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Content Marketing | How to use Instagram to do growth marketing for Illustrators

As an illustration enthusiast, I have Instagram to post my sketches and digital pieces. After I came to new york and happened to have some illustrator friends, I began to realize that Instagram can be a good way for illustrators to promote themselves and showcase what they have as a portfolio to clients.

Set my friend Lulu Qu for example. Her professor and I knew each other from one event at the society of illustrators. He introduced Lulu to me by forwarding her Instagram to me, which has clearly shown what Lulu’s art style and personality.

From then on, I treated instagram as a window to let people know what you are doing and a useful tool to tell story for your audience. The following is my “Instagram Experiment Journey”.

Step One: Build the portfolio

I have posted 20 sketches in two months and gained 200 followers at first, these sketches recorded my life in new york city. I took my sketchbook to the spots I have been to, and wrote down detailed descriptions about it. The styles of all the pieces are black and white.

Step Two: the account and Purchase Ads

After two months of organic growth, I started thinking about promoting my account as an artistic portfolio which can get people’s empathy. Therefore, I upgraded my Instagram account to business type and promoted two posts. This transition has gained some success with my follower number growing by 200.

So, how can I promote my post to the best effect they can achieve?

You need to pay attention to these three: Timing, Audience, and Tags. These three posts are closely related to your post content too. If Van Gogh is still alive, I guess his posts can organically gain several million likes no matter when he posts it. But you are not Van Gogh, I am not too. So it is very important to “ post the right content at the right moment to the right audience group“. For example, I drew this sketch on the fireworks of independence day above Hudson river. It does not take me a long time to do it, but it still gains 150+ likes comparing to the average likes to my posts. The trick is, I have adjusted the filter to the tints and shades to fit for the atmosphere firework brings, When I promoted the post, I have targeted the group of millennial audience in new york right after the firework has ended. And for the content, I want to target those media which report lifestyle events. I have both tagged the major media name in the post, and # topics related to lifestyle and fireworks.

Step 3: Find the main direction for content

After a while of posting, the content of my account became diversified and a little messy. At this time, I started thinking about three questions on my Instagram account.

  1. What I can bring by this account? 2. What topic I pay attention to? 3. Why the others have to pay attention to the content I pay attention to?

After this, I also consider these factors: public opinions, the changing of the audience, and my personal feelings. For example, after the CNN bomb affair, I feel horrified and start drawing some pieces on politics. One piece I took a photo in front of CNN has even gained the like and comment from NYPD, but after posting four pieces, the amount of likes has gradually decreased.

The reasons for this has concluded by me into two: 1. The sudden switch of style from entertainment to politics lets my audience feel hard to adjust to it. 2. Instagram has been purchased by Facebook now, which encourages the content more with ” positive interaction“, and people feel intimidated to post likes on debated political content.

This is one unsuccessful try, but it also brought some surprising results. After this, the major audience of my account has transferred from the female from 18-24 to male from 35-44.

(the insight dashboard to see)

Then I want back to draw lifestyle content and tried my best to be coherent. In November, I have drawn one graphic novel on the coffee map and posted that series of photos on the Instagram. The storytelling skills let the later profile visitors have a clear understanding of what you are doing and be more willing to follow your account.

Step Four: Collect Friends and Build Community

Instagram is not only about presenting my art, but it is also a platform for me to communicate with friends with common interests. From that, I have met lots of artist friends and helped them do business partnerships. I helped Lulu to bring her art for Joe’s Pizza back to Shanghai and did modeling for my friend Emma’s illustration showpieces. Sometimes people found me through my account to seek for illustration partnerships, and I helped them to draw time-lapse pieces for business usage. In November, I cooperated with two Parsons graduate to do one business plan for a transparent art renting agency and won in one pitch.

In this December, I just graduated from Fordham University with a master degree of media management at Gabelli Business School, and the followers of my drawing account have increased to the number of over 1000.

These might be micro-achievements for some really successful figures, but it means something to me. My drawing account for myself is my side project for practicing media skills I learned, and build network upon my passion for media and art.

Hope this article can help illustrators or creators to know more about how to do promotion on Instagram.


