The words ‘Instagram’ and ‘schedule’ are not exactly natural bedfellows. The notion of carefully curating and managing posts on a platform that espouses the spontaneity of a Polaroid-like image in a digital format is somewhat conflicted.

However, while Instagram might be regarded as the web’s largest repository of cats drinking coffee on fixed wheel bicycles, it’s also an integral component of many companies’ and professional photographers’ social media marketing strategies. As a consequence, a great many photos shared there aren’t smartphone-snapped-shots conveying a sense of the here-and-now; they are carefully selected images that conform to a prescribed narrative or aesthetic.

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