We usually say that a picture says more than a thousand words. In this case it was actually the mix between having the skills of writing captions that resonate with people and her visual eye for photography that led Caroline Borg to work with both her own and the Swedish magazine mama’s social media accounts. Read on to find out how she grew her following authentically, what camera she uses and her view on motherhood.
How it all started
This breakfast loving mama - “I could eat breakfast all day every day”, to quote her directly (I mean who wouldn’t?) - started taking more interest in photography and social media when she was pregnant with her second baby. Instagram became an emotional and realistic outlet of the emerging difficulties of parenthood.
“I noticed that I got a lot of traction from other women who went through the same things as I did. What it’s like to be a mother of two, making a relationship work in the midst of everything and about the fear of giving birth. Many women could relate.”
So it was in fact her way of describing her reality that got her new followers, and not just taking beautiful pictures of her home and style even though that is an equally important part.
From Caroline's Instagram: "If my children have their hell hour between pick up and dinner, then my hell hour is just before bedtime. I believe that’s when I’m the “worst” mum. You don’t have the energy to hear your own voice one more time, you can’t take any more toys laying on the floor, or milk being spilled out. At the same time you know that you have one more hour to go of nagging, nagging, nagging them to brush their teeth before putting them to bed."
How to increase your social media following
“Make your content relevant. Document things that actually inspire or affect you. That way you can get people involved and engaged in spreading your content. Because it’s relatable”, Caroline explains.
Finding the right camera and editing tools is the next crucial step if you want to inspire people when scrolling down their feed.
“I use a Canon 6D with a Sigma 35mm lens to photograph my home, travel diaries and food. When I post things in stories I just use the camera in my Iphone X”.
Caroline Borg wearing two of her rings - an eternity band with diamonds and her push-gift: a Solitaire with an 0.30 CT diamond in which she has engraved Lykke 2017-10-25.
The Editing Process
There are a couple of free apps that are great for editing.
“Try to use the same filter and editing method on all the published photos. It creates a harmony. Maybe you’re drawn to a specific type of image? Try to analyse why and use that when finding your editing strategy.”
Apps that I use:
- I use Snapseed (free on Android and IOS) on my phone to edit brightness and contrast.
- VSCO (also free on Android and IOS) is great to change tone and add a filter.
- To plan ahead and see if my next yet unpublished photo will look good together with my other already published photos I use an app called Snug (Only IOS, not free).
These mouthwatering pancakes get even more tasty if you combine them with Caroline’s suggestion of sides. “Peel some pears and cook on medium heat with vanilla sugar. Serve it with ricotta on the side that you mix with some lemon zest”. Yum!
“Another thing to have in mind is to think of your feed as a climbing plant. Mix motives, dark and bright pictures, and change up the perspective. It will enhance the overall impression of your account”, Caroline instructs.
Other things to have in mind:
Think about when you share your posts. No one is up in the middle of the night so skip that night time routine. Most people find time to scroll on their phones before going to bed though so late evening is usually a good time to post.
Don’t think too much about algorithms, these companies change them regularly so that you can’t trick or work the system. But try to use hashtags, it increases the possibilities of new people finding your account.
"Stories I use as a means of communication that is more unfiltered and not edited. To me they are more authentic. My feed is more like a résumé to give people an idea of who I am and what I post", Caroline says. She is project manager and trend editor at the Swedish magazine mama.
If you want to help a fellow instagrammer out, and get more followers as a bonus, check out the hashtag “SFS”. It’s very common amongst people who post a lot about interior design for example.
“On Instagram, #SFS is a hashtag that indicates a user is looking for a shoutout for shoutout or spam for spam, which is a way to cross promote posts on the platform.”
"A push-present should always include a diamond", Caroline tells me when we meet at a lunch spot near St:Eriksplan. Her husband surprised her with a visit to mumbaistockholm's secret showroom after giving birth to their second child.
If you want your account to bring in some business:
“Search for companies that work with microinfluencers (accounts that have less than 10 000 followers). Some companies are specialized in putting together a network of microinfluencers to promote a certain product”.
What do you find difficult or helpful when posting on social media? Comment below if you’re currently struggling with something! Or an advice you wish you could give someone starting their social media journey.
Instagram accounts that inspire Caroline:
@ellendixdotter works as Visual & Marketing Director at the Danish clothing brand By Malene Birger. Her sense of style, both in fashion and interior design is a true inspiration. She also happens to be a former colleague to me.
@elinlannsjo This ceramist and influencer has a way of drawing your attention to her magical world of her garden-allotment at Slottsskogen.
My dear friend @emilyslotte describes herself as a professional daydreamer, and that’s the exact feeling you get when seeing her content!
My mumbaistyle: “My husband surprised me with a visit to mumbaistockholm’s showroom to choose a “push gift” when I had given birth to our baby girl Lykke*. I knew I wanted a simple design with a solitaire diamond that would go with my other diamond ring that he gave me after the birth of our first child”.
How I style my mumbairings: “I usually don’t wear a lot of jewellery. If I want to make a statement, I go for the big statement earrings. Otherwise I have two bracelets from Sophie by Sophie that I wear every day together with my two diamond rings”.
*A push present is given to the birthing mother by her partner and marks the occasion of her giving birth to their child.