Visit Future Digital Home: Dolby Soho

This place reminds me of a date in Shanghai several years ago. There was a pop-up store in Jingan Temple which showcases the latest Samsung digital screen and people waited in line to give it a try.  My date and I were sharing earphones listening to “Charlie Brown” from Coldplay, and it was our turn. We came into one dark tunnel which has the echo wall along the way, and then one room showed up in the end: There was a huge screen in the middle of the room, broadcasting one music video from Gorillaz, one England music brand.  The immerse experience it brings by the TV and sound around have let us fully sink in this huge darkness.

This is one moment I cannot forget about Shanghai. And I found it in new york today.

My friend Danial and I went to Dolby Soho ( 477 Broadway)  yesterday. Dolby is a pop-up two-floor club including experiencing space, open bar, and screening rooms. It is in the heart of midtown Manhattan provide advanced digital imaging and sound system.

The first room we have been to is an open space place with an immersive four wall background showing motion pictures. It showed the videos from ocean waves to spectrum in different depth of the sea. After a while, the aquatic animals show up and gradually became stationary. This is my favorite part.


After that, there is a special drink offered in the open bar mixing expresso and beer together.

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The visitors can take one and chat around the bar tables as well as look at the amazing electronic screens.


(Picture from

When you go downstairs, there was a basement full of sound system with a DJ stage, a selfie part, and the “living area”. This has definitely shown the future of TV and home.

The Dolby SoHo experience is open daily from December through March, plus specific Thursdays that are reserved for private soirees or special events.



WHERE: 477 Broadway.

WHEN:  thru March 2019. Daily from noon to 8pm.  Thursdays they close early for special events that are free to RSVP to.





Achieving a Higher Education on Skincares

Higher Education Skincare was developed specifically for the Gen Z and Millennial audiences as a clean, cruelty free, education-centric line with high quality, dermatologist-approved products.

Each product aligns with one of the core essential skincare categories: cleanse, exfoliate, hydrate, treat or protect and when used daily help correct a variety of skin conditions such as acne, enlarged pores, uneven skin tone, sun damage, dryness and sensitivity.


Skincare Starter Kit

FOR SKIN TYPE: All Skin Types
PRICE: $100.00

This travel-ready kit comes equipped with your Core Curriculum essentials to cleanse, exfoliate, hydrate and protect your skin for a healthy, glowing appearance. ($130 value).

The kit includes:

  • Pre Req 3 oz (Travel Size)
  • Grinding Away 3oz (Full Size)
  • Easy A 30 Pads (Travel Size)
  • Cram Session 1.7oz (Full Size)
  • Spring Break SPF 30 2.5oz (Full Size)
  • Travel makeup bag with hanging hook for easy use anytime, anywhere

Delivers an invigorating gentle foaming cleanser for normal to oily and combination skin that cleans impurities and removes excess oil while removing all traces of makeup. Exfoliates without stripping the skin of essential moisture. Tea Tree Oil provides benefits for skin that is prone to breakouts. Skin feels clean and refreshed.

A gentle, luxurious scrub that removes dead skin cells, improves skin texture, and helps to clear clogged pores. Your complexion can appear smoother, brighter, and more even in color.

Exfoliating pads help remove dead skin cells, replenish moisture, and visibly minimize pore size. Skin looks vibrant, smooth, and refreshed. Skin never feels dehydrated.


Higher Education Skincare was created on the belief that skincare is so much more than creams and lotions. With decades of skincare experience with Fortune 500 beauty brands. Higher Education Skincare’s experts designed easy and effective skincare products to ensure your skin is healthy not only today, but for years to come. Higher Education Skincare provides a simple, step-by-step approach that “teaches your skin” to look and feel its best. Packed with powerful ingredients, like retinol and anti-oxidants, Higher Education Skincare’s high-quality products are dermatologist-approved and scientifically formulated to tame, treat and protect for clear, vibrant skin.


Beer Festival Returns to Secaucus

Feb 2 150+ Beers to Try at NJ’s Biggest Tailgate

SECAUCUS, NJ. January 9, 2019. — The biggest names in brewing are gathering once again on February 2, 2019 for the 9th Annual Great Beer Expo. This pay-one-price beer tasting extravaganza will showcase more than 50 breweries—hometown Jersey favorites, award-winning American craft breweries, and international trend-setters—offering more than 150 beers in all.  The Expo will be held at the Meadowlands Exposition Center 355 Plaza Drive in Secaucus, NJ 07094.  The Expo offers two sessions, afternoon (12:30-4:00pm) and evening (5:30-9:00pm).  Tickets are on sale now and another sell-out is expected.

