SOCIAL

MEDIA
FOR
CREATIVES

WORKSHEETS

Kino Alyse
Copyright © 2021 Kino Alyse

All Rights Reserved. No part of this book may be reproduced or used in any
manner without the prior written consent of the copyright owner, except for the
use of brief quotations and in reference to any workflow or educational purpose
therein.

To request permissions, contact the publisher at kino@[Link]

Paperback ISBN Coming Soon

Ebook ISBN Coming Soon
ASIN: B098HB41WR

First Ebook edition June 2021

Edited by Kino Alyse

Cover art by Kino Alyse
Layout by TheBlogCreative
Photographs and Examples Belong to Their
Respected Owner, Listed by Page in the Contributors
Chapter, All Used With Written Permission.

Distributed by Kino Alyse Limited in the USA

Kino Alyse Limited

6110 E Colfax Ave, 225
Denver, CO 80220

[Link]
Table of Contents*
01 06
THE PERFECT PROFILE INSTAGRAM WORKFLOWS
Account Types
Profile Builds
07
THIRD-PARTY APPS
02 Management Suites
THE GRID Support Applications
Grid Designs Graphic Design & Editing
Grid Planning One-Page Sites

03 08
STRATEGY PAYING FOR FOLLOWERS
Target Audience
Engagement
Metadata and Hashtags 09
Analytics MONETIZING INSTAGRAM
Types of Income Streams
Shoppables
04 Impact Marketing
CONTENT MANAGEMENT Promotion on Instagram
Local Marketing
Publication Platforms
Conversion
Content Breakdown
Content Ideas

10
05 WRITING COPY
THE ALGORITHM Structure

GLOSSARY
CONTRIBUTORS
THANK YOU

*not all chapters have worksheets; this reflects the

TOC of the complete workbook
Account Types
CHOOSE YOUR ADVENTURE
 Creator Business
Analytics
Access to in-depth analytics

Creator Studio
Desktop version of Instagram that enables
Main Feed and IGTV post scheduling, a
content library, and Insights

Account Labels
Tags the profile's creative genre

Messaging Filters and Tools

Enables tools in Messages; includes filters,
auto-responses, and more

Promote Posts and Advertisements

Access to paid posts; allows Instagram to
promote posts and advertise with several
fulfillment choices

Product Tagging
Option to tag products directly and to sell
on Instagram or another platform

Shoppable Posts
Allows the audience to buy products
directly on Instagram

Third-Party Apps
Enables social media management
software, such as Hootsuite and Sprout
 Profile Flowchart
Do you want to
YES
schedule posts?

NO

YES
Do you want to use NO
third-party tools?

Do you want to
YES
advertise on Instagram?

Do you use an appointment NO

booking feature?

YES NO

Do you want to use

YES
sponsored tags?

NO

Do you want to track

YES
follow/unfollow data?

NO

Do you want Advanced

Messages controls?

BUSINESS PROFILE NO YES C RDE

O YOU WANT ADVANCED
ATOR PROFILE
MESSAGES CONTROL?
Profile Builds
CHOOSE YOUR FIGHTER
 Condense Your Value
Instagram allows for 150 characters within Philosopher Simon Critchley believes that
a bio and the perfect profile ought to use voice has many roles. Essentially, it is the
short, descriptive text. Condensing foundations to the Ideal Self, or who we
identifiers is a relevant skill across project our "perfect self" to be.
marketing and social media. This process
is written for broad use, so use it Luckily, we can have a beneficial
everywhere you find trouble with relationship with the Ideal Self voice. It can
character limitations. be a driving factor for goal-setting,
progress, and even building self-esteem
Let's set Instagram aside right quick and when we've accomplished something.
have a heart-to-heart. Most of us aren't
great at writing about ourselves, nor Consider the next pages carefully. Use it to
knowing the value we offer our audiences. talk about yourself and your work. The first
I want you to reflect on how you talk about draft will probably be chaotic, but turn on
yourself.. some music, close the door, and give effort
to honestly seek your value as an artist.
Contextualizing value and communicating
to potential buyers is important. However, What follows is a process to simplify
internalizing worthiness is a shield against complex thoughts into short, impactful
the nagging anxiety in our head that statements.
illustrates how we aren't good enough.
Condensing value has three steps.

01 Word Vomit
Step one: give voice to the chaos. Ignore the 150 character limit and don't manage
your words: dump the thoughts out in a first draft.

There are four things I want you to consider:

Business description
Voice, tone, and imagery of your brand
Unique value
Important links

When considering your unique value, rather than singularly focusing on your work,
think about yourself, additions you provide, and anything unusual. Peel back the layers
of "variety streamer" and really dig into why the audience loves your work.
 Condense Your Value
02
Keywords
Next, allow the manager to step in and pick out keywords in the first draft.

First, look for proper nouns, verbs, and actions. Then, consider if there is a shorter
phrase or word that could cover a wordy thought.

For example, "I am a variety gaming Twitch streamer who is bratty and kinky and full of
spunk" is rather wordy. How can you reduce all those thoughts?

"Variety streamer" is an identifier for viewers and other streamers. It can be a bit
esoteric for an audience outside of Twitch, but unless your channel is large, I wouldn't
worry too much over that. However, do notice that "Twitch" in your bio might help with
discovery. It really depends - "NFT Artist" is a growing field, so I recommend using that
and your platform over "photographer," for example. Consider your field and genre and
modify as necessary.

03
Condense
Lastly, get rid of everything that isn't necessary. Consider the objective of your profile
and only keep words, phrases, and links that are specific to that goal.

Make sure the links are relevant and don't add left-field information. I understand that
some creators have side stories and memes, but beware of obscure information in your
profile. The same logic doesn't necessarily apply to posts, captions, and rich media.

Final bio examples include:

"Kinky cupcake variety streamer."

"Full Time Photographer & Collector. Nomadically living in a tiny Airstream.

Harmonizing nature & poetry to create #NFT Art. [Link]

・
"Twitch Partner History #Vtuber ・Founder of Calliopean Club ・ Watch me live @
[Link]
 Condense Your Value
Business Description
I am a content creator who dedicates most of my time to business discussions,

tutorials, and research. My primary content platform is Twitch. My primary

monetization platform is Patreon. I consider myself a scholar of art and business with

a scientific background.

Voice, Tone, Imagery

I value effective, meaningful, and actively useful content. I don't want to waste time. I

also value the human experience. I want to acknowledge every creative's unique journey

and cater the experience to help them thrive individually.

Unique Value
I focus on the human experience of every creative while acknowledging a need for

non-fluff instruction. My content is universal but also offers content for specific

genres. It focuses on digital creatives. The focus of my content shifts monthly.

Important Links
[Link] [Link]

[Link] [Link]

[Link]
 Condense Your Value
Business Description
To interact:

[Link]

To convert:

[Link]

Keywords
digital marketing, leader, resources,

thrive, digital creatives, new topics

My Profile Objective
To build credibility as a brand. To provide free access to effective, new information

to boost their success. To convert value to Patreon through the stream.. The purpose

is to convert my audience to Twitch, then to Patreon.

Final Bio
Digital Marketing Leader

[Book Emoji] Resources: [Link]

[Camera Emoji] Stream: [Link]

[WEBSITE LINK]
 Condense Your Value
Business Description

Voice, Tone, Imagery

Unique Value

Important Links
 Condense Your Value
Business Description

Keywords

My Profile Objective

Final Bio
Grid Planning
CONTENT NAVIGATION
 Grid Management
Content Transitional Row/Column Text Line

Natural Backlog

Needs Multiple Singles Per Post

Allows Irregular Post Schedule

Design Proficiency/Apps

Considerable Time Investment

Works With Other Platforms

Single Posts Perform Well

Puzzle Font-Heavy Unlimited

Natural Backlog

Needs Multiple Singles Per Post

Allows Irregular Post Schedule

Design Proficiency/Apps

Considerable Time Investment

Works With Other Platforms

Single Posts Perform Well

 Grid Management

My Grid Design:

Profile Objective Check

Does this Grid compliment my profile type? Does it help obtain my objectives?

Overall Objective Check

Can the objective of my Instagram profile be communicated through this Grid?

Content and Upload Demands

What extra steps do I need to take to generate content? How much time will
this take? Am I able to upload on time and do I have the skills to manage it?

Multi-Platform Marketing
Is multi-platform marketing a goal of mine? Can I use the same content from
Instagram? Am I able to upload different content if not?
 Grid Management
Single Post Objectives
What are post objectives I want? Do I want to sell a product, convert, or show
my work? How does that compliment my profile and overall objective?

Profile Build Check

Does this Grid encourage my profile build objectives? Does it enable opportunities
rather than bury them?

Brand Aesthetics
Does my content adhere to the branding on my profile? Consider fonts, colors,
and tone and voice. Can my overall brand objective shine?

