This is mildly uncomfortable.

I burnt out.

Yes, I am fully aware of the irony.

The girl who ran a 30-day challenge about sustainable Instagram strategy, systems, batching, “don’t burn out bestie”… totally burnt herself out doing it.

If you’ve been wondering why it’s been quiet for a few weeks, that would be why.

So, here’s what actually happened.

I think I powered through January on sheer accountability, if I’m being honest.

I had emails to send. Daily tasks to post. People to reply to in the Facebook group (more on that soon).

There was structure. There was pressure. There was momentum.

And then it… ended.

No more daily deadline. No more external pressure.

And my brain basically went, “Cool, we’re done now,” and switched off.

Done. Finished. Kaputt.

Not in a dramatic “fainting Victorian heroine” kinda way. Just in a very unglamorous, stare-at-laptop-and-do-nothing-while-feeling-existential-dread way.

I had big plans, and I failed.

Part of it was this.

I had Big Plans for how the challenge would end. I didn’t just want five days of good vibes and decent hooks. I wanted it to lead somewhere solid.

A content planning workshop.

A proper content calendar template you could buy.

A monthly membership, ready to launch in February.

A whole neat little sustainable content strategy ecosystem.

I ran the workshop (although I kept it small because I was a nervous little b*tch about it) at the start of February.

It was genuinely great. Smart questions, some great breakthroughs, lots of clarity.

And then I realised… I hadn’t recorded it.

Well, I had.

I’d recorded the first 10 minutes… of the tech not working the way I wanted it to. That was the ONLY thing that had been recorded.

Every idea. Every framework. Every example I’d hoped to repurpose into content or a product.

Gone.

When I realised it wasn’t dropping into my inbox on a delay… I stared at my screen in silence for a full minute.

Probably more.

I felt kinda sick, if I’m being totally honest here.

It wasn’t even the practical loss. It was the emotional one. It felt like proof that I’d messed it up.

And instead of calmly recovering and re-recording some bits while I was in the zone (like the strategic adult I pretend to be), I just… deflated.

That one moment knocked the wind out of me. Completely and utterly.

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And this is why I’ve gone radio silent.

The bit that was hardest?

I didn’t know how to show up and say, “Hi, I teach burnout-free systems, and I have, in fact, ignored my own systems.”

I didn’t know how to say “I dropped the ball” and “sorry, I messed up”.

It felt hypocritical.

And I felt like a fraud.

But if I’m honest, the reason I can teach this stuff at all is BECAUSE I’ve made every mistake going.

I’ve grown (or, well, not grown is more accurate here) a travel account through a global pandemic. I’ve (attempted to) pivot when the travel industry collapsed overnight.

I’ve had reels flop, launches fail, and projects quietly die in Google Drive folders or Notion dashboards.

That’s the actual qualifications I’ve got.

Ten years of trial, error, and sheer stubbornness (and ADHD hyperfocus).

The whole point of this business is that you don’t have to take a decade to figure it out, as I did.

So I suppose this is just… another data point.

I’m not a fraud. I’m just human.

Now, let me tell you what was meant to be ready.

First, the content calendar planning kit.

This is a proper Notion setup. Monthly and weekly calendar views. All your posts viewable by content pillars or silo. Areas to link to your blog content, lead magnets, even products. A system that means you’re not reinventing your entire brain every Sunday night.

It is, annoyingly, about 30 minutes of focused work away from being finished.

Thirty minutes.

And yet my brain turned it into some mythical mountain that I just… couldn’t get done.

Partly because of the lost workshop recording. Partly because once momentum drops, everything feels heavier. IYKYK.

That’s on me. And I’m promising (yup, promising!) it’ll be done by the end of next week. Because I want you to see it, I want you to try it, and I want it to help you make content creation easier.

Membership? What membership?

This membership concept was actually how Next Stop Social was born. It’s been a baby of mine for more than a year… and I keep not getting it out there because things aren’t quite right, or they aren’t perfect yet.

(Yes, I do indeed struggle with overthinking and overplanning. How did you know?)

In theory, it has tiers.

In reality, it has… vibes.

The plan was this:

• Monthly scroll-stopping reel hooks.

• Carousel hook banks.

• Content planning prompts tied to actual dates and seasonal moments.

• Small group planning sessions.

• Maybe co-working calls so we can all collectively complain about whatever Instagram is doing this week and brainstorm how we’re going to overcome it

What exists currently is a very tidy Google Doc and absolutely no checkout link.

What do you want?

