How women are acing the Instagram-business game

Lara Worthington as Creative Directer by

“The Future is Female” has landed on my Instagram feed and on slogan tees more often than not lately. My interpretation of this? Women in business.

It’s clear that we’re well and truly in 2018 when some of the hottest small businesses to date have graced our Instagram feeds with the perfect amount of sexy and sweet. Providing us with nothing shy of some serious femme inspiration for a lot of lady-bosses out there.

Let’s begin with the Zulu and Zephyr cross Lara Worthington Cami campaign which has to be the ultimate eyebrow-raise when it comes to women kicking goals in business this year *queue the female-on-female fist pump*. Not to mention, the entertainment industry has seen Lara move from project to project, slowing finding her feet in fashion and beauty.

Cami, combines her beauty label The Base and women’s fashion label (owned by women) Zulu and Zephyr to introduce the simplicity of Autumn fashion that we have all been searching for. Sorry to break it to the Lara’s haters, but this campaign has definitely hit the mark, and as creative director, she may have shown us her hidden lady-powers.

Image of Camille by Lara Worthington for Zulu and Zephyer

Who else has made an influence with their Instagram advertising and successfully filtered content for their online business? Have you heard of  Zoe Foster-Blake? (that was a trick question). Well, we’re not on the topic of her female-empowering novels, we’re talking her skin care. The trained beauty therapist has recently launched Go-To Skincare which is literally the go-to (no pun intended) ‘stuff’ for super healthy skin. Not only has this girl boss reached the perfect target audience; she is creating a product that filters all the nasties from your skin care in the beautifully packaged up Go-To.

Product image of ‘Exfoliating Swipeys’ by Go-To Skincare

How do they do it? We want to know too, so we took it upon ourselves to bring some super-handy tips from multiple sources about using Instagram to help all the small-business-owning women out there!

Know your market

And vividly picture them sitting next to you as you write, create, snap or comment back.  Hayley writes nine helpful tips, from her to you.


If there is one protest I would stand at in the pouring rain that’s to do with social media marketing, that’s on supporting #creditorcreate. Basically, don’t snatch a pic without crediting it.

Don’t always try to teach

So you’re passionate about your reusable coffee cups? So are your audience, but let them search for your informational video as apposed to giving it to them in every caption. It also boosts SEO by having the user navigate your account or website.

Be happy with small progress

Have you heard it before? Success doesn’t happen overnight, keep trying, keep producing, you’ll get there.

Stay true to one theme

The perfect example would be, @thelosttribe_. What’s evident here? Consistency, segregation from typical Instagram image filters, and loyalty. The audience knows what they are following and they are because it looks oh-so lovely within their feed, which is also a great marketing strategy to help differentiate your product.

What’s your interpretation of “The Future is Female”? Comment below! (If you want to).




Australian labels growing on local ground

EDIT: This post was constructed for an Online Journalism assessment. The task time was 2 weeks. Filming, interviewing, editing and online updates all by Savhanna Fowler. Words by Romy Field. 

Opening just last month, The Common Ground Boutique offers a striking range of primarily Australian-designed clothing.

Advocates for purchasing through Australian suppliers, ex-Sydney couple Kelly and Harry share their vision and show us through their new store.

Find them at Shop 13 1-9 Mooloolaba Esplanade, or at:

Let’s talk collaboration

Graphic by: Savhanna Fowler

EDIT: This post was written for a Social Media assessment. The task time was 1 week. 

Building a digital brand: Brand-to-influencer collaboration

Hey you! wanna make your brand the best online brand of 2017? Let’s collaborate.

As Harry Styles’ new song title states Sign of the Times (listen here), that’s exactly what we’re talking about when we tell you that collaboration is going to lead to your greatest successes in building a digital brand. Social media is a “Sign of the Times,” and we should use it to its advantages.

Why? Not only will a customer engage with your brand if you are offering the best content, staying loyal to your platform (see previous post) and engaging them, but they are going to LOVE your brand if another brand they love, loves your brand.

Am I making sense?