Performance Goals
Do I need single posts to generate organic growth? Am I worried about single
posts performing well? Or, would I rather have overall cohesiveness?
Target Audience
BE THOUGHTFUL TO THOSE AROUND YOU
 Demographics Psychographics

The demographics segment refers to Psychographics narrows down the

socioeconomic statistics within a psychology of the audience. This includes
population. It includes age, gender, what they enjoy doing, how they feel
employment, education, income, marital about particular issues, their demeanor,
status, and ethnic background. and moral values. This is especially
important for creatives. Political streamers,
advocacy artists, and anyone involved with
social and environmental issues should
take special care with this category.

Behavioral Geographics

Behavioral segments consider how the Geographics refers to where in the world a
audience interacts with a product, service, group is. However, using this segment
experience, or person. Using the other effectively requires some intricacy and skill
segments, it asks questions like, "How does in target marketing. As explored in the
this audience benefit? What are their daily Local Marketing chapter, defining
patterns of use How often will they use it?" geographics can cause a wild difference in
content success. When defining
geographics, I find product consideration
to be easier rather than the content you
post.
 Target Audience
Accounts with over 100 followers ought to Use this space to plan. Consider your
keep an eye on Insights regularly. potential reach in regards to each market
Regardless of how large your following is, segment. For Behavioral and Geographics,
plan ahead and think about the target it helps to consider products rather than
audience. only content you post.

What demographics find your content appealing?

What psychographics value your work?

What behaviors does your audience have with your account?

What geographics are be interested in your content?

Engagement
MANAGING OBJECTIVE BEHAVIORS
 Peak Engagement
Using Instagram Insights, draft a post One hour ahead of publishing Main Feed
schedule. Start with the audience's Active or IGTV, prepare to use the Engagement
Days and Times. Then, give thought to your Strategy.
own lifestyle and expectations: is it
possible to schedule the Engagement Next, write down your new Instagram
Strategy one hour ahead of peak Schedule. When do you want to log in for
availability? If so, commit to a schedule. the Engagement Strategy? Does this
include Reels and Stories? When can you
commit to Main Feed and IGTV content?

Peak Engagement Times

MON TUE WED THU FRI SAT SUN

My Instagram Schedule
MON TUE WED THU FRI SAT SUN
 Hashtag Research
Start with hashtag research here. In the engagement on other posts.
next segment and Chapter 9, we'll
undergo an exhaustive experience across Keep in mind that these may differ from
hashtags on Instagram. For now, the hashtags we research later (content
brainstorm beneficial hashtags for posts, captions, etc.).

Hashtags Notes
Brainstorm hashtags in the boxes below.
Over time, take notes on engagement
spikes so you know which hashtags to
keep engaging with. Additionally, start to
keep an eye out for reshare account
hashtags.

General

Topical

Other
 Tag Research
This space is for tag research. Write accounts that return interaction and
accounts that earn good engagement on continue to keep them in mind.
their content and that you can interact
with before posting your content. Note Note: these tags may not be the same tags
you want to use in your content.

Tags Notes
Notate several types of accounts. In
General, write genre-specific tags. Topical
includes accounts that are curated based
on topical content, such as location. Use
the third blank space for your own niche
categories.

General

Topical

Other
Metedata &
Hashtags
MORE SIGNAL, LESS NOISE
 Brainstorm Metadata
For this exercise, choose a piece of content From there, convert those keywords into
you might use as a post. Write the hashtags that aren't so generalized, that
administrative, descriptive, and technical other creators use, or work as quality
metadata identifiers. Don't mind if you hashtags.
choose broad words in the first three
spaces. Write them down. On the next page, we'll
curate.

Administrative Descriptive

Technical Convert to Hashtags

 Curate Metadata
Now that you have an inventory of Then, take note of trends and what other
hashtags, plug them into a third-party app creators use. This is a constantly-evolving
or website like Hashtagify. Write down list. Pay attention to community tags and
strong niche and synonymous tags. If the their timing. Further, consider Googling
hashtag is already strong, put that in the hashtags related to holidays and other
Quality Hashtags space. news-worthy moments.

Niché or Synonymous Trending Hashtags

Other Creators Use Quality Hashtags - Research

Publication
Platforms
UPLOAD LOCATIONS
Types of Visual Mediums
Instagram accepts the widest range of visual mediums across
most popular social media platforms. However, not all content is
viable for all post types.

Below are some general file guidelines to pay attention to. An in-
depth cheat sheet of all content uploads follows for all upload
platforms.

Still Images
Up to 8MB, JPG, PNG, (non-animated) GIF, BMP
Stills are accepted on: Main Feed, Stories

Video
Main Feed: H.264, ACC, 30FPS, 60-second max, 1080px wide
max

IGTV: 650MB if under 10-minutes; 3.6GB for 60-minutes. MP4,

15-minute max from mobile device, 60-minute max from web

Stories: H.264, ACC, 30FPS, 15-second max, 1080px wide max

Reels: H.264, ACC, 30FPS, 30-second max, 1080px wide max

Videos are accepted on: Main Feed, Stories, IGTV, and Reels
 Visual Mediums
Main Feed Stories
Single Still Single Still
Optimal: 1080p x 1080p Optimal: 1080p x 1920p
8MB .JPG, .PNG, .GIF, .BMP 8MB .JPG, .PNG, .GIF, .BMP

Slideshow Multi-Capture
Optimal: 1080p x 1080p Optimal: 1080p x 1920p
8MB .JPG, .PNG, .GIF, .BMP 9:16 aspect ratio
Up to 10 images 4MB .JPG, .PNG, .GIF, .BMP
Up to 10 images

Square Video Video Stories

Minimum 600p x 600p Minimum 600p x 1067p
1:1 aspect ratio Optimal: 1080x1920p
Max 30fps 9:16 aspect ratio
4GB .MP4, .MOV Max 30fps
AAC, Vorbis 4GB .MP4, .MOV
Up to 60 seconds AAC, Vorbis
Up to 15 seconds

Landscape Video
Minumum 600p x 315p Live Video
1.91:1 aspect ratio
Max 30fps Live Stream Only
4GB .MP4, .MOV Recommend 1000 Kbps min
AAC, Vorbis 9:16 aspect ratio
Up to 60 seconds Recommend 30fps min
Up to 60 minutes
IGTV
Video Only Reels
Optimal: 1080x1920p
Minumum 720p Video Only
9:16 or 16:9 aspect ratio Min 600p x 1067p
Minumum 30fps Optimal: 1080x1920p
Maximum 650MB for >10m 9:16 aspect ratio
Maximum 3.6GB up to 60m Max 30fps
.MP4, .MOV 4GB .MP4, .MOV
ACC, Vorbis ACC, Vorbis
Minimum 1 minute length Minimum 3 seconds
Up to 15 minutes from mobile Maximum 60 seconds
Up to 60 minutes from PC
Content Ideas
THE ANTIDOTE TO CREATOR'S BLOCK
 Content Ideas
Main Feed Stills
Professional Photography Shoppable Product Video
Curated, professional photography. Useful to Video-form of a product that can be useful for
convert, collaborate, sell a product, and gain any tier of the Conversion Funnel (Chapter 9). If
organic growth. connected to Shoppables, I recommend using
either the Preference or Conversion stages to
Caption Supporting Visuals secure an impulse buy.
For accounts with word-heavy content, stills can
be used to support the tone of a caption, add to Slow Motion
it, or grab attention. Slowed down sequence, often of an action
scene or something that would otherwise
Product Photography happen quickly.
Edited, curated, professional product
placement shots can be used to convert sales Stop Motion
directly on Instagram or off-platform. A story told through single frames that reaches
an interesting conclusion.
Process Video
A recording of a workflow or process with a Timelapse
professional voiceover or audio track. A recording, often of a long, physical process,
that's sped up stylistically. Can be shot in single
Curated Slideshow frames or recorded on video and made into a
Edited, curated, professional photography that timelapse using third-party software.
is aesthetically similar. A carousel of a
panorama. Useful for surprising the audience Hyperlapse
with interesting formats. Single frame photography wherein the camera
shifts movement. This often simulates
movement of the object being shot as well as
the position of the frame.

Main Feed Video Q&A/AMA Answering Session

Branded Video Answer a couple questions from comments and
Edited, curated, professional video that's Stories.
emotionally expressive.
B-Roll
Challenges Edited, loosely professional-grade video clips
Creates or adds to a trending social media that is often clips from a long-form video.
challenge.
Behind-the-Scenes
Professional Timelapse Shows the process or journey of a final product,
Single-frame photography stacked together to such as the experience of traveling to a location
simulate movement through time. or how a Twitch streamer gets ready to go live.
 Content Ideas
Stories
Product Photography Behind-the-Scenes
Edited, curated, professional product Shows a back-of-house process.
placement shots can be used to convert sales
directly on Instagram or off-platform. Extra Information
Save Stories to your profile as a quick-reference.
Curated Story Slideshow Includes store policies, contact information,
Edited, curated, professional photography that sizing, and other social media platforms.
is aesthetically similar. A carousel of a
panorama. Useful for surprising the audience Q&A/AMA
with interesting formats. Asks the audience a question or allows the
audience to ask the author a question.
Previews
Exciting previews of upcoming projects, Polls & Requests
products, and posts. Use it to convert to Main Crowd-sources information. Can be used to
Feed posts, presells, or off-platform. inform future content.