So instead of pretending I’ve got it all beautifully mapped out (because I don’t), I want to ask you something.

What do you actually need?

Is it regular hook ideas so you’re not staring at a blank notes app?

Is it accountability and live planning sessions?

Is it a one-to-one strategy so someone can tell you, kindly but firmly, that your niche is too broad?

Is it just a space with other travel creators and small brands where you can say, “Why is this trending and how do I use it without selling my soul?”

Tell me.

Because I can build a clever framework. I freaking love a framework. I am, fundamentally, a spreadsheet obsessed girlie raised by accountants (true story).

But the framework has to solve a real problem.

And I don’t want to build something you don’t even need in the first place.

What’s happening next

Here’s what I’m doing next.

I’m finishing the content calendar kit. (Pinky promise)

I’m building the membership slowly, with actual feedback, instead of trying to launch a perfectly polished thing with some dramatic flourish.

No more five-project juggling.

No more “it has to be flawless before anyone sees it”.

No more pretending I don’t need recovery time after big pushes.

Sustainable means sustainable for me, too.

After all, the reason I have these strategies are because I burnt out so many times.

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So… that’s what I have to say.

If you’ve read this far, thank you.

Genuinely.

Hit reply and tell me what would help you most right now.

Hooks? Planning? Accountability? A gentle kick up the backside? Trending audio, hooks, and content ideas sent to your inbox every week?

I’m listening.

Ciao for now,
Penelope 💛

“I know I can make amazing content from this, but I don’t know where to START.”

This post is for you.

Because the problem usually isn’t:

• a lack of travel

• a lack of footage, or even

• a lack of ideas

It’s that everything feels tangled.

Ideas, hooks, formats, footage, pressure to “do it right”.

So let’s untangle it.

What you need is a simple but powerful system that helps you turn trips and destination footage into multiple content ideas, without reinventing the wheel every time.

This is that system.

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Step 1: Get the ideas out of your head

The first mistake most creators make is trying to jump straight to execution.

Editing a reel.
Putting a carousel together.
Choosing the perfect audio.
Writing captions.

But if your ideas are still floating around in your brain, everything feels harder than it needs to be.

So the starting point is simple:

Brainstorm 5 reel or carousel ideas

That’s it.

Not 30.

Not a full content calendar.

Just five, for now.

They can be:

• half-formed

• messy

• vague

• “this might work” ideas

This is a thinking task, not a performance task.

Then, sort each idea by content style

Almost all social media content falls into one (or more) of these four buckets:

1. Humour / Relatable / Entertaining

   Makes people think “omg, same” or want to send it to a friend.

2. Inspirational / Aspirational

   Sparks wanderlust, motivation, or “I want that life”.

3. Helpful / Educational

   Teaches, explains, or gives a clear takeaway.

4. Emotional / Reflective Storytelling

   Connects on a deeper level, often overlapping with the others. Makes people feel seen.

This isn’t about boxing yourself in.

It’s about starting to notice:

• which content styles feel most natural to you

• which ones drain your energy

• which ones you actually enjoy creating

Not everyone needs to be funny. Not everyone needs to do voiceovers. Not everyone needs to talk to camera or make green screen talking head content.

This step helps you figure out your lane, not force yourself to fit into someone else’s.

If you just try and create content that you think you ought to be creating, not content that you love and want to be making, you’ll struggle to be consistent.

Step 2: Find hooks that fit your ideas

Once you have the ideas, the next sticking point usually shows up here:

“I have a good idea… but I don’t know how to grab people’s attention with it.”

That’s a hook problem, not an idea problem.

Your task: collect 5 strong hooks

You can do this by:

• scrolling Instagram and screenshotting hooks that stop you

• searching one of your content pillars and seeing what’s performing well

• pulling opening lines from your own past high-performing posts

• revisiting saved posts or Notes where you’ve jotted down hook ideas

• using the Travel Hookbook: 50 Scroll-Stopping Hooks for Travel Creators & Brands

You’re looking for hooks that are clear, specific, and scroll-stopping.

Write them down somewhere.

Notes, Notion, Google Docs — it genuinely doesn’t matter.

Personally, I’m a Google Sheets or Notion kinda gal (although Airtable is gradually bringing me further and further to that side… but I digress). As long as it’s easy to keep organised and it works for you, that’s what’s important.

Next, match hooks to your ideas

Go back to the five ideas you brainstormed and ask:

• does one of these hooks naturally fit?

• could I tweak a hook slightly to work?

• or does this idea need a totally different hook?

