On the craft21 Jul 20264 min
Why building an online presence is more like directing a film than posting content
Most people think about Instagram as a place to share their work. A new project. A new song. A new creation. A new announcement.
But the artists and creatives who leave a lasting impression understand something different: your Instagram is not just where people see your work. It is where they experience your world.
Every image. Every video. Every caption. Every creative choice tells people something about who you are.
And that is why I don't approach Instagram like a content creator. I approach it like a creative director.
Because building a memorable presence is not about posting more. It is about creating with intention. These are the three principles I use when building my own Instagram.
1. The Script: Know the story you want to tell
Before creating anything, you need clarity. What do you want people to understand about you? What do you want them to feel? What do you want them to remember?
Every strong film begins with a story. Not with the camera. Not with the editing. With an idea.
For my own Instagram, I wanted people who discovered me for the first time to understand: who I am, what I believe in, why I create Mini Movies, and the kind of world I want to build.
The goal was not just to introduce myself. It was to let people feel what it is like to enter my creative world. Because people don't connect with information alone. They connect with meaning.
2. The Cinematography: Make every visual choice support the feeling
Once you know the story, the next question is: how do you translate it visually? This is where creative direction comes in.
Every choice should support the emotion you want to create. The colours. The textures. The camera you use. The rhythm. The atmosphere.
For one of my videos, I was talking about wanting more depth and more human creativity online — a world where so much content is becoming faster, more polished, and increasingly AI-generated.
So I chose to film with my VHS camera. Not because it was the most perfect-looking option. But because it communicated something. It felt raw. Personal. Human.
The visual language itself became part of the message. Because cinematography is not just about making something beautiful. It is about making someone feel something before they even understand the words.
3. The Edit: Create an experience, not just a video
The final stage is where everything comes together. Editing is not only about cutting clips together. It is about creating a feeling.
What stays? What disappears? Where do you create space? Where do you create emotion?
For this video, I wanted to show the world behind my words. So I included moments from my work with artists. Not only the final result. But the human moments. The connection. The process. The emotions behind what I create.
And because I create Mini Movies, I ended the video with rolling credits. A small detail. But a meaningful one. A reminder that this wasn't just another piece of content. It was a story.
The artists people remember are not always the ones posting the most
They are the ones creating something people can recognise. Something that feels intentional. Something that feels like them.
Because in a world where everyone has access to the same tools, the difference is no longer only what you create. It is how you make people feel.
Your Instagram is the first doorway into your world. So don't just ask: "What should I post?" Ask: "What world am I inviting people into?"