Timelapse B-Roll
Single-frame photography stacked together to Loosely-professional clips that highlight a longer
simulate movement through time. video post, either published or upcoming.

Slow Motion Contests

Slowed down recording, often of an action Using an incentive or Stories' interactive
scene or something that would otherwise content, run a contest.
happen quickly.
Shoppable Products
Updates Shows interesting aspects of a product that
Personal or business updates to keep your converts to sales.
audience informed about a project.
Story Time
Quick Tips This is a video genre where you indulge and
Informative, short clips. Can be sourced from embellish an interesting story.
audience questions, long-form video content, or
quickly explain an aspect of a process. Before & After
Show your work in the beginning stage and cut
Hype to the final product.
A "leak" or announcement of upcoming
projects, products, and posts. Use it to convert Promote Off-Platform
to Main Feed posts or off-platform. Remind followers that more work can be found
on other platforms.
Takeovers
A collaboration with other creatives, the Discounts
audience, and coworkers wherein you post their Offer Stories-exclusive discounts on products
content to your Stories. using an exclusive coupon code.
 Content Ideas
Live Videos
Q&A/AMA Before and After
Asks the audience live questions or allows the Show off a radical transformation.
audience to ask the broadcaster questions.
Quick Tips
Interviews/Live Collab Informative clips that helps the audience:
Hosts a 1v1 interview or collaboration with provides a useful tidbit rather than a whole
another creative on one stream. tutorial.

Daily Processes B-Roll

Live production of a process; the audience can Loosely-professional video clips that highlight a
interact while the broadcaster works. longer video post. Can be visually stunning,
entertaining, or hype more content.
Live Updates
Creates excitement about updates for a shop or Slice of Life
creative. Can be used to convert to pre-sales. A short story from your life, such as pet clips and
every day moments.
Tutorials
Informative video that walks the audience Memes
through a process. Humorous shorts with a twist; created
specifically for resharability and commentary.
Workshop
Often scheduled as several videos over time, Clips
workshops are educational content that Short snippets from primary assets that don't
teaches a process, concept, or workflow. work on the Main Feed.

Product Demo Short Tutorials

Introduce a product to the audience. Show Informative clips that walks the audience
them an interesting detail of it. through a process of how to do something.

Product and Personal Updates Timelapse

Creates excitement about updates for a shop or A recording, often of a long, physical process,
creative. Can be used to convert to pre-sales. that's sped up stylistically.

Slow Motion
Slowed down recording, often of an action
scene or something that would otherwise
Reels happen quickly.
Commentary
Share an opinion or observation about Stop Motion
something that's interesting and relevant. A story told through single frames that reaches
an interesting conclusion.
Challenges
Creates or adds to a trending social media
challenge.
 Content Ideas
IGTV
Branded Video Before and After
Edited, curated, professional video that's Long-form video that shows off a radical
emotionally expressive. transformation. Depending on the length of the
process, it could include timelapses.
Previews
Exciting previews of upcoming projects, Story Time
products, and posts. Use it to convert to Main This is a video genre where you indulge and
Feed posts, presells, or off-platform. embellish an interesting story.

Q&A/AMA Reaction Videos

Answers questions from the audience, usually Films the author's reactions to another creator's
taken from another source, such as Stories. content, often humorous.

Interviews/Live Collab Q&A, AMA

Hosts a 1v1 interview or collaboration with Answer questions from Instagram or another
another creative on one stream. platform

Daily Processes Unboxing

Live production of a process; the audience can Open a new product or packages.
interact while the broadcaster works.
Documentary
Product and Personal Updates Filmed over time, documentaries tell a story,
Creates excitement about updates for a shop or usually informative.
creative. Can be used to convert to pre-sales.
Drama
Tutorials Drama channels provide information and
Informative video that walks the audience commentary on social beefs within a
through a process. community.

Workshop Interview
Often scheduled as several videos over time, An interview of someone interesting within a
workshops are educational content that niche.
teaches a process, concept, or workflow.
Mini-Series
Product Demo A collection of videos with a specific interest.
Introduce a product to the audience. Show
them an interesting detail of it. Educational
Teaches the audience about something
Product Highlights particularly interesting.
Focuses on a particular aspect of a product to
show value, generate hype, or show a process. Challenges
Creates or adds to a trending social media
challenge.
The Algorithm
THE CRÈME DE LA CRÈME
 Profile Checkup
Having learned about engagement and Use this list to check your profile's health.
the algorithm, it's time to make sure your All of these details have either direct or
profile is healthy. I've found the majority of passive impact on engagement and the
those lamenting over Instagram tend to algorithm. As such, check the health of
miss or misunderstand a couple perfectly your profile once every couple months,
controllable aspects of their own especially if you're struggling to grow and
behaviors. can't quite place why.

Check and Clear Ghost Followers

Either manually remove ghost followers or use a third-party app. Please
be aware of your own account activity - inactive accounts need to pay
special care to not delete active followers.

Create Two Accounts

If your primary Instagram account is both a personal and professional
account, you're doing yourself a massive disservice. Create a second,
personal account for following and supporting friends. On the business
account, only follow and interact with accounts in your niché.

Unfollow Dissimilar Accounts

This part hurts but it must be done. Unfollow accounts that are
dissimilar to your niché. Take screenshots while you curate so you don't
forget to refollow anyone on the personal profile.

Check Similar Accounts

Using the personal account, search for your business account. Tap the
arrow to the right of the Contact Button. Look at "Suggested for You."
This should reflect content creators within your niché. Check back here
after a couple weeks of engagement; it should change with healthy
profile practices.
 Profile Checkup
Double Check - Business or Creator
Refer to Chapter 1 for the differences between a Business and Creator
account. Make sure Instagram recognizes the profile as a professional
account.

Make Sure the Account is Public

A Private account is a privacy setting wherein only approved followers
of an account can see its content. Naturally, in order to gain more
followers, the potential audience needs to see the account. Navigate to
Settings > Privacy > Private Account to make sure the account is public.

Perfect Your Bio

Have a critical look at the bio. Instagram factors bio text as a type of
SEO. For a creator, this means that text within the bio is searchable and
should be optimized. To optimize, refer back to hashtag research and
use strong callwords (similar to hashtags) within the bio. Hashtags also
work if they don't make the profile look messy,

Avatar, Tag, and Name Consistency

The avatar, tag (@), and name of an account should be easy to
remember and consistent across social media. This makes searching
not only easy, but it helps to satisfy the algorithm using the Explore tab.
Double-check the avatar and the account's tag.

Clear Search History

Clear the search history of your professional account. Since the
algorithm uses Explore, it will account for personal searches. Navigate
to Explore, tap the search bar, "See All," "Clear All."
Instagram
Workflows
'CAUSE HECK WASTED TIME
 Engagement Metrics
What is measured can be managed. I analytics report available for all social
implore you: make documentation part of media platforms, Instagram included.
your workflow. The Creative Industry Here's a portion of what I recommend
Patreon has a social media tracking for Instagram using Instagram's
Insights.

Net Website Profile

Date Range # of Posts Followers Comments Impressions
Clicks Visits
 Asset Workflow
Instagram's numerous upload platforms deals in stills ought to start their workflow
makes it easy to follow an Asset Workflow. with stills. Streamers or YouTubers, start
If you don't make long-form video content, with long-form IGTV video. Certainly not
start with a comfortable fit - this is a excluding our non-visual artists: use your
template to get your thoughts flowing. content production workflow and personal
Everything a creative generates can be experiences for video content. Then, break
broken into pieces that work seamlessly that down.
somewhere on Instagram. For example, a
photographer that only Here's what a full Instagram asset
experience might look like.

