For those who aren’t yet on Instagram (yes, there’s a few), it can seem like a world of endless food, airplane wings and sunny beaches. Even if you’ve been on it for a while, it can still be quite confusing. Especially if you want to use it to try and promote your work or your business. Cinematographer Morgan Cooper used to think this way, and now he wants to tell you what he’s learned.

While Morgan is a filmmaker, many of the tips apply equally to photography. Creating consistency and cohesion in your posts on Instagram is important. So is having the right mix of what you want to create and what your audience wants to see. As well as the regular media-consuming audience, it’s where potential clients can find your new work. It’s also an amazing source of inspiration.

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