Food & Fitness Instagram #BCM302

Instagram is one of the fastest growing social media platforms and that is why it has become my digital artefact platform of choice. Data released by Instagram showed that they have 1 billion active users and 500 million daily users (Kemp, 2019). That made it obvious to use this platform as a way to create content and engage with users for the purpose of my social utility of this project.

My Digital Artefact is my personal Instagram @hollyxmoran. This Instagram account involves delicious food content and personal bodybuilding progress. The page differs from other fitness accounts, as typically they involve content associated with ‘clean’ eating, with little content on how or if they eat out. There is nothing wrong with promoting healthy foods, however the reality of it is most people still want to live a little and eat out with family or friends now and then. So, the utility of this page is to promote a balanced lifestyle persona and encourage others to do so. Educating others about having healthy relationship with food and their body, from my own experience and learning. This account isn’t to promote ‘cheat’ meals or regular intake of unhealthy food. 

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One of the main reasons for this account is it differs from the traditional healthy eating fitspo Instagram account (such as the one above). Young people are increasingly turning to social media for health-related information in areas such as physical activity, diet/nutrition and body image (Victoria A. Goodyear, 2019). study found that out of the population studied, 49 percent of people who followed health food accounts on Instagram had symptoms of orthorexia (Social Media & Eating Disorders | Toledo Center, 2019). 

In saying that, the account isn’t to discourage healthy eating, but to promote balance. Many influencers on Instagram push “clean” eating on to young girls and women. Which is increasing the rise in “orthorexia” (Staufenburg, 2016), which is an obsession with only eating foods that one considers healthy. Influencers share which foods are acceptable and what needs to be cut out, which can lead to restrictive dieting. A study found participants who spent the most time on social media each day were 2.2 times more likely to report that they had issues with body image and eating habits (Arnold, 2019). Educating these people on the importance of nutrition that I’ve learnt overtime can assist them with these issues. My goal is to continue promoting my balanced persona on my platform to encourage others, specifically young girls who fall into the trap of restrictive diets and poor body image because of these accounts. 

The original concept of the account was personal. However, overtime I gradually posted  the food I enjoyed eating out and my personal fitness journey. This started gaining an audience. The account grew more once speaking of personal experiences such as body image and developing a healthy relationship with food overtime. Therefore, the initial idea was to start posting more content in regard to that. My Instagram stems it’s inspiration from Instagram’s such as @nuttyfoodiefitness, @nickvavitiss and @fitwaffle. They all promote a healthy lifestyle, while posting the foods they enjoy eating. They also focus on the mental aspect of fitness and their own journeys. 

@hollyxmoran uses the FIST concept, known as fast, inexpensive, simple and tiny (Mitew, 2019). This digital artefact is fast as it allows for rapid prototyping based on feedback. I am taking photos of food when I eat out (not going out of my way), and content while at the gym that I go to regularly. Therefore making it inexpensive, as these photo’s are quick to take time wise. Focusing on just fitness and food, makes it simple. And as I have control over content and iterations, it is tiny process. 

Complexity is another word for simplicity unfolding in time. Cliff Crego (Ward, 2005)

This project has undergone many iterations in aesthetics, content choices, posting frequency and times, guided by feedback and analytics. Although some concepts complex, creating simple ideas overtime will grow the artefact.

Creations & Iterations

From my pitch I started by researching the differences in analytics in both categories – food or fitness. I discovered my fitness content had more engagement on my feed, whereas my food content had more engagement via Instagram stories. This created #phatphursdays which was formed during my project beta. This concept was an Instagram poll on my story letting my audience decide where I would eat on a Thursday. I thought this would be useful to show my followers how I track my food when eating out and explain that there should be no guilt around this. This is similar to Jordan Syatt’s ‘I Ate One Big Mac Everyday for 30 Days’ Youtube video, where he showed his follower’s how to incorporate a big mac in their diet while still losing fat (Syatt, 2019). However, not promoting McDonald’s but showing how you can still eat your favourite foods in moderation while still living an overall healthy lifestyle. 


This part of my digital artefact was the most exciting, yet the hardest to maintain which made it difficult to continue on. #phatphursdays was used on my Instagram story as a way to engage and build a relationship with my followers. One of my peer’s suggested I try to engage more with my audience. Creating a hashtag is a great way to gain more reach on Instagram, and will make my content more discoverable (Barnhart, 2019). The hashtag was promoted via my story and posts. 

