Sabrina Meijer reveals the key to Instagram victory

Glamcult and Raumfeld meet the founder of intoIT.

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For the penultimate chapter of The Many Homes of Raumfeld, Glamcult was welcomed into Sabrina Meijer’s picturesque top floor apartment. With a view over Amsterdam’s delicate skyline, we caught up with the founder of online magazine intoIT. The young creative revealed the recipe for gaining a dedicated IG following of 113K, rumours of the removal of the like button and her love for online platforms. “I’m interested in the fact they’re ever changing.”

What initially inspired you to start an online magazine?

I began writing a blog eight years ago while studying Graphic Design. I loved what I was studying but always missed doing something with fashion, so I built my own website and started sharing my thoughts and adding outfits. After eight years I began questioning where I wanted to take it because I wanted to say more than just: ‘here I am in my new ZARA trousers’. At the time I wasn’t really sure what the next step would be, but the idea of an online magazine suddenly came to me. I’ve always really liked online platforms such as Instagram and I’m interested in the fact they’re ever changing. So I started all over again and now I run a magazine called intoIT, with a lot of contributors. It’s not just focused on me, which is a nice change.

Why did you switch from afterDRK to intoIT?

AfterDRK included writing and was really personal, whereas intoIT is completely image-based. It’s still my taste because I am the curator, but there is no text anymore and there are a lot of contributors involved; it’s more about fashion in general and focuses more on high fashion.

What’s your favourite Instagram account right now?

One of them is an account by one of my contributors, @luciacuesta_. I think she has really great taste but it seems like she still has to be discovered. I also still really love @4thandbleeker because I think her images are amazing.

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Your feed always looks so coherent, how thoroughly do you plan your posts?

I think that’s because I am a perfectionist! I’m always trying to find the perfect theme but I want to let that go a little bit. Six months ago I would’ve never posted two black-and-white photos in a row, but now I try to let things like that go, as it can make for a more interesting theme, as cheesy as it sounds. I do use an app called Snug, which allows you to see your feed, add new photos and switch them around to see whatever next photo would look good.

When do you tend to listen to music the most? What’s your favourite song at the moment?

I have the same playlist on for 80 percent of my day, but the music I listen to most is cheesy R&B and I think my favourite song of the moment is In2 by WSTRN. It’s really corny but it gets me going! [Laughs]

How important is music in your life?

Yeah, I wish I could DJ (even though I feel like that’s really cheesy to say). I actually have a DJ set here but I’m too lazy; I just want to be super good at it without having to go through the process of learning! I listen to music all day, every day, so it’s very important to me.

If you were to video a normal day in your home, what would we see?

I’m never here so you probably wouldn’t see a lot! I am only ever home in the evenings; I go to the gym first and then just watch Netflix.

When you’re at the gym, do you listen to different music from what you listen to at home?

Yes! Do I really have to share that? [Laughs] I have a horrible workout playlist and it includes stuff like Cascada and Milk Inc.

What do you think about the future of Instagram? Will it remain the way it is?

I don’t think so, but I don’t know where it’s going. I think in the past year it has become so oversaturated that people like less photos—I heard a rumor that they’re going to take away the like button completely and just have it based on views…

Do you think brands today are too focused on likes?

Yes, I think they definitely are. There are a lot of people who have crazy cool tastes but don’t get attention for it because they don’t have a lot of followers. I think that’s a real pity so in a few weeks I am starting an agency for those kinds of girls, in order to connect them to brands that really fit them.

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www.intoit-magazine.com

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Words and photography by Lottie Hodson

www.lottiehodsonphotography.com