anatomy of a perfect instagram post upserve 1 · over-stylized plates don’t allow your followers...
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THE ANATOMY
OF A PERFECT
INSTAGRAM POST
We tapped two Boston-based talents, Boston Hospitality Group chef/owner Chris Coombs and Outlook
Kitchen and Bar executive chef Tatiana Rosana, whose Instagram insights are rivaled only by their skills
in the kitchen.
They may not always agree on best practices, but both award-winning chefs have plenty of tips proven
to lead to Instagram gold. And as Coombs points out,
@chefchriscoombs
@bostonchops
@bostonchopsdowntown
@deuxave
@dbarboston
For his downtown location of popular steakhouse Boston Chops, Coombs
invested more than $5,000 in a social media-friendly table, complete with
overhead LED lights, a daylight-esque color temperature of 6,500 degrees
Kelvin, and adjustable lamps diners can control to get the perfect shot.
“Great images require great lighting. If we don’t provide great lighting, it doesn’t matter how beautiful the food is; it will not shoot well.”
What about restaurants that ban phones from the table?
“I think that they are silly. Who doesn’t like free marketing?”
CHRIS COOMBS
C O O M B S ’ I N S TAG R A M D E A L B R E A K E R S :
C O O M B S ’ C O R E P R I N C I P L E S :
c o l o r b r i g h t n e s s c o n t ra s t
c l a r i t y fo c u s
SECRET FORMULA
f i l t e r :
C L A R E N D O N :4 0
s h a r p e n :
1 0
v i g n e t t e :
1 5
ex p o s u re :
2 0
c o n t ra s t :
2 0
Half-eaten food is gross.
Hands rarely make a picture better.
Shadows don’t ever help an image.
Never shoot anything so tight that you can’t
tell what it is.
In post-edit, don’t futz with the natural color
of food. It makes it look strange.
@chef.tatiana
@outlookkitchenandbar
With a passion for drawing and painting (and even a degree in creative writing), Rosana has blended art and science for her photo-worthy plating skills, often documented with the #TheArtOfPlating tag.
TATIANAROSANA
R O S A N A’S P R O T I P S :
Take pictures from di�erent angles. If it’s a dish with a lot of
texture, don’t be afraid of getting up close and personal. If the
composition of the plate is the star, shoot from above to
capture the beauty of the plate.
Add a human element to your photos. I often take photos with
my hand in the picture, holding a mug of co�ee or a
particularly interesting piece of fruit or vegetable. It allows your
followers to connect on a more personal level to your
photograph, and I find that pictures like this gain more likes
than others.
Find photogenic surfaces. Wooden surfaces give food a rustic
look, while white tables provide a clean backdrop for your
#ArtOfPlating pictures. If you don’t have a pretty
surface, try using a tablecloth or linen under the plate (but opt for subtle, uncluttered patterns), or get
creative with sheet pans, tiles, or paper.
Make sure your photos play nice with each other. If your overall Instagram page looks visually appealing,
you are more likely to gain followers and likes. Space out posts like quotes and selfies so that there are not
too many of the same kind of photo in a row.
Natural light is life. Morning and late afternoon light is usually the best. Take your photo close to a window
or away from artificial lights since they can change the color of your photos.
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R O S A N A’S N O - N O S :
AC T I O N S H O T S :
Avoid plates and backgrounds that are the
same color as your food if you want the food
to stand out.
Over-stylized plates don’t allow your followers
to relate to your post, so don’t be afraid of
shooting your dripping ice cream cone if you
think it’s a pretty shot.
Never zoom in if you’re shooting on your
phone. It will reduce the quality of your shot
and lessen the definition of the picture.
Instead, just move your phone closer.
Never use flash. Overexposure can ruin a
picture. If you aren’t around natural light,
use a friend’s phone to illuminate your plate.
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Rosana explains the thinking behind some of her best posts.
“This photo is one of my favorites because
all of the colors really pop. The detail and
closeness of the shot allows you to really
see all of the textures in the dish.”
“This picture is a great example of blank
space and composition of a plate.
Allowing your photo some breathing
room gives your photos a cleaner look and
draws your eye to the main subject.”
“This photo is a great example of taking a
candid in-the-moment shot from an
interesting angle. It shows o� not only the
food but the people in the background as
well, which makes the photo more
relatable.”
“This photo really uses texture and angle
to tell a story. By focusing in on the first
couple garganelli and letting the others in
the background fade away, it gives the
allusion that the pasta keeps going
forever.”
Sometimes it is really hard to know
which posts will be the most successful.
Sometimes you just get lucky.
AC T I O N S H O T S :
Plating this butternut squash in a circle
draws the eye into the dish.
The colors of this co�ee and fig based
dessert really pop on a white plate.
I only use my iPhone for food shots,
I edit completely on Instagram.
Here’s her proven editing strategy.
As Chris and Tatiana have made pretty clear:
Instagram is free marketing and whether you’re active on
Instagram or not, your guests are.
If you’re looking for more tips and tricks for getting started and taking a starring role in your
guests’ feed, get this free guide to Instagram marketing for restaurants!
https://resources.upserve.c
om/restaurant-marketing-st
rategies-instagram.htmlDOWNLOAD
In charge of your restaurant’s social media marketing strategy, but
overwhelmed by the thought of building a quality online presence?
The new Instagram-friendly table at Boston Chops.
resources.upserve.com/restaurant-marketing-strategies-instagram.html