And I’ve just made the decision, and that’s what the playbook is really all about is making decisions. But if you have the whole spices, go ahead and use them!Â, Keywords: veggie korma, korma recipe, paneer recipe, vegetable korma, Tag @pinchofyum on Instagram and hashtag it #pinchofyum. Definatly going into the rotation. 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? The aforementioned month (November 2016), when Pinch of Yum made $95,197.34, their expenses were $28,505.27. I subbed in tofu for the paneer and used kohlrabi and sweet potatoes, since thats what I had, and it still tasted amazing. Lindsay Ostrom: I’m just looking at this right now. I think it’s the difference between opt-in awareness versus randomly seeing it and kind of randomly checking in without any intent around it. This was so easy but still tasted so authentic. Lindsay Ostrom: But even deeper than some of those metricy type things, we look at the content itself and we say things like, oh, was this a vegetarian recipe, was this a dessert, was this five ingredients, was this, did this include the full recipe in the caption or did it have a link? Pinch of Yum is the Instagram account for all food content. And I’m really bad at that. So if something’s dinging at me all the time to pull up the app, like goodbye, I’m done, I’m not getting anything done and I’m just always thinking about that. It’s important to know that this recipe has so much flavor, but it’s also not LOUD flavor. 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. They took to their Instagram page to share with fans. But that’s my advice is just like make decision and then stick with those decisions and like enjoy the mental freedom that comes from having some of those rules pre-established so you don’t have to always be thinking about that stuff and have it top of mind as you work within this particular app. plate piled high with veggie korma: “I feel like I could just keep eating and eating and eating this.”. Love the Paneer! It’s not like I live in a remote area. wow.. followed the recipe exactly except for paneer… substituted halloumi. That was great. Leave a comment Cancel reply. Bjork Ostrom: Yeah, that’s awesome. The implication that sharing this recipe is wrong seems a little unfair to me. And that doesn’t mean that you can ever break them, it actually allows you to break them better and to know how to go outside of that in a way that like still fits within your big picture goals. Leave a comment Cancel reply. Bjork Ostrom: You can have an invisible fence, exactly. Bjork Ostrom: Good job. Or are the comments like, hey, I wish you would have made this with XYZ or are the comments taking other people and wanting to share? Nov 16, 2019 - Pinch of Yum on Instagram: “We’re believers in eating the food you love simply when it calls to you, but when the weather basically pushes you along like “Yeah, kid.…” Those sound like amazing substitutions, Cal! We spruced it up with some new photos a few years ago, and it’s still one of our ultimate easy-cozy … I plan to make this tonight but I have 2 questions: And I also think a part of the like what the playbook generated from was just my competing love and frustration with Instagram and with like this idea of constantly documenting your life and like creating a digital, like both personally and professionally for Pinch of Yum, for the food blog, like having, yeah, just having some issues with boundaries and feeling this constant tension of like, I want to be on it, I love it, I love connecting with people, I love posting, I love sharing. For the Broccoli Rabe (optional): Bring a large pot of water to boil and prepare a bowl with ice water. Total reach: 1049226. But that’s not what we’re talking about today. We’ll even look at down to the specifics of things like, did we include a teaser on this, like a little video teaser or what is the angle of the picture or is this a recipe that’s been archived and been reshared or is this something that’s brand new? I’m just saying this has been my experience was, there was so much tension for me in posting, like, I would have a picture of Sage, our dog and I’d be like this is so cute. And so, then Instagram was a really good place for that to happen because that’s where they want the end result, to also, that’s what I want people to take action from. So glad you enjoyed it, Devon! So do you have an example of one of those discoveries that you had that then informed a content decision that was, like that decision was affirmed or your gut guess as to why something was successful is like, hey, we did this and then we actually experienced success again because of our time analyzing and looking at content? 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! 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…” It’s like six feet tall. Sep 9, 2019 - Pinch of Yum on Instagram: ““It’s hard to mess up” is maybe the best 5-word phrase on the planet. And the two ways that it could pan out is like you take it for a walk and it like sees a squirrel and it runs and then you’re dragging behind it. All of you coming together and saying, like, okay, let’s look at metrics and do that. Lindsay Ostrom: Like an invisible, what about an invisible fence? 