TAKE A BITE OUT OF THIS.
HUNGRY GRL, BIG CITY.
Picture this: you’re fresh out of college, just moved to the Big Apple, identify as a self-proclaimed foodie, and have an Instagram following of over 30,000 people. You know all the hottest food and drink spots, and you’ve got an appetite for success. You want to share your passion with the world (and all of the delicious food you’ve been eating). Meet HungryGrl.
HungryGrl, a food Instagram account started by Jessica Iacullo, is a rapidly growing and expanding brand. To continue to reach other foodies, I have developed a social media strategy to expand the HungryGrl brand and bring the best eats right to your Instagram feed. Are you hungry yet?
PC: @HungryGrl_BigCity
Hungry Grl
Meet
introduction and context.
Meet Hungry Grl Big City: aka, Jessica Iacullo.
Hungry Grl, aka Jessie Iacullo, has been running her
Instagram (@hungrygrl_bigcity) since her sophomore year
of college. Her Instagram has over 30,000 followers.
As a lover of food, she got the idea one day after going
through her camera roll and wanting to post
photos of food she had taken. Now 3 years later,
her food Instagram is widely known and loved.
The characteristics of her brand are evident in her dynamic presence on Instagram.
Her photos are vibrant, colorful, and visually appealing; you get the sense that she's
a little goofy and doesn't take herself too seriously. There is a personality
that shines through in all of her posts, and her Instagram seems like a narrative
of her life. Much like a journal entry, each post is unique and personal.
Of course, almost all of her posts are food based and definitely inspire hunger.
With over 2000 photos on her account, she's a seasoned foodie. Yet, her Instagram
has a very relaxed nature to it; she’s just going out and posting photos of her meals!
Her account has a very personal feel to it because of the way she speaks to her
audience. Many people comment, and there seems to be a very positive vibe around
her brand (both in terms of her interactions with others on social media and
the comments she receives from others). You notice the positivity on every post.
Hungry Grl has such a laid back vibe that she casts off the idea that photos on Instagram need to be carefully crafted
into a perfect image. It’s food photography, but her photos don't feel pretentious. Her Instagram isn't overtly
perfect, it can even seem a bit disjointed at times in style and voice. However, this lack of careful planning and casual attitude
makes her presence seem more genuine and real. She's a real person sharing her story through food. Even though it is a
food Instagram, it still has aspects to it that a personal Instagram would have. (Like the narrative way she discusses her
life through food puns to give us a sense of who she is and what her life is like.)
Hungry Grl mainly operates on Instagram, but she also has a Wix site for her brand. However, she rarely updates her Wix.
She usually posts about 2 times a day on her Instagram, and has been following this rule for a while now. She has over
30k followers, which is a huge following for someone so young. Her style of imagery and editing is cohesive, using bright colors
to draw your eyes in. She allows her followers to get to know her by posting personal anecdotes about her life. These little stories
are usually accompanied by a photo of herself. She has a very distinct, personal, and positive tone, which makes her seem like a long distance friend filling you in on her life.
PC: @HungryGrl_BigCity
All PC: @HungryGrl_BigCity
Who's the Competition?
Who: Across A Table (@mollytavoletti) / Molly Tavoletti
Instagram is already an over saturated market with 800 Million users. To make matters more difficult, food blogging has spiked in popularity. Users are picky with who they follow, wanting Instagram to be a place of aspirational photos, bloggers, and updates from friends. Molly Tavoletti, @mollytavoletti, is another food account that used to be similar to Hungry Grl. Molly, an Ohio State University Alum, now lives in Brooklyn and food blogs on the side. The beginning of her food Instagram was stylistically similar to Hungry Grl's, and even looked almost identical. Below, we can see Molly's Instagram about 2 years ago when she had 30,000 followers and how similar it is to Hungry Grl's today.
Over the last few years Molly has really grown her account into a personal brand for herself, food, and her lifestyle. Her account has matured both in voice, tone, and aesthetics. She has expanded recently into her second account (@acrossatable), which has a less personal tone and focuses more on story telling. Her account, @acrossatable, focuses on the stories of the people she meets while either having a drink, grabbing lunch, or a dinner with old friends. She tells their story, as she seems them across the table. While she has rapidly expanded her personal brand, she has similar origins to Hungry Grl. Molly's Instagram has now started to become profitable; she has around 60,000 followers, twice that of Hungry Grl. Below, we can see what her account currently looks like.