Let’s break it down. Millennials love Instagram because it gives them people to follow, and people to follow means inspiration, endless inspiration in any aspect they search for. So when they start to follow a ‘social media influencer’ for example, and that influencer raves about your brand, that follower is going to listen- and we’re not the first to say this.

Anywhere from bloggers, to Instagram influencers, to YouTubers, contact them and tell them how much you love what they are about, and how much you would love if they checked out your brand. Remember to stick to your targeted platform.

How to know who to collaborate with:

Keep these tips as a rule-of-thumb:

One: Do not contact someone who will have zero interest in your brand.

Two: Get to know the influencers out there, get to know what content they produce, who they have previously collaborated with, and see if they are right for your brand.

Three: Think geographically Make sure you choose someone close to home, if you offer your brand to someone who is halfway across the world and you are a boutiques coastal business, people are less likely to engage with your brand and more likely to say “who the heck are you?.”

If your brand offers a produce of some sort, this is one of the easiest ways to get your foot in the door with influencers. Give them a sample, ask them if they love it, get their feedback, but don’t force them to instantly sharing your product. If you slowly introduce the ides and you get a feeling they are going to say “yes, I love the product” then offer them a fee to share their thoughts, or offer them a discount code to give to their following to show that you value their following just as much as you value your brand.

See how it’s connected?

For research purposes, listed are some of the most influential Australian-Instagrammers to date:

Image compilation of Pia Muehlenbeck’s Instagram via Elle Magazine

Much love,


PS. Who is your favourite social media influencer?

Comment below.

How to master content creation

Let’s look at building your online brand by starting to become a master of your own content creation.

EDIT: This post was written for a Social Media assessment. The task time was 1 week. 

Building a digital brand: Content creation

phone (1 of 1)
Social media image by Savhanna Fowler

We all know an Instagram account that we simply cannot get enough of.

Building that account didn’t happen over night, there are long hours, tough decisions and trial and error processes that go into one ‘simple’ upload. So let’s talk content creation when building your digital brand.

Going online in 2017 is inevitable and if you are wanting your brand to succeed you need to take the necessary steps to not only making an appearance online, but maintain it through finding the perfect topics, the best photo opportunities and applying a great edit that will work for you. 

What does it mean to be a content creator for your own brand?

Firstly, you are spending hours developing the style you want your brand to communicate, and then you are creating the best possible ways to deliver this to your audience. Remember, we need to keep them engaged, not just entertained, so the following is a breakdown of where to begin. 

Step One: Engaging an audience

We begin with this step as it’s what you as content creators need to think about from the get-go. Your audience is your telltale if you are doing something right, or if you need to go back to the drawing board and try again. So to get to know the audience you are targeting, or begin to further understand your current one, ask yourself the following questions:

  • Are they responding?
  • What posts are they responding to? (eg. images, text, hard topics, light-hearted topics)
  • Is your audience asking questions? (and what are they asking?)

A few small details can determine if your audience is engaged with the content you are delivering. 

Step Two: Finding a filter

Adding a filter may not always apply to your images. It’s also directed at the style you write, and what you write about. For example, if you are an author of a food blog, it would be in your brands best interest to keep all posts related to food.

Moreover, keeping consistent with your editing process of your images, texts, uploading dates, collaboration entities, etcetera, etcetera, you are giving your audience stability, which results in them staying around for a little bit longer.

My advice: keep your images clean, your text edited and you’ll be on the track to success. 

Screen Shot 2017-03-24 at 1.00.08 pm
Image of Instagram account, @jasminedowling
Step Three: Share your personality

It doesn’t matter if you are running a music blog or building a car-enthusiast Instagram, your viewers are going to connect and engage with your content if you are sharing where you go to coffee. Confused? People like to know that there is a face behind all these words and images, so make your content human. It doesn’t have to be as personal as your personal life, but it should be as relatable. 

Content creation when building your brand online follows with how your audience engages with your brand. Remember, it doesn’t matter if you have 100 followers or 1M followers on your social platform or blog, if you are engaging them, you are building your brands longevity.

Much Love,


PS. We would love to hear what your go-to image filters are! Comment below.