There are a lot of Instagram influencers nowadays. If you pick up a stone right now, and chucked it with your eyes closed you’ll probably hit one of them. That aside, I have received questions on how exactly do people become ‘Instagram famous’ in order to earn some kah-ching and freebies. You can stop scratching your head now. I’ve come up with a mini guide on getting followers and you could be the next micro-influencer, or Saffron Sharpe if you’re dedicated enough.


1. Account set up

If you don’t already have an account set up, do it now. Pick out an Instagram handle and profile picture that’s appealing to you (and others). It can be your name, because you’re your own brand or if you are modeling yourself after Batman, pick something more mysterious. Don’t forget to set your account to public! Most people wouldn’t follow a private account unless it belongs to their friend. Marketers also wouldn’t want to just market to your handful of friends, so double check your privacy settings.


2. Describe yourself

Yes, it’s one of those dreaded ‘Tell us more about yourself!’ things, but that’s one of the first things people will check out when they are scrolling through your ‘Gram. Let people know what your Instagram is about. Excessive emojis are fun to use on your friends, but not as your description. Keep things short and sweet so people can read it with a glance.


3. What are you good at?

Choose a theme for your profile. Something important to note: if you try to appeal to too many people, you won’t be appealing at all. Pick a theme you’re passionate about and run with it.


4. Photos are your bread and butter

Remember that Instagram is first-and-foremost a photo-sharing platform, therefore you should be prepared to take plenty of photos. Spend time taking photos from multiple angles and different lighting. Try something new everyday; find out what works and what doesn’t.

After all that photography work, look through your photos and pick the best to share. You might have taken a lot of nice photos, but don’t flood your feed with multiple photos of the same thing. One is enough.


5. Photo-editing apps are your best friends

There are a lot more filters for you to play with now, but that’s not enough for an Instagram influencer. Some popular apps for your photos include include Facetune, Snapseed, and VSCO. A lot of influencers edit and filter their photos to death before posting it.


6. Maintain a posting schedule

It’s easier to keep track of things this way and you’ll know when to post what. Your followers will be able to keep track of your activity and expect a post from you.


7. Don’t be boring

Post pictures that you want to see on your followed accounts. Have a think of what your audience would want to see. If your account is about your jet setting adventures, photos of your backyard wouldn’t appeal to your followers.


8. #HashtagIt

Make use of hashtags. They are one of the ways to get more eyeballs on your post. Keep from using common ones such as #flowers, #dog, #cute. Instagram is flooded with photos tagged with them. Instead, use unique ones that would go with your chosen theme or current project. If the account is dedicated to your art, why not use #Mindoodles, #Mincreates, #Mindraws? Do take note that if you use too many hashtags, people might think you are desperate. Desperate for followers that is.


9. Interaction is key!

Pick accounts that you would like to model your Instagram after and follow them! Reach out to them when you feel like you have enough followers. Or if you’re lucky enough, they might take notice of you and reach out.

Don’t forget your followers. Feed them with generic comments and likes every once in a while. Take time to build relationships. Online relationships count too and can go a long way!


10. Don’t forget to smile!



So there you have it, tips on how to be Instagram famous.  Before you throw yourself into trying to be the next Garypeppergirl though, please remember that nothing comes easy and she probably spends all her time trying to come up with content for her Instagram and taking photos. She also didn’t get all her followers overnight; end of disclaimer.

If you’re not interested in becoming an influencer on Instagram, but would like ideas on how to use them for your next marketing campaign, reach out to us at We’ll be glad to offer our services!

Riding the tide of social media, influencers now offer a new avenue for brands to connect with their consumer bases. You’ve probably encountered influencers waxing lyrical about a certain restaurant on their blog, or posing with a specific brand’s lipstick or clothes on their social media pages. Whatever the platform, these influencers have carved a niche on the internet, providing a more personal form of advertising for different brands. This is public relations in the digital age.


Typically, an influencer starts out by creating and publishing content on social media platforms of their choice. Platforms could range from blogs to vlogs, from Snapchat to Instagram, or the influencers could use a combination of their blog and Instagram and so on. The posted content often has an organic and personal touch, which would gain a following of social media users interested in the influencer’s life and thoughts.

Brands may be wise to embrace the influencer industry, as an increasing number of social media users now look to influencers for trends and tips. Influencers can weave brand endorsements naturally into their social media content, in such a way that still appeals to their followers. In a sense, influencers are like TV celebrities (to put things in a simpler manner), endorsing this product or that service – except that social media has become the new TV. And consumers may identify better with influencers, with their more natural feel and interactive platforms where followers can comment and ask questions.

Indeed, brands have had successful campaigns with social media influencers. Take the example of Cleo Hair and Make, a Singaporean salon. Cleo Hair and Make sponsored a series of different hairdos for blogger Benjamin of Typicalben. Benjamin would blog about his satisfaction with the salon’s services, posting photographs of his new hairdo each time. His blogposts create the feel that he turns to Cleo Hair and Make as a trusted salon. He even emphasizes that Cleo Hair and Make does not coerce him into praising the salon on his blog. This campaign resulted in more footfall to the salon, with an increase in male customers seeking similar hairstyles to his.

