BUILD OR BULLSHIT (BOB)

Instagram
Course

NOSNHOJSSSSIRHC@
The ultimate guide for aesthetics,
hashtags, and building an audience
for any industry
 Instagram is the new
magazine, news outlet,
& ultimate form of
The Facts advertising for
products, services,
influencers, and more!

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Content is king.
Great content starts with
picture clarity.

The problem with Instagram feeds whether you’re

an influencer, a realtor, a skincare company,
have a clothing line, etc. is not that you or your
product/service sucks, more than likely it's JUST your
photos.

Great content starts with picture CLARITY. Content

is king on Instagram and reflects having a clean
trustworthy brand.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

You don't need to hire or be a
professional photographer.

Having nice pictures does not always mean hiring a

photographer. It's as simple as a phone upgrade
(iPhone 8+ and up preferred), great lighting, portrait
mode, Pinterest account, HD stock images, and
graphic tools such as Canva.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Your Instagram
bio should...
Be clean, nice, and straight to the point. People like to know
who you are, what you can do for them, and what value you
add to their lives. Be sure to include the following.

Who you are & Way to contact you

what you do

Website, email, phone.

Call to action Location

(if applicable)

"Start shopping," "Book your People are more inclined to purchase,

appointment," "Transform your body." connect, or become a client if you are
near them. If you are an e-commerce
business that ships worldwide then
(Optional) Current just mention you ship worldwide.

Promotions

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Have a Trusted Look
Forget what you know about Instagram
and let's start fresh. There are several ways
to nail "the look." This is accomplished by
creating a central theme or overall balance.

According to a study by Microsoft, the average human being

now has an attention span of 8 seconds… what this means
for your Instagram profile is that when a user comes to your
profile, they typically have an 8-10 second window of
viewing your profile and assessing if they’re interested.
Creating
a brand
starts by telling a story and
painting a picture...

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

The
"Hop
Scotch"
Method
Entice your audience with stunning visuals.
BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
A cool way to create content is using the “Hop Scotch Method," also
known as a “grid." Achieve this by uploading your own content and
adding filler content around your original content. Find filler content on
Pinterest by typing *your niche* aesthetic," or “fill in your color interior”.

Also, use Viral Instagram Pages to find high-quality videos that have
already proven to Presentations are tools
have the capability that
to go canFor
viral. be used as if you sell
instance,
demonstrations,
high-end luxury jewelry or apparel,lectures, speeches,
typing in reports, and
“luxury aesthetic” will give
you luxury-relatedmore. It serves
content a variety
inspiration. of purposes,
If you’re making
into photography, you
can even make your presentations powerful tools for convincing and
own filler content.
teaching.

Now before you overwhelm yourself and think how can I make this happen,
it's very simple. Notice that for each grid of 12 there are only 6 pictures of
Amrezy alone out of those 12 pictures. The rest is filler content. Filler content
is your savior especially if you don't have a lot of inventory/content. Filler
content can be quotes, travel inspo, food, whatever you want it to be, cool
videos, just as long as it fits the color scheme you have in mind. @amrezy
does a great job at finding inspo photos for content to match her brand!
"Hop Scotch" Cont'd

The Hop Scotch Method is a picture of you/product/service on

the 1st and 3rd photo and filler content in the center(2nd
photo). Then filler content on the 1st and 3rd photo and
you/product/service in the center (2nd photo).

Even if the color scheme grid is not your thing, the Hop Scotch
Method will work with any grid and is ideal for influencers,
motivational speakers and product based businesses.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

"Hop Scotch" Cont'd
To break this down even further, the photos circled in red are you,
your product, or service.

The photos circled in blue are filler content. As a lifestyle

influencer, your blue circles can be food, zoomed-in details of your
outfit, scenery, shoe aesthetics, skincare, bathtub aesthetics,
flowers, makeup, perfume/cologne. jewelry/watches, inspirational
quotes, etc etc.

To give your feed a color aesthetic exactly like hers, pick 2-3
outfits of a certain color, take photos in those outfits (choose 6
photos), and choose pieces 6 filler content to match the color of
your outfit & assemble the hopscotch method.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Stealing content
from viral pages
Find viral posts from different pages that your target
audience will be interested in, then repost them on
your page. For example, if I own a brand that sells
pocket knives, my audience might be interested in
cars. (Men... knives... cars... martial arts... etc.)