Molly is at her core a food blogger, but she has expanned into broader circles to do many different types of work revolving around food. Molly’s posts all lack a certain sense of casualness, but they exude a specific confidence and elegance that comes with her maturity. It's a more 'grown up' voice, professional aesthetic, and it has a mature feeling to it. However, this is in direct reference to her also growing up, along with her followers. As a graduate of Ohio State, she’s not that much older than Hungry Grl (a Pitt graduate). As she's gotten more mature her brand has matured, as well.
However, very similarly to Hungry Grl, many of her posts still share personal details about life, giving her followers an inside look at who she really is. She still retains a personal tone with her audience. She has been able to garner a small profit off her Instagram, and she only has double the followers Jess does. Molly has over 62k followers, posts about one or two times a day, and also blogs much more often. She definitely has a more specific and unique focus in both her personal brand and her blog, Across A Table. She interacts with a lot of different personalities that she showcases on her blog, much like Humans of NY. This is a new venture for her, but proves that she was able to successfully brand herself first. Her images on her personal account speak more to her personal brand than her blog does, but her images and words on both accounts seem very much aligned in her brand and vibe. I think her personal account is something to strive for, not in terms of aesthetic, but in how carefully crafted and consistent her brand is. She's shown that she can mature her brand and actually become more successful by doing so. Hungry Grl can work to mature her voice and brand in a way that is authentic to herself. Molly clearly knows her voice and her followers; there is a certain level of expectation from her audience, because her brand is more refined and specific to her audience. Because she is so consistent and has developed such a loyal following after maturing and narrowing her brand scope, she is able to make a profit off of her food Instagram. Brands trust that she knows her audience and can market products she likes to them. This is a competitor Hungry Grl can learn from and should aspire to compete with.
Hungry Grl
Molly Tavoletti
PC: @HungryGrl_BigCity
PC: @mollytavoletti
All PC: @mollytavoletti
The Audience
The primary audience for Hungry Grl is young, affluent, food-loving women. This would encompass the 18-24 year old range, most likely college educated, and (of course) they probably have a passion for food. In addition to this, her primary audience is probably a regular Instagram user that enjoys snapping photos of her own food. I would be a prime example of the primary audience, and Hungry Grl herself is her audience. She tailors her account very directly to this audience and speaks to them in every post. A secondary audience would be all young adults (male or female) but those who still love food. This secondary audience can even extend to older or younger people, but those who still have a connection to the primary audience. This may encompass friends or parents of the primary audience. This secondary audience probably doesn’t use Instagram as regularly, but still enjoys food photography or discovering new food places. Males generally fall into this category as she primarily appeals to women; however, males may find her account from significant women in their life and begin to follow her as well. There may be teenaged and younger girls following her, as an aspirational or inspirational account. On the opposite end, there may be older folks who enjoy food and blogging, but aren't regular Instagram users making this category smaller. Most of this secondary audience will have a strong connection to the first, (whether they used to fall into it, they have a daughter who follows Hungry Grl, or are friends with the primary audience, etc.). The tertiary audience would encompass college students, recent graduates, and food lovers. 'Food Lovers' would be the biggest defining category to describe most of her followers. I don’t have access to analytics on Hungry Grl’s following, but I can see from the comments that her audience is mostly college aged/recently graduated women with a passion for Instagram and food.
As for Uses and Gratifications, people seek out Hungry Grl's media presence because it is a positive, fun, and food loving source of energy. Hungry Grl's Instagram is an escape from reality for many. Her Instagram offers a chance to relax, and look at aesthetically appealing photos of food. In addition to this, food is a comfort for many people. Food can be a chance to break away from the many stresses of life and have a meal or a drink with friends. Food is social at its core. For many, Hungry Grl can satisfy this need for comfort, relaxation, but also socialization. As a social media page, her feed is very vibrant, cheerful, and colorful; foodies often talk to each other and her in the comments. On top of all of this, Hungry Grl can be a resource. As a New York City based blogger, many visit her page as a source to all the best eats before visiting the city. She can be used as a source of information to enhance people's food knowledge on New York City.
area of potential.