Some ideas will match straight away. Some won’t. That’s normal.

Sometimes the hook comes first. Sometimes the idea comes first.

Both are valid.

If an idea feels strong but none of your hooks fit yet, that’s not a failure — it just means it needs a better opening line.

Step 3: Rewrite one hook three different ways

This is where things start to click.

Instead of constantly chasing new ideas, you learn how to make one idea more flexible.

Pick one idea + hook combo

Then rewrite the hook three different ways, keeping the core idea the same but changing the angle.

Some easy ways to do this:

• Shorter: Strip it back to the most concise version.

• More specific: Add a clearer audience, outcome, or number.

• More direct or bold: Make it punchier and more confident.

For example, if your original hook is:

“Most people plan this part of their trip to X wrong.”

You could rewrite it as:

• “Planning a trip to X? You’re probably doing this bit wrong.”

• “This is the one travel mistake everyone makes when visiting X.”

• “5 things I wish someone had told me before my first trip to X.”

Same idea.

Different entry points.

Being able to rephrase hooks and rewrite your ideas in different ways is a skill you want to hone. Not only does it reduce pressure to constantly be coming up with new and original ideas, but it also makes your content easier to test and refine!

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Optional (but worth it): Turn this into trial reels

If you want to take this a step further, this is where trial reels come in.

You shouldn’t be using trial reels to just repost content that performed well in the past.

It’s about using trial reels for their actual purpose: TESTING.

Take one reel and post it multiple times as a trial reel with:

• the same footage

• the same structure

• different hooks

This isn’t about gaming the algorithm. This isn’t about spamming 20 trial reels a day (yeah, please don’t do that).

It’s about noticing:

• which wording feels most natural to you

• which hook gets more saves, shares, or comments

• which hook has a lower skip rate or higher watch time

You’re gathering data, not chasing virality.

And yes, you absolutely can do this with a reel you’ve already posted.

Simply rewrite your hook, and re-share it as a trial reel.

Note: Make sure you’re changing your hook enough that the algorithm doesn’t simply class it as duplicate content, though!

How this all connects to your destination footage…

Here’s the key mindset shift: You’re not creating one or two pieces of content per trip.

You’re creating multiple content angles from the same pool of footage.

One destination can support:

• a funny/entertaining reel that people watch and go, ‘lol I feel that’

• an inspirational reel that makes people go ‘I want to go there!’

• an educational reel that helps people planning a trip to that destination know exactly what they can’t miss out on

• a more personal, storytelling reel that connects with your audience because they’re following you for you

It doesn’t have to be completely different footage for each separate reel. Often, you’ll end up with crossovers. I have certain clips that I’ve used in SO many different reels.

Why? Because they work.

Content creation doesn’t have to feel like a constant uphill climb.

Now it’s your turn

It doesn’t have to be a recent trip. It could be a trip from 2024 or 2025 that you just never got round to creating content for (I definitely have a few of those!). It could even be about your hometown.

Just look at the content you captured for the destination. Think of this as a simple loop:

Brainstorm five ideas. All five ideas don’t have to become posts, either. If one doesn’t spark excitement, and you’re looking at it like ‘meh, I’d rather not’? Then… don’t. That’s okay!

These can be a mix of content styles (one relatable, a few inspirational/aspirational, one that really tells a story, and one or two that educate), or you can focus on one particular content style for the moment. Make sure that you’re working with your content pillars here, too!

Take those ideas, and brainstorm some hooks to go with them (and if you’re struggling to find hooks that work, then check out my 50 Scroll-Stopping Reel Hooks to get you started!).

Now you have your five content ideas, and your five hooks.

Now, pick one hook to start with.

Think about how you can rewrite it in three different ways.

And if you have the capacity? Edit the reel, and share the three different versions as trial reels.

Don’t post them to your main (for now). Just see how they perform for the next 24 to 48 hours. Which hook version performed best? Why do you think it did better than the others?

(PS: You can absolutely post the best performing version to your feed if you want to!)

This is how I figure out a lot of my hooks. Sometimes, phrasing is just tricky. There are a variety of ways you can write something. Some hooks feel like they’ll perform better, but in the end others actually do.

This can help you figure out which hooks perform best for you. Which hooks feel easier to work with. Which content formats and styles you vibe best with.

The bigger picture

By the end of this process, you should have:

• a handful of solid content ideas

• multiple hook options for the same idea or concept

• a clearer sense of what styles and formats suit you

• less pressure to always “come up with something new”

This is how you turn trips into content sustainably. This is how you stop wasting good footage.

