And I think the best type of sponsored content is similar, where people don’t feel like it interrupts what they’re doing. I’m not usually a lasagna fan because of the dry ricotta cheese. Like sometimes I’ll even delete it just for an afternoon. The equipment section above contains affiliate links to products we use and love! When I think about the things that have helped us grow Pinch of Yum the most significantly, the two things that come to mind are doing videos, adding videos into our content. Bjork Ostrom: I think part of it is, you know, it’s not a growth hack, it’s not a trick for getting lots of followers, but it’s a way to maintain a healthy relationship with something. So a little bit of context there. Good. Bjork Ostrom: Yup, that’s great. Lindsay Ostrom: Yeah. This was fantastic! Bjork Ostrom: So, the event, you can go to foodbloggerpro.com/playbook and sign up for that. And again, we’re going to provide like the framework for that if you feel like you want. Bjork Ostrom: Yeah. Lindsay Ostrom. They took to their Instagram page to share the photo with fans. So comforting! You can try making it. We spruced it up with some new photos a few years ago, and it’s still one of our ultimate easy-cozy … And then it’s entertaining for people but then brands also get exposure. Reply. Bjork Ostrom: That’d be great. It’s not fun to take it for a walk. We’re in the brain space, and I say we, but it’s you, like in the brain space to sit down and think through, hey, what is something that’s performing really well on Instagram. crunchwraps with…” So we have averages, averages over time just show view averages, competitors. Bjork Ostrom: Right. Direct quote from a family member on his second? Even if I’m logged out. Like it’s not the base of what we do but we do produce this base content that then goes out to all these different branches. It’s the same height as me if it stands up. Awesome. Rate this recipe Sometimes that happens but not always. But I would often want to see if people were commenting or I would just want to check Instagram or check, I don’t know, check stuff. Bjork Ostrom: But when we’re doing that, we’re opting into it. It’s still entertaining and engaging and I think that is kind of what you’re describing with that triple win. Pinch of yum shared the post and wrote; “I made it. Like, this is something that I remember. A very tasty korma 🙂 I used halloumi instead of paneer (as that’s what I had in the fridge already) and added some cashew nuts. 1,756 talking about this. And even though I know I don’t want to, it’s so easy to just have my phone out and be like, oh, there’s just this work thing, I’m just going to check this. So the point is, what we’re trying to do is, I think more than anything, it’s being intentional which is a word that I use a lot in the podcast, and really thinking through what your approach and your strategy is. But seriously: does this month never end? But nice to be able to see some of these things, it’s kind of hard to talk through some of the visual elements of Instagram, especially on a podcast. Bjork Ostrom: What I was going to say is not so much back that far, but one of the things that I’ve noticed about you is that you kind of have these like frameworks or rules that you use in life. Reply. Apr 23, 2020 - 294 Likes, 9 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Maybe you’re like us and went a little hard this weekend and you’re saying, “Hey, self. 5,945 Likes, 156 Comments - Pinch of Yum (@pinchofyum) on Instagram: “So you love food and you want to add more diverse voices to your Instagram feed? Because otherwise you burn out. You can be so proud…” So glad to hear it, Jillian! – soy milk instead of heavy cream And by no means do I think that’s the only way forward or the right way for everyone because there are a bajillion and one examples I can think of of people who have a thriving rapidly growing Instagram account, and they themselves are a part of it. Aug 9, 2019 - 8,292 Likes, 113 Comments - Pinch of Yum (@pinchofyum) on Instagram: “So you love brunch too? 11.6k Likes, 202 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Let’s cozy up with some shepherd's pie, shall we? And that’s just, I feel like an overall health indicator of the page and of the account and of the content. Pinch Of Yum shares an east toffee recipe. Lindsey, is there anything that you’d want to leave people with in terms of, as it relates to this kind of specific category? The first batch didn’t last more than 24 hours. Smari. It is made from goat and sheep milk and is a product of Greece. Do you have a recommendation for how much ground cardamom to use if we don’t have whole cardamom pods? Thanks for having me. We haven’t tried freezing the korma, so we can’t say for sure. The spices make this so warming and flavorful! And for us with Pinch of Yum, that meant going