Step 1. Go to large car pages

Step 2. Steal pics/videos

Step 3. Upload on your page in the grid format

Pro Tip: Use the Repost app to steal posts quickly, pay to remove the watermark.
The
Filtered
Theme
Grid
Keep everything consistent.
BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
Filtered Theme Grid

Filters Snapseed & VSCO Apps @omgfiltrs

Filter themed grids are really dope and a lot The best filter apps are Snapseed & VSCO. The There's a cool Instagram page called
easier to keep up with because it keeps Afterlight filter app is OK. But VSCO is my #1 & @omgfiltrs that breakdown VSCO filters. If
everything consistent. It basically just means Snapseed #2. If you’d like to go the extra mile, you don't like any of the filter apps, you can
that everything posted has the same filter purchasing presets are an option (detailed on always purchase filter/preset packs. So if you
throughout your whole feed. the Resources Page). would like all your content to have white filters,
then you can purchase a pack of 12-15
different variations of white filters.

Pro Tip: Before applying any filters make sure your pictures are clear. Slapping a filter on a blurry picture honestly makes things more hazy and hard on the eyes.
Tell A Story
@_jcscott on Instagram is someone who gets it
right. He’s done several major brand collabs, tailors
suits for celebrities & pro athletes and he is a social
media strategist himself.

Immediately when you go to his page, you want to

learn more about him and his story. Tell you & your
brands' story through videos of your clients, the
process of making your products, you on the go,
behind the scene shots, etc.

People connect with authenticity and relatability.

The key on Instagram is to be authentic and just
have amazing picture clarity.

Ask yourself, would you rather watch TV with static,

or HD clarity mode? Audiences respond well to
LIFESTYLE shots on Instagram.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

 Tell A Story Cont'd
Another great feed to take a look at is
@five_daughters_bakery.

They are a local donut shop in Nashville and immediately when

you go to their page you’re captivated. Not because they’re
pushing you strictly product, but because they are pushing a
lifestyle around their product. It’s not just donuts, it’s kids
eating donuts, sunny days, cute inspirational posts, families &
dogs enjoying donuts.

It’s appealing to the consumer, so for instance, if you’re a

catering company, don’t just have pictures of food. Have
pictures of the events you catering, behind the scenes making
the food, children laughing while eating your food, videos
talking about the business. Add different elements just make
sure the quality is great!
BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
Cleaning up your page
& social profile
Some feeds just need organization so much so, this topic deserves its own slide. Memes, sexually suggestive content (can’t believe I even have
to mention that), a crazy amount of flyers, hazy pictures, and content that is not relative to your brand/ business should not be on your page. I
recommend using your story for that. Here are some things I invite you to incorporate on your page & highlights:

Tips on products or Behind the scenes Testimonials Lifestyle Shots Reposts

services you offer

The purpose is to add value. Making products, serving create a highlight strictly for If you’re a lifestyle influencer Reposts of clients IF the
If your page tells me the key customers, large product customer photos and (depending on what kind): picture is of good quality. If
to healthy a diet is drinking shipments, owner on the go, testimonials. Having Food, scenery, tons of it’s not good quality, add it in
water & meal prepping, I’m etc. customers on the Instagram pictures of you, books, your story to maintain
going to keep your page in feed may throw off the pictures of you at events, aesthetics!
mind when looking to start aesthetics so include it in fashion/OOTD flat lays, you on
meal prepping. your stories. vacation, etc.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Followers,
Shoutouts,
& Hashtags

Growing your Instagram page.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
Followers
If you’ve ever wondered “how the hell do these people have 100k followers,"
It’s VERY simple. It’s called turning your post notifications on, going on related
shout-out pages, and having brand ambassadors.

Your target audience is out there. You just have to find them. Your audience is
following people who look just like you, people who love the same businesses
your products/service is in, and people who have the same point of view as
you. Find those pages where your audience is engaged (find pages through
hashtags), turn your post notifications on and start following and commenting.

Starting out I recommend choosing 3-5 pages to target. Whenever they post,
follow/ comment on everyone who is engaged with that post within the first
15 min of the post being up, that way you can gauge who immediately wants
to be a follower, and who doesn’t. You have to give engagement to get it and it
literally takes 5 min to follow 100- 200 people on IG. Start doing that at least
once a day.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Followers cont'd
If you choose to manually acquire followers, at the end of the week download
an app called Followers. The Followers App will automatically unfollow
everyone who doesn’t follow you back.

Also when you're strolling your feed and you see followers who follow 10k
people and have 100 people who follow them, it's okay to unfollow back. Or
people who are just extremely random whom you hate seeing on your feed,
then by all means unfollow. But don’t go on an unfollowing spree.

The key is to build relationships & customers. Following to unfollow should be

used in moderation. You’ll miss out on some great people who can add value
but just necessarily don’t have a significant amount of followers.