Trust is a very important part of the influencers’ work. People look to influencers because influencers are seen as authentic in their endorsements. You’re not just entertained by these influencers; you identify with them as they seem relatable. It’s only natural to check out what sort of brands they rely on and use in their daily lives. Benjamin walks around in public with his Cleo Hair and Make hairstyles, and he goes back to them time after time for more of their services. This example of living-by-your-word sends the message that you can trust in this salon to help you look good, too. Brands would do well to develop an organic campaign, weaving their products naturally into the influencer’s life. When followers trust that the brand reliably adds value to the influencer’s life and it could do the same for them, they will add that brand to their shopping carts too.



Using data analytics can shed light on the success of influencers’ communications to their followers and fans. Companies can look out for influencers with, say, the most traffic to their blogs, or the number of likes on each of their Instagram posts. After working with these influencers, companies can then analyze whether hits on the influencers’ content correlate with their own brand performance. If managed well as part of a broader marketing strategy, working with the right influencers can boost your brand’s online presence and work towards your favour.

If you are (still) skeptical about the impact of social influencers, you can try your hand at creating content on your own! Download our e-book on tips and tricks on creating content that works!

It is important to nail that message when you are sending out a media release, but sending it out to the right people is equally important. Knowing which media publications and the right recipient for your story is paramount to getting your story published. Make sure that your release lands in the right inboxes by following these steps.


A master media list

Keep a master media list of all your contacts. I use Excel and my media contacts are split into categories such as, newspapers, digital, bloggers, countries etc.

It will suck up an entire day (or two!), but if done correctly, sorting out media contacts for your next campaign will be a breeze.


Do your due research

After sorting out who works where, you need to find out what they write about; the topics that the journalists and influencers are interested in. Afterall, it will not be helpful to either party if you sent the editor of Straits Times – Digital Life a news release on the latest F&B outlet in Telok Ayer.

While you are keeping an eye out for competitors’ news, that media contact that wrote that story could be open to receiving news stories from you. So if you see publications or sections that could be a good fit for your brand, add that editor or journalist to your media list.


Keep it updated

Lastly, the media landscape is ever fluid. Stay on top of the latest media moves with Telum media, or you can always stay connected to your media contacts on social media.

An up-to-date media list will secure you coverage from the right publications and help you build a strong relationship with them. Reaching out to them when you have relevant information will prove valuable to both parties.

There is a recent posting about marrying social media and fashion and how to make things work between those two fickle entities (I wrote it, go read it). Going back to that marriage, I want to bring to attention how a number of fashion brands have wielded the social media platforms that have been made available to them with much aplomb.


Burberry’s Snapchat

A front-runner when it comes to using social media platforms. The most successful digital campaign was ‘Art of the Trench Coat.’ Having built a fairly uniform theme for all of their platforms, they know what content works best where and use that knowledge to their advantage – Facebook for live streaming, cool-cat visuals (who still says cool-cat nowadays?) and user engagement on Twitter.

Take a look at how they are using Snapchat. Burberry used it to reveal their collection a day before its runway show. They then told stories about what the on-goings of pre-show with their snaps; snapping a messenger going on his rounds, cameos by Anna Wintour herself.

The brand also launched Mr Burberry exclusively on Snapchat discovery. The short film and exclusive content were available on Snapchat Discovery for 24 hours. In bid to drive customers to the dedicated channel, Snapchat codes could be found on products and in stores. Once scanned, the codes directed customers to Burberry’s Snapchat story.



Converse found a way to get in touch with their customers and keep them talking about the brand. This also to ensure that the customers will go back to Converse if their pair of chucks finally gives up on them.

Instead of only showing brand new pairs of Converses and promoting up and coming designs, the brand highlights worn-in, customized and stained chucks on their social media pages. This is a sure-fire method of getting fans to share their photos – not all of the photos they feature are professional, but that’s how the customers feel closer to the brand.


Warby Parker

Warby Parker (Can I call you Warby? I have talked about you enough to warrant us being on first names I think) makes use of their Twitter account to engage with customers and would-be customers. They use it to address common questions or complaints such as “how do I clean my glasses,” “what do I do if my glasses don’t stay on my nose?” Alongside that, the company has come up with little video clips that are able to help with these queries and they include them in their responses.

My point here is, know where your customers are and if you are able to help them out there, do it. Ignoring them will cause you to lose followers, fans and sales. We wouldn’t want that to happen would we?

There are a lot more examples to which companies are using social media platforms to their best capabilities to afford their customers the brand experience they would like, but I will end here today! Let me know in the comments section which fashion brand has nailed their social media strategy or which company can do better!