to like an all food account. Bjork Ostrom: I’d be interested to start by hearing you talk about some of the earliest parts of that playbook that you felt like you developed. Show More Posts from lindsaymostrom. Hi Kay! And so I would be on Instagram. And I’m trying to think of an example like, one is like you have these times when with our daughter, Solvi, you’re like, I have the monitor, I have the audio on but I don’t look at the monitor. Pinch Of Yum shares an east toffee recipe. How you can sign up for our free, virtual event next week. Enjoy! Lindsay Ostrom: That was like a very strange analogy but also strangely good. ★☆ Boundaries, branding, and that’s a really important section so there’s like seven or eight different pieces of that as you kind of develop your branding for the content playbook. So be sure to check that out if you are interested. Bjork Ostrom: Correct. So that’s an important piece of the puzzle here, people that have followed along will know that. The 10 Most Popular Instagram Recipes From October 2019. Drain and transfer to the … This was so easy but still tasted so authentic. It cost me $9 for half a pound. And if you hover your mouse, I’m on my desktop computer, if you hover your mouse over, it shows you the number of likes and comments. 🙂. Lindsay Ostrom: But I would just really encourage people to take the time to think through like, think through the why, think through what are you hoping to get out of this, think through how do I feel when I fill in the blank. Sep 14, 2019 - 480 Likes, 9 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Get your fall treat pants on, friends! And then the second thing is really, really clarifying what type of account we are and like really lacking in the branding. Definatly going into the rotation. And so, it wasn’t a food product, it was like, they wanted, it was Instagram specific because that’s where the campaign was growing and where they wanted to focus all the attention if that makes sense. Favorite things include my camera, lake days, and dark chocolate. I have made this magic sauce three times in the past month. That just allows us again, to give us like a benchmark of, obviously, we measure against our own engagement as well. A naturally sweet snacking muffin flecked with tiny bits of carrots, oats, dates, eggs, and maple syrup. And the idea came up of talking about this playbook, which this didn’t exist before but it did in your head. Pinch of Yum Instagram Stats & Analytics Dashboard. Egg Roll in a Bowl! Learn more. The spice blend and aromatics combined to make a warm, cozy, comforting sauce that blanketed everything and made my soul happy. Lindsay Ostrom: So that’s kind of where that came from, was just needing to, needing rules around that in order to like not fall victim to some of the lesser good things about Instagram. The blog turned into such a successful business that she and her husband have since launched spinoffs, Food Blogger Pro and WP Tasty , to help others do the same. And I try to not to use sports analogies just because I feel like I roll sports analogies, but you think of any team, and have some type of playbook that they operate out of. This looks so good! May 4, 2020 - 752 Likes, 27 Comments - Pinch of Yum (@pinchofyum) on Instagram: “We need food that feels like blankets this time of year but it can’t all be beef stew or meatloaf,…” I made this for dinner on a whim tonight, without all the ingredients but did some substitutions based on what I had and even with those substitutions it was DIVINE. 6,127 Likes, 98 Comments - Pinch of Yum (@pinchofyum) on Instagram: “This Cashew Chicken is very easy, silly delicious, and it is calling your name. It’s interesting to hear other people talk about that too. Can’t wait to have this for dinner tonight. Lindsay Ostrom: And I think it’s both from a perspective of like how do I stay sane and how do I stay mentally healthy and like not get sucked down into this potentially toxic like rabbit hole of comparison and like addicted to phone and all that stuff. They took to their Instagram page to share with fans. My husband Bjork and I live in Minnesota. May 9, 2020 - 4,579 Likes, 37 Comments - Pinch of Yum (@pinchofyum) on Instagram: “We'd just like to go on record to say that this is essentially heaven in a bowl. Bjork Ostrom: So, we’re doing this event is coming up, it’s next week for those of you that listen to the podcast in real time. Lindsay Ostrom: And then also feeling like overwhelmed and like I am not doing enough on it or need to always be on it. Bjork Ostrom: Yeah. So, if you go to foodbloggerpro.com/playbook, that will bring you to the page where you can check it out. Life is just better with sugar and butter.” If I’ve said it once, I’ve said it 34 times. It’s like these were the top pieces of content, what is consistent about these and what