And this is how you build momentum without burning out.

Small steps. Less friction. Better systems.

Feel free to reply or to leave a comment on this Substack post with your five content ideas, or even your three hook variations.

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Want some feedback on the ideas and hooks you’ve come up with? Just hit reply, and ask away!

Ciao for now 💛

Penelope

Creators decide that this is the year they get Instagram to work for them. That January is THE month they’ll get serious about Instagram.

They promise themselves consistency, momentum, a fresh start.

Maybe that sounds familiar.

Maybe you’ve decided that you’re going to post every single day in January, hoping it will turn into a habit you’ll continue with for the rest of the year.

The problem is, this approach rarely does what we want it to do.

Instead, it just piles pressure onto an already fragile system.

More posting. More effort. More noise.

What feels like motivation at first quickly turns into overwhelm, and by the end of the month, many creators find themselves more exhausted, more frustrated, and no closer to sustainable growth than they were in December.

If this is a feeling you recognise, you’re not alone.

And you don’t just need to ‘try harder’.

You just need a better system.

Pushing harder isn’t the answer.

You don’t need another ‘post every day’ challenge.

You don’t need an Instagram challenge telling you to show up more or to just be authentic. You definitely don’t need a challenge telling you to post 20 trial reels a day (yup, no one needs that).

But what you actually need in January is space to slow down, step back, and build foundations.

You need structure that makes content creation feel easier, not heavier.

This is exactly why I created From Stress to Strategy: Your January Instagram Reset.

Throughout January, I will be sharing one small, practical task each weekday. Each one is designed to take around ten to fifteen minutes and to gently help you put simple systems and strategies in place.

Systems for organising your ideas. Strategies for creating content without starting from scratch every time. Systems that support consistency without demanding constant output.

There is no pressure to post every day.

No expectation that you show up perfectly.

No chasing trends just for the sake of it.

The goal is not to overhaul your Instagram in thirty days. The goal is to leave January feeling clearer, calmer, and better equipped to show up in a way that actually works for you.

If you have ever felt like content creation is overwhelming, this challenge was created with you in mind.

So, you in?

You can join From Stress to Strategy: Your January Instagram Reset by signing up here:

Sign up for our January Challenge!

The sign-up form will ask you a few questions, such as what strategies or systems you are already using, and where Instagram feels hardest right now.

To get the most out of the challenge, make sure you are subscribed to this Substack. That is where I will be sharing my longer-form content, context behind the tasks, plus the daily prompts throughout January.

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We would also love to have you inside our Facebook group, where you can ask questions, share progress, and connect with others taking part.

January does not need to be about pushing harder.

It should be about setting yourself up properly.

So, if that sounds like something you want to try, I would love to have you join us!

This newsletter is built for travel creators and travel brands who want sustainable growth, clear positioning, and content that actually converts.

I’ll show you how to optimise your profile so that people land on your Instagram and go, this is for me. You will learn why keywords now beat hashtags, how to use the hashtags you do use optimally, and how to write captions that help you get found.

You’ll get saveable carousel formats and plug-and-play Reel hooks, including hooks that are perfect for the start of 2026, that drive shares, saves, and follows.

Each issue, you will get a handy 10 Minute Task, so you’ll be able to implement that right away, not in hours or days. You’ll get scroll-stopping reel hooks you can use straight away, and a seasonal checklist so your pitching and posting stay on track.

Practical steps, small changes that bring big results, and zero fluff.

Let me introduce myself real quick

Hello, hola, ciao! I’m Penelope, your friendly neighbourhood Instagram strategist. I’m here to ensure you can get the most out of social media with a strong, sustainable strategy while not letting social content take over your entire life.

So, why should you trust me? 👀

I’ve been a content creator for over 10 years, and I’ve grown an audience of 100k+ followers and built a brand… but more importantly?

I’m pretty sure I’ve made almost every mistake going (yup, really 😬), which means I’m perfectly placed to help YOU avoid the same pitfalls. I’ve also worked on both sides of influencer marketing, and I’ve worked with hundreds of brands and tourism boards.

On top of that? I have extensive experience in design, photography, and social media marketing (plus a recent career in CRM, so my ManyChat skills are peak). I’m here to help you make content that stands out from the crowd, while remaining accessible and relatable.

I’ve been the creator who has burnt out. Many, MANY times.

And that’s why I want to teach you how to make social media work for you, without the burnout.