Therefore I would venture out to a food place on a Thursday, taking my followers on the journey with me via Instagram story. This idea wato show my followers that it’s okay to eat these ‘bad’ foods and it won’t have a detrimental effect on your fitness progress.

Initially I would post a poll on a Wednesday night of two different places (which were tagged in the stories) and go to the one that got the most votes. I would then post an image of where I went and ate on my profile. From posting these polls I got plenty of interaction with my audience as seen from my analytics.



I got some positive feedback from my followers who said they were enjoying watching it. I also added #phatphursdays as a highlight on my page, so the public could view my food adventure. I chose to do this on the Instagram story feature as I was typically getting more of a response from that via direct messages and analytics. 


One iteration was made, as if I posted the content on my story before posting on my feed, the image wouldn’t get as much engagement. I assumed this is because my audience would have already seen my stories, making them less inclined to comment. Therefore, I made sure I posted the image at peak time, and then uploaded the stories later on. 

In addition, another issue was I wouldn’t be feeling like eating ‘junk food’ on the Thursday and then I wouldn’t go out to eat. If anything, from now I would explain to my audience why I chose not to and took content of myself explaining this. This would have reiterated the reason why I chose to do this for digital artefact, being balance and a healthy lifestyle. Perhaps restyling the name to #phateveryday (not as catchy though).

Editing – Lightroom

Feedback suggested I regulated posts which I did so using the Preview app. However I wanted to make my account look more professional. Originally my food posts where taken with little effort – not using certain angles, natural lighting or editing tools. While I was happy with my content, I thought I could develop the photos to make them look more aesthetically pleasing to the eye. I asked for feedback off a fellow foodie Instagram who gave me the following feedback.

Using Lightroom to edit my photos, gave it the visual and aesthetic appeal to stand out on my feed. An Instagram aesthetic/theme is so important is because it can help improve engagement and your connection with the audience (Instagram Aesthetics – The Importance of a Cohesive Theme, 2018).

After Lightroom
Before Lightroom







Posting Time/Frequency

I was given feedback in order to increase my engagement and response – to post frequently and at certain times. Using the analytics enabled me to discover what the best time to post was for this – usually 9pm on a weekday (did fluctuate).

However, I’m quite disappointed that I didn’t commit to posting at least twice a week. I feel as if I had consistently released more content, the Instagram account had more of a chance to grow. In saying that, I wanted to ensure the content I was uploading was quality over quantity. So at least I was posting daily on my stories to maintain that follower relationship.

Instagram Highlights

The two most developed highlights since getting feedback from peers was the ‘daily’ and the ‘balance’ highlight. These are available for the public to view at any time.

Educative posts AKA. Balance highlight – Stating how I incorporate the foods that I eat out into my calories for the day/week. Specifically an educative highlight to inform others of where I get my own information from. Some of my followers were confused about the concept, so I explained what works for me (not pushing my methods onto them). This gained positive feedback and followers.

In addition, within this story highlight I added a disclaimer as suggested from my feedback loops. This being that this works for myself and may not work for others. Users would trust and appreciate a genuine disclaimer which was a great idea to iterate into my digital artefact.

Daily highlight – Being the foods I eat on a regular basis. Showing my followers the importance of eating nutritious and satiating foods. Re-iterating – balance.

Design Thinking

(Humprey, 2015)

  • Analytics for audience aka. food & fitness – engage with then to understand how to empathise with them.
  • Why am I making this content and how can it be useful.
  • Finding inspiration and generating more ideas
  • Trial new or existing ideas
  • Feedback from prototypes – What people gave positive feedback to what and what was given constructive feedback. What does the audience like.

Future plans are continue the design process and iteration. This will be done by creating multiple prototypes or trying to form ideas with multiple groups.

  • Regular, consistent content – growth
  • Continue editing photos for visual aesthetic – start editing lighting in fitness content
  • Post on IG stories more educative information but including myself, rather than just a click through post
  • Create blog on my personal journey and what I’ve learnt
  • Continue engaging with others

It has been an insightful and learning experience doing this digital artefact, and I am excited to see where it goes (Moran, 2019).


Anon, 2018. Instagram Aesthetics – The Importance of a Cohesive Theme. [online] Melbourne Social Co. Available at: <,hundreds%20of%20other%20accounts’%20posts.&gt; [Accessed 30 Oct. 2019].

