fake
followers off the internet for $20, no biggie.
These are real, genuine, engaging people part of a
community I created. These are people who read my blogs,
bought out all my planners and are the ones I wake up
for work each day. I’ve made personal friendships from
Instagram and I can surround myself every day with
people I want to be like. And that is what is so amazing about
Instagram.

The thing is, what I did with the Craftsposure was

nothing groundbreaking. As you read on you’ll find out
that Instagram is truly just about finding your tribe and
connecting with them relentlessly through images and
your authentic voice.

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 One.
Find your tribe
So how do you build a tribe of people from nothing or
double, even triple what you already have now?

Like anything else in life, you’ve got to chase

after the things you badly want.

Don’t leave it to luck.

Don’t wait for your tribe to magically start following you.
It’s not a simple case of creating beautiful content and
waiting for your tribe to congregate around you.
Instagram is not a game of luck or being ‘discovered’.
You need to discover your tribe and recruit them in.

But who are the people in my tribe?

But where do you start? You’ve got to know exactly who

your tribe is to chase after them, right?

So many people waste time trying to craft the perfect idea

of who their audience is. But the simple truth is this:

You already have a tribe.

Think about it. Really think about it.

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Who cares the most about your product, business, blog or
brand? Who wants to see you succeed more than anyone
else? Who will give up a portion of their money for your
vision?

The answer?

You.

You embody everything about the vision you are building.

Now take a look around you.

Who are the people who support you?
Who are the types of people who have the same interests
as you?
Who has a similar style and personality?

This is where things get fun. Because all these people you
know are part of your tribe. And these people know other
people just like you. And those people know even more
people.
Believe it or not, your tribe is huge.

And when you know your tribe so well, it’s easy to offer
them value with the content you create. This is how you
grow a community – by living, thriving and being so deeply
embedded into the minds of your tribe.

After all, you are your tribe.

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 Defining your tribe
So now you know who your tribe is, it’s time to define
them. If you want to talk to them, you need to know where
they spend their time on Instagram.

Ask yourself these questions:

Who is my tribe following on Instagram?

When I started Craftsposure, I had just closed down one

of my handmade stores on Etsy. Not because I wasn’t
making enough sales, but because I realised what I was
doing wasn’t what I was passionate about. I love making
but at the end of the day I’m not a creative powerhouse.
But that doesn’t mean I stopped caring. In fact, I realised I
was passionate about the people and the makers who loved
their craft so much that they couldn’t help but share it
with the world.

Take action:
1. Find the community accounts your tribe follows

2. Interact and engage with the people who follow these accounts.
Like, comment and follow these people.

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Example:
When I started Craftsposure, I knew I wanted it to be a
community of handmade creatives and makers. From
here I could figure out the types of accounts that my tribe
follows on Instagram.

I would target feeds like @etsy for the community aspect

and a range of lifestyle bloggers who fit the aesthetic I was
trying to create.

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 What #hashtags does
my tribe use?
Once you’ve found your people, don’t be afraid to do a little
primary research.

Find out what kind of content they post. The ones that get
the most likes and the types of unique hashtags they use.

Take action:
1. Explore photos and images that people in your tribe upload to their
feeds. Take note of any unique hashtags that commonly pop up.

2. Interact and engage with these photos.

Like, comment, compliment and spread the love!

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Example:
For Craftsposure, as I began exploring my tribe, I stumbled
upon related influencers and bloggers in the space. The
handmade community is quite female centric and through
hashtags I discovered the likes of Sophia Amoruso’s
#girlboss hashtag tribe.

The more you engage, the more people want to give

back to you. You’ll gain new followers, see a spike

in likes and comments. Because when you engage with
others, they want to know more about you in return.

Top tip: When engaging with your tribe on Instagram, all

your actions should be authentic. Like someone’s photo
because you really do like it. Comment something valuable
and mean what you say. Follow someone because you
genuinely want to follow their work.
 Two.
Create content
your tribe
will love
It’s great to create follower milestone goals and launch
successful Instagram sales campaigns.

But don’t make it about the numbers.

Make it about the value you can offer.

Each time you put up a photo or image on Insta, don’t tell

yourself that you want to kick ass at Instagram so that
you’ll be able to achieve xyz.