Start
1 2
Clips Short Clips
Short clips of video Super short clips, b-roll,
IGTV content to garner previews, or highlights
Long-form interest, inform, or from the original video
branded video entertain
content

4 3
Infographics Stills
Informational content Stills that feature an
from the original source; interesting moment in
also used as a preview the video

5 6 Goal
Quotes and Memes
Captions Memetic devices, often Daily (and even a
Memorable quotes or casual, funny, and/or backlog) content across
parts of the script that commentary all of Instagram with
can be turned into plenty of opportunity for
captions for other, related multi-platform
content marketing
 Asset Management
Use this brainstorm tree to plan your asset Finally, add your own workflow ideas.
breakdown. Start with a primary resource Modify it whenever you discover new
(IGTV) and break it down into three content you enjoy making. It's as flexible as
secondary assets. Then, break those assets your content is.
into smaller pieces and note where that
asset might fit well on Instagram's upload To help with planning, my photography
platforms. asset workflow follows on the next page.
 Asset Management

Thumbanil
Images Infographics:
Stories Camera Settings
Stories
(Previews)
Blue Hour
Photoshoot Stills
Main Feed

Short Clips of
Cinematic
Professional
B-Roll
Videography
Stories (Preview)
Main Feed, Source
Stories
IGTV - 10-minute
tutorial "Blue Hour
Photography"

Quotes within <1m Clips of Quick

Stills Advice and Memes
Reels, Stories, Reels, Live
Context for Live
Meme Stills
Stories
Third-Party
Apps
INSTAGRAM'S HIDDEN STRENGTHS
 Later
Also, Later includes in-depth analytics,
hashtag research, and best post times. For
a small creator, Later enables a lot of useful
tools they'd otherwise need another app
for. Lastly, for brands who do not generate
visual content, Later gives has access to a
stock image library.

Later focuses on visual content. It acts an

Later includes a free account. Plans start at
image scheduler and works with other
$12.50/month for Starter, $20.83/m for
social media platforms for a seamless
Growth (my recommendation) and
workflow. Later allows an author to
$33.33/m for the Advanced features.
schedule single posts, Carousels, and
videos on the Main Feed. Paid plans can
also schedule Stories.

Hootsuite
Hootsuite works with six social media
websites, including Twitter, Facebook, and
even YouTube. It's a bit more than what
the average creator needs although the
scheduling platform (for the basic price) is
comparable to other management suites.

The only downside for a small business

Hootsuite's bread and butter is their
might be the cost. You can try it out for 30
scheduling platform, one of the best in the
days before the cost starts at $29/m, still
suite offerings. Business accounts with a
fair for what it offers. The Team plan shoots
solid workflow ought to start here as it
up to $129/m and Business is $599/m.
offers bulk scheduling, branded URL
tracking, campaign planning, and
customizable reporting and listening
software.
 Social Champ
The social media platforms include
Instagram, Facebook, Twitter, Pinterest,
and LinkedIn. It also offers Google My
Business.

It really stands out through post options,

hashtag suggestions, and scheduling
options, like resharing and platform-
Social Champ is an all-in-one suite for
specific posting.
social media managers and creators. It
features a wealth of tools that compete
It also connects to Canva.
with other apps like Buffer and Hootsuite.
It has all of the usual features: scheduling,
Plans start at $9/m for 15 accounts and 300
ques, metrics, and starts with 15 account
posts per account, a heck of a deal.
options.

Tailwind
It also features a fantastic hashtag finder
and best-time scheduling tool, which
takes all the guesswork out of hashtags
and timing.

For those with multiple conversion

channels, Tailwind connects to a one-page
site called [Link], a Facebook
Tailwind caters to Pinterest and Instagram.
marketing partner. See page 140 for one-
As such, the tools available excel above
page sites.
most other platforms if the business wants
to singularly focus on either platform.
Tailwind is free to sign up, no credit card
needed. Upgrade options start at $9.99/m
Unique to Tailwind, it features a Grid
for more posts per month and account
planning suite with drag-and-drop options
and community options.
for visual assets.
 Sprout Social
in-depth reporting out there. It also
includes listening software, which
dissolves guesswork and research time
out of any workflow.

Sprout is a complete experience that takes

so much stress out of the Instagram grind.

Sprout Social is undeniably the most

It's incredible. Sign up for a 30-day trial in
complete suite with an absurd list of
which an associate will guide you through
features. What separates it from other
the suite and its features. The Standard
suites is the full engagement metrics
Plan starts at $99/m. Professional is
access. It is the best scheduling and
$149/m. Advanced is $249/m.
publishing platform I've ever worked with
and has the most

Buffer (Publish)
Similar to other suites, Buffer treats each
platform differently and allows custom
formatting. For the advanced paid
subscriptions, Buffer also enables a
hashtag manager (now to be confused
with hashtag research, like what Sprout
features) and posting to Stories.

Buffer offers two types of suites, one of

Buffer limits the amount of scheduled
which is a publisher and scheduler
posts based on which plan you choose,
(Publish) and the other is used for analytics
starting at 100 for the $15/m Pro plan.
(Analyze). Uniquely, up to five social media
Premium is $65/m for 2,000 posts.
platforms can be connected which
Business is $99/m for 2,000 scheduled
include Twitter, Facebook, LinkedIn, and
posts.
Pinterest. All have scheduling capabilities.
 Canva
elements, styles, and text options for free.
The paid subscription only helps you
unlock more features and further assets.

It's the perfect place to design Instagram

content, especially if you want a consistent
design. Further, if you create video
thumbnails, promotional graphics, stream
Canva is a strikingly powerful graphic
graphics, or informational content, Canva
design and publication tool that's
is a boon.
exceedingly simple to use. It provides
templates for those deficient in design
Try Canva for 30 days for free and
knowledge, like me! In fact, this workbook
subscribe for $12.96 per month.
was written on Canva. It offers thousands
of stock photos,

Adobe Spark
graphic, I used to pull up Spark to
expedite the process. There are plenty of
downsides when compared to other
Adobe programs or Canva but it's a fast
solution for graphic design in a pinch. Also
of note, it has a resize feature to easily
change the size of your work for a
consistent look across your social media.
Adobe Spark is a notable graphic design
tool. It features a simple interface and a
Spark is included for Adobe Suite
wealth of templates for every level of
subscribers. The free version feels limiting
design expertise.
and watermarks all exports. A standalone
subscription starts at $9.99 per month.
I'm not as crazy about Spark as I am Canva.
When I was in a hurry for a thumbnail or
infographic
 Boomerang Layout

Instagram's Boomerang app takes a burst Instagram's Layout uploads multiple

of multiple photos and stitches them photos into one photo. Users can design a
together to create a back-and-forth collage-like layout and export as a single.
looped gif.

Lightroom Photoshop Express

Lightroom's famous photo editing Photoshop Express, in addition to basic

software, condensed for mobile. It features editing functions, allows for text, stickers,
selective edits, filters, and auto borders, and light overlays. It also
adjustments as well as common editing combines these features into premade
functions you're already familiar with. themes for a custom "feel."
 Carrd
Carrd is totally free to start and features an
enormous library of social media icons,
audio and graphic uploads, and
countdown timers. Paid accounts unlock
slideshows, forms, widgets, and embeds. I
want to emphasize forms and widgets:
Carrd can embed Venmo Business, Stripe,
MailChimp, Paypal, Gumroad, Typeform,
One-Page Sites serve as a website for each
and all kinds of solutions you might
social media profile. Think of it as a
already use.
substitute for a website or quick link
reference. These sites effortlessly link
Plans start at $9 per year and increase
anywhere with a URL and feature custom
based on your needs.
options like forms, widgets embeds, and
Google Analytics.

LinkTree
specialized applications such as the
Amazon Influencer Platform, Zapier, and
Google Sheets. It also integrates with other
platforms, similar to Carrd.

Buttons and Links are where this platform

shines: LinkTree enables priority linking to
draw attention to specific links. It also
LinkTree is a popular single-serve platform
comes with newsletter signups and SMS
that offers more in terms of analytics and
subscriptions. You can also use QR codes
integrations than Carrd. Although Carrd
for offline sharing.
does offer Google Analytics linking,
LinkTree can track analytics from their
Linktree is free. Unlock every feature for $6
platform (which isn't always ideal).
per month.

Interestingly, LinkTree connects to

 Types of
Income Streams
THE OCTOPUS INCOME
 Income Streams
Sell Product
Upload digital content to a platform that sells distribution
Stock Imagery
and usage rights to a customer.

Sell directly to businesses & clients using your website,

Direct Sales & B2B
fulfillment, or retailer.

Art Marketplaces Sell work on a marketplace or gallery. The channel is usually

& Galleries retailer-based rather than distributor.

Exclusive Upload digital content to a platform that sells distribution

Platforms and usage rights to a customer.

Design and Pay attention to trending discussions. Create art for that and
Fulfill sell physical goods via fulfillment centers.

Custom Content Offer customized work for a business or client.

Product Sales Channels I Am

Product Sales Channels I Already Use
Interested In
 Income Streams
Expertise
Book Publishers Sell physical and digital writing on platforms like GumRoad,
& Retailers Amazon, and your website.

Services via
Sell your services on websites like Fiverr and Upwork.
Distributor

Create entertaining content on a subscription-based

Entertainment
platform such as YouTube and Twitch.

Coaching & Advise creatives within your niché. Provide an education and
Mentoring motivate.

Workshops & Create a workshop or tutorial and monetize it on your

Tutorials website or via a digital distributor (also, books).