Recent Instagram Updates You Should Know

As always, Instagram is changing things up. Back in 2017/2018, hashtags were the thing. It’s how you got seen. If you didn’t have the right hashtag strategy, you weren’t going to do well (unless you got super lucky, or got some major reposts that sent you tonnes of followers).

But in 2025/2026? Hashtags are nowhere near as important.

What’s changed:

Instagram trialled a hashtag limit for some users (in some cases limited to just three hashtags), then announced a gradual, universal restriction to five hashtags per caption via the @creators Threads account. Expect a long roll out, as usual!

Why it matters:

For most people, not much changes. Instagram has been shifting from discovery through hashtags to keyword-led SEO and interest signals. Instagram’s own guidance stresses targeted, relevant hashtags over broad, catch-all, generic ones.

What to do now

• Use up to five targeted hashtags, niche and specific to the post, for example #GibraltarTravel rather than #travel.

• Write keyword-rich captions that naturally include destination, topic, and format words, for example “hidden gems in [city]”, “two-day itinerary”, “best photo spots”.

• Match your keywords everywhere you can: on-screen text, spoken VO, and alt text. Keep it natural and human, and definitely don’t keyword stuff.

• Add a location tag for place-based content.

• Measure what moves the needle. Track saves, profile visits, and reach from various sources in your insights, then refine your keywords and hashtags from there.

TL;DR: quality keywords first, five smart hashtags second.

10 Minute Instagram Task for Today

Each newsletter, I’ll be providing you with a quick and easy task to help you work towards your Instagram goals.

I know you don’t have time to create 5 reels from scratch every day while designing a brand new content calendar and creating three lead magnets. Like, who on earth does?! (People with an entire team behind their brand, that’s who.)

With these 10 Minute Tasks, I want you to enjoy a quick win and really make a difference to your long-term success.

We’re here for sustainable growth, okay, not chasing trends and burning out.

Now, without further ado:

Today’s 10 Minute Task: Write your niche statement

A niche statement is a single, crystal clear sentence that tells your ideal audience who you serve, what you help them do, and why it matters.

Think of it as your content’s north star, helping to guide your content pillars (more on that soon!), the hooks you use, the captions you write, as well as the products and services you offer.

Your niche statement is so the right people instantly think, “this is for me.” You want to keep it specific, benefit-led, and it should mean that a total stranger could read it and know straight away if they belong.

Overall, your niche statement should answer three questions:

1. Who are you helping? (e.g., travellers, content creators, families)

2. What are you helping them achieve? (e.g., discover hidden gems, create better travel content, plan affordable trips)

3. Why should they care? (e.g., you offer unique insights, save them time, inspire them with aesthetics).

Here’s a simple formula to help:

“I help [who] to [what], so they can [result].”

If you need a little more detail, think of it this way: “I help [specific audience] to [what you help them achieve], so they can [result/benefit they want].”

You can also add the following add-ons as well:

• “without [pain point]”

• “through [format or approach]”

Examples

Travel creator:
“I help busy travellers with a 9-5 plan affordable European getaways, so they can maximise limited annual leave without missing the good stuff.”

Boutique hotel:
“We help design-led weekenders discover slow coastal escapes, so they can switch off and feel at home away from home.”

How to do it in 10 minutes:

1. Who: be specific, for example, “female solo travellers”, “food-loving couples”, “solo first-timers”

2. What: the transformation, for example, “plan affordable getaways”, “find hidden-gem stays”, “shoot better travel photos”.

3. Result: the benefit in their words, for example, “maximise annual leave”, “avoid crowds”, “feel confident travelling”.

Draft three versions, then pick the clearest one.

Quick test: would your ideal follower read that line and think, “that is me”? If yes, you are on track.

Feel free to share them in the Facebook group to get some community feedback.

Sales tip for the week (by sales pro Emma of The Travel):

(Psst: Emma is a sales expert with 9+ years of experience, and she’ll be popping in every so often to share her top sales tips and strategies for you! You can find her on Instagram as That Travel.)

Always have a contract, even for gifted exchanges.

Why?

A contract benefits absolutely everybody and makes sure everyone is on exactly the same page.

If anyone does not want to sign a contract with you, this is a major red flag 🚩🚩

If you are a creator, contracts can help you clarify what you do and do not want your content to be used for, and set boundaries for how much work you are willing to do for the agreed fee (/exchange).

You can also add clauses to your contract that stipulate your fees for things like late payments, extra work, additional services (such as boosting or whitelisting) and clarify payment and submission deadlines.