Why Hungry Grl?
Many people may question, "Why create a strategy for an account this established?"
The answer is, she isn't established.
Hungry Grl makes no money off of her business. After speaking with her, I quickly got the notion she wanted expand into a social media influencer who would be able to run her account full-time. She even mentioned potentially being able to hire an assistant one day. Accounts like that have millions of followers. For Jessie to achieve her dream, she needs a plan for expansion.
After talking to Jessie about her posting schedule and content creation, I wanted to be able to develop a more concrete and formulaic way for her to post content. She mostly posts on her morning and evening ride, and she commits to 2 posts daily. While this definitely works right now, I think she can capitalize and grow more by coming up with a content calendar. Her account has also slowed down in growth since hitting a milestone of 30,000 followers. With so many followers, she has a great foundation to grow her account into a business. I think she can continue to grow her Instagram, eventually make a live-able profit by doing ads, sponsored content, and partnerships, and hire someone to eventually assist her with her page. But, she needs a strategy.
The girl behind Hungry Grl, Jess, is full of passion. Her account was something she started for fun, and it’s incredible that she has grown her account so much (and impacted 30,000 people with it!). It’s something to truly celebrate, and I think Hungry Grl can continue to expand her brand. You can't teach someone to have passion. Jess already has the drive to make her brand profitable.
It’s inspiring to hear about her earlier days of Hungry Grl, where she struggled with content and posting. It shows how much her brand has grown up with her. I think this is one of the biggest challenges anyone who does social media professionally faces. In social media you’re always looking for a way to up your game, and that can be a huge challenge when you first start out. I wanted to develop this strategy for Jessie so she can make her dreams of turning Hungry Grl into a profitable business a reality.
I think using applications to assist with posting can help her manage her growing brand and allow her to achieve more success. In addition to expanding her Instagram, I want Jessie to delete all of her other forms of Hungry Grl media. This includes her Wix and Facebook. In return, I believe she has the possibility to eventually expand into YouTube by doing things like weekly vlogs since her personality is so dynamic. But first, I want to focus solely on her Instagram.
But... What About Her Audience?
Hungry Grl should retain her core audience of 18-24 year old girls and continue to target to this audience. As discussed previously, her audience will not be changing with the expansion of her brand. We will just be refining her brand into something more unique. We want to focus on expanding this core audience and capturing a niche audience that is loyal. First, we will expand with Instagram. Once Instagram has been expanded into a point of potential monetary success or once Jessie feels established in this media, she will have the potential to expand onto YouTube. Again, this audience on YouTube will remain the same, but it will allow us to reach more of these people with another network. The audience for both of these platforms can be described as: young, affluent, food-loving women encompassing the 18-24 year old range, most likely college educated, and (of course) having a passion for food.
action plan.
How We're Gonna Make This Happen
The number one goal is to be able to profit off of the Hungry Grl account on Instagram and for Jess to become food/social media influencer. To define monetize, we will aim for a combination of partnerships, ads, or sponsorships within the first year of measuring that we are paid to run. So, if Hungry Grl achieved one parternship and ran 2 ads we would know the Instagram was on its way towards successful monetization.
However, social media constantly changes. So, every quarter goals should be reassessed based on competitors and Hungry Grl's growth on Instagram. It's difficult to measure monetization in the number of ads, so a more concrete goal for Hungry Grl would be to earn $1,000 of income on her Instagram by running ads or creating partnerships within a year. This could be in the form of products sent to her, trips paid for, or actual money.
Yet, this main goal of monetization is a lofty goal. Currently, Hungry Grl's Instagram isn't going to earn this income. To achieve this goal, we will have secondary goals that will be used as our part of our strategy. These secondary goals are as follows:
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Increase posting to 2-4 times a day
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Increase followers from 30,000 to 100,000 within two years
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Increase likes per post to 2,500 on average within two years
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Increase comments/engagement to 50 comments per average on post within two years
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Post regular Instagram stories (1-5 a day)
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Expand to YouTube after reaching 65,000 Instagram followers
These will be our 6 secondary goals that will hopefully lead to monetization that we can measure. These numbers are set as general outlines from social media influencers like Daniele Bernstein, Chelsea Lankford, Molly Tavoletti, Lee Tilghman, and Christine Yi.
