Original subtitles

Hi, how are you?

I hope you're doing well.

Today it's my turn to explain the video

and the topic is Instagram.

In this chapter I would like to explain

a little bit how we work on this

social network and give you some tips that

have worked quite well for us during all

this time.

We rediscovered Instagram in 2016 when we went

to a wedding congress held in Las Vegas,

the WPPI.

It's a world wedding congress, it's amazing.

If I remember correctly, it lasts three or

four days and they are taught simultaneously, both

masterclasses, conferences, workshops and super varied topics.

You can have a lighting one, a marketing

one, an inspiration one, a posing one, whatever

you want.

There are some that are free, that is,

they come with the price of the entrance

and others that you have to subscribe to

at the moment.

I remember that those days we went to

quite a few conferences and what we realized

is that all of them always ended up

talking to us about the potential that Instagram

had.

Up to that point, we had only used

it in a personal way and to upload

the crappy photos that you take in the

summer to make your friends jealous.

And that's it, we didn't see it as

a work tool until we went there.

That's when I proposed to Víctor why not

do a masterclass and that they would explain

to us that great potential that Instagram had

and that we hadn't seen it and that

they would help us to implement it in

our business.

And that's what we did, and it really

went very well for us.

At the end of that congress, we had

some great parties, reunions with colleagues and above

all, our heads were full of ideas and

above all, we wanted to improve and work

a lot with Instagram.

That's why Víctor proposed a challenge, the challenge

of publishing one photo a day for a

whole year.

This challenge was extended to two years.

Víctor was publishing one photo a day for

two years.

This gave us a lot of followers on

his profile.

And another thing that we didn't have as

a goal, but that we believe was even

more important than gaining followers, which was to

improve our photographic quality.

The fact of having to publish daily made

the pressure and the level of demand much

higher.

In the end, what you wanted was to

publish something much better than what you had

published the day before and that it was

a different moment, not to repeat yourself, to

be much more creative.

In the end, what it did was that

when we went to a wedding, we were

100% focused on those 12 hours, not

just to make a good report and explain

a good story, but to get these photos

that could be published, that we would feel

proud of and that we would want to

publish them.

And this made our photographic quality gradually improve.

And another thing that Instagram gave us and

that we didn't have as a goal was

that, little by little and in a very

subtle way, it was educating our future client.

Because in the end, on this platform, on

Instagram, we started to post photos that were

much more creative, more intense moments, photos of

color, black and white, as a variability of

images that, until now, had not had a

place anywhere else, because it was unviable, and

constantly renovating our website.

And in the end, what Instagram gave you

was a live gallery where you could incorporate

a new photo every day.

And little by little, we incorporated our DNA,

the DNA of Víctor Lax, and that when

people entered our profile, they saw a little

bit who we are, what we like to

photograph and how we like to photograph it.

Now I would like to explain a little

bit what Instagram wants or what Instagram is.

I think this concept is super important to

know how to work properly on this platform.

Instagram is a business, it's a business that,

apart from selling advertising, what it wants from

us is basically two things.

One, that we provide data.

As Víctor always tells me, both Instagram, Google

and Facebook are blind, and what you have

to do is give them a lot of

information, make a super detailed description of what's

in your post, give information about the people

that appear, the place, absolutely everything.

And Instagram will reward you for that.

And the second point, which is what we're

working on now, and it's the one that

drives us a little crazy, is to try

to make our users stay on this platform

as long as possible, to make the consumption

increase.

That's why we've started to do Instagram Stories,

to make more videos, instead of posting a

photo, posting a series of ten, because what

we want is for Instagram to give us

visibility, for our photos to be much more

viral and reach more people, so that potential

customers can find us.

We think it's important that you know this

to focus on how you're going to do

your posts.

Now I'd like to explain how we've organised

our Instagram page.

As you can see, the profile photo is

ours, well, in this case, it's a photo

of Víctor.

As we mentioned in previous chapters, for a

few months now, we've been trying to enhance

our personal side, who's behind the photos they

see, and to create that emotional bond, an

empathy with the future customer who can hire

us.

They also need to know who's going to

be with them on their wedding day, if

there's a connection, if they have a feeling.

That's why we think it's important that the

profile photo is a photo where we appear,

and not just a landscape photo or a

more impersonal one.

As for the biography, it's important that you

always indicate your name and the profession you

work in, because those are the two parameters

that Instagram uses as a search engine, and

it's important that you have them so that

a future customer can find you.

Another element that we've added recently and that

is super useful for us is the link

trip, because Instagram only lets you put a

URL, and normally, the one you put is

your website.

But, for example, if you're like us, you

have more services to offer the client, that

is, you have other parallel businesses, well, in

the end, it was not enough, because what

website do you put?

Until we discovered this link trip, which allows

you to incorporate as many links to websites

or other pages as you want.

For example, if you have weddings, but also,

like in our case, you teach, or you

have other services to offer, you can put

them.

