This week Slate sat down with content marketing guru Lauren Caruso to discuss her career and all things Instagram.
Q1. Hi Lauren, congrats on the job at Bandier! Tell me, how did you initially get into writing?
Thanks so much! It’s a big departure from the publishing world, but I’m learning so much. My writing career really started out of necessity while in high school. During my sophomore year, a friend jokingly offered to pay me to write his college essays, and I quickly turned it into a side-hustle that lasted an entire decade (sorry, mom). I stuck with writing throughout college—I made a major switch from pre-med to journalism in my junior year—and a few internships later, I realized I loved fashion writing and reporting. I graduated during the recession, so I freelanced for about a year before landing a staff writer role at Refinery29. At Bandier, I’m working on launching the editorial arm, and in the meantime, all copy flows through me, whether that’s deks or subject lines or full-blown features.
Q2. We are big fans of Bandier at Slate. How would you describe Bandier’s voice and aesthetic?
Thanks so much! Bandier’s voice is approachable, yet authoritative. We’re basically your fit friend who knows what she likes, but would never think she’s cooler than anyone for being in-the-know. We’re working on making sure the aesthetic is a visual extension of the voice, as I believe it should be.
Q3. I love your Instagram! How would you describe your own aesthetic?
Thank you! My aesthetic is just minimalism through my own lens. I truly value comfort, and find that I feel most like myself when wearing elevated neutrals.
Q4. Where do you find inspiration for both your Instagram and Bandier’s Instagram?
I find inspiration everywhere — in my own closet, in my favorite brands’ lookbooks, in my friends. There’s no single place, and I think that’s the key.
Q5. What Instagram content trends are you loving at the moment?
As someone who hates wearing color herself, it might come as s surprise that I’ve loved the ’70s revival during the past two seasons. I love that streetwear trends like cropped sweatshirts, wide-leg pants, and sneakers with everything are now considered work-appropriate, at least among my cohort
Q6. Are there any Instagram trends you are over/you feel have been overdone?
Q7. What is the biggest challenge with creating and maintaining a presence on social media?
Consistency—that may be consistency with an aesthetic, or with a posting cadence, but sticking with any one thing long enough to see if it works before pivoting is necessary. That doesn’t mean you can’t be nimble, but rather, that social media is one of the best platforms that allow for experimentation.
Q8. What advice would you give brands who are struggling with building their voice, aesthetic and/or presence on Instagram?
Now that I’m working on the brand side, I have a better understanding of how challenging it can be to keep a consistent voice and aesthetic on Instagram. It’s important to keep your core audience at the heart of content creation, while also keeping in mind that the consumer subconsciously wants to looks to brands like Bandier to forecast trends, rather than just regurgitate them back ad nauseam. Find out what works for your brand (metrics are key!), and brainstorm ways to grow it in a purely visual way.
Thanks so much for joining us! To check out more of Lauren’s content follow her on Instagram : @laurencaruso_