To increase posting, we will use an app that allows us to schedule posts. Hootsuite could potentially work for this, but because Hungry Grl's Instagram is so visually based I would prefer to use an app like UNUM that allows you to monitor your grid. These are the types of posts we should aim for.
By increasing our posting, we should be able to increase other facets of our Instagram like comments, likes, and reach. We should aim to increase followers up to 100,000 within the next 2 years, or 8,750 followers every 3 months from the 30K she has now. So, about an increase of 3,000 followers per month. The more followers we have, the more likely we are to run successful ads and create partnerships for a profit. Hopefully, a variety of posts will be the first step to growing her followers as we will be posting a wider array of content. However, these are only suggested numbers for content posting. Hungry Grl may have days where she only posts twice, and she may post four times once every 3 weeks. This is a broad look at the types of content she should create and the style of variation she should work to create on her grid. Once Hungry Grl gets comfortable posting more she can start using features like Live Stories to connect her audience, before expanding into YouTube. She should wait until she gets 65,000 followers (around one year of measurement) to expand into vlogging on YouTube, as it is a bigger commitment than Instagram. She could easily use YouTube to create weekly vlogs of her life and share all the places she goes to eat in a week. This fits her narrative structure and allows her audience to get to know her more in depth. However, Live Stories on Instagram can be a more way to try this. She can do simple question and answer broadcasts, or something more casual like going live and wishing everyone a good day in the morning. If these become popular, she can easily integrate this into her YouTube. We can think of Live Stories as a test drive for YouTube, without the commitment. YouTube is only something I would recommend once Hungry Grl feels comfortable with increasing her posting and scheduling, since we don't want it to be a rarely used media.
We will use Instagram Analytics for Business to track her growth of likes and comments on her posts. We can also check our current audience demographics using this. This will allow us to see what content is preforming best and how to mimic that content in future posts. We will also use Instagram stories to detail her life and allow her to be more personal with users. Hungry Grl should aim to post anywhere from 1-5 stories a day. This will be a less rigid structure of posting and more so experimental for Hungry Grl. She can post polls here, share her favorite music, or even a quick selfie. Examples of good stories are below:
Instagram content will be based around the concept of organic, close-up food photos. This is something HungryGrl already does, and it is very much a part of her branding. As discussed briefly above, she should use UNUM to plan and schedule posts. Other posts can be a photo of either herself, a city scene, or anything not food related that still falls into her brand. These can be shared photos from others, quotes she likes, a selfie, a photo of NYC, or anything letting the viewer see her personal life outside of food. She should also work to start posting recipes or table lays. These can be shared from others or her own. However, her posts should not have a noticeable pattern to them; if it begins to look forumlaic she can experiment more with her style of photography. Recipes and table lays that are shared from other bloggers can allow her Instagram to have a collaborative feel and a professional look.
2 Year Timeline
Because Hungry Grl has already established as that her brand is based off of food photography, we will continue to use Instagram as her main media. I strongly advocate that Jessie deletes her Facebook page for Hungry Grl and her blog. Facebook is an outdated application that serves her no purpose to capture her target audience; it is mostly used for brand maintenance or inquires for businesses. A blog would be great, but Hungry Grl does not use her's regularly, making it look random and disjointed with her brand. Since she is not using it (and does not need it) she can delete it, since it serves her brand no purpose. YouTube can be utilized later, but that is not necessarily a definite platform for expansion.
Because Hungry Grl has 30K followers now, and we want to have 100,000 at the end of 2 years she should aim to gain 70,000 over the next 2 years. This means by June 2019 she needs to stay on track and have gained 35K followers more, for a total of 65K followers. This is what we will base her timeline on, since an increase of followers is the easiest way to track progress. She also needs to do quarterly reviews for the first year to manage her goals and potentially alter them depending on growth and her competitors.
Content Calendar (Monday Example)
This is an example of one day for a weekly content calendar Hungry Grl should create. She should create her calendar a week in advance to the posting. Since she will be posting so much and so regularly, she should not plan more than a week in advance.