If you are a brand, a contract helps clarify what type and amount of content you will be receiving and when. It also sets guidelines for where and when you can use the content, when payment is due, and any implications for the creator if the content is not produced on time or to a sufficient standard.

Sales action for the week

Sit down and go through any pitches you have already done in the last few months and schedule follow-up emails for the new year! The aim should be to get a definite YES or NO out of everyone you’ve pitched recently so you can use it as feedback.

Here’s an easy idea you can use to make your follow-up stand out, and it’s known as ‘the By The Way’ or ‘Extra Info Pitch’. The aim is basically to give some kind of impressive extra statistic or interesting, RELEVANT (being the key word) fact that will make the person you’re pitching want to respond to you.

Examples for creators:

‘Hi Damian,

I hope you’re doing great! I’m reaching out again because since writing my previous email I have recently had a post about safaris go viral and in particular I noticed that people were very keen to know which tour companies I recommend for East Africa, so I can see that there is a clear interest here from my audience to know more, and I’d love to be able to recommend [YOUR COMPANY] as an option for them!

I have some fantastic ideas for how we could work together, showcasing [YOUR BRAND] as the perfect option for people looking for a reliable tour provider in this area. Look forward to hearing from you!’

You can also say things like ‘my followers have increased by X amount from X post’, ‘I’ve had DMs about X topic’, ‘I’ve had really good success with another collaboration’ - just keep it relevant!

Example for brands:

‘Hi Stella,

I hope you’re doing great! I noticed since sending my last message that you have been posting about [X destination] - it looks beautiful there! Your post about [XXX] reminded me to let you know about [A PARTICULAR PRODUCT/FEATURE OF YOUR BRAND], which I think would really be of interest to you and your audience. I’d love to talk you through it in more detail - please do let me know when you have availability to chat further!’

Scroll-Stopping Reel Hooks

If you’re looking for some inspiration for reels, then you’re in the right place.

Each month, I’ll provide you with three ‘fill-in-the-blank’ reel hooks that you can use in your own content.

If you’ve never seen hooks presented in this way before, don’t worry! Think of them as a bit of a ‘mad libs’-esque kind of thing. Anything within square brackets is something to update with your own information, and you can always tweak the wording to match your style a little more!

I’ll start with a fairly simple one, just to show you the ropes:

Reel Hook:

X things that probably aren’t on your bucket list, but SHOULD be

How to use it:

Open with the hook as on-screen text for around 3 seconds (depending on the music). Cut quickly through 5-10 short clips, and number them to build momentum. Use a beat where possible so each cut lands on the music. Add labels like “[place]” or “[experience]” on each clip, and finish with a strong CTA, for example “Comment ‘LIST’ and I’ll send you my map of the best [bucket list experiences in X]”.

Example:

7 things that probably aren’t on your 2026 bucket list, but SHOULD be

1. Being served beer on a model train in Prague, Czech Republic

2. Drinking champagne in hot air balloon over Trakai, Lithuania

3. Eating Käsespätzle in Appenzell, Switzerland

4. Watching opera in the forest, Poland

5. Trekking with llamas in the mountains of Tyrol, Austria

6. Hiking to the Ravenna Gorge Christmas market, Germany

7. Seeing the sun rise over the Sahara, Morocco

(PS: Yes, these are all real experiences, and yes you should add them to your bucket list!)

Reel Hook:

Me: I want to travel the world | Also me: in [country] for the 51st time

How to use it:

Is there a destination you just keep going back to? This is the perfect hook for you! Use it with an attention grabbing visual at the start showing you travelling the world (with the opening hook “Me: I want to travel the world”) and then at around the 3 second mark (bonus points for using music with a beat drop), the clip should change to you in the place you just can’t stop going back to (with the text hook “Also me: in [country] for the 51st time”). And yes, you can change the ‘nth time’ to something else, especially if you do have the exact count on hand!

Example:

Me: I want to travel the world | Also me: in Spain for the 51st time

PS: Want even more fill-in-the-blank reel hooks at your fingertips? Grab my Travel Hookbook, with 50 scroll-stopping reel hooks perfect for travel reels!

Carousel Trends, Hooks & Inspiration

Carousel Trend To Try

For the past few months, one carousel trend that has been doing the rounds is the “social media is fake” trend. I don’t like to just jump on trends for the sake of it, but this is a trend that I can really get behind.

So, what’s the deal with this one?

Essentially, this hook is all about being vulnerable, open, and honest. Most people use it in the same way, with a secondary hook of “so here’s what I’m struggling with as an XYZ” or “here are some things I’ve been struggling with lately”.