12/17/20 @ 3:40 pm. It’s a piece of it but that’s informed by these metrics around the content. But Lindsay M. Ostrom is my personal Instagram page. That to me is like a really good indicator of healthy, valuable content is if people respond to it, people engage with it. Pinch of Yum Instagram Stats & Analytics Dashboard. So glad you and your husband loved the recipe, Samantha! It’s almost as comforting as this dish. And it doesn’t have to be our playbook. Feb 26, 2020 - 2,197 Likes, 34 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Listen, all the best stuff comes with pockets and this basically IS pockets! So glad you enjoyed the recipe! This is my middle initial’s M, Lindsay M. Ostrom. Pinch of Yum’s magic sauce, made with avocado, jalapeno, fresh lime juice, garlic, parsley, cilantro, and pistachios is truly lip-smacking good! ----- Welcome to episode 210 of The Food Blogger Pro Podcast! Such a strong visual for me to think back to you going through and doing that. Let’s keep bringing that, cycling that stuff through. We’re talking about food and so YOU have to interject some P.C. Lindsay Ostrom: Yeah, it’s a little weird. And we look for patterns. 1,756 talking about this. 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. But one of the things that you are really good at and I come to you for insight and opinions and thoughts on is social media content specifically, and you do a great job with it, and specifically content with Instagram is what we’re going to be talking about today. So comforting! So their profit was closer to $66,692.07 ― not bad for one month’s work. 1m Followers, 226 Following, 2,426 Posts - See Instagram photos and videos from Pinch of Yum (@pinchofyum) 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? 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. Those are maybe a little bit more scary than I’m imagining. Can’t wait for taste this recipe. So, for me, the playbook, which now exists in a tangible form but previously just kind of existed in my head, the playbook was just rules and guidelines around like my best practices for using the platform and using the app. That’s not a joke. The decisions that would swirl around in my head around something as stupid and like supposedly joyful as posting a picture of your dog, it just was too much. And that is Instagram. Hope you enjoy the korma! 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. Should I refrain from cooking any food that is not Spanish because that is where I am from, so I do not hurt anyone? Lindsay Ostrom: What about the Stranger Things dogs, you know I’m talking about? 8,392 Likes, 345 Comments - Pinch of Yum (@pinchofyum) on Instagram: “VEGGIE LASAGNA ... made IN A CROCKPOT packed with good-for-you veggies, super easy to make, and…” Everybody’s getting value out of it. Option: bake up a bunch of these totally…” And so, I would often, this would fall like in the-. Full of fruity AND vegetable-y(!! Please, lets be a little more open minded. What does Instagram look like from a business perspective for Pinch of Yum? The first batch didn’t last 24 hours sharing it with family members. Bjork Ostrom: So I just thought that was really fascinating and an important thing to lead off with. So we like kind of chat a little bit before, then I go, okay, you ready? Show More Posts from lindsaymostrom. Bjork Ostrom: So, we’re coming to the end. 11.6k Likes, 202 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Let’s cozy up with some shepherd's pie, shall we? Bjork Ostrom: For sure. So you’re looking at comments, you’re looking at likes, you’re looking at video views, things like that. 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]. I’m going to try this tomorrow with tofu, it looks so good! Lindsay Ostrom: And so for brands that are working usually with like less budget than doing like the full package and/or wanting that quick attention, a lot of times an Instagram only sponsored project is a really good fit for them because we’re able to, like you kind of said before, we’re able to like, I don’t really like the word leverage, I know that’s like a businessy word but we’re able to share maybe, like share access to our audience and to the people who are, like you said, paying attention to what we do and able to kind of make it a win-win-win, where the brand gets to be in front of these people who are watching what we do, and the people who are watching, it’s a win for them because they get valuable recommendations and valuable content day in and day out. I mean, c’mon, just look at these lovely ladies ???? This looks so good!!! I cannot believe we’re having this conversation right now. I think it was younger than that, though. If you’d like to jump to the comments section, click here. Like it just, are the comments just like, oh yum, that looks good? But right now, there’s a lot of interaction that happens on Instagram. Anyway, picture…” Bjork Ostrom: Yup, that’s great. I think it was like eighth grade. So like when we pitch a brand or when a brand comes to us, what we propose is usually like, hey, this is the type of content we’ll create this is where it will live. 2,976 talking about this. 07/09/20 @ 4:03 am. 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. But if you are intentional about setting up, doing training, setting up some boundaries, having a routine …. 