Instead, for every post ask yourself this question:

Is what I am posting valuable to my tribe?

Now value will always be subjective. What one person

perceives to be valuable and useful, can be absolutely
redundant to another. That’s why you’ve got to know your
tribe so well.
You need to know what they value and more importantly
how you can help your tribe.

The best business ideas solve a problem. They make our

lives easier. Or it simply alleviates a difficulty in our lives.

It doesn’t matter how big or small, the best way to speak

to your tribe is to seek out their problems and find a way to
solve it.

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How can I help my tribe?
First, identify what problem you need to solve.

Let’s go back to Craftsposure again. When I thought about

my tribe, handmade entrepreneurs, artists and creatives –
what was a problem or a need that I could use visual media
to solve?

Makers and creatives are great at making and doing. But

more often than not it’s a lonely journey. These passion
makers are doing everything themselves. Not only are
they makers, but they need to become photographers,
salespeople, marketers, designers, logistic handlers and
admin monkeys all in one.

And this is where it all clicked. My tribe uses Instagram to

generate more exposure, to make more sales, and to grow
their own tribe.

My tribe needs more exposure.

And I can use Craftsposure to help.

This is how I can address a real pain point.

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 Every time I post, I ask myself if it fulfils one thing:

Am I helping my tribe grow their own

following?

And if it’s a no, I don’t post it.

Value doesn’t always have to come from an image. The

great thing about Instagram is that it’s a platform. You
can use your captions to speak to your tribe. You can create
a #hashtagmovement or repost pictures from your tribe
itself. You can start a meetup or a discussion on a certain
topic of interest.

Everything has a purpose.

Take action:
1. Write down who your tribe is in one sentence and their problems.

2. Then what is one way you can help them?

It doesn’t have to be a big statement, like saving the world from poverty.
You can help others by being inspiring, you can brighten up days with cute
dog pictures. There is value in every little action you take.
Don’t forget that.
 Three.
What should
I post?
Inspiration
What inspires you to work?
Be creative here: it could simply be something cool you
saw on Instagram and you want to share it. It could be you
stopping and smelling (and snapping) the flowers on the
way to work. Or it could simply be the latest novel you’re
reading on a lazy Sunday morning.

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Work in progress
There’s something oddly satisfying about seeing how
something came to be. Don’t be afraid to let your tribe
into your world every now and then. Show them your
workspace, something new you’re working on or the tools
you’re using to make magic happen.

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Reposts
One of the easiest ways to give to your community, is to
make a fuss about them! Repost something of theirs or
repost photos that your customers or followers have taken
of your work. Get involved in #followfriday threads on
Instagram.

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Giveaways
Just because you’re on a digital platform, it doesn’t mean
you can’t be generous. Give things away, not because you
want a bunch of followers in return but because you want
to impart value. Because when you give, people will start
talking about you, spreading the word and helping you
grow your tribe even bigger.

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Show off your work
Every now and then share what you’ve done. Allow your
tribe a way to give back to you.

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Challenge yourself
Are you running out of ideas on what to post on Instagram?
Try something new.

Top: Start your own 100 day or 365 day project. @boundlove
paints a moon every single day and posts them on to
Instagram.
Right: Join a photo challenge community and get involved
with themed challenges.

Also, try experimenting with new ideas, mediums and

materials or ask your tribe about new product ideas you
might have.

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 Four.
Drive
Engagement
When we have great conversations with people it’s never
one sided. It’s a verbal tennis game of questions, answers
and mutual excitement. It always results in a deeper
understanding of the other people or persons involved.

So far, everything we’ve gone over on Instagram is still

very much you driving the conversation.

But the best types of conversationalists are

the ones that can make the most anxious
person feel comfortable to speak. Because
when someone feels comfortable enough to
speak, they feel valued. Like their opinions
and voice matters.

In the same vein, when you can get your tribe engaging

back with you, they feel like they are a part of

something bigger. Your tribe is no longer just a sheep
in a herd following a brand or business. They belong.

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Engage with a call
to action
A CTA or a call to action is a short ending phrase that tells
your tribe what to do.
Add these in your captions, or create unique graphics
asking a question.

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Create your own hashtag
You can create your own unique hashtag and convince your
followers to use it. It doesn’t have to be directly related to
your brand either. Some of the best hashtags I have seen
on Instagram focus on bringing content together using a
movement hashtag like the ones below.