The premise is that social media is fake, and a lot of us are struggling behind the scenes. It can be a really good way of pulling back the curtain on everything from imposter syndrome and health struggles to the conflicts going on around the world and what’s happening in your own country that has been affecting you (e.g. USA with… well, most things, right now tbh).

I created my own version of this to talk about my chronic illness struggles that I hadn’t been otherwise open with on my social media, and you can take a look at that here.

Text Hook:

Social media is fake.

How to use it:

Make your opening carousel slide really punchy. The text “social media is fake” should be really clear and eye-catching, and then your secondary text hook should provide a bit of context.

Not sure how to phrase the secondary hook? Just use “here’s what I’ve been struggling with lately”, which has been one used by a lot of people creating these carousels.

I always recommend on carousels to use your second slide to provide more context.

If someone who follows you sees your first slide but doesn’t engage (swipe through), Instagram will then usually show them the second page on their feed at some point. This means that people may be seeing your second slide without having just seen the cover/first slide, so make sure it makes sense without that opening slide!

A great example of a second slide could be something along the lines of “the world is a complicated place, and a lot of us are struggling behind the scenes with things we aren’t really talking about on social media. It’s important to remember that social media tends to only show the highlights, so here are a few things that have been on my mind lately”.

Each slide should then be an image with a text overlay (if it’s not legible enough, just create a solid black shape to cover the entire image, and then bring the transparency down to 30% or so), with each slide including something you’ve been struggling with.

Example:

Slide 1:

Social media is fake.

Here are 5 things I’ve been struggling lately with as a travel creator with a full-time job.

Slide 2:

A lot of people assume that as a travel creator, I’m doing this full time. There’s this expectation that I’m constantly on the go and in a new country every week… but it couldn’t be further from the truth!

So here’s a little peek behind the scenes…

Slide 3:

I’m completely out of annual leave this year. I keep seeing amazing reels showing beautiful Christmas markets around the world, but I can’t go to any of them.

Slide 4:

I’m exhausted. It feels like I come home from my 9 to 5, then immediately start another full-time job. Don’t get me wrong, I love what I do! Just sometimes I think I need a holiday from EVERYTHING.

Slide 5/6/7:

[Other things here that are relevant]

Slide 8:

Any of these you relate to? Let me know in the comments!

NSS Note: Make sure you remember to have a CTA in your last slide! Whether it’s “send this to a friend” or “let me know in the comments”, you should always have a CTA on the last slide of a carousel.

Carousel Trend To Try

Trip planning for 2026 is totally on people’s minds right now, which makes this carousel concept highly saveable (and shareable!). It works because it is specific, timely, and curated. You are helping to reduce decision fatigue for your audience, and providing people with the inspiration for their 2026 travel planning.

So, what’s the deal with this one?

This hook is all about sharing the best of a destination. Whether you use it to focus on the best itineraries, the best road trip routes, the best small towns/underrated cities/best cafes or whatever, there are SO many ways to use this carousel hook!

Text Hook:

If [country] is on your mind for 2026, these are the X routes I would choose:
OR

If [country] is on your mind for 2026, these are the X places you cannot miss:

How to use it:

Make the cover bold and clear. Put the text hook on Slide 1 with a strong visual. Use Slide 2 to set expectations, for example who it is for, budget level, best time of year, or how you chose the list.

Each following slide should feature one route or place. You can also add a short description as an explanation of why you included it, for example “best month is X”, “ideal for a long weekend”, or “perfect for 3 days”.

For the featured routes/locations slide, you can either have just one image as the background, or use a grid to show 4 photos of the place or route!

Don’t forget to end with a CTA to save, share, or comment with a keyword for a map or full itinerary via DMs.

Example:

Slide 1:
If Portugal is on your mind for 2026, these are the 7 places you cannot miss:

Slide 2:
If you’re looking for the perfect destination for 2026, Portugal is calling your name! Here are my must-visit spots if you love food, history, and coast (and which month is the best to visit in).

Slides 3–9:

Monsaraz, Alentejo. Best month: May.
Tavira, Algarve. Best month: October.
Tomar. Best month: April.
Braga. Best month: June.
Douro Valley. Best month: September.
Peneda-Gerês National Park. Best month: July.
Óbidos. Best month: March.

Slide 10:
Which destination calls you the most? Comment “PORTUGAL” for my map and 7-day itinerary.