Consultation &
Direct another company's project as an advisor.
Direction

Expertise Sales Channels I Am

Expertise Sales Channels I Already Use
Interested In
 Income Streams
Brand-Adjacent
Using a platform or website, connect it to third-party
Ad Revenue
advertisers (YouTube, blogs).

Link your audience to affiliates who grant you a kickback of

Affiliate Marketing
each sale.

Copywriting Write copy for advertisements. See Copywriting.

Sponsored Generate content that appeals to your audience for a

Content company.

Paid Writing Write on monetizable platforms such as Medium (likes) and

Platforms Revue (subscriptions).

Sponsored Monetize you following and reach by posting content from

Posts advertisers and sponsors.

Brand-Adjacent Sales Channels I Brand-Adjacent Sales Channels I Am

Already Use Interested In
 Octopus Income
Finally, here is the Octopus Income Also, it's shifted from year to year. I began
diagram. The Octopus Income is a visual with client work and influencer income.
way to represent where income comes After being floored by my first checks from
from. It can also help inform future income stock imagery and affiliate links, I chose to
sources and content. Mine is a mix of invest more energy in producing content
active income and passive income, but I directly for those income streams.
tend to focus on passive.

Stock Images
Uploaded, B2B
stock imagery
(Getty, Adobe,
SS, Alamy) B2B Clients
Affiliates
Affiliate links Clients who request
hosted across architectural work,
$1300

published content
$9
00 00
$4

Prints
Workshops
Physical good sales
$200 $1200 Workshops held in
via Etsy, website, $5,000/month
Italy with a wide
and personal
demographic
contact

$4
00 00
$4
$200

Tutorials Copywriting
Tutorials written Requested, topical
for third-party articles written for
publications a publication
Blog
Sponsored
articles written
for [Link]
 Your Octopus Income
It's time to plan your own digram. Take a If you're feeling confident, consider your
moment to consider your current income income goals and write them down for
streams. What do you already have? What each stream as well.
would you like to use in the future? Do you
want to focus more on passive or active Sales are the outcome of a clean
income? Don't feel obligated to come up operation, set goal, or strategy. Start here.
with eight
 Impact
Marketing
REDEFINING "INFLUENCE"
On Influencer Marketing
Influencer marketing refers to the use of the credibility of an
established platform by another brand for the purposes of
marketing. It is a $10 billion dollar industry with a bad
reputation, mostly due to negative associations with a toxic
influencer culture. Though I do not feel similar agitation at
the word "influencer," I recognize the cultural impact of
influencers and have compassion for those reacting to it.

I want to take a moment to identify our concerns around

the word and propose a new phrase for a modern lexicon,
one that no longer tolerates unjustified treatment to others
nor one who validates malicious imposters.

Let me start at the beginning. Back when Instagram was a

bud and celebrity worship was at an all-time high, influence
a function of scale, a word reserved only for millionaires who
might run for president one day.

Nowadays, anyone can build a large, thoughtful platform

and monetize it, including those who built their platform on
credibility. However, "influencer" and "credibility" have never
been synonymous. That's one part of the problem. To match
the scale of this grievance, "influence" doesn't have an
identified scale. And yet, we cannot escape referential
definitions. For example. although "prestige" doesn't have a
direct relation to class or wealth, it makes us think of a rich
society. When we consider who an influencer is, we still
harken back to the days of celebrity worship: to have
influence is to be affluent. Not respectable, not real, not
credible. Just affluent.

58
Next, I want to examine credibility and its relationship to
influencers.

Put aside the application of Instagram and celebrities for a

moment. Let's break down what "influence means." The root
of the word means, "flowing in," derived from the Medieval
Latin word influentem. According to Etymonline, this was
"in reference to any outflowing of energy that produces
effect as well as immaterial or unobservable forces." It
eventually came to mean, "exertion of unseen influence by
persons" in the 1580s.

Nowadays, having impact is often thought of as being as

seen as possible. We want people to notice us so they buy
our merch. But I feel like we forget something: what of the
purer meaning of the word?

Our decisions are informed by influence, which is based on

factors of trust. When was the last time you turned to a
friend for a recommendation? Or asked your parents for
advice? We follow the counsel of people who associate with
us. Spending behaviors often start because we believe a
someone we admire endorsed something for our benefit.

However, we wouldn't call your parents or friends

"influencers" though they undeniably influence your
behaviors. It's because we give credibility to those we
admire and associate with. Our lexicon has removed the
gentler side of "influence" and I mean to bring it back.

I propose the first axiom of my resolution: credibility is the

lifeblood of what is necessary to wield positive influence.

59
Lastly, what it means to be an influencer has become a sort
of community sickness. I'm glad communities choose to
remove these toxic individuals from their platforms.
However, the word "influencer" remained. Now, it rots. It
perpetuates the dismissal of an industry that supports over
3.2 million small creatives.

Some of those creatives put their hearts into building a

reputable platform. It rustles my jimmies that bad-faith
actors have shamed to an otherwise wonderful economy.

In its purest form, wielding influence is to advocate for

something you love, a form of care-taking. When used with
integrity, it affects positively, to the point of enriching
someone's overall quality of life. The honor of a trusting
community ought to be protected with good-faith.

My second axiom: those with credibility must sustain it by

shaping positive impact within their community. In this
way, anyone can lose credibility and, therefore, influence.

In summation, credibility is a necessary ingredient for

influence. To foster this influence, a platform must have a
positive impact.

Moving forward, I will refer to "influencer marketing" as

"impact marketing" and I hope you adopt it, too. I don't
have a solution for the short-hand "influencer" just yet,
although "impact marketer" is the most obvious solution. I'll
try to suggest answers in the next workbook.
 Engagement Rate
Engagement rate measures conversion Action
effectiveness. Brands who work with Clicking links, purchasing, or subscribing
influencers care significantly about their
ability to convert an audience to a sale. Next, Instagram's Insights is enough data
Before calculating your rate, review the to calculate an account's Engagement
engagement metrics. Rate. Each platform has their own metrics
- for sponsored content on one type of
Acknowledgement feed, use the IGTV, Stories, or Main Feed
Likes and bookmarks metrics.

Association The "right" way to calculate engagement is

Comments, replies, messages debated. Some companies calculate
vanity metrics, such as likes and followers,
Amplification but higher-paying opportunities often use
Sharing and boosting content impressions to calculate true engagement.

Find Your Engagement Rate (ER)

01 Follower-Focused ER

ER = (Likes+Comments) / Followers x 100

Follower-focused ER calculates the relationship between an account's followers and
content interaction.

02 Impressions-Focused ER

ER = (Likes+Comments) / Impressions x 100

Impressions-focused ER takes the total amount of people who saw the post into
account vs content interaction.

03 "True" Engagement Rate

ER = (Likes + Comments + Saves) / Impressions x 100

This ER is the most accurate as it includes more forms of interactivity and the amount
of people who saw the post.
 Calculating Influencer Rates
An influencer rate calculates the exchange This is why it's so difficult to nail down
rate of an artist. Put simply, it's the amount specifics - there are so many variations and
an influencer is willing to be paid in perceptions of value across brands.
exchange for goods and services.
However, let's not fumble in the dark. This
Trades for products, services, and other is a meaningful platform to jump from as a
means of trade is applicable. For example, rates estimate.
if Adobe were to approach you and want
to exchange a Main Feed post schedule for Use This Formula (Hootsuite)
a couple of months in exchange for a year $100 x 10,000 followers + extras = total rate
of their software, it's up to you to calculate
if that exchange is worth the cost of your When you want to begin with influencer
service. marketing, start there. Just like supply and
demand, adjust your rates based on the
Influencer rates are a function of amount of brands that contact you and as
engagement rate, demographic interests, your brand portfolio expands. Additionally,
commitment to creative needs, and adjust as your platform and engagement
campaign size. grow. If you have questions on calculating
your rates, contact me in Discord.
I'm sorry to say: there is no set formula to
perfectly calculate ideal rates. However, Before leaping into a brand's inbox, it's
some websites serve to calculate rates important to understand what their
based on following and engagement rates. priorities are. Appealing content to an
Influencer Marketing Hub is one of them. audience is just as important as appealing
This is not a complete estimate because it to a brand.
lacks some of the above functions.
Influencer marketing is a mutually-
Consider a couple of scenarios. If a creator beneficial ecosystem. These are
has a niché platform, high engagement relationships. An influencer that respects
rates and a specific audience, their the needs of their brands tends to land
platform is worth more per post. more opportunities.
Conversely, a niché, engaged, large
platform with a massive following has a
unique opportunity. They can hone in on
specific demographics and work with a
wider range of brands.
 Media Kits
A media kit is a quick way for brands to Engagement Rate
get to know you. Think of it as a brand List the engagement rates of the platforms
resumé package. It to communicates key a brand is able to advertise on. Make sure
information that attract brands to you. to differentiate between platforms - do not
They also reference pricing, availability, aggregate data like you've done for the
and special content you offer. audience demographics.