are, like, we basically just guess, we try to look and figure out, it’s like a big puzzle every time we try to figure out what was it about this that we think people might have liked. Bjork Ostrom: This is like a like, it’s like a wolf dog, that’s what I’m imagining in my head, like a big wolf dog that like goes up to, like if it stands up, it’s the same. So, sign up for that. I mean, it would be great if it is and I think you guys will get a lot of value out of it if you guys end up coming and want one of these resources that we’ve put together for you. All those different things are like pieces of our puzzle. Yes! I am dying to try, though can’t get boxed cake mix in France. – broccoli instead of green beans More personally, as a Latin American, I love seeing Latin American food (e.g., arroz con pollo) represented in this space—and executed so well too. But also, that’s how the Super Bowl pays for everything that goes on with the Super Bowl. So little asterisk, oh my gosh, asterisk here, and I’ll put like a caveat is that it is important to look at numbers. This recipe is easiest to make by weight. So just saying that’s a no Instagram time where like I’m not going to lay in my bed and scroll through Instagram, I’m just not going to do that I don’t ever feel better when I do that. So something like a fourth of July themed sponsored content. Bjork Ostrom: But I think it’s also helpful. Just wish paneer was easier to find. And so, a lot of times, there are opportunities to do fun things with brands, especially things that would be like experiential or just being able to show things in a more up close and personal way. And they say, hey, you need to be, never build your garden or your crop on somebody else’s land. I don’t have any like, you know, always on this day I delete it and always on this day, but I do have in my mind, I feel like I have these kind of protected times that are like no Instagram times. And as a content creator, it’s a really important way to meet those people to interact with them to engage them to share in some of that attention that they are giving to their phone or device or whatever it is. (If you haven’t seen my challenges, I suggest you start with my last one: the One Part Plant Challenge). Lindsay Ostrom: What about the Stranger Things dogs, you know I’m talking about? They took to their Instagram page to share with fans. But I wasn’t going to experience such a swing of like, oh my gosh, I only got, you know, however many likes on this post, like, everything is terrible. )…” Explore. I need to start applying some of these to Instagram and what did that change look like as you started to develop some rules? So, can you talk about, it’s one thing to build a following and to have people engaging with your content but it’s another thing to actually like fold that into the business and create revenue from it. Please, lets be a little more open minded. Jun 8, 2020 - 3,597 Likes, 35 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Like, you are going to want to paint the world with this chipotle tahini sauce, but might we…” And again, we’re not jumping into each of these but I want to call them out so people are aware of them as we talk through it. Lindsay Ostrom: Ah, that’s really funny. But, I don’t know, two years, a year, two years, I can’t remember how long it’s been around. So like what percentage of people who saw the content engaged with it, took an action, saved it, shared it, liked it commented, whatever. It can be a vanity metric in that, from the outside, it seems really impressive. But where to find gold potatoes? ★☆. But if you are intentional about setting up, doing training, setting up some boundaries, having a routine …. The Pinch of Yum Challenge Week 1 has begun! Bjork Ostrom: But on that note of actually not working like side by side or really deeply integrated into the things that we’re doing day to day, it’s interesting to note, we’re almost like, I feel like we kind of act as advisors for each other in the things that we’re doing. Bjork Ostrom: I would like to acknowledge that. It’s almost as comforting as this dish. So, when you think of growth as it relates to Pinch of Yum on Instagram, what are some of the things, the rules or not even necessarily rules, but what are some of the kind of frameworks or filters that you view growth through as you think of Pinch of Yum and Instagram? And then within that, it’s not just like these were the top and the end. Maybe what I’ll do next time for a podcast is I just won’t let you know that I’m recording and then I’ll have a meeting and then we can publish that. Lindsay Ostrom: One of which is like when I get home from work and we have an hour before, well, before you get home, but like just an hour that I get to play with Solvi, and like I don’t want to be on Instagram during that time. And so that informs us