Case study: Me and Orla

 

Photographs by Sara Tasker; used with permission.

 

I’ve been following Sara Tasker’s Me and Orla for a while now, and recently I’ve been visiting it more and more. It’s everything you want in a blog: creative, visually stunning and beautifully written. Sara, who is based with her partner in Yorkshire, started ‘Me and Orla’ as
personal photo project on Instagram in January 2013, to chart the growth of her daughter, Orla. By April that year the blog had over 35,000 followers, and it has since surpassed the 100k mark and developed into a fully fledged ‘online brand’.

The blog is very much a success story, and in this post I want to briefly explore a few of the reasons behind its popularity. How has Me and Orla amassed such a large following, and what has Sara done, online and offline, to ensure its success?

One reason for Me and Orla‘s popularity is, I think, the quality of its writing. Sara has stated that she considers herself ‘a writer more than a photographer’ and that the blog ‘sprang up as a place to spill all those extra words’. Her posts certainly reflect this fact: they are invariably honest, witty and incisive.

Sara’s discussion of both personal and professional issues also lends her blog an edge. She broaches topics such as emotion, loneliness and anxiety, as well as providing photography advice and tips and tricks for Instagram. Her pieces include:

  • ‘Living with Big Emotions’
  • ‘Café Stories’
  • ‘Café Stories: The Lonely People’
  • ‘Stuff that Works: Anxiety’
  • ‘Instagram: Why Growing Your Following is the Wrong Aim’
  • ‘Instagam Tips: Notes on Notifications’
  • ‘Happily Addicted to the Internet’
  • ‘Late Night Trains – 100 Stories’
  • ‘Instagram Tips: Learning From My Mistakes’ (Parts I, II and III)

In this last set of articles, she shares a series of old photos she believes she should never have posted in the early days of her Instagram use, explaining the problems with each of them and outlining what she would do if she had to post them again. This kind of reflective self-critique is relatively uncommon among popular bloggers and was really well-received by Sara’s followers, who comment on the helpfulness of her posts.

Some of Sara Tasker’s Luke Skywalker photographs;
used with permission.


Sara also offers various types of ‘
Instagram Mentoring‘ as well as an ‘Insta-Retreat‘, a virtual seven-day course comprised of daily challenges. One of the top-level tabs on Sara’s website is ‘Instagram help’ and she has clearly capitalised on her online success to generate further engagement. She ran her first set of face-to-face workshops at West Elm in March this year, where she met with other Instagram users, and she has talks and styling workshops upcoming in Cambridge, Derby and London.

It’s impossible to overlook Sara’s stunning photography when reflecting on Me and Orla‘s success. I’ve included a small assortment of these photographs here; I think they pretty much speak for themselves.

Finally, Sara also has a somewhat unconventional project on the run called ‘Me and Luke Skywalker‘, complete with a whole new Instagram account and hashtagin which she photoshops Luke Skywalker into her pictures. She talks humorously about the project in various posts, stating that it has generated a lot of attention and encouraging viewers to ‘share [her] post[s] far and wide’.

She’s also devised a second hashtag for an expanding series of fairy-tale-inspired photographs. About these two projects, she says that they’re a ‘chance to do something a little bit different – to stretch my imagination and step outside of the usual Instagram cliches.’

 

 

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Ten things successful bloggers do on Instagram – part II

If you haven’t read the first part of this post, you can do so here.

6) They encourage reader participation
Bloggers often solicit participation and contributions from their followers by asking questions, running exclusive giveaways and competitions, and requesting recommendations for places to visit when they’re travelling.

Some popular bloggers also reply to comments left on their photos, which strengthens their relationship with readers and in turn encourages further participation. Researcher Kayla C. Boyd suggests in her paper ‘Democratizing Fashion‘ that these blogger-reader interactions establish a sense of community and allow followers to ‘build self-confidence by exploring their identity with like-minded others.’

Gustavo Gomes
Photo by Gustavo GomesCC BY-NY 2.0.


7) They interact with their followers in real life
When bloggers become sufficiently popular they often host meet-and-greets for their followers, particulate in industry events, and occasionally run workshops, masterclasses or retreats, some of which are conducted through The School Instagram.

The workshops I’ve come across have ranged from photography to styling to cooking to calligraphy to writing, just to name a few. These courses run from anywhere between a few hours to a few months, and may even be conducted virtually.

8) They post at the right times of the day
This point is a little arbitrary, given that many bloggers have international followings, but most successful bloggers tend to post at times that are optimal for their primary audiences. An
article in The Huffington Post has shown that 2am and 5pm EST are the ‘best times to post [on Instagram] if you want your followers to pay attention to you’, and that ‘the worst times are 9am and 6pm’.

These are logical statistics: at 5pm, as the article suggests, people are finishing work and will likely browse through social media as they wind down and head home for the day. The article shows, however, that optimal times vary significantly throughout the week; that while a post is likely to perform well at 5pm on Wednesday, the optimal time shifts to 7pm on Monday and 8pm on Friday, and so on.

Gustavo Gomes4
Photo by Gustavo GomesCC BY 2.0.


9) They accept sponsors strategically

As bloggers become more popular they invariably receive requests from companies to endorse certain products. Many bloggers have openly stated that they are careful about the sorts of products they choose to feature; they don’t promote items they don’t use or believe in, they clearly disclose sponsored posts, and they ensure that a partner company’s image and values are compatible with their own.

10) They integrate their Instagram account with their blog and other social media
Specifically, they excerpt and promote their blog on their Instagram account, often sharing numerous photos from a single blog post over successive days to maximise click-throughs. They provide a link to their blog (and sometimes other social media accounts) in their Instagram header, and their blog in turn contains links to accounts on Twitter, Pinterest, Facebook, and so on.