A basic kit should include the following. References

Visually list reputable brands you have
About Me produced content for. Logos is an easy
This is a quick section for information means to do so. Unless you have
about you and your personality. Take permission, I do not recommend listing
liberty to be creative with graphics if you affiliates as there are some legalities you
so choose, but make sure it contains: may need to navigate.
Location
Gender identity Rates
Work/genre of work Rates of sponsored content. Differentiate
Personal description the rates between posts, shout-outs,
videos, photos, reviews, giveaways, and any
Account-Specific Audience Size other offerings.
A list of audience sizes across each social
media, content platform, or other relevant Design
spaces included in your business. Includes The design of your media kit must reflect
followers, subscribers, email list, etc.. professionalism. That doesn't mean you
can't have memes and ketchup stains
Audience Demographics across the kit if that's your brand - make it
Audience demographics might shift from aesthetic. Consider using Canva to build
kit to kit. Here, list major demographics yours. Use Etsy to find templates, like the
that cater to specific types of brands you book you're reading right now!
want to work with. Your demographics
might have a wide range across each What follows is an example of a full media
platform. As such, adjust this for universal kit. Notice how the influencer doesn't have
and niché brands. one million followers. Small impact
marketing is a massive industry open to
Analytics anyone who has cultivated trust with their
Insights and analytics across platforms you audience.
want to highlight, such as Instagram,
email, etc..
 DESTINATION PHOTOGRAPHY
LEAVE-NO-TRACE TRAVEL

500 50K+ 16K 4K

Followers Followers Followers Followers
PHOTOGRAPHY EDUCATION
Kino Alyse Limited is a destination photography blog. 1234 Fake St
We publish content for photographers of multiple
City, State Zip Code
disciplines with an emphasis on ethical travel. Our
blog content aims for in-depth, immediately usable
EMAIL
information. Blog topics include natural light tutorials,
kino@[Link]
panorama walkthroughs, and freelancing success.
Kino Alyse Limited is related to Kino's second
enterprise, the Creative Industry Initiative (CII), which SITE
provides educational creative business content. [Link]

BLOG STATISTICS DEMOGRAPHICS

45.000 44% Female
Unique Views / Month 56% Male
180.000 LOCATION
Pageviews / Day
@KINOALYSE
36% USA
120.000 27% Italy
Total Subscribers 37% Other

K I N O A L Y S E
Hello, there. I am a destination photographer and
educator who specializes in ethical travel and panorama
photography. My secondary business helps creatives all
over the world succeed as business owners. It burns my
ass that many budding artists don't have access to
information to succeed, so I started this initiative with
the free sharing of creative skillsets in mind.
 1234 Fake St

K I N O A L Y S E City, State Zip Code

kino@[Link]

SPONSORSHIP OPPORTUNITIES & ADVERTISING RATES

ENGAGEMENT METRICS

20% 65%
ER Open Rate

2.3% 380K+
ER Impressions

PAYMENT METHODS

Kino Alyse Limited accepts PayPal and

Stripe payments. Contact us for brand
deals, trades, and gallery inquiries. For
affiliate inquiries, please email us. If you
want a featured spot on Kino's stream or
any CII content, please get in touch.

PARTNERSHIP OPPORTUNITIES

PRODUCT REVIEWS SPONSORED SEGMENT SPONSORED POST

Kino will review your product. Kino offers slots on her stream Kino offers slots on her stream
Blog posts and social media for sponsored discussions, for sponsored discussions,
posts are available. The product reviews, and educational reviews, topics, and educational
must be sponsored by you or content. Kino is also available content. Kino is also available
your affiliates and sent to Kino. for your stream panels and for your educational panels and
discussions. discussions.

$XX / POST $XX / HOUR $XX / POST

Local Marketing
IN SIMILAR AREA CODES
 Local Hashtags
What's my major location? I like to visit....

What's around me? I buy from or consume...

Major areas I want to work... My genre is...

Where do I create? My expertise is...

Popular areas near me... My gear includes...

 Local Hashtags
Similar and Adjacent Hashtags Accounts to Tag

Locations to Tag Networking Opportunities

 Local Networking
Engage with... Trends in my area...

Network with... Events in my area...

I want to support... I want to give back to...

 High-Value Customers
Demographics Visual Content

Psychographics Platform

Behavioral Hashtags

Geographics Tags

Specific Target Areas (Ads) Caption

Conversion
PURPOSEFUL CLICKS
 Conversion Funnel
For this exercise, consider a single Think about how do you lead your current
something that you offer, usually a product audience through the funnel for that
or service. Prints, commissions, product. Have you published something
subscriptions to your stream, following you effective already? Think of someone who
on Twitter, etc - all of these are applicable interacts with you - what stage are they in?
to the funnel. Remember - conversion isn't Use this space to identify your current
always a sale. conversion behaviors.

Awareness Consideration

Preference Purchase
 Conversion Funnel
Next, I want you to think about potential. Also, consider the content of each
How can you improve and consciously publication. What creative can you make
lead your audience through the funnel? that leads to the next stage? Is it a TikTok
Think of this as your action plan for each video, review, demos, samples?
stage.

My Product or Service:

Awareness Consideration

Preference Purchase
Writing Copy
THE ART OF THE CAPTION
 Short Captions
Kino Alyse's Template Practice Captions
Hook, Content/Story Choose a couple of assets and practice
writing strong Main Feed captions here.
Emoji | CTA - [Link]
-
Hashtag | Hashtag | Tag
[Shutter] [Aperture] [ISO]
-
Hashtag Research
 Write a Caption
Writing a strong caption is an investment a visual, whether published or in your
in several drafts (sometimes whisky), even drafts, and write a caption. Then, we'll
for the pros. Using the format outlined in combine everything we've learned on the
this chapter, I want you to choose next page.

Hook Descriptive Text

Call to Action Caption

 Final Post
01
Which publication platform does the visual belong on? (Chapter 4)
The platforms are the
Main Feed
Stories
IGTV
Live Video
Reels
Content shines when uploaded with
purpose. As each platform has a tone,
audience, and content format, think
about where this post would perform
best.

02
Who is your target audience? (Chapter 3)
The market segments are
Demographics
Behavioral
Psychographics
Geographics
By giving form to the audience through
market segmentation, a caption
naturally shifts to appeal to them.
Define a specific audience for this post
using the above segments. Write down
who they are.
 Final Post
03
What hashtags would give my content the best reach? (Chapter 3)
First, brainstorm the three types of
metadata:
Administrative
Descriptive
Technical
Then, use major hashtags that define
location-based data within the image. If
you don't yet have notes on strong
hashtag history, research them in
Explore or use a third-party app.

04
Do I want to monetize this content? (Chapter 9)
If monetized, would this post perform
well? If you chose a previously
published post, did it perform well
enough to be worth monetizing? Think
about your options:
Shoppables
Impact Marketing
Affiliate Marketing
Local Marketing
Write some thoughts about why you
think it could be a successful post.
 Final Post
05
Which conversion stage should I appeal this work to? (Chapter 9)
Does the visual have a strong appeal to
any of the conversion stages? The
stages include:
Awareness
Consideration
Preference
Conversion/Sales
Advocacy/Repeat
If the visual doesn't already have
appeal, how can you modify it?

06
What hook appeals to get my audience to read more? (Chapter 10)
Grab attention in the first sentence of
the caption. Some examples of hooks
include:
Intriguing Observation
Question
Misconception
Exclamation

Sensory words are also a strong way to

connect:
Visual
Tactile
Auditory
Taste and Smell
Motion
 Final Post
07
How can descriptive text compliment the above? (Chapter 10)
Depending on your level of writing
comfort, use PPP.
Preview
Proof
Preview
Lead the audience to the call to action
using a conversational tone. Use
descriptive text can guide your
audience without making them feel
"sold to."