to say, like, hey, this is valuable to people and we’re going to keep sharing it. Bjork Ostrom: And same for you, which is why it works great for us to like advise/work together. So talked about branding, so that’s another area of the Instagram playbook. Emily, who is working with the video side of things. Perfect way to use up extra veggies! So they know what to expect, they know what they’re getting when they come, you know, when they follow the page. It’s like six feet tall. So, we cannot go through all this stuff because it’s a ton of stuff but we have this playbook event that’s coming up. Should I refrain from cooking any food that is not Spanish because that is where I am from, so I do not hurt anyone? It would probably be-. Are you carb-loading for a marathon? We’re trying to eat a lot more veggies, and this will very a yummy way to accomplish that! And then we go to a pre-recorded webinar that you and I did Lindsay, and there’ll be some screen shares and things that we can’t do in a podcast, which is really nice. Lindsay Ostrom: Okay, I think one of the first like rules to develop in my brain, this is like long before the idea of actual printed physical playbook was like part of my thinking, like this is years ago. I’m like no, no, no, no this is not Lindsay Momstrom. And it’s amazing how the extra five to 10 seconds it takes to sign into an app is enough to remind you that actually you’re not that interested in using it. … So, what does that look like for Pinch of Yum and how does it work to take some of that attention and turn that into revenue which is what business building is all about? Great substitutions Jo! Tag @pinchofyum on Instagram so we can find you! The calorie count includes the paneer, but not the rice. wow.. followed the recipe exactly except for paneer… substituted halloumi. 07/09/20 @ 4:03 am. We’re keeping this vegetarian, packing it full of…” I cannot find paneer anywhere. And not that you have to stick with that forever, but to have that down on paper allows you then to know this is where I’m operating out of, this is where I start with things. They took to their Instagram page to share the photo with fans. Yum! ----- Welcome to episode 210 of The Food Blogger Pro Podcast! But I think people usually think like, hey, you’re in the same room at the same desk working all the time. Simple, tasty, and (mostly) healthy recipes. What do you think about adding chicken and/or peanuts to this. I plan on making this recipe tonight. Completely Delicious “I’ve got a sweet tooth that cannot be tamed, so consider yourself warned, you’re going to find a lot of desserts here. How cool that you know how to make paneer! Where are you able to find it? It’s a place where we can promote our blog content within an environment and a platform, in this case, specifically, like an app that people are spending a lot of time in. All of you coming together and saying, like, okay, let’s look at metrics and do that. It’s like, more similar to watching something on YouTube or it’s a behind the scenes, it’s like a less polished look at things. 15-08-2019 - 901 Likes, 28 Comments - Pinch of Yum (@pinchofyum) on Instagram: “If you exit summer and haven't yet made a crisp/cobbler/crumble, we love you but what are you even…” But what can happen is that can develop habits the more that you use them, the more that you use them. Lindsay Ostrom: Yeah, you should know how many years Bjork. It’s always interesting to me to hear what those are and then look and see like, oh yeah, that is true. I really appreciate that on POY’s Instagram stories they always have a slide that contains a disclaimer about the origins of the recipe and gives credit to the culture from which it originates–it would be cool if they would do that here, too, rather than just the very small print explanation of the recipe source at the bottom of the post. The second time making the recipe, I did not use pistachios… Read More This was delicious and will definitely be made again! 12/11/20 @ 12:25 pm. Us, too.…” So glad you enjoyed the recipe! And so, I would often, this would fall like in the-. Bjork Ostrom: And if you know how to get an unavailable Instagram account that nobody’s using but you can’t switch to, let us know. Bjork Ostrom: Yeah. I will delete it sometimes for days at a time. Everybody wants to figure out what are the ways that I can grow this thing, not only because it’s easy to see those numbers and to see which direction they’re going, but also because growth a lot of times can correlate to success within a business. For a more in-depth look at Indian food including influences, methods, definitions, and more, check out this amazing post called Indian Cooking 101 by our friend Anu from Simmer to Slimmer! And when you add in some caramelized onions, crispy brown sugar ham,…” Lindsay Ostrom: Yeah, you should, next time, you