We talk to Joel Torres, Instagram expert and TIGI Creative Director of Social Media Content, about his experiences of becoming an online influencer.

The world is changing fast and at TIGI we know it can sometimes be a challenge keeping up with evolving trends in communication and promotion. Our own educators, sales force, TIGI Collective, and the TIGI International Creative Team are all increasingly using social media to enhance their roles and relationships. Digital platforms such as Instagram allow them to showcase their work, share inspirational ideas and hair trends, and engage with the industry.

TIGI Americas Creative Director, and award-winning content creator, Joel Torres, has built an incredible personal following on Instagram and has become a highly respected social media expert. With a portfolio that includes styling for Vogue, Elle and Harpers Bazaar, Joel values the importance of social media to promote himself and his work, and it has become vital to his work strategy.

We asked Joel to share some of his experiences and advice.

Joel, you have thousands of followers online; how did you learn how to grow your social media audience?

I grew my Instagram account over some time by always being consistent with my content and creating relationships with the audience.

How often do you post? 

I try to post frequently, at least 4-5 times per week on my feed.

Why do you think you’ve been so successful?

I’ve been creating content on Instagram since 2012 so have built up a following over the years, but I always take the time to respond to around 100 direct messages every day. My followers like to ask me questions about the products and tools that I use and I make sure I respond to every single one. I really care about my followers.

What advice would you give to anyone about to start doing social media?

Be honest with what you post; identify your style and work on that. It’s important to be consistent. Create content all the time, too. I work long hours on my social media. It’s like I have two jobs: one as an educator for TIGI and the other creating content. I also take social media classes when I have time. Instagram changes constantly and I want to be relevant. I always want to know what’s new.


Joel explains “growing your Instagram account today is harder than it was a few years ago because of the constant changes to the algorithm. That can make it difficult to get seen on users’ feeds”. To help overcome that, Joel offers his top three tips for increasing your following and online presence.

1. Make sure you always keep consistency with your posts
2. Create relationships with other Instagrammers by responding to comments or liking and commenting on others’ posts
3. Create content all the time for both your Instagram Stories and regular posts on your feed


Discover more of Joel’s work at @joeltorresstyle

  • Photography: Joel Torres   /