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Encourage conversation
between your followers
The honest truth is that you can’t always be on. Sometimes
you just can’t reply to all of your comments or follow
back all the people who have followed you. You are only
one person. Here’s the biggest difference between a
community and a following:

For a following, you will always be

leading the pack. You are the one starting
conversations and talking to your audience.
They only engage when you engage.

On the other hand, a community is shared

property. Everybody owns the stage.
Everybody can be part of it, take the lead
and make conversation.

So if you want your tribe to feel like they are truly part
of something, you need to get them talking between
themselves. Take a look at the following examples to
see how you can start a discussion instead of a simple
conversation.

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 Five.
Crafting a
beautiful
feed
See, the thing about Instagram is that on the surface it’s
all about aesthetics. It’s how you tie your feed together by
posting beautiful images that captivate your audience.

I want to talk about creating a themed feed, not because I

believe that superficiality is the way to win the hearts of
your audience.

Art attracts people. And through that initial

attraction, you can then dazzle everyone
with value.

Creating a beautiful feed is a way to fuel your creativity.

Your feed is a way for you to be constantly challenging
yourself and building something that you can look at and
be proud of.

View your Instagram as

a whole
To maintain consistency in your feed you need to look at
your Instagram as a whole instead of a bunch of individual
images.

Every time you post a new photo, imagine what it looks

like with your other photos. There should be a common
element or theme that ties all your images together.
 An easy way to keep your feed consistent is to think about
a theme and stick to it. It can be a colour palette, a mood or
style that you want to maintain. Remember, that themes
don’t always pop out of nowhere.

If you have trouble sticking to a theme, just

keep posting and eventually you’ll develop
a natural style that your images gravitate
towards. Don’t think too hard.

You’ll find out what’s popular and what looks good with
each other. Practice makes perfect!

Floral + feminine @anneremarchuk

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Pastels + minimal @creativekipi

Natural + moody @kinfolk

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Bright + quirky @aww.sam

Other ways you can keep your Instagram

consistent:

1. Use the same filter for all your images.

2. If you crop your images, use the same shape or style

consistently.

3. Keep elements and subjects the same across multiple

images.

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Know your grid
Instagram is primarily a mobile app and when your feed is
viewed on the screen it looks a little something like this on
your phone screen:

Profile Your name, bio &

picture website

the
grid

In theory, you want all of your images to tie in with each

other. But honestly, analysing your entire feed just to
make sure your current photo fits is exhausting. This is
why I’ve come up with the First and Third photo rule.

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The first and third rule
Every time I post a new photo, instead of
trying to fit it in with everything I’ve already
posted, I ask myself two questions:

1. Will this image look good with my first (and most

recent) post?

2. And, will this image look good with my third post?

Whenever you put up a new photo on Instagram it will now

appear next to the most recent post and above the third
photo.

Using this rule, you can analyse the three photos to ensure
that they each fit together and balance each other out
aesthetically.

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 @blacktable_

Some factors that you can take into

consideration when matching the three
images together:

1. Do the colours compliment or match each other?

2. Is there a similar element that ties the three images
together?

3. How can you find balance? For example, if the previous

and third image are detail heavy, you can balance out
the series using a more minimal choice.

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 Six.
Leveraging
your
community
What’s the best thing you’ve gained from
building an Instagram community?

I get this question a lot. And my answer might surprise

you. I used to think the best thing would be leveraging my
tribe to make money. A small part of me even longed for
the fame and acknowledgement.

But honestly, when I think about it deep and hard, the best
thing I have gained from building my Instagram tribe are
the relationships and friendships.

I believe the person we want to become in

the next few years is defined by who we
surround ourselves with today.
These are the people who lift us up and
challenge us to become a better person.

I see my tribe as a group of remarkable people.

They are not a bunch of people that sends my follower
‘number’ up in my Instagram account.

My tribe inspires me.

They help me get up each day. My tribe keeps me grinding

when all I want to do is give up.

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What do I do when someone inspires me? I tell them.

So ask yourself this: what do you love about

your tribe and why?

Understand that compliments are free.