08
What call to action (CTA) is appropriate for my goals? (Chapter 10)
Strong CTA's are short, concise, and lead
the audience to action.
Imperative commands:
Follow
Win
Be
Friction words:
Buy
Subscribe
Donate
Emotional appeal, (FOMO) strengthens
CTAs.
 Final Post
Hook Descriptive Text

Call to Action Final Post

Glossary
 Glossary
Account Types Administrative
A blueprint of how a user can interact on A type of metadata that describes
Instagram, each with different abilities. technical information of the file or work
Includes Personal, Creator, and Business itself.
types.
Advocacy Stage
Acknowledgment The last stage of the conversion funnel.
A type of engagement metric that satisfies wherein the audience publicly advocates
the algorithm. Bare-minimum interaction for a brand.
such as likes.
Algorithm
Action Machine learning that sorts and display
A type of engagement metric. Actions can visuals across four platforms: the Main
include visiting a website, subscribing to a Feed, Stories, IGTV, and Reels.
service, making a purchase, and
downloading content. Amplification
An engagement metric that helps to
Active Income spread your post, account, or Story.
A type of income stream. Generated by Includes "Share to My Story," sharing a url,
participating in an act of service or and tagging a friend.
production of a product
Analytics
Ad (Creative) Account data that usually measures
The last step of the Ads Manager wherein metrics and how they work together.
the publisher sets their creative for an ad.
Archive
Ad Manager For published Main Feed content, a user
An expanded version of the Business Suite. can archive their content, which hides it
A tool that controls the settings of Ads to from viewers without deleting it.
the fullest extent.
Association
Ad Set Algorithm-satisfying engagement metrics.
Controls behind the scenes aspects of an Includes comments, replies, and sending a
ad. Includes dynamic creative, budget and message to the creator.
schedule, audience, placements, and
optimization settings.
Authenticity Call to Action (CTA)
An important appeal to make throughout A button or short phrase or sentence used
all content wherein the publisher is to suggest or demand an action. Includes
human, relatable, and emotionally- imperative sentences, friction works, and
available. appeals to FOMO.

Awareness Campaign
Conversion funnel stage wherein the Denotes the overall theme or objective of
audience is aware of a brand. an ad. On Facebook and Instagram, the
name 'campaign' can be changed to
Bio quickly identify past campaigns.
150 characters of space on an account's
Instagram profile. Caption
Space across every upload platform
Boomerang wherein the author can write descriptive
Instagram's secondary application that text, calls to action, and any other text-
rapidly takes photos and stitches them based content.
together to make a short movie that plays
on a loop, back-and-forth. Carousel
When a user uploads more than one piece
Branded Hashtags of content on a Main Feed post, Instagram
When working with other brands, creates a Carousel. Enables the viewer to
Instagram influencers often use branded swipe between content in a single post.
hashtags to improve discoverability for the
brand or product they're advertising. Catalogue
Shobbales tool. Facebook and Instagram's
Budget & Duration suite for uploading and managing
Ads Manager space that sets the start inventory.
date, duration and cost of the campaign.
Clicks
Business Suite Generally refers to off-platform conversions
The name of Facebook and Instagram's a user 'clicks' on. Most relevant to the
Ads manager. website in a profile.

Button Taps Consideration Stage

When a user visits a profile via the Main A stage of the conversion funnel wherein
Feed or Stories and taps an action button, the audience is willing to interact with a
which can include Call, Email, Get brand and may consider purchasing.
Direction, Text Buttons, and Website.
Conversion Distributor
An aspect of several funnels wherein the A type of sales channel. Buys product from
audience performs an action, such as the manufacturer and sells to retail stores
clicks and purchases. in bulk (book publishers, record labels, film
and music producers).
Conversion Funnel
The relationship and level of affinity for a DM/Direct Message
brand at particular points. The stages are Private messages between users. Includes
Awareness, Consideration, Preference, and disappearing messages and creative
Conversion. message options similar to Stories.

Copy/Copywriting Double Tap

The practice of writing text for the sake of Instagram users can easily double-tap
advertising and marketing. their fingers on content to like it instead of
having to click directly on the like button.
Creator Studio Also a CTA.
Desktop version of Instagram that enables
posting in the main feed and IGTV, a Emoji
content library, and insights. An icon that represents objects and
emotions. Can be used to direct and break
Demographics up captions.
A grouping of a population of people
according to socioeconomic data. Emotional Appeal
Across all forms of content, refers to
Descriptive engaging with the emotions of the
A type of metadata that describes content. audience.
Use adjectives and nouns to describe the
visuals. Emotional Narrative
Reflect the needs and values of the
Descriptive Text audience. Memorable, positive
Builds a bridge to the CTA. Uses the PPP associations that appeal to emotion, often
formula. used in story-telling.

Digital Distributor Engagement

A type of sales channel. Includes platforms The way in which users interact with the
in which the manufacturer uploads or content of another user. Types of
streams digital content & sells direct engagements are likes, shares, comments,
(Twitch, YouTube, Twitch, Instagram, follows, and any action taken.
Patreon, stock content, and crypto art).
Engagement Metrics Follower Growth Rate
Metrics which account for the rate of Within Insights and under Your Audience,
interactivity on an account. Includes the the percentage of change in followers
Acknowledgement, Association, (positive or negative) compared to the
Amplification, and Action metrics. previous period.

Engagement Rate Followers Tab

Measures an influencer's effectiveness on Lists the followers of an account in the
several engagement metrics. There are order of most recent follower.
three formulas to calculate this:
Likes+Comments) / Followers x 100 Following Tab
Likes+Comments) / Impressions x 100 On every profile, this tab lists accounts this
Likes + Comments + Saves) / account is following in order of most
Impressions x 100 recently followed.

Exits Friction Words

A Stories metric. Measures when a viewer A callword that implies a trade or need for
does the following on your content: exchange. "Buy, Subscribe, Order, Donate"
Swipes left to another creative's Stories. are all examples.
Closes Instagram
Closes Stories (X) Fulfillment Center
Swipes down, taking them to the Main A type of sales channel. A company that
Feed fulfills the creation of items after a sale
from the customer (Patreon, Art Station,
Explore Page Redbubble, and TeeSpring).
Clicking on the search icon brings you to
the Explore tab, which displays a feed of Geographics
content similar to content you usually A type of market segmentation that
interact with. considers location. Includes local, national,
international, and regional.
First Comment
Refers to the practice of hashtag Geotags
placement in the first comment, In Main Feed posts and Stories, content
published immediately after a Main Feed can contain location data, often used to
post goes live. reference where content was made.

Ghost Followers
Accounts (bot or real) that do not engage
with content - they only exist to satisfy the
follower vanity metric.
The Grid Income Stream
The 3x3 grid on all profile pages. It includes Sources of income. Includes active, passive,
single photos, slideshows, and short videos. and impact income.
Any content uploaded to the Main Feed
becomes part of it. Influencer
An individual or entity which has a
Handle/Username branded platform in which their audience
The handle is the taggable (@) link of the has loyalty.
account. Note that it can differ from
display names. Influencer Rate
The rate an influencer can charge based
Hashtags on their engagement rating. The proposed
Used across all upload platforms, hashtags formula (HootSuite) is
are searchable keywords that improve $100 x 10,000 followers
discoverability. + extras = total rate.

Highlights Insights
On a profile with a Creator or Business Available to Business and Creator
account, saved Stories become Highlights accounts, Insights displays analytics that
that remain until taken down. can be used to track your past
engagement and structure new Main Feed
Hook posts, Stories, and IGTV.
125 characters before the "More" button to
convince the reader to read further. Instagram Ads
Facebook and Instagram's name for their
Impact Marketing exhaustive advertising platform.
A new title for "influencer marketing;" the
author has attempted to rename and Instagram Promotions
redefine the phrase. Facebook and Instagram's name for their
expedited advertising platform that boosts
Imperative Sentence profile visits, web traffic, and messages.
A sentence written as a command. "Follow,
win, help, be" are examples. Interactions
Within Insights, this is the total amount of
Impressions likes, comments, Story interactions, and
Total amount of times content was IGTV interactions on a post or over a period
displayed on a feed wether or not it was of time.
interacted with.
Interest Organic Reach
A hard algorithm factor that refers to how An account's ability to reach an audience
content is ranked based on what a user without paying Instagram to promote
has interacted with in the past. their content.

Management Suites Paid Reach

Vary greatly in their abilities. In general, Promoted posts through Instagram that
they are a scheduling platform that inorganically boosts the reach of the
Business accounts can use and usually promoted content. This is the only way to
offer in-depth analytics. bypass the algorithm.