“The Great Beer Expo offers beer enthusiasts a unique pay-one-price opportunity to try some amazing craft beers from local, national, and international breweries,” said Andy Calimano, owner of event producer, Starfish Junction.  “We are expecting this year to be our best yet and we’re trending for another sold-out event.  Some really great beer comes out of the local Jersey breweries, we will be featuring these and other stand-outs at the festival,” added Calimano.

Touted as New Jersey’s Biggest Tailgate Party, there will be a variety of football themed entertainment, including a QB football toss, a cornhole challenge, sports-themed photo booth, a sports memorabilia silent auction, a marching band, and more.  Attendees are encouraged to wear their favorite team’s football jersey and pose for on-site “team photo”.

Led by industry innovators, the event will also offer free beer seminars covering topics as varied as: Sweet Treats: A Tutored Tasting of Beer and Cookies/Candy and You’ve Been Schooled:  Understanding Beer Styles. A special area dedicated to Valentine’s Day will feature beers that are brewed with chocolate or brewed with malts that produce a delicious chocolate essence.

The Great Beer Expo ( will have two sessions:  12:30-4:00 pm and 5:30-9:00 pm.  A limited number of tickets will be sold.  Once the event sells out, no additional tickets will be available for purchase.  Tickets are on sale now.  Tickets are $46 each when purchased in advance on the event website . Tickets include admission to the Expo, admission to beer seminars, a souvenir tasting cup, and the freedom to enjoy a 2 oz. sample of any of the beers present at the Expo.  Designated driver tickets are available for $10 each.  All attendees, including designated drivers, must be 21+ and present valid photo I.D. for admission. The Meadowlands Exposition Center at Harmon Meadow is located at 355 Plaza Drive, Secaucus, New Jersey 07095.

The event will help raise funds for Kids Need More, a 501(c)(3) nonprofit charitable organization dedicated to enhancing the lives of children, families, and young adults coping with cancer and life-threatening illness.  The event is sponsored in part by  The event is produced by Starfish Junction.


New Year, New Games!

You know how hard it is to keep kids to play the same game again and again. Yes, that’s why we need new games. But, where to find new games – fun and cool enough to let kids just stay there to play with?

No worries! Goliath, a leading global toy and games company, announced its acquisition of the Vivid Toy Group from Privet Capital for an undisclosed sum.

Vivid is one of Europe’s leading independent branded toy and games companies, distributing, licensing, designing, manufacturing and selling a combination of in-house developed toy and games IP and third-party licenses. The Company has distributed critical partner brands in over 60 markets worldwide to leading retailers such as Amazon, Argos, Auchan, Carrefour, Mueller, Smyths, Target, Tesco, The Entertainer, and Walmart. The Company is headquartered in the UK (Guildford), and has additional sales and marketing operations in France (Paris) and Germany (Frankfurt), as well as operations in China (Hong Kong). Vivid’s core product lines are toys, games, and arts & crafts.

Vivid is best known in the industry for EMEA distribution of the iconic Crayola brand and association with blockbuster brands over the years such as AniMagic, Moshi Monsters, Thunderbirds, Bratz Dolls, Nella The Princess Knight and many others. The company recently announced a major partnership with Corus Nelvana as part of its exciting innovation pipeline into 2019 and beyond.

Founded in 1980, Goliath is a world leading, privately-owned, international games specialist. In 2017, NPD recognized Goliath as the #1 preschool games manufacturer and #3 children’s games manufacturer in the USA as well as the #2 overall games manufacturer in France. Using the combined scale of the Pressman, Goliath and Crown & Andrews game portfolios, Vivid will launch brand new games for 2019. Being well-known for its major investments in digital marketing, social media and TV advertising, Vivid will get the full benefit of Goliath’s global marketing team.

