How I Create My Content

Tuesday, January 29, 2019

My Instagram inbox is almost constantly filled with questions like, 'what camera do you use?' or 'how do you edit your photos?' from curious followers wanting to up their content game (don't we all!?), and so here it is; a somewhat overdue blog post laying it all out.

I haven't got any secrets, no perfect method to coming up with the perfect content piece, but in essence, these are the things I do and the tools I use to create for the brands I love!


I use two cameras (greedy, I know!) for different kinds of content. My main squeeze is a Canon EOS R with a 24-70mm lens. It is so versatile, sharp and perfect for everything from street-style fashion content to product images and detail shots.
It is also good for low-light situations or when I am shooting different spaces at home. It's almost always attached to my hand and I love it more than I thought a person could love an object.

But... it is chunky, heavy and obnoxiously large (seriously, it gets a lot of attention in the street).

That's when my second camera, a SONY RX100M5 swoops in and takes my heart. It is oh so tiny! It can fit in almost any of my clutches and bags, is extremely light and still takes an insta-worthy shot.
This is what I take to events or take selfies with, because it isn't heavy and doesn't take up much of the frame.

I shoot everything in RAW because it preserves the most detail and means I can play around more in post-production. It also means I can give my clients the highest quality image so they can use it across all their platforms and not just social.


I edit all my images on Adobe Photoshop and Lightroom on my Macbook Pro. That's it. No apps, no filters.

Here's how the process goes; I import all my images into Lightroom and adjust the tones and lighting of my favourites. To keep my content consistent, I use the same presets as a base on each image (Do You Travel Presets are my current favourite!).
I tend to make my content a little warmer, brighter and desaturate certain colours I like to avoid, such as greens.

Once I'm happy with a series I'll export all the edited ones and pop them into Photoshop. Here I'll make basic edits like removing distractions from the background (e.g. people / dirt) and tidy up the image.

That's about as far as it goes! I keep things basic and do my best to nail the shot before it gets to the editing stage!


In general, I do 1-2 location shoots per week where I compile all the brands I'm working with and create for them together. It's one of my secrets to creating a consistent feed, because when I shoot things as a series I find it becomes just that; a coherent series, rather than sporadic content that might not necessarily flow together.

It's also the most economical way to do things; I don't have a photographer 24/7 so I need to book someone in advance, travel to a location (most are about an hour or two from me), have my hair and makeup done and be in a creative mindset.

Don't be fooled by Instagram, I don't always feel like having my photo taken, have my hair washed or find myself in a beautiful location.

I don't take many client photos spontaneously, because when I am on a date or hanging out with friends I want to be in the moment. Creating content does take work and so it adds a bit of pressure to whatever fun thing I'm doing, plus, it also means I have to take my camera and bother whoever I'm with to get the perfect shot.


Styling is arguably the most overlooked part of a successful content shoot and I think it deserves more credit! Having a beautiful location that works effortlessly with the outfit or brand you're shooting for will do wonders for your content.

I always invest a lot of time into styling so that my shoots run smoothly and efficiently! I start by compiling all the outfits and brands I am creating content for that week and begin making outfits. I usually only shoot up to 8 outfits at a time as I find doing more than that can drain my creativity and cause me to rush my work.
Once I have all the brands worked into my outfits I put the accessories for each in a zip lock bag which I then put in a plastic bag with the clothes and shoes for each look. By the end, each look is in it's own seperate plastic bag to make it easy to find and change into on shoot day!

I then decide on a location that suits the styled looks and research different spots around the area. I always go in with a vision for each outfit and the kind of content I want to walk away with. It often has to reflect my own personal style as well as the brand I am creating for, which luckily for me isn't too hard as I only work with brands I love!

For larger shoots, I'll write down the exact spot I want each look to be shot at and tape it to the plastic bag. I'll then organise the looks in order of where I am shooting each one so that I'm making the most of my time and not running around all over the place! Same goes for tricky changes, e.g. if I'm wearing the same shoes in two looks I'll make sure I shoot them back to back!

F E E D  P L A N N I N G

If you put the hard work in to the above, feed planning becomes a whole lot easier! Your photos will feel like a series and flow effortlessly on the 'gram. There are so many things that go into what photos I post and when, including client deadlines, optimal posting times, relevancy and of course, how they look on my feed!

I use an app called UNUM to plan my feed in advance and I can have up to two weeks of content roughly pre-arranged. I use the word roughly because I like to use this as a basic plan. Things change, new clients come up, deadlines shift and so does your mood (nope, I do not feel like posting that selfie today).

This app also helps me stay on top of my deadlines, because I can make sure all my posts are scheduled in so I don't forget one, set reminders at posting time and even pre-write captions if something comes to me in the moment!

I'd say 50% of my screentime comes from playing around in this app, arranging and re-arranging my little squares of creative goodness!

For more tips, read my 'How To Create A Consistent Instagram Feed' blog post here!


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