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 spices make this so warming and flavorful! So glad you enjoyed the recipe! And we see that with brands too. So I would say, like, as a piece of the business, how we view it is like almost like a branch of the blog. Lindsay Ostrom: You are so weird. May 8, 2020 - 4,049 Likes, 75 Comments - Pinch of Yum (@pinchofyum) on Instagram: “At this point, our snack intake is....well, high. I know that I benefit a lot from your thoughts and ideas around this and it’s always fun to share those with the world as well. That’s a really important piece of the puzzle. Pinch Of Yum shares photo of Inviting Creamy Oat milk honey latte. Aug 6, 2019 - 1,081 Likes, 16 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Hello and welcome to January 73rd. Lindsay Ostrom: I’ve heard a lot of good and bad ones, so that one was pretty good. So I love to think about that as the triple win where it’s a win for all parties. 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. Bjork Ostrom: So, an example that I feel like would fit in with that is maybe that would just be on Instagram would be seasonal content. And as we were talking about, whenever we do before an enrollment period for Food Blogger Pro, we always do an event, we’re like, what should we do for an event and we’re kind of brainstorming and thinking through stuff. So Instagram, building a following, how to do that not only in a way that is successful, where you can leverage it into or not leverage it, where you can share whatever the word was that you used, but that you can take this thing that you’ve built, and have it be a part of your business, but also have a healthy relationship with it? A pinch of cayenne or red pepper flakes would give it a spicy kick! Make it a great day. And when you add in some caramelized onions, crispy brown sugar ham,…” And when I came back from maternity leave and we kind of reviewed the numbers of what had been most popular over those few months that I had been out, it was like, and I had scheduled some stuff out and like done some kind of newish stuff for the in between. So we see that occasionally I know, but do you have other examples of ways brands are working with Pinch of Yum just on Instagram? Lindsay Ostrom: My advice is to, feels a little repetitive but to make a playbook. And again, we’re going to provide like the framework for that if you feel like you want. Because I think that what, it would be really cool for Pinch of Yum to get to a million followers, we’re at right now, I’m looking at it right now, 857,000 followers. And that a lot of times will be a good fit for brands if they’re working with, maybe they have less budget. Personally, I appreciate seeing recipes from different cultures and know that I’ve tried dishes that I normally wouldn’t have because of it. The spice blend and aromatics combined to make a warm, cozy, comforting sauce that blanketed everything and made my soul happy. Could I substitute extra yogurt or coconut milk for the heavy cream? You won’t regret it! Lindsay Ostrom: We’ll bake you a lot of cookies and send you a lot of treats. I'm Lindsay: former 4th grade teacher, now full time blogger. And then you also have your personal content you mentioned a couple times, you want to share that in case people are interested in following along there? Didn’t have bell pepper SO Added zucchini, carrots, green peas and chicken broth. Bjork Ostrom: Yeah. It’s not like we’re ignoring metrics and just going with our gut on everything. Rate this recipe ★☆ ★☆ ★☆ ★☆ ★☆ Comment. Bjork Ostrom: Cool. Bjork Ostrom: Cool. Because when we look at, not just looking at followers, not using that as the main indicator of how well you’re landing with people, then I feel like it frees you up to like understand your content and how it’s resonating with people in a different and more valuable way. That’s exactly what I thought. Sign up to receive a free eCookbook with my top 25 most popular recipes. Absolutely delicious! 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. I’ve been following this for years and I remember this. I’m like no, no, no, no this is not Lindsay Momstrom. Hi Kay! Lindsay Ostrom: That was like a very strange analogy but also strangely good. The tickets went on sale a few months ago, and I was literally waiting to click ‘Purchase’ the second they went on sale. 01-03-2019 - 2,699 Likes, 30 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Colorful veg, marinated and perfectly baked chicken piled on stir fried brown rice noodles with a…” A little thing about me: I ♡ FOOD. Bjork Ostrom: I don’t know if you’re going to share this but if you don’t, I will. 1433 Comments. Bjork Ostrom: So, we’re going to, like we said, there’s seven different topics, we’re not going to jump into all of those, boundaries is just one of them. 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. You will find a “treasure box” of high quality beautiful props, photography backboards, and accessories to practice your food photography. And maybe they don’t want the, like the longevity of blog posts that a blog post could give in terms of like ranking and staying power, they just want quick attention on their product or on their brand or like quick brand awareness. Great substitutions Jo! 2. It’s still entertaining and engaging and I think that is kind of what you’re describing with that triple win. 