For example, if you take a product photo,

if you do a baby board, if you

do communion, you can incorporate all these services

and the client can know about it.

Now I'd like to talk about the highlights.

As you all know, the highlights are these

Insta Stories that are made on Instagram and

last 24 hours.

When you want them to stay in time,

what you do is a highlight.

Since we've been working on them recently, what

we've decided is to categorize these highlights, to

make them like a displayable on the web,

and to create the most important categories.

We want the person who wants to know

a little bit more about us, not just

by scrolling through our feed.

Sometimes you get lazy to go to their

website, so on Instagram itself, you can provide

them quickly and easily these categories that they

might look for there.

In the end, we've incorporated an About Us,

who we are, and we've incorporated all these

videos that you've seen recently, or Wedding, where

we put all the posts that we upload

to the web on Instagram.

In the future, you'll see that we'll incorporate

new highlights.

We think it's important.

The more information you have on your Instagram,

the better.

In the end, the future client will have

a more global idea of who you are

and how you work.

Now I'd like to talk a little bit

about the fit of our gallery.

We decided from the beginning that Víctor's profile

would only and exclusively be dedicated to weddings.

We believe that, right now, people don't have

a lot of time, and when they do

a search, they want...

It's very direct and very specific, and they

don't want you to bother them with other

information that isn't what they're looking for.

That's why we think it's important to sectorise.

If you have a wedding Instagram, you put

wedding photos.

If you have another type of photo, you

create another profile, for example, of children, of

product photos, and you sectorise each one.

We think it works much better if you

put photos from different sectors on the same

Instagram page.

Because, in the end, if you don't, you're

over-informing that client about other areas that

he doesn't want to know or that he's

not interested in.

And the perception won't be a good perception

of your Instagram.

You're going to look for someone who is

specific and who shows you what he's really

looking for.

As for the aesthetics, we decided from the

start that all our photos would have a

white frame, to give them their space, and

that each one could breathe inside the gallery.

Whenever we publish something, we always take into

account the chromatic criterion.

That is, both on the right and on

the left, the colours have to be complementary,

so that, in the end, there's coherence throughout

our gallery.

And then, another important issue is that we

always try to have a lot of variability.

That is, when we upload a publication, we

try to make it different.

One is a moment, another is a pose

photo, one is in colour, one is in

black and white, and we don't always use

the same resources.

In the end, we want to create a

gallery with a lot of variability so that

the client sees that we are versatile photographers

and that we can take many types of

photos, always following our style.

Now I'd like to explain a little bit

about our workflow when we think about what

photos to publish on Instagram.

Now I'd like you to take it as

if we were in a wedding season, that

everyone had a lot of weddings, and our

workload was much higher and we had a

lot of material to publish, since now, our

workload is much lower than it would normally

be this season, and we have very little

photographic material to be able to publish constantly.

If we were in a wedding season, normally,

our publication scheme would be as follows.

During the week, we have to publish four

or five times photos, and if that week

it has coincided that we have had a

wedding, on Sunday we will always publish that

wedding and we will tag the grooms, so

that they, apart from being happy because they

have seen what a cool photographer they are,

that even on Sundays they can work and

upload a photo of us, but they will

move that photo so that all their guests

can see it.

In the end, those future clients can see

that we have been working for them since

that Sunday, we are giving them memories from

minute zero.

And another thing you may have seen is

that, instead of publishing a single photo, which

is what we used to do, now we

publish ten series.

Why do we do this?

Well, one thing, as we have already told

you, so that the user stays much longer

on our Instagram page.

It is not the same time you invest

in just looking at a photo than looking

at a series of ten.

And another thing that we have also used

to show in these series of ten, try

to be a little more creative and incorporate

those photos that maybe by themselves would not

fit in an Instagram post, because in the

end they are those non-photos that by

themselves have no meaning, but when you put

them in context, they make that series improve

our photographic quality and you can still see

more of the DNA that Victor Lax's photograph

has.

So that has helped us to make these

series more dynamic and show a little more

of that essence.

We explain their stories in a very personal

way and looking at the details, and that

in the end has helped us a lot.

Once a month we will also publish a

video.

Previously, we always made a one-minute video

and we incorporated about 20-30 photos with

some music and that's it.

Now, what we are doing is uploading them

to IGTV.

The duration of this mini-slideshow will be

longer and we will surely incorporate, like the

slides you have seen, a little bit of

audio and a little bit of video so

that in the end, when the client sees

our slides, in a minute they can get

an idea of who we are and how

we can explain their story.

In the end, instead of creating the video,

it is a little more expensive than publishing

a photo, but it does have a greater

impact.

It has a lot more visualization than a

photo, it is much more viral and that's

it.

In the end, in all your feed, it's

like that window that gives you air, that

you see a little bit of something different,

of seeing photos every day, photos, photos.

Watching the video is like, wow, what are

these guys doing?