Anon, 2019. Social Media & Eating Disorders | Toledo Center. [online] Available at: <,Instagram%20had%20symptoms%20of%20orthorexia.&targetText=Understandably%2C%20people%20use%20social%20media,accountable%20to%20a%20fitness%20plan.&gt; [Accessed 29 Oct. 2019].

Arnold, A., 2019. How Social Media Can Impact Your Consumption Habits. [online] Available at: <; [Accessed 29 Oct. 2019].

Barnhart, B., 2019. Using Instagram hashtags to grow your audience. [online] Sprout Social. Available at: <; [Accessed 30 Oct. 2019].

Humphrey, M., 2015. Available at: <; [Accessed 29 Oct. 2019].

Kemp, S., 2019. The state of digital in April 2019: all the numbers you need to know – We Are Social. [online] We Are Social. Available at: <; [Accessed 29 Oct. 2019].

Mitew, T., 2019. Fast, Inexpensive, Simple, Tiny #fist. Available at: <; [Accessed 28 Oct. 2019].

Syatt, J., 2019. I Ate One Big Mac Every Day for 30 Days And Lost 7lbs (Here’s How). Available at: <; [Accessed 31 Oct. 2019].

Victoria A. Goodyear, Kathleen M. Armour & Hannah Wood (2019) Young people and their engagement with health-related social media: new perspectives, Sport, Education and Society, 24:7, 673-688, DOI: 10.1080/13573322.2017.1423464

Ward, D., 2005. The Simplicity Cycle. [online] Available at: <; [Accessed 29 Oct. 2019].

Peer Review II

I am following up and reviewing Abby and Georgia’s digital artefacts.

Abby’s ‘Not so #Goals’ has gone through many iterations. The quality of the beta is presented well and explains her various changes to her digital artefact. The changes so far have improved her project.

Name change: What a great idea to create a poll and get the opinions of others. This creates a secondary opinion from people who are already using social media accounts. I agree and think abbypop._ suits your digital artefact concept.

VSCO filter: From following your project when you first launched, the aesthetic layout has changed remarkably. I agree, that the layout is more pleasing to the eye and suits the typical influencer layout. This reflects back to concept of your DA well. Perhaps keeping consistent with this can help grow your following.

Captions: The captions are more descriptive than previously which explains the concept of your DA better. If anything, perhaps you could include a question, ask people to tag someone who posts like who your trying to convey (Bernazzani, 2017). Some sort of movement to action for people to engage and comment.

Ingramer: A good way to target your audience and build up following. You could follow these certain hashtags – like and engage with what they are posting.

Georgia’s unique photography page emmapazphotography has also gone through various iterations. The quality of her beta was presented concisely and reiterated the main purpose and focus on her digital artefact.

Concept: Differentiating from other photography pages enables you to stand out. In my personal opinion, your page is definitely unique to something I would typically see on Instagram. Keeping that consistent, will help you build up your following.

Promote: By promoting people that don’t have the opportunity to usually have this type of coverage, is a great way to be unique. It’s also a great way to outreach organically, which was mentioned when speaking about taking free photos for these people. Specifically tagging them in the posts or stories, so they can share on their own profiles. This can enable people who are following them to visit your page, continuing to build your following.

Hashtags: As mentioned a good way to build up interaction and following. Using it as a promoting tool and engaging with others.

UOW Buy and Sell: A great promoting tool, perhaps using other platforms such as Pinterest. Marketing a photography business on pinterest enables greater exposure, more Instagram traffic, and potential new clients (Harless, 2017). Also is another platform for you to present your work other than Instagram.

All round both digital artefacts have improved from the changes made and tools they are using to build the projects. I look forward to seeing them develop more overtime.


Harless, J., 2017. 13 Steps To Marketing Your Photography on Pinterest. [online] Improve Photography. Available at: <; [Accessed 9 Oct. 2019].

Bernazzani, S., 2017. 13 Clever Ways to Get More Comments on Instagram This Month. [online] Available at: <; [Accessed 9 Oct. 2019].

Project Beta

Discussion of your project’s iterations, supported by screenshots and other documentation.

Youtube Video

From my feedback, some of the main pointers I decided to implement into my project were:

  • Schedule and regulate posts (Georgia)

I did this by implementing preview on my phone, and using the app to schedule posts. This is a challenge as I prefer posting in the moment, and I usually have more food content than fitness lol. So it makes it hard with the layout I have currently.