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. Which isn’t entirely true but I feel like you’ve, it’s almost like you think through these and you apply them to your life. And it’ coming up, for those of you that listen to the podcast in real time, it’s coming up a week from today, that is July 16. Non Alcoholic Drinks. Something not as heavy? Simple, tasty, and (mostly) healthy recipes. Thanks a lot for sharing a great Blog. Definitely a feel good “cozy” dinner. Lindsay Ostrom: Ready, and then I go, hey, thanks for having me on. Bjork Ostrom: So, the event, you can go to and sign up for that. Bjork Ostrom: But I think it’s also helpful. My subs for reference: chickpeas instead of paneer, subbed one potato for a sweet potato, turned out I had no cardamom, and low fat yogurt. You have these rules, you kind of have this playbook that is this in your head, it’s taking that out and saying, how do we create a framework for other people to replicate this, for other people to have their own framework. So we have averages, averages over time just show view averages, competitors. Visual aesthetic, which we’re not going to get into in this podcast, Instagram stories, which you’ve touched on a little bit. I am gonna try it. 1,136 talking about this. Reply. Thanks – am loving all your recipes so much. The second time making the recipe, I did not use pistachios and I substituted micro cilantro (because that is all I had on hand). So, we’re like, what do we talk about within Instagram. You can try making it. See more of Lindsay and Bjork on Pinch of Yum here. We’re giving a gentle sauté to a careful amount of aromatic onion, garlic, ginger, cardamom, coriander, and other spices, and then adding a bit of cream and yogurt to make this the kind of recipe that lands in the perfect exciting-but-gentle flavor zone. I can’t wait to make this with coconut milk instead of the cream. Holy … Okay. Definatly going into the rotation. We’re trying to eat a lot more veggies, and this will very a yummy way to accomplish that! 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. Like that’s where my brain lives in terms of growth for our Instagram account. And so, they can really only pick one spot, they can’t do the full thing, but they just want one spot. Bjork Ostrom: But talk to me about what a playbook is and how you use the playbook that was in your head that then we took and put onto paper, how you’ve used that over the years to build Pinch of Yum’s following on Instagram? And I feel like you have those for all of these different, you have it for like business, for personal for working out, for friends. Along the way, she gained enough regular readers to start selling ads and hire a support team. I would put this in the boundary category, which is one of the categories that we have for the playbook. Bjork Ostrom: I think an important piece to point out there first, a couple of calls that you had. I actually made this tonight and loved it, but not sure I added enough. Jul 25, 2020 - 467 Likes, 6 Comments - Pinch of Yum (@pinchofyum) on Instagram: “Afternoon pick-me-up? 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. 🙂. I share recipes that I like and I think Lindsay is doing the same thing? So kind of like Harry Potter type beast or Game of Thrones, I haven’t actually seen Game of Thrones. 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. 07/09/20 @ 9:26 pm. The calorie count includes the paneer, but not the rice. And one of the ideas that came up was we knew we wanted to focus on Instagram because it’s an important platform both for us and for content creators and for food creators, recipe creators. I have made this sauce three times in the past month. Pinch of yum shared the post and wrote; “I made it. 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. It’s hard to think of concrete ways in which this may hurt other bloggers or speak to the (important) issues at the center of the current race discourse. Coconut milk would be a great substitution. Lindsay Ostrom: Yeah. Like nothing, not nothing that was brand new, but like, point being and the takeaway from that was like, oh, people on Instagram, you know, on the blog it might be different. Sweeten up our life with these creative sweet cozy-veggie- korma recipes. I based this recipe off the Vegetable Korma recipe from a 2008 cookbook called Best Ever Indian Cookbook by Mridula Baljekar, which is just a gem of a book. Bjork Ostrom: Lindsay, welcome back to the podcast. (If you haven’t seen my challenges, I suggest you start with my last one: the One Part Plant Challenge). Daniel. And I think the best type of sponsored content is similar, where people don’t feel like it interrupts what they’re doing. It’s just most people don’t go through the effort of creating one of these things. Do you have a recommendation for how much ground cardamom to use if we don’t have whole cardamom pods? But another one that I know a lot of people are going to be interested in talking about and hearing about is growth. Sure you really salt the potatoes when adding, as it relates to engagement, all of cream... Research on that so that ’ d like to acknowledge that Instagram feed making... Bullet for every person 6 cardamom pods ; “ I made it emotional experience where it ’ s just and! Be free of that include subbing some ground spices in place of whole spices and adjusting the ratios! Campaign pinch of yum instagram Google was doing for small businesses it not be… ” we would like to show you lot! 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