Sample Posts
As discussed above, we can break Hungry Grl's posts into three categories. These are examples in each category with copy below them.
CAT. 1: UPCLOSE
These are two examples of standard posts of up-close food. This is something Hungry Grl already does very well, and should continue to feature on her page. An example of copy for each post is below:
Ex) Grabbed some brunch with my long time best @AllieSmith! Missed her so much, and it was awesome to catch up on post-grad life. She's my favorite #brunch buddy! 🍴🥂
Ex) Nothing makes Monday's better than the perfect #BEC 🤤
The location of the restaurant should be tagged in both.
CAT. 2: SCENE OR SELF
This category features examples of scenes, food places, or portrait photography to add a more personal flare to her Instagram. All locations should be tagged and examples of captions would be:
Ex) Happy Monday everyone. Here’s a picture of me with a Nutella ice cream cookie sandwich bigger than my face. 🍪🍪🍪 Clearly the breakfast of champions. 🏆 #cookie #giantfood #njeats #hungrygrleats
Ex) I'm in #London this week! It’s such an incredible city guys, I honestly wish I could move here. Check out my IG story for more on what I am up to today. Of course, I’ll be finding the best food, coffee, and wine! 🍷
CAT. 3: RECIPE, TABLE LAY, DYNAMIC FOOD
These are examples of Table Lays and more dynamic food photography. These posts should feature some kind of movement or focus. You could say they should be the most visually appealing with the intention to round out the cohesive look of Hungry Grl's grid. These posts can be shared from others, but their sole purpose is to capture food in a different and more creative way.
Ex) Beer, Truffle Fries and Mac and Cheese. What you can't see is my trivia score (I like to think I am winning 😂.) @CaptainLawrence you have my heart tonight. 😎
Ex) This past summer I spent 6 weeks studying abroad in London. I lived in Camden and was right around the corner from the Camden Market. This little donut stand was one of my favorite finds. This was one of the best donuts I have ever had, and it's made of beet root. I'm not sure how they make this magic happen, but I am so about it! 🍩
Ex) ⚠️ OMG ⚠️ Guys!!! I found a pop-up cookie dough stand in London tonight, and it’s so good! This might be my new favorite dessert.
UNUM
All PC: @HungryGrl_BigCity
PC: @HungryGrl_BigCity and Myself
All PC: @robin_lis
PC: @hungrygrl_bigcity and @robin_lis
PC: @robin_lis
evaluation plan.
Are We Making Progress?
The metrics I would specifically focus on are likes, comments, and followers. However, I would also track
reach and profile visits. All of this will be tracked with Instagram in-app analytics. I would also use the
app called "Tracker" to track followers and people who unfollowed. This app can also track likes, comments
and capture averages between these.
The app UNUM would be used to create a grid to plan and schedule future posts. Since the goal is to increase
following, comments, and posting, this directly tracks our progress. I believe these three applications would
be efficient to track progress in the beginning stages of expansion. After Hungry Grl's first quarterly review
she may need to switch to more advanced analytics depending on how these are working for her. It might
be worth paying for one eventually, but at this point these three apps should suffice. She should record this
data weekly and analyze it quarterly.
The final goal is monetize the Instagram. We set our goal to $1,000 in profits during the first year, and as
soon as we start creating partnerships hopefully we begin to take in money. Money will be the easiest thing
to track, but it will be more difficult to analyze the quality of these partnerships. This is something Hungry Grl
will have to prioritze and evaluate on her own, as it will take her a significant amount of time to create lasting
partnerships with brands. In the first year, she should take any ad or partnership that is 1) on brand
2) their company morals are in line with her's. Once she develops these relationships she can decide how to proceed
in the second year.
One of the more challenging aspects of our plan will be to attaining new, quality followers who will stay. Because this is a social media based venture, I would recommend Hungry Grl gathers user feedback from her account. I think it’s important that she continues to post content her audience wants to see, because she is so personal with her followers. I think by interacting more and asking followers what they want to see (be it an Instagram Poll in a story or an actual survey) this can be very beneficial. Instagram polls are very easy to produce and will let her get direct feedback from her followers in a way that is discrete; it will seem like she's truly listening to her followers.