And then, another thing we do is, two

or three times a week, we will upload

an Insta Story, either of something personal, something

we like, or if we publish on our

website a post from a wedding, we will

always remodel it to be able to publish

it on an Insta Story and then create

a highlight.

And we will categorize this highlight in the

Wedding section, so that whoever wants to see

a lot of post entries in a second

without having to go to the website and

do weird things, can click and see a

lot of our work in nothing.

And that would be the scheme we use.

Four or five times a week we publish

photos, once a month a video, during the

week two or three posts on Insta Stories,

and if we do a post entry or

a pretty relevant video, we will always categorize

it in highlights.

These would be the four points that we

will always work on during the month.

And now, finally, I would like to explain

how we make the posts and what information

we put in each post.

It is super important that you locate where

that wedding was made.

Why?

Because it is one of the main search

engines for boyfriends.

Normally, many of them look for inspiration.

Once they have hired where they are going

to get married, what they do is, let's

see what other couples have done to decorate

the farm, to do all that.

Well, it is important that you locate your

photo and that you try to have the

maximum possible visualization.

Why?

So that your photo is in the top

posts, so that when that couple goes to

look for inspiration on the farm where they

are going to get married, your photos come

out first.

As is the case that we are showing

you now, that you see that our photos,

we always try to be in the top

posts so that those future couples see and

it is like another search engine that in

a non-direct way they will stop your

photo.

And if they like it, they will go

to your profile and they will contact you.

So it is super important that you locate

where that wedding is made.

Another important point are the hashtags.

In the hashtags, you don't have to go

crazy.

We always advise you not to put millions

of hashtags, but to put a few, but

that they are well thought out.

It is better not to put very generic

hashtags, that is, hashtag love, hashtag wedding, hashtag

kiss, because they are very generic hashtags that

are very difficult that any couple can find.

A very basic example, when you go to

buy some bambas, in the search engine you

don't put bambas, but you put the brand

of the bambas you want.

For example, if I want a Reebok, I'm

going to put Reebok so that I get

the bambas that that brand has.

With hashtags you have to do the same.

You have to categorize them and look for

those that identify you.

It is not necessary that a hashtag has

fewer visualizations, it does not mean that it

is going to be more effective or less

effective.

What we always advise and what you are

seeing in our photos is that we always

put very few hashtags and these hashtags are

well thought out for the type of photography

that we do or for the type of

client that we want to be seen.

I think you have to take this into

account.

Another super important element that you have to

do and it is a field work that

you have to do before making the publications

is that when you are on the wedding

day ask all the suppliers that are on

the wedding day ask for their website, their

Instagram and all the possible information so that

later you can tag it in your publications.

For example, a very specific case happened to

us two years ago at a wedding we

did in Switzerland we made a video and

we tagged the restaurant we tagged the hotel

and we tagged all the suppliers and one

of them wrote me personally to ask me

if that video that we had made for

the boyfriends and for our Instagram they could

upload it on their website and that was

like wow how cool because in the end

they are going to promote us for free

and to a market that we want to

go that is why the importance of tagging

against more information you donate to your photography

much better because in the end it will

be much more viral and the capacity of

expansion will be much greater and another important

point that you always have to do is

to ask the boyfriends where is their dress

from where are their shoes where is the

bouquet because all these parameters are super recurrent

elements that the boyfriends use for their searches

that is, the girlfriends many times look for

their dress from a brand that is, I

am in love with Teresa Helbing and I

go to her profile to see the different

dresses that she has and that means that

many times it is in your publications because

some of these designers when you publish them

they like how you have made that photo

and they ask you to publish it that

has happened to us with Teresa Helbing with

some designers from Barcelona that have a lot

of name and that we would never have

thought that they could want a photo of

us or we would not have known what

channel to use because a mail would not

have had any effect and they see that

we have published them and that they have

comments and likes has made them contact us

and ask us for that photo to upload

them in their feed and we always say

of course we offer them we are delighted

but what we always ask is that they

put the authorship who has made those photos

and that's it in the end it is

a win to win they win and we

also win and another very important thing that

we always recommend is that whenever you publish

the first hour it is very important that

there is an interaction with the people who

write to you if someone leaves us a

comment answer because that first hour is very

important for your publication to have more visibility

the more interaction there is the better because

Instagram will reward you and will make your

publication higher or that many more people so

it is important that sometimes although it is

a bit tedious that that first hour you

are a little attentive and answer all the

comments because it is important that you know

that Instagram values much more comments than likes

that will favor you and in your business

because maybe within all those people you can

find potential clients because it has happened to

us we have hired weddings thanks to Instagram

it seems strange and for us at first

it comes from the web or someone has

told you I have met you on Instagram

I have followed you I liked your photos

that is why it is important that we

take care of Instagram the more information we

provide we invest time working in all these

things that we have told you we believe

that it will benefit you more I hope

you liked it I hope it motivates you

to keep working see you in the next

chapter