Also following people who have around the same amount of followers or less
than you is key. If I have 300 followers and follow someone with 50k, the
likelihood of them following back is slim.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Hashtag 30 hashtags

Usage Think of hashtags as 30 ways to market you/your business

on Instagram (Instagram only allows you 30 hashtags per
post.)

This process is very simple. Let’s say you are a fashion

blogger. By typing in #fashion 50+ fashion hashtags
appear from that one word. By hashtagging fashion, the
subwords may be #fashionista, #fashionblogger,
#fashionbloggers, #fashionforward, and so on and so
forth.

If you are a Nashville local photographer, hashtag

#Nashville, #Nashvilleweddings #nashvilleparties
#musiccity #Nashvillephotographer,
#thingstodoinnashville.

You never know who is paying attention to those hashtags

and where a potential customer could be in those! Be
creative, think about different hashtags your potential
customer could be searching for & use all 30!
BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
 Cover Photos
For those of you with product-based businesses or those of you who make a lot of videos about what you do, you
want to stay consistent with a theme, then cover photos are key. If you’re in skincare and you want to show how
your product healed eczema with before and after photos, then having a cover photo saying customer review w/
instructions to swipe left and repost their review in the caption rather than having eczema on your page just bold and
center will help maintain the aesthetics. You also want to do this because your client photos are going to have
different photo quality if they are taking the pictures themselves. If your a trainer, adding a cover photo to promote
your services on top of a video of you training is very sleek. Also adding value to your customer by adding tips for
your products/ industry is helpful. All graphics made in Canva.
Resources Stock images and filler content

Pexels.com
Pixabay.com
Unsplash.com
Pinterest App
Creativemarket.com is super dope to shop
anything digital. Some examples are stock
imagery, IG story themes, lighting presets and so
much more. Just type in the keywords "Social
Media," "Instagram," "Instagram filters," etc.

Attach transparent logo

You should frequently attach your transparent logo

to the bottom right or left corner of each photo to
establish brand recognition and for if someone
reposts your company.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Resources cont'd

Perfect365 Preview/Planoly Snapseed/VSCO

Skin perfecting app. Downloading an app called "Preview" or SPresets: Go to creativemarket.com >Type
Planoly will allow you to arrange what in “Blogger Preset”
your Instagram feed looks like before Thousands of presets will be at your
anything is ever published. disposal. I recommend ONLY buying the
ones that specify they are for Mobile
Lightroom so you can edit on your phone.
Resources cont'd

Pinterest Ripl Canva

Pinterest is an amazing place to get I recommend that EVERY realtor has Great for making seamless graphics on
your filler content! The words “flat lay”, this app. It allows you to showcase your the go! This entire presentation was
“inspo” & “aesthetic” are about to be listings seamlessly with your company made using Canva!
your favorite words. Type in “travel colors. Every business in general needs
inspo”, “laptop flat lay” and/or “fashion to stick to their company colors for all
aesthetic” etc. Those images are going content. This app is for any business
to take your IG feed to the next level! that wants short, interesting videos!
How to use
Download the Canva App (desktop version
1. available also but you’ll be fine just using the app)

Canva 101
Select your template based on desired
2. dimensions. You'll have the option to create IG
graphics, FB graphics, IG stories, etc.

3. Select a design that's appealing

Take advantage of 4. Edit the text to your liking

the free tools available.
Download stock photography or pictures from
Canva can be instrumental in 5. Pinterest

helping you to create custom

Instagram stories, infographics, 6. Insert your pictures
cover photos, daily tips, and
curated content that you can
send to shout out pages. 7. Download the image/save to your camera roll

8. You're done - time to start posting!

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

ADDITONAL

01 02 03

When in doubt Brand ambassadors Product photography

If you're unsure about picture quality, If you have a product or service-based If you have a product-based business
hashtag your industry and look at people business, finding the RIGHT brand ESPECIALLY, then get your products
who are doing exactly what you do. ambassadors will exponentially propel photographed professionally. It comes
From there, compile a list of 5-8 profiles your brand forward. Find individuals that across as super professional and creates
you like and write down everything you take nice CLEAR images, have lots of a subconscious trust factor. Renting a
like about their profile. Pull something engagement (150 + Comments on camera from your local camera rental
from each profile until you come up with average), 2,500+ likes on average, and store will help as well if you don’t have
your unique style. 25k + real followers. Be sure to repost the finances to invest immediately into a
their photos on your page. camera. NikonD610 takes amazing
photos. But if none of those options are
feasible, get creative with your props,
get your iPhone in portrait mode, find the
light and start snapping pictures of your
product.
 Instagram Highlights
Additional Instagram Highlights will make you and your business look

Tips &
legit. Taking the opportunity to utilize all of Instagram’s
features will pay off.

