SECRET #1: Camera + Apps

Instagram is perfect for optometry because it’s all about the visual. Taking and posting great photos is key for having a successful Instagram account. Posting a photo for the sake of just posting something, anything, will not cut it. The audience is smart and wants to be inspired.

With just these three items, I am able to create our gorgeous, inspiring images:

iPhone 6+



Facetune app



VSCO app

The iPhone 6+ not only takes ridiculously great photos, but it also holds all the apps I need to edit and post on Instagram—everything is in one place. Think Photoshop in the palm of your hand.

I don't use the factory-installed camera. Instead I use an app called VSCO to take all my photos. To the right is a "before" and "after" photo. The "before" pic was taken with VSCO. The "after" pic has been edited with tools and filters as follows:

FACETUNE APP

“Smooth” Tool on skin to brighten and remove blemishes



“Patch” Tool to remove the electrical outlet and table edge

VSCO APP

Exposure: 3



Contrast: 3



Crop: 1 to 1



Sharpen: 10



Filter 06/Legacy: 11

Wow! What a difference. Since I’ve discovered these apps, 100% of our photos are tooled, filtered, and edited before they can be posted onto Instagram.

I am very strict on that. We want to be noticed and to inspire our audience with bright, eye-catching photos. Not sure how to use the apps? I didn’t know either, but thank goodness for YouTube tutorials.

SECRET #2: The Photo Layout

The layout is the most popular style of photography on Instagram. We place our glasses and prop(s) on a flat (not shiny), white marble slab. The iPhone camera is held about 12 inches directly above the setup to capture the look.

Cards make the best props. They are fun, add visual interest, and are easy to photograph because they are flat, and, after the photo session, we mail them out as thank-you notes.

SECRET #3: The Hold Photo

If you’re holding something in your hand and take a photo of it, Instagram loves you. We hold glasses, lens spray, glasses cases, cards, succulents, and the ever-appreciated donut.

To accomplish this look, a white background works best. The secret here is to take the photo while standing three to four feet from the wall. That way, the texture of the wall washes out and appears smooth in the photo.

And it’s not a democracy in our office. Whoever has the best manicure often is the chosen hand model of the day.

SECRET #4: Inspiring Quotes Rule the World

One thing I love to do is write silly quotes about glasses. Like I said before, the Instagram audience wants to be inspired. What could be more inspiring than making someone laugh out loud or feel really good? I get my ideas from my morning commute: a billboard or a song I hear on the radio.

Here are a few of my favs:

Quotes are extremely valuable on Instagram. Not only are they highly shareable (which will help grow your followers), but they also create a visual rhythm that is attractive on the eyes. We have two secrets here.

First, post quotes every fifth photo. Second, create your quotes with the Word Swag app. With Word Swag, you can choose from hundreds of backgrounds, fonts, and text colors. You can even use your own photos as the background. It’s amazing.

SECRET #5: When to Post?

What are the best times to post on Instagram? For a local business, the best times to post are 9 a.m., noon, and 5 p.m. to catch commuters and the lunch break. Since Jan. 1, 2015, we have been posting two times a day, seven days a week at noon and 5 p.m. Whew! That’s dedication.

Now that we've passed 5,000 followers, we are trimming our weekends to just one post a day. And come on now, do you really need to post two times a day? We tested it, and the answer is absolutely. Definitely. Yes.

SECRET #6: Start Following + Liking

Instagram is very much like high school. If you want to be noticed, you’ll have to start following other accounts. Since we’re a local business and wanted to start attracting local customers, we started following business accounts related to our city, Oakland. We also liked Instagram photos with relevant local hashtags such as #oakland, #oaklandish, #oaklandzoo, #oaklandart, etc.

One secret is to stalk your nearest business. Say it’s a popular donut shop. Check out who’s following the shop and like + follow them. This is a great way to grab local customers. Because, shop local. Or should I say, #shoplocal?