Earlier in the week we discussed using video on Instagram as a stellar medium for engaging your audience. But who is your audience? It’s lovely to have friends dutifully follow your account as a show of support, but sort of fruitless because they (probably? probably.) already think you’re awesome and clever and the best.

But brands need to grow, and Instagram is one amazing tool to help. Who you talk to is just as important as what you’re sharing. One of the best ways to expand your list of followers is to…follow others. If you love what a blogger is posting, get them on your Instagram radar. Even better, pop onto the list of people they follow, and start clicking. Curate thoughtfully, but make it a point to add five successful, aspirational, and inspirational accounts each week.

Here are a few brands and bloggers of whom we’ve taken note. There is a trend among the five we’ve chosen. Each entity has brought their initial publication (be it a brand, a blog, or a magazine) to life with Instagram. For example, we’ve all drooled over the dreamy shots in Anthropologie’s catalogue, but their Instagram gives us behind-the-scenes shots, outtakes, and connects us more to the brand. The catalogues are lovely, but they will eventually have a date with the recycling bin. And while we’re ignoring our “no screens in bed” NYE resolution and scrolling through the day’s Instas, the Anthropologie posts are part of that experience.

Screen Shot 2015-01-20 at 3.49.58 PM[JOY THE BAKER] With over 176,000 followers, Joy the Baker has taken her sugar obsession from blog fodder to complete lifestyle brand. Her images are rich and inviting, weaving baked goods and table setting in with shots of her colorful life in New Orleans’ French Quarter.

Screen Shot 2015-01-20 at 3.49.38 PM[ANTHROPOLOGIE] The apparel/home goods retailer brings their gorgeous catalogue to life on Instagram. They’ve intuitively made the shift from paper to digital, and recognized the DIY spirit of their customers. Maybe we don’t need to lust after a $168 peasant shirt, but until Instagram adds a shopping cart, it’s the safest place to window shop.

Screen Shot 2015-01-20 at 3.50.13 PM[THE BROOKLYN CIRCUS] No one sells ‘cool’ like Brooklyn Circus. We’ve been fans of this brand for some time, and have loved following them from drinks on the town to photo shoots to trade shows to swanky vacations. Buying clothes from BC doesn’t feel like a retail transaction- it feels like buying into a lifestyle.

Screen Shot 2015-01-20 at 3.50.28 PM[SWISS MISS] Yes, she founded our beloved Creative Mornings, but our social media crush on Tina Roth Eisenberg goes way beyond that. Her Instagram account seamlessly weaves her three companies- Tattly, Creative Mornings, and Studio Mates– along with her design blog and her personal life. What should be overwhelming is instead an inspirational collage of a creative force.

Screen Shot 2015-01-20 at 3.50.44 PM[BKR] The BKR Instagram is a pastel wonderland of actresses and models holding the company’s (strangely beautiful and functional) glass water bottles. We want to be annoyed, but we’re too impressed with the breadth of BKR’s reach. They have bloggers, celebrities, celebrity trainers, and boutique exercise companies not only featured on the BKR feed, but also preaching the gospel in their own. So yeah, pretty people holding pretty things has been done, but we say, if it ain’t broke…