However, the basic metrics that Instagram analytics offer in complement to tracking apps is plenty of numeric information to analyze. If we were to find that these metrics are not providing enough information I would delve into more traditional marketing research with traditional metrics (like surveys and focus groups). However, this would be difficult to due without a list of emails/a newsletter. However, I believe basic social media metrics should be enough for us to track our progress by monitoring increasing in likes, follows, comments, reach and profile visits.
As mentioned earlier, the goals we have laid out above leave very specific things to measure:
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Increase followers from 30,000 to 100,000
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Increase likes per post to 2,500 on average
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Increase comments/engagement to 50 comments per average on post
These are the main metrics we will be measuring: follows, likes, and comments.. All of these are based on a 2 year prediction/goal. If we break these goals up into 8 quarters, these are the metrics we should be basing our measurements off of:
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Followers: 30.5K at present time round to ~30K with a 100K goal in 2 years. Increase 70K/8 = 8,750 followers a quarter. This is an ambitious goal, if she sees that she is not expanding as fast this can be altered in the first quarter review.
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Likes: 2500/8 = increase of about 300 likes every quarter on average per post.
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Comments: She is already receiving around 10-25 now so this should be very manageable.
Followers may seem far fetched, but the general idea is that within one year she should be able to double her followers based on other food bloggers. 30K to 60K to 120K in 2 years, with a 100K goal.
@brittanyxavier
How To Grow Your Instagram Following >
"Understand your audience and what you are promoting. For example, If you're a fashion blogger, then you need to keep your Instagram specific to your niche. You shouldn't be featuring 100% food or interior photos. You need to understand what works and keep doing that. Why are people following you in the first place?"
PSST...Hover Over me
PC: @brittanyxavier
supporting documents.
Social Media Policy
Hungry Grl Social Media Policy
This policy states basic guidelines that must be followed on all forms of social media operated under the Hungry Grl name and brand. Specifically, this refers to the use of Hungry Grl accounts on Instagram and YouTube, or any future related and owned domains for blogging use. This policy follows, and is in addition to, the individual policies of these specific social media platforms and related policies.
At the current time, Hungry Grl employees may not post or publish on Hungry Grl owned entities unless specific written permission is given and terms are agreed on. Employees may not post in connection to Hungry Grl entities on their own social media accounts, apart from incidental mention of place of employment.
Any employee, assistant, or intern, must gain explicit and written documentation from Jessica Iacullo before posting on any Hungry Grl entity.
Any use of a social media entity operated under the Hungry Grl name must follow these ethical guidelines:
DO NOT LIE OR PURPOSEFULLY MISLEAD
Posts made under the Hungry Grl name should be honest and never deceitful. Do not over exaggerate or lie about content of post. Never post about Hungry Grl anonymously and be transparent in terms of employment when directly asked. Remember what you publish online, stays online forever. Be kind.
DO NOT PROMOTE PERSONAL BRAND OR SOCIAL PRESENCE
Do not use Hungry Grl entities to promote a personal brand. Unless given explicit permission by Jessica Iacullo, no personal accounts other than the owner of Hungry Grl (Jessica Iacullo), may be attached to the social media brand Hungry Grl LLC.
DO NOT DELETE NEGATIVE COMMENTS
Surround the Hungry Grl community in a positive sphere, do not delete negative comments. No brand is perfect, but Hungry Grl aims for total transparency and honesty at all times.
RESPOND IN A POSITIVE AND TIMELY MANNER
Respond to relevant comments both negative and positive within 48 hours of receiving comment.
PROTECT YOUR PRIVACY
Do not post personal details about yourself, location, age, gender, or any other information you may not want shared with public. Hungry Grl is a public account for all to see.
GIVE CREDIT; RESPECT COPYRIGHT
Do not steal others work; always cite or give credit to photos, quotes, etc. Respect ownership of property and garner good will by sharing and crediting other posts or social media influencers.
Quality is important. Spell check and make sure photos fit to theme. Ask for advice when needed to keep social media presence consistent.
Enforcement:
Policy violations will be subject to disciplinary action, up to and including termination for cause.
SOURCE: Policy Tool for Social Media
Style Guide
Principles
Hungryl Grl is predominantly a food Instagram used to showcase current eats around the city of New York. A previous college student, the food and locations are typically aimed at young adults either in college or post grad.