“The acquisition of Vivid by Goliath represents a bold new chapter in our company’s story,” said Tony Hicks, Chief Executive of Vivid Toy Group. “With Goliath’s backing, we are well supported to build a world-leading portfolio that will continue to strengthen the company’s excellent long-standing customer relationships with the world’s leading retailers.”

“We are extremely pleased to have acquired Vivid, which we believe has significant growth potential. With a long history of working together, we know the Vivid team well,” said Adi Golad, Chairman and Founder of Goliath. “They are a highly professional, world class business spanning toys, arts & crafts, and games with an impressive track record of ‘end-to-end’ excellence in each of its core functions, from procurement and product design to marketing and sales by its unrivaled distribution network and retail relationships in the UK and broad network worldwide. We welcome our new colleagues to the Goliath family and look forward to building a great business together.”

About Goliath

Goliath was founded in 1980 and is one of the few remaining family-owned global toy and game companies. Goliath is an international manufacturer and distributor of a broad range of products. Examples include Wahu®, Sequence®, Rummikub®, Rubik’s Cube®, Phlat Ball®, Tri-Ominos®, Wordsearch™, Pop the Pig®, Doggie Doo™, Gooey Looey™ and Catch the Fox™.

The company has continued to see substantial growth with the acquisitions of Pressman Toy®, JAX®, Tucker Toys® in the US, Crown & Andrews® and Britz ‘n Pieces/Wahu in Australia, Modelco® in France, and Elephanta® in New Zealand. Today Goliath is the 2nd largest game company in France and 3rd largest in the USA.

Goliath is a market leader in TV-promoted games and strong in many other toy categories, such as puzzles, arts & crafts, outdoor, activity, and novelties.

Goliath products now sell in more than 75 countries worldwide and the company has offices in the Netherlands, Belgium, France, Spain, Portugal, Germany, Poland, Hong Kong, Australia, New Zealand, USA and Canada. For more information, please visit 

About Vivid Toy Group

Based in Guildford UK with offices in Paris, Frankfurt, Hong Kong and China, the Vivid Group is an independent, privately owned toy, games and arts & crafts company that sells in over 60 countries worldwide. Key lines include the iconic Crayola across EMEA and properties such as Nella the Princess Knight, Thunderbirds, Animagic, Fungus Amungus, Genie Girls, Disney Emoji, Phlat Ball and Squeezamals. For more information, please 


EAT Your Coffee?

Leave it to college kids to understand the importance of a good caffeine fix. Late nights, cramming for finals, extracurricular activities — they’ve got a lot on their plates. That’s why two Northeastern students came up with a genius idea stemmed from the question, “why can’t we eat our coffee?”

Eat Your Coffee is a delicious line of caffeinated snack bars, made with real ingredients like dates, oats, and nut butter. Even better? Each bar contains a full cup of coffee (80mg of caffeine) from organic, fair-tradecoffee! Grab a delicious Fudgy Mocha Latte, Salted Caramel Macchiato, or Peanut Butter Mocha and enjoy your daily caffeine kick in a whole new way.

Busy mamas, CEOs, marathon runners… literally anyone who loves coffee or needs a daily pick-me-up will love these tasty, energy-boosting snacks. Plus, they’re packable, snackable, and perfect for the on-the-go lifestyle. Toss one in your bag, stash ’em in your car, or hide them in your desk drawer and get some mental clarity whenever you’re feeling a little depleted during your day. And while you’re boosting your productivity, you’ll be nourishing your body with real ingredients.

More to Love About Eat Your Coffee Bars:

Ethically Sourced Ingredients – Eat Your Coffee pays their coffee farmers fair wages, so you can feel good with every energizing bite.

Just the Right Amount of Caffeine – Each bar contains 80 mg of caffeine, equivalent to one cup ofcoffee. That’s enough to give you a boost, without the jitters.

Snack-Sized Calories – Each bar contains about 180 calories, about half as much as a flavored coffeedrink.

Packable and snackable – Just the right size to take anywhere and enjoy anytime you need a caffeine boost.

With the New Year’s plan making, Eat Your Coffee bars are the perfect way to keep your energy up as you try to conquer everything on your ever-growing to-do list. They also make awesome gifts for yourself or the foodie friends and caffeine lovers on new year’s shopping list!