Trending audio recommendations for the week

If you’re looking for some trending audio ideas for this week, here are some I’m loving!

“Where did you go this year?”

This is the perfect audio for an end of 2025 round up reel! You can find it on Instagram here, and here is the already downloaded audio file for you to grab.

Simply add an opening clip of 2.1 seconds, and then add 0.5 second clips to match the timing. This one’s a great audio to add the various destinations you’ve been to through the year, or to include your favourite locations you’ve visited in 2025.

How to use this audio as a travel creator:

Start with the opening clip with a text overlay of “So, where did you go this year?”. Add each country or city you visited with a text overlay over each 0.5 second clip.

How to use this audio as a travel brand:

Start with the opening clip with a text overlay of “What were your favourite moments this year?” You can then add your favourite clips from throughout the year, e.g. the most memorable trips you’ve done with clients, or your favourite locations on tours you offer (it doesn’t have to be ranked either!).

There are so many great ways to use this audio!

Not vibing with that one, or just want to do more than one 2025 round-up? There’s a tonne of other great trending audios for 2025 recaps, including:

• End of 2025 (Fate of Ophelia)

• Zimmer90Music’s “What Love Is” - perfect for adding one clip per month of the year!

• “And with that, the 2025 season comes to an end. Goodnight.”

My top tip for putting together a 2025 recap reel? Create an album on your phone or laptop with the various clips you want to include, and THEN import them from there to your editing app of choice. Definitely a lot easier than going through an entire year of clips as you import them individually! (And, if you’re like me, you’re muuuuuch less likely of then going off on a teeny tiny detour down memory lane as you look at some of your clips from the past year…)

Create your album of clips, pick your favourite audio, and get editing!

Relevant seasonal reminders for sales/pitching/Instagram

Don’t forget that people start planning their trip on average 3 months in advance, so they will be looking for inspiration for their spring and Easter travel itineraries right about now!

The ‘Twixmas’ period is not a time for pitching. Many people are OOO until early January, so now is the time to plan ahead.

If you’re keen to be productive during this period, then I recommend using the lull to prep and automate! Here are a few of our top suggestions:

• Refresh your media kit: latest stats, three best case studies, top hooks and results, updated rate card (if applicable).

• Tighten your portfolio: ensure the content featured is what you want to be hired for in 2026, not what you did in 2019.

• Clean your CRM: this could be anything from updating your pitching spreadsheet to tidying your mailing list by removing inactive subscribers and bounced addresses. Log last-contact dates, and set follow-up reminders for January.

• Build a proof bank: testimonials, social proof/analytics, user comments that mention booking because of your post. Having these on hand will make your life much easier in the future!

• Set up your DM automation templates: if you’ve not yet utilised ManyChat, use some downtime to get familiar with it! If you’re already using it, check out the flow builder and build some flow templates that you can easily duplicate

• Plan your first four weeks of content: but keep it realistic! Work on a plan for 2 to 5 posts a week, and utilise a variety of formats (reels and carousels) and themes.

How about a cheeky little audit, hmm?

It’s also the perfect time of year to work on a content audit!

Identify your most successful posts during the past year, and see if you can identify why they did so well. Was it the topic? Did you use a great hook? Was it the timing (e.g. seasonality or trend alignment)?

For your top successes, can you build on those? For example, if a reel did extremely well, can you recreate that reel for later in 2026? Can you repurpose the content and turn it into a carousel? Or could you even turn it into a series?

It’s also worth looking at your worst-performing content for the year. Why might they have not performed as well as hoped? Are there any tweaks you could make to improve them? Was it a weak hook, too slow pacing, or maybe just wrong timing?

In short: do more of what works (as long as it aligns with your brand!), optimise or repurpose what nearly worked, and move on from the rest.

And that’s a wrap for our first issue!

You now have a simple 10 Minute Task to hone your niche statement, plug-and-play hooks for Reels and carousels, and a step-by-step plan to carry you through the first weeks of 2026 without the stress.

Now it’s your turn!

Write your niche statement in one line and post it in the comments for feedback, or share it in the Facebook group!

If this was useful, tap the heart, subscribe, and forward it to a travel creator or travel brand who needs a helping hand to get on track in 2026.

We’ll see you soon with more plug and play hooks, sales tips that help you monetise your audience, and much, much more.

Psst! Stay tuned for my January Challenge, a full month of 10 Minute Tasks that will help you make Instagram work for you, and not the other way round.

Expect daily prompts and plug and play templates that build your content bank, sharpen your niche, and kickstart results by February.