  • Engage more with my audience – see what content they prefer (Georgia)

I created #phatphursdays where I would venture out to a food place or try out a new snack. Initially I would post a poll on a Wednesday night of two different places and go to the one that got the most votes. I would post the experience on my Instagram story on the Thursday. I got some positive feedback from some of my followers who said they were enjoying watching it. I would then post an image of where I went or what I ate on my profile. Click here for one of my posts. I added phat phursdays as a highlight on my page.

The only issue with this is sometimes I wouldn’t be feeling like eating a big meal the next day, so last week I didn’t end going through with it. If anything next time I would explain to my audience why I chose not too. Re-iterating the reason why I chose to do this for digital artefact – balance.

Another issue that occurred was that I didn’t have enough fitness content, so when I went to upload my food picture, it wouldn’t suit my layout.

  • Informative content highlighting what you do in order to maintain (Reece)

I’ve started sharing more educative posts on my story. These are from scientists/fitness experts that share content in relation to what I do/how I eat. See screenshot below disclaimer. 

  • Disclaimer

Steph suggested I emphasise, both in posts and bio, that this is my specific routine and it may/may not work for others. As it’s a very genuine disclaimer that users would trust and appreciate. I thought this was a great idea to iterate into my digital artefact, as there is a lot of judgement with posting about fitness online due to all the incorrect or miscommunicated information.  I added these both to a highlight on my page called FYI. 

Click here to watch


Also if anyone wants to give random short feedback on my possible second DA – check it out

holly 🙂

Peer Review I #BCM302

I reviewed Abby and Emma.


Abby’s pitch was unexpected, as I had no idea what the concept was from the username. If anything I would suggest changing the name in your bio (not your username) to the not so hash tag goals as you asked on twitter! 🙂 It’s hard to analyse what the concept of your Instagram is, without more information in your bio.

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I’m guessing the genre your focusing on is beauty so maybe add that somewhere, even include discount codes (fake or not haha).  Your Instagram captions under your photos show your concept and utility well, can pick up the sarcasm easily haha. You could talk about one of products your using in the photo and tag the brand. The video pitch itself was well presented and it was helpful that you included the previous influencer Essena O’Neill in it for an example. It’s actually a really good example, as it explains the utility and that there is a whole different world behind the influencer lifestyle. You said in your DA “ I believe these online personas have created unhealthy expectations on our lives and how we should look”. And I agree, you could talk about this discretely in your captions too. The amount of effort they go through to make sure every photo is perfect is crazy! I think your next step is to start posting videos on your story and make them highlights – aka the typical opening of boxes that brands have sent to you. All together I love your idea and it’s humorous and sarcastic nature!


Emma’s pitch video was unique and creative. I definitely pick up the aesthetic look from her Instagram page – @emmapazphotography. Continue interacting with others, and perhaps message some other small photography accounts that may collaborate with you and do a shout out. I also think it is good that you are stepping out of your comfort zone and messaging people your interested in taking photo of. It is a great start if you want to reach different people or audiences. Even if they say no, keep going, eventually someone will say yes! (Gary Vee says so haha). In the project pitch you highlighted people commenting on your posts, make sure you engage back and even comment on their photos. By doing this you will build a relationship with that person online, and eventually can formulate will be a supportive community for each other.

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With the tweet above, I think you need to focus on what you enjoy taking photos of and go from there. Your portraits of people, are beautiful and I think they have potential. Perhaps you provide information of the actual people in the photo and their lives. That’s my personal opinion anyway. Keep at it, I love the aesthetic theme you have going!


hm 🙂

BCM302 Project Pitch

My project idea is my personal Instagram (@hollyxmoran) that I have used over time to post the foods I eat and my love of fitness. From research there are Instagrammers who promote only eating “clean” foods to young girls and women which are fueling the rise in “orthorexia” (Staufenburg, 2016).  This is an obsession with eating foods that one considers healthy, aka no chocolate as a snack or no pizza night with friends. I want to do the opposite and continue promoting my own balanced and healthy lifestyle on my platform for this project.

Pitch Video


  • Food and Fitness Instagram promoting balance
  • Change username possibly???


  • Post regularly (need to work on this) – post more valuable content and what i’m currently doing with my eating and fitness.
  • Continue using Instagram analytics and schedule apps
  • Discover what fitness content people are interested in me posting and trial that out
  • Network with more food and fitness accounts
  • Talk more on my story (build relationship with followers)


  • Influence/encourage others to not be restrictive on their own fitness journeys and enjoy food out without guilt.