An Instagram heart, a small message of praise or a big
message of thanks. These things take very little effort
on your part. But they can make a world of difference for
someone who needs to hear it. Find ways to compliment
and build friendships with your tribe.

Once you don’t stop giving without the need to receive,

this is when things get interesting.

The thing is, your tribe can smell inauthenticity a mile

away. But when you genuinely care about them, the roles
start reversing.

Your tribe wants to give back to you.

If you’re sitting here wondering why your tribe isn’t here

right now backing you up, that’s because you need to do
one thing.

And that one thing is: to ask them.

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The power of the ask
There’s no shame in seeking help. You can do anything you
want. But you can’t do everything.

And here’s the thing. You’ve got a tribe – an entire group

of people with unique skills and their own network.
I’m not asking you to build a tribe just to use them for
their resources.

But to know that sometimes the best way to

grow is to scrap doing it alone and enlist the
help of others.

And when it comes to Instagram tribe building, it’s easy.

All you need to do is ask others to repost an image of yours
or talk to their followers about you.

You can either ask:

1. An individual or influencer on Instagram that you have

built up a rapport with.

2. Your tribe

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 Shoutouts
A shoutout is when you repost an image or tag someone in
one of your images and encourage your followers to follow
the other person.

There are multiple ways you can encourage your tribe and
Instagram friends to shout you out.

Shoutout exchange

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Follow friday group shoutout

Turn it into an incentive

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Seven.
It’s time
to take
action
You know what I suck at?
Doing things. Just. Doing. Them.
So I vowed to do things differently from now on. And I
want you to come along on that journey with me.

Stop waiting for perfection. Stop mulling over

these ideas and concepts I’ve put together.
Stop thinking that you need to have a certain
amount of followers to put my strategies
into place. Or a website. Or business cards.
Don’t just download this to a ‘Ebooks to
Read’ folder on your phone.

Take actionable steps to double your

Instagram following.

Because by itself, these words are just thoughts. And

thoughts alone won’t grow your Instagram following.

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So here’s the basic gist
of it:
Discover authenticity.

Find the people you care about. Because they will be the
ones that care about the amazing things you are doing.

Give before you ask.

Find ways you can put others before you. When you do this,
you intrinsically base your content and strategy around
delivering something of value.

Find the art in everything you do

From crafting feeds, photos and graphics to writing

captions that inspire.

You can do anything but not everything.

Surround yourself with a community of people who inspire

you to drive your growth, both on Instagram and in your
own personal life.

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And these are the things
you can do to make
things happen:
One.

Find where your tribe is on Instagram. Take a look at

yourself, your closest supporters and your first customers.
What do they do on Instagram? Who are they following?
What communities are they a part of? What hashtags do
they use? Using these metrics, start engaging with new
people – like, comment and follow.

Two.

Use the next images and photos you want to upload as a

way to offer value to your tribe. Think about a problem
or need that your tribe has and how your content can
overcome it.

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Three.

Drive engagement by using captivating, engagement based

captions. You can even go as far as developing a movement
hashtag that extends beyond your brand. Think big.

Four.

Each time you upload a new image, use the First and Third
rule and match it to your latest and third latest image.
Follow a theme to maintain a consistent and beautiful
feed.

Five.

Find ways to give to your tribe and the influencer

community on Instagram. Then don’t be afraid to ask
them to share your Instagram with their followers through
shoutouts.

Go make it happen.
Eight.
Last words
I’ve always had this irrational fear that
everything I do is not good enough. Have
you ever felt like that?
You believe that you have to hold everything
up to a certain standard or that you’ll be
picked on every little thing you did wrong.

But today I’m preaching about giving more than you take.
And instead of dwelling on everything you’ve done wrong,
ask yourself this question:

Have I done everything in my power to offer

value?

So, now I want to turn the question back on you.

Has this guide helped

you?

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And if the answer is Yes, I don’t need you to
thank me personally.

Instead, I want you to pass this guide onto

someone else who you think will find it
valuable.

Share it on Instagram, social media or just email it to your

closest buddies.

Print out 20 copies and hand them out to your fellow

passion makers (and keep one on your desk for those
Instagram flatlays!)

And if you just want to chat or point out my accidental

typos, I’m always free at hello@craftsposure.com.

Ria from
Craftsposure

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Follow me
@craftsposure