Since Hungry Grl mainly operates on Instagram, we aim to post two to four times a day. Occasionally, we will repost other accounts or do shoutouts.
Voice and Tone
Voice and Tone should be light hearted and very personal. Each post should sound similar to a friend sending a quick text, or telling a story. This can be done in the form of daily reflections, quick posts about current favorites, life updates, or short quirky posts.
We want to aim our voice to the 18-24 year old women, mainly. In addition to this we want to expand our voice to all food lovers, NYC residents, and others that fall into this age group that enjoy food enough to see current eats.
Hashtags
Hashtags may be used at the discretion of Hungry Grl employees. All hashtags should be in the main body of the caption and not added as a comment. Useful hashtags may be #hungrygrleats and #hungrygrl.
Content Types
Content should focus on photography of food. Editing should be kept consistent in terms of colors and filters used, to promote a cohesive grid on Instagram.
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Food photos
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Close Ups
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Table Lays
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Hand Out
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Restaurant Images
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Personal Images of Blogger with Food
All photos should use the C1 filter on VSCO.
Grammar and Usage
Should be kept consistent with AP Style Guidelines. Correct grammar is encouraged to be used at all times. However, we want to maintain a casual tone. Therefore, dropping periods at the end of sentences or adding extra exclamation points is acceptable to fit tone. Emojis should be used.
Resources
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AP STYLE MANUAL
Engagement Guidelines
As discussed in the Social Media Policy all relevant comments should be replied to within 48 hours of receiving the comment. 'Relevant' referee to an comment that is a direct question for Hungry Grl, a positive compliment, recommendation, etc. Spam comments may be ignored and deleted at the discretion of Jessica Iacullo.
Comments should be referred to in the same voice as all posts and meant to be have a friendly and inviting tone. The Style Guideline should be followed along with AP Style.
rationale and conclusion.
Rationale
The key to this entire strategy is growing Hungry Grl’s presence on Instagram. Molly Tavoletti (@mollytavoletti) just began acquiring recent partnerships this year with only a little over 60 thousand followers. We can some of these recent ads she has participated in below.
Hungry Grl has half the amount of followers as Molly. For her Instagram to even begin to be profitable she must double her following. To do this she must post more, create content her followers will respond well to, create shareable content, all the while maintaining current followers. By following this strategy, we will gain more opportunities to reach a wider audience and create more content that is applicable to a wider array of people. The voice, color scheme, and everything she is currently doing should continue to be cohesive, yet evolving and maturing. This plan is only meant to enhance what is already occurring and add to her brand quality.
A brand is not going to pay her or sponsor her if it’s not worth their while or they won’t gain exposure. She needs to become a social media influencer. Once she has the ability to influence more people, she will become a valuable tool to many brands as they can reach out to her to help them advertise. There’s a lot of niche food places, online shops with vitamins, and other bloggers that could potentially use her to advertise for their brands. This is why I think it’s important for her brand to continue to evolve. She needs to continue to put her own content into the world to increase her brand equity and evolve her brand.
This plan will take time until the goals are met. This strategy acts to work as a guideline for this growth. If she can not only increase her following, but increase the likes and comments on her posts, she may gain partnerships and sponsorships before doubling her followers. She needs to have a large following, but also engaged viewers who will emotionally respond to her content. That is what this strategy aims to help Hungry Grl create.
Conclusion
To close, I would like to share how much I admire Hungry Grl's brand. Jessie's passion, creativity, and drive will take her far, not only as a social media influencer or blogger, but as a person. Jessie's own creativity in the development of her brand has garnered her large success on Instagram, already. This plan acts to help her direct her creative energy into a viable business venture. Jessie's dream over the last few years has been to turn her brand into a business. With some direction and disciple, she can accomplish this easily. As someone who is so passionate and dedicated in their own work, I believe this plan would yield fantastic results for the Hungry Grl brand. Now all this talk of food has me starved. I think that means it's time to get to work...
PC: @mollytavoletti
PC: @HungryGrl_BigCity
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Instagram: @HungryGrl_BigCity
Instagram: @MollyTavoletti
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