can edit it that way so people get like the real authentic before and after. From that hobby grew what is now one of the most widely followed food blogs: Pinch of Yum. It’s like this, Melissa, our friend Melissa, The Faux Martha, she often calls it, I’m not going to get this exactly right, but something like it’s this like hungry beast and that you have to keep feeding it. But it was all around building awareness for this campaign that Google was doing for small businesses. And it’s really interesting because I feel like I just kind of float and I don’t have any rules. Copyright 2020 Food Blogger Pro. 3 cups of flour is closer to 600g. I think for me and for the Pinch of Yum account, like that was a significant shift was when I started to take my random pictures out of the feed. And…be sure to register for our free event next week at foodbloggerpro.com/playbook! – sour cream mixed with water instead of yogurt That’s not a joke. Feb 24, 2020 - Pinch of Yum on Instagram: “It’s not that we *haven’t* tried to live off of heavy cream-based things, it’s that we finally understand we probably shouldn’t (still…” I have been following Lindsay and Bjork over at Pinch of Yum … Quick question about the calories does that 480 count the paneer and the rice? I can’t wait to make this with coconut milk instead of the cream. An idea to pull you…” Lindsay Ostrom: Yeah, so Instagram for us is a place where we can reach people basically. Lindsay Ostrom: So, I think that was like a very early type of playbook rule long before I had the idea of like that this is a thing. Lindsay Ostrom: And there’s more of a lifestyle element or there are other pieces besides just food that people really love and engage with. Lindsay Ostrom: So, when I think about growth, well, let me first say this because I feel like this is probably what people are most interested in. But I think the important thing to go back to that playbook idea of like really the whole point is to make decisions and relieve some of the stress of making decisions. Wow, that’s amazing, you have X many followers. It could always change with Instagram, too. They took to their Instagram page to share the photo with fans. Whether that be Abby, who’s social media manager on the team, Jenna who is really involved with Pinch of Yum Instagram as well. I only had ground cardamom and I used cream cheese instead of yogurt! Pinch Of Yum shares awesome pasta recipe. So if you listen to this in real time, you can check it out. Lindsay Ostrom: You are so weird. The people working at the Pinch of Yum studio are extra level great, too. I would hold my phone and then like, you can imagine. Lindsay Ostrom: I’ve heard a lot of good and bad ones, so that one was pretty good. I think, yeah, I think it was actually pretty good. There’s content. We will look at things like competitors. 12/17/20 @ 3:40 pm. That’s a really important piece of the puzzle. I subbed in tofu for the paneer and used kohlrabi and sweet potatoes, since thats what I had, and it still tasted amazing. We’d use 1 teaspoon ground cardamom. And they immediately can see, like the tagline says we like to eat, they can immediately see this is food. Listen to the Food Blogger Pro Podcast below or check it out on iTunes, Google Play Music, or Spotify: If you have any comments, questions, or suggestions for interviews, be sure to email them to [email protected]. Would you feel like that’s accurate? Those sound like amazing substitutions, Cal! Opskrifter Til Clean Eating So we like kind of chat a little bit before, then I go, okay, you ready? This was so easy to make, and smelt divine whilst being cooked. It’s just how you are approaching it and how intentional you are with that. And it doesn’t have to be our playbook. Jul 25, 2020 - 467 Likes, 6 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Afternoon pick-me-up? Leave a comment Cancel reply. Lindsay Ostrom: But it’s even come to, like it has developed into its own place for sponsored content within the last, I would say within the last two to three years, where brands come to us and they’re like, hey, we actually don’t even want the other stuff that you’re offering, we just only want Instagram. Coconut milk would be a great substitution. Bjork Ostrom: So, let’s talk about some of the things with the playbook. We have some exciting news for ya today – we’re holding a brand new, free, and virtual event next week called “Our Instagram Playbook.” During that event, Lindsay and Bjork will be opening the Pinch of Yum Instagram Playbook and talking through the intentional strategies and decisions that have helped grow the Pinch of Yum Instagram account to over 850,000 followers. , here ’ s just most people don ’ t know it younger. The idea of being, the recipe exactly except for paneer… substituted halloumi at it! 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