Thanks for reading!

Holly 🙂

Staufenburg, J. (2016). The bloggers ‘contributing’ to the biggest eating disorder you’ve never heard of. [online] The Independent. Available at: [Accessed 15 Aug. 2019].

IoT 101

The Internet of things (IoT) is the network of physical devices, vehicles, and other items embedded with electronics, software, sensors, actuators, and network connectivity which enable these objects to collect and exchange data (WIKI).

So basically being able to switch on and off everything from cellphones, coffee makers, washing machines, headphones, lamps, wearable devices and almost anything else you can think of.

The newly marketed product, Google home device which includes home automation features, enabling owners to use it as a central hub to control smart devices. Some of these features include:

  • Get personalised help with your schedule, reminders, news and more
  • Listen to music, playlists and more and get rich sound from Google Home’s high-excursion speaker
  • Use your voice to control your compatible home automation devices – such as lights, doors, telephones etc.
  • Find your phone

This is a huge fundamental shift in technology. The Internet of Things is said to create a dramatic impact on the way we live and may lead to large extent of digital life in future.



Dark Net Cybercrime

In last week’s blog I discussed hacktavists and whistleblowers – today I will discussing the darker side of these digital resisters.

Cybercrime is defined as:

  • criminal activities carried out by means of computers or the Internet.

Common types of cybercrime include hacking, online scams and fraud, identity theft, attacks on computer systems and illegal or prohibited online content (ACORN).

An example of cybercrime that has occurred is the Yahoo’s data breach in 2014 that exposed personal details of “at least” 500 million users.

As harrison ford once said …

giphy.gif YAHOO!

Now I don’t know about you, but having all my information taken with the potential of it being shared with other people does not sit well with me.

Cybercrime is becoming a problem on the Internet. How safe are we on the internet? I’d really like to know if my information is safe.


Digital Resistance – Whistleblowing/hacktavists

Whistleblowing can be define as hacking with a moral agenda. Hackers think that they are accessing and releasing confidential knowledge for the ‘greater good’ of society. They are also breaching numerous security systems and networks.

‘Hacktivist’ groups have been growing and holding businesses to ransom, threatening them with the release of sensitive data. An example of this was the Ashley Maddison hack in 2015. A group of hacktavists called ‘The Impact Team’ disagreed with the website because of their moral views. Therefore threatened to release personal information of the users unless it was shut down. Well they didn’t shut it down and there was 30 million divorces that year. Just kidding.

Whistleblowing on the other hand is supposedly a legal activity exposing any activity that is illegal. An example of this was when Edward Snowden believed his actions were morally correct. He released sensitive information about enemies o


f the state and terrorist groups around the world which was made available to the general public.

Is the acts of these people for the greater good?

My hashtag created a protest

Welcome back to my blog, did you fall for my clickbait? Well half click bait – let me explain.

While social media is far from being the cause of recent uprising around the world, its become an undeniable fact that social platforms are changing the way these protests take shape. We have seen this during the arab spring and MENA revolutions.

Nowadays,  people no longer want to just listen to the information thats been handed out, but they want to have their voices heard. An existing online activism movement that can be identified is #BlackLivesMatter

Three women started by setting up Tumblr and Twitter accounts and encouraging users to share stories of why #blacklivesmatter. As of September 2016, the phrase “Black Lives Matter” has been tweeted over 30 million times, and Black Twitter has been credited with bringing international attention to the BLM movement (Black Lives Matter).

These posts on Facebook, Twitter and numerous social media platforms enable protestors to form a cohesive voice and form a feeling of unity before protesting in the streets.

Im a journalist

Media users are now active contributors to stories through social media, this means anyone (like myself) can add information and filter out missing links as the story unfolds. Now, everyone has the ability to create information.

Previously the media had the role in deciding what counted as news. This was presented to readers in a story.

However, Journalism has experienced a complete change in the way the profession works.  TV, radio and newspaper outlets now have to compete with the Internet. This being us – citizen journalists. These outlets have to adapt to the new ways in which gain readers attention. Examples – memes? gifs? perfect examples of the new era of the internet.

The way traditional media was once perceived is rapidly changing. Are we now given more insight to daily news? Or are we exposed to the potential of more false stories?