Manufacturer Preference Stage

A manufacturer is you, the creative. They A stage of the conversion funnel wherein
design and make finished products and the audience has been convinced that a
directly distribute to a customer. product or service is beneficial for their
specific lifestyle and needs.
Media Kit
A document influencers send to brands for Product Tags
impact marketing. On Business accounts with Instagram
Shopping Enabled, the author of a post
Metadata can tag products and perform transactions
A series of data that describes other data, on Instagram's platform.
used to categorize work, improve
discoverability, and prove ownership. Types Psychographics
include Administrative, Descriptive, and A type of market segmentation that
Technical. narrrows down the psychology of your
audience. It includes what they enjoy
Nametag doing, how they feel about particular
A scannable QR code that sends the issues, and their moral values.
recipient straight to an Instagram profile.
Purchase Stage
Octopus Income A stage of the conversion funnel wherein
A visual way to represent income sources. the audience is willing to exchange
It can also help inform future income monetary value for a product or service.
sources and content.
Regram
One-Page Site Resharing the content of another account
Sites that effortlessly link to other on your own page. Ask permission and
platforms and feature custom options like always tag the original creator.
forms, widgets and embeds, and Google
Analytics hookups.
Relationship Social Capital
A hard algorithm factor that ranks content The relationship between the audience
by what the viewer cares about based on and assets. Helps to clarify market
their interaction with the author or the demographics and content value.
content.
Sponsored Ads
Repost Accounts Sponsored content is tagged as
A type of Instagram account or profile that "Sponsored" across each upload platform.
uses content from other accounts. This content is paid reach, or content with
inorganic reach as they've paid Instagram
Retailer to promote the content.
A type of sales channel. Sells content in
which the manufacturer takes a cut of Stock Imagery
from each sale (Amazon, Etsy, Galleries, Images bought from a creator or
iTunes, Udemy, concert venue, and book Distributor. Depending on the contract,
stores). the buyer can use these images for
marketing, posting, and editing purposes.
Sales Channels
Refers to the path from the creator to the Suggested
final user of the product or service. A tab on other profiles that displays a
carousel of similar content to the account
Saved Posts the user is currently viewing. Also, it
From Instagram's menu on your profile, automatically pops up after hitting
locate "Saved" as notated by a bookmark "follow." You can use a secondary account
icon. This is a private list of Main Feed to see your primary account's Suggested.
posts, Reels, and IGTV content that is
saved until the author deletes it. Swipes
Swiping is a method used across
Shares Instagram. Each platform has its own
Algorithm-satisfying engagement metric swipe structure from up, down, left, and
that Includes sharing content in DM's, in right and interacts with tapping
Stories, and using the url copy option. commands for expediency.

Shoppables Tag
A platform in which an account can sell Using the @ symbol and typing an
physical product. The account can choose account name links that profile. This link is
to sell directly with Instagram and tappable and takes the user to the profile.
Instagram Checkout or refer the customer
to their website.
Target Audience
Creates a profile using demographic
knowledge in order to target a particular
audience, either current or new.

Technical
A type of metadata that reflects
technicalities of the work rather than
descriptive language.

Third-Party Apps
Refers to off-platform programs not made
by Instagram or (sometimes) their
affiliates. Note that Business accounts are
the only ones that can directly link to
third-party apps.

Timing
A hard algorithm factor that measures
how much engagement a post got over
how long ago it was published.

Trending Hashtags
Hashtags that are currently popular across
Instagram.

Upload Platforms
Content can be uploaded on specific areas
across Instagram. They include the Main
Feed, Stories, IGTV, Live Video, and Reels.

Usage
A soft algorithm factor that prefers new
accounts (based on the primary factors)
over old content posted awhile ago.

Website
The only clickable URL on IG (besides
Shoppables) is on the profile. It should be
updated often with new content.
 CONVERSION
INFLUENCER
RATE
FUNNEL

$100 x 10,000 followers + extras = total rate Awareness

Awareness

Consideration

Acknowledgment Engage

ENGAGEMENT
ENGAGEMENT

Consideration
Preference/Desire

WORKFLOW
likes, bookmarks engagement strategy
Association use niche hashtags
METRICS

comments, DMs, use Explore

responses engage with others Preference/Desire
Amplification Previews
shares, tags, URL Stories & Reels
paste Main Feed & IGTV
Action post main content
purchase, subscribe, Engage & Convert
download communicate
Purchase/Conversion

ENGAGEMENT RATE MARKET

SEGMENTS
Follower-Focused ER
ER = (Likes + Comments) / Followers x 100 Demographics
Impressions-Focused ER Age
ER = (Likes + Comments) / Impressions x 100 Gender
True Engagement Rate Income
ER = (Likes + Comments + Saves) / Impressions x 100 Marital Status
Ethnicity

ALGORITHM FACTORS Psychographics

Activities
Attitudes
Personality
MAIN Values
FACTORS
Interest Relationship Timing Behavioral
Benefits
Patterns
SOFT Usage Rates
FACTORS
Geogaphics
Frequency Following Usage
Local
National
SALES CHANNELS International
Regional
Manufacturer - direct web sales, commissions
Distributor - book publishers, producers
Digital Distributor - Twitch, YouTube, crypto art
Retailer - Amazon, Etsy, Galleries, book stores.
Fulfillment - Art Station, Redbubble, TeeSpring
 Contributors
Masters & Artisans
To my Masters and Artisans, the life-blood of this project: you keep me fed and allow me to
invest in research for workbooks like this. The privilege of trust you give me was a beacon
of happiness throughout this process.

Ali Thompson RevolWave Mystical Muses

CHAOTIC CHESS WEB3 MUSIC GENERATIVE NFT
GOD PLATFORM PROJECT

Dan Aki Evan Currie Brandon Esposito

BLACKSMITH & AUTHOR GAME DESIGNER
WOODWORKER

JChaoLive Philippe Sheraf Mintang

POLYSCI STREAMER NFT AERIAL WINE ENTHUSIAST &
PHOTOGRAPHER NFT PHOTOGRAPHER

Very Stupid Gamer Keith Lytle Serrik Vorrik

GAMING STREAMER TECH EXTRAORDINAIRE STREAMER
 Contributors
Donations & Supporters
A list of off-Patreon support, donors, and people I want to recognize for their contributions
to this project. Thank you, endlessly, for your part.

Lagerdahl Steve VanSickle PhenixRisen

BOTANICAL & NATURE CITY & NATURE WHOLESOME RAGE
PHOTOGRAPHER PHOTOGRAPHER STREAMER

Stanislav Stu Kwan Girls Riding Things

TECHNICAL ANALYIST ENTREPRENUER GENERATIVE NFT
PROJECT

ForkHunger
CHARITABLE NFT
PROJECT
 Journeymen Patrons

PhenixRisen Steve VanSickle Christopher Parks

RAGE STREAMER PHOTOGRAPHER PHOTOGRAPHER

TIKTOK

Owen Henson Hello, Adventure!

Kiwi Kaboom MUSIC COVERS D&D STREAM
PATREON
HELLENIC HEALING
sarahbeeplaysgames Neil Griffith
GAMING STREAMER TWITTER
Eric Norton
POGOPRO PODCAST
Anonymous Colts Art
EDUCATOR ILLUSTRATOR
ForkHungerNFT
TWITTER
CHARITABLE NFT PROJECT ChrisCosm0 Michael Jeanielle
ART STREAMER DIGITAL ARTIST

Girls Riding Things

GENERATIVE NFT PROJECT SerenKitty Ipsi Lorem
POLITICAL STREAMER DIGITAL ART STREAMER

ViFrost
STREAMER
Loralie Cosplay Blazin_Tre
MODEL & COSPLAYER GAMING STREAMER
Gabe Thorn
MINIATURES ARTIST
Lagerdahl Vetiver
ZeSquishy PHOTOGRAPHY NFT ARTIST

GOBLIN MAMA STREAMER

Susan See ElkSomi

Jessica Moore PHOTOGRAPHER ARTIST & COLLECTOR
STORM PHOTOGRAPHER

MadameBerry
xxcynnfullxx ORIGINAL ART STREAM
HORROR STREAMING
TWITTER
 Thank you

However you came to creative entrepreneurship, I completely feel for the

daily struggle of trial and error. I hope workbooks like this take some of the
guesswork and time out of the daily grind.

We wear so many hats. You're a concept artist for a couple hours a day and
a marketing director in the evening. Sometimes you're a finance director
over an evening coffee. The next day, you put on a different face as an actor
and wardrobe director. It's hard work and a lot to juggle.

This struggle of entrepreneurship reveals a lot about a person. There's a

determination in this journey that cannot be realized elsewhere. You're
willing to risk failure in exchange for the goals you've set for yourself.
Further, it takes a strong character to be honest with yourself to make the
changes necessary for growth.

Now consider what it means to be a creative entrepreneur. Not only is the

above relevant but it takes a special level of vulnerability to share your
creativity with the world. In an anti-art marketplace, your work is a
connective tendon both in business and in humanity.

To be an entrepreneur is amazing. To choose creative entrepreneurship is

transcendental.

Congratulations on completing this workbook. May it be one of the small

pieces which leads to your vision of success.
Upcoming Courses

Twitch
You vote, I listen. The next workbook for my Patreon
community will feature Twitch, the premium
streaming platform for gamers, politics, and Just
Chatters alike. Similar to this workbook, it will give
readers actionable steps towards building an
audience and monetizing content.

Facebook
The Facebook workbook will analyze the wealth of
options available to the creative industry, including
leveraging personal and professional reach. Whether
you're paralyzed by options or just not sure how to
start growing a Facebook platform, the Facebook
workbook will map the steps forward.

Sales
Sales is actually already available on Patreon as
video workshops. I'm slowly working through
building actionable sales steps across all of the
platforms we use as marketing devices. Click into
Patreon and look for "Selling Your Way to Your First
$10,000" to get started on your sales journey.

Finance
My community has communicated that learning
about finances is important to them. I've yet to
determine the format but look forward to another
actionable workshop on finances for creators just
like you.