With the rise of the millennials, everything is about the experience. Why do they (or you, if you’re a millennial) go on a jaunt overseas at the drop of a hat? To learn something and take in new sights. What would be the reason to go to a Gudetama themed restaurant? To be grossed out by seeing something ooze out of that Gudetama bun after you poke it with a chopstick. At the end of the day, what is the experience for if they can’t talk or brag about it with their friends?

Is it possible then to create something for them to talk about online, to help them spread your brand name via word-of-mouth? Most certainly. Check out how 3 brands gave their customers something worth talking about through their websites and social media.


1. Warby Parker

In 2012, they put out an annual report as a thank you to their customers. That annual report covered popular glasses in each state, the dietary habits of the Warby Parker team, the most common/popular misspelled keywords searches, how their staff commute to work and so on. That infographic went viral and led to more customers knowing and caring about them.


Photo: Warby Parker

P/S: If you have time, do check out, which was created as an April Fool’s joke.

Takeaway: It’s possible to do something fun and engaging for your customers at surprising junctures. Flipside, if you don’t think it’s fun, your customers probably agree.


2. Everlane

After spending over a year designing and refining their first pair of pants, Everlane invited a select number of their customers to try on the prototypes. The opinions and comments were taken into consideration for the final release. Most importantly, these customers got their hands on the item before anyone else. That earned them bragging rights, and the brand received the buzz it wanted.


Photo: Everlane

Takeaway: People love exclusivity. Take advantage of their severe ‘fear of missing out’ (FOMO) syndrome, that’s coupled with the need to be involved in things before others have a chance to.


3. Sephora

It is a narcissistic society nowadays, and most people want their 5 seconds of fame. Sephora knows and understands this very well, reposting beauty or makeup looks created by their fans on Instagram. 9.5 out of 10 times, the number of likes generated by Sephora’s reposts surpasses that of the original.

Beauty and fame junkies constantly hashtag Sephora (#Sephora) for a chance to be featured on the brand’s feed, thereby generating more hype for the brand.


Photo: Sephora

Takeaway: Understand what your customers need and engage them in a way that can build rapport and keep them satisfied.

Eager to roll out your next WOM campaign? Hold up. Before you start trying to give your customers the experience they deserve, do you have your branding downpat? Download our free eBook “How to build a brand in the digital age” to do a hygiene check (or you can always call us)!

The fashion world is a fickle place. Things go in and out of style with split-second notice. Hairstyles that were mandatory for Nazis soldiers in the 40s are back in style for the time being. ‘Emo’ might make a comeback in the next five years. I would like to interject here that I hope mullets will never make a comeback.

But I digress, with the birth of so many social media platforms; it would appear that the world of fashion has become even more volatile and faster than before. Social media has pushed the fashion industry to move even faster than before with its ability to broadcast images and thoughts in real time. Trends and styles get canned and hatched faster than you can say ‘New York Fashion Week’.

Since the fashion world and social media platforms are both flighty and trends get booted out the door as fast as Kanye did Taylor, how can we marry them to get things perfect for your brand? How do we ensure that your brand is getting the attention of your customer with so many other brands vying for it as well?

We at antics@play subscribe to the playbook of identifying and knowing your audience. It is particularly important in the digi-sphere where there are so many other brands available, to identify very clearly who you are after. To target them, you need to know who they are as people and what their life is like.

Once you know them, it will be a breeze to produce the right content to address this buyer persona that you have identified on a more personal level. That will increase their receptivity to your brand and the effectiveness of your communications efforts overall. The emergence of image-based social platforms, Tumblr and Instagram has affected the direction of fashion shoots.

The content that fashion brands are seeding out are not as polished as before. Homegrown brands such as Her Velvet Vase and In Good Company are proving themselves to be entirely capable of coming up with content that are palatable to both the local and overseas audience for their social campaigns.

Magazine and lookbook photos are no longer made of thick glossy paper and clothing featured are more accessible. Brands are starting to cater to the audience with product catalogs looking more like print-outs of Instagram or Tumblr’s #OOTD photo uploads. Her Velvet Vase’s and In Good Company’s look-books are styled with the everyday look in mind, and the models used are the people you would cross paths with on the streets instead of high-fashion models.

Photo: Her Velvet Vase

Bearing in mind that a good conversation is a two-way street, don’t just flood your customers with information and content from your end. Connect with your customers by showing them you are listening to their feedback, actively resolving their issues and occasionally checking in with them to let them know your brand values and what they have to say.

ASOS in particular does it fabulously, by dedicating multiple Twitter accounts to cater to their customers’ different needs. ASOS_Heretohelp was set up to deal with customer complaints and issues are attended to almost immediately. They also set up a Snapchat account to showcase the people behind ASOS, creating a connection between the customers and brand.

Social media allows you to communicate directly with your customers. Knowing which ones to use and what content go where is imperative to creating a strong social presence. You are no doubt familiar with the most popular platforms such as Facebook, Twitter YouTube, and Instagram. When and how do you use each platform to build your brand’s digital presence? Download our free eBook “How to build a brand in the digital age” to find out how to best use them in targeting your customers.