Instagram Workhorse

In 2018, there was huge pressure to create a presence on social media platform, Instagram.

As of June 2018, Instagram has reached the 1 billion monthly active user mark (TechCrunch, 2018).


Naturally, I knew that I had to step up the content in which we were producing if we were to make any kind of impact on the local community as well as the global community.

Instagram was one of the most popular social networks worldwide - and TM Production was falling behind.

It was September 2018, I opened our app and looked at when we had last posted. It’s been 4 months. In the end we went 7 months without a single Instagram post but during this three month time-span I managed to create a system that would serve our company’s social media account forever.

This system was simply a process in which we prioritized the creation of content rather than waiting for clients to reach out an hire us to create content for us.

What did this look like?

Surveying those within our network.

Building out an email list of those who were interested in our vision.

Scheduling regular shoots 2-3 times a week.

Creating a culture.

Adding value to the lives of those who got involved.

Late night editing.

and then scheduling out our content over time.


238 Instagram posts in a row.

We haven’t missed a single day of posting quality content since January 1st, 2019.

For someone that went 7 months without a single post due to lack of content - this was HUGE.

This 2020, we’ll be taking an approach of HIGHER FREQUENCY or HIGHER QUALITY.

BIGGER shoots. COMPLEX planning. INTRICATE sets. ELABORATE make-up. COMPETITIVE castings.

2020 is going to be our biggest year yet.

Tony Martinez