Here are some examples of what you can put in your

Tricks highlights:
customer reviews
sale items

Cont'd
picture of the location
pictures of you on the move
pictures of your at business events
shipping and handling policies
typical FAQ’s
behind the scenes such as making the product
meet the owners (Pic of you & staff)
homes you’ve sold in the past
shopping hauls
featured guests (if you’re a host/YouTuber)
events & venues you’ve played at (musician)
pictures of events you’ve planned (event planners)

You can easily make highlights on Canva using the

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
“Instagram Story” template.
Instagram
for Brick
& Mortar
Stores

Increase awareness, foot traffic, and online sales

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
IG For Brick and mortar stores need social media to increase

Brick &
awareness, foot traffic, and online sales. You can help
them by setting up their social media and managing
their accounts.

Mortar Types of stores that need social media:

Stores
Donut shops
Mom & Pop restaurants
Insurance agencies
Escape rooms
Nail Salons
Barbershops
Tireshops, etc.

What they need:

Hours of operation
Address/Phone number
What they need and how you Website

can help them. Photos/Content

Sales announcements
Hashtag in caption or comments with location

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Instagram for Brick & Mortar
stores - content examples
 Brick & Mortar

One click of a hashtag can have

exposure to millions of people and
leads to money in your pocket.

I clicked on the #LasVegas hashtag

and it led me to 36M posts... on the
front page is a taco restaurant.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

IG for Brick & Mortar
If you have a business, you are missing out on a ton
of opportunities if your business does not have a
presence on social media, specifically Instagram if
you are a product-based business.

It is estimated that 71% of businesses are on

Instagram and 81% of users follow a business on
Instagram. 71% of users around the globe are under
the age of 35 and 60% of 18-29-year-olds use
Instagram.

If your main demographic is under 35, it is

imperative you're on Instagram. There are realtors
on Instagram who solely get their leads via
Instagram and do GREAT numbers.

There are also businesses that do hundreds of

thousands and even millions in sales via Instagram
and you could be one of them!

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Growing your
personal
Instagram
Page

Followers, shoutouts, hashtags, targeting...

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
 Growing your account
The quickest way to grow your personal account is to get posted on large pages with a lot of followers, as long as
they tag you. Some pages will simply post you because they love your content, some you will have to pay. If you’re
selling something paying for a post could bring you thousands of followers. For this page, I created a video on how
to make money reselling shoes. I gave the blueprint away for FREE! I actually paid this page $60 to post my video.
They posted and I got 2,500 followers on my page, waited for 2 days then ran a sell for my courses.

Results.
Time to make the free video = 2 hours (Driving to the store + Video editings
Cost for AD = $60
Course sales after a surplus of new followers = $5,209
Growing your account
Find pages in your niche - finance, fitness, MMA, cars, travel, etc.

Create the type of content they want to report, buy them lunch, or pay them if you have to.

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Shout
outs
Consistently get in front of your target audience
BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON
 Execute in 3 simple steps:
Shout
1. Find pages with 20k-1M followers that are

Outs shout-out pages relative to your brand and get on

as many of those as possible. Have a budget set
for shout-outs per month to consistently get in
front of your audience.

2. Create the content for the shout-out pages

when you reach out to them. The captions and
This method is what
header need to be curated beforehand and can
elevated Seventeenth
easily be done through Canva (see examples on
Watches brand to the
the next page.)
next level.
3. Keep the caption detailed but straight to the
point and be sure to tag yourself in the caption so
BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON their followers can quickly find and follow you.
Shout Outs, cont'd
This method WILL NOT WORK if you have NOT
identified your target audience.

A page may have 6M followers but if they aren't your

ideal customers, the account isn’t worth paying. There’s
no benefit of paying a “Poems” page with 16M followers
if you are a powerlifting shoe company. If you’re selling
Vanity Mirrors, this page might work perfectly

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

Shout Outs cont'd
1. Use captions that tell stories, announce sales,
and/or discounts
2. If you want to grow your personal page, @
yourself in the caption (People will follow you
every time, make sure your page is public)
3. Imagine being tagged on a shout-out with a
page that has 200k followers, you’ll get
hundreds of new followers on your personal
page

Steal from your competitors.

1. Find a brand similar to yours
2. Click on the tagged page
3. Find out which pages they are paying for Shout-outs
4. Contact those pages and get a shout out

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON

 Thank you for your purchase
and for allowing me to be a
part of your brand growth!
@CHRISSSSJOHNSON

BUILD OR BULLSHIT (BOB) | @CHRISSSSJOHNSON