It’s around 30 degrees in Positano – enough to make any sane person wear as little clothing as possible and to stay in the shade as much as possible. Unless you’re a content creator for Instagram (or similar) when you’re dressed up, in full makeup searching for those “instagram locations”.

One such location is a collection of ceramics displayed by a local shop on a terrace with the village in the background. You’ve probably seen the shots, I’ve included a couple below.

Now it’s fair to say that these shots – and the reality of taking the shots – are a bit different.

This location is right on the main road through Positano which is very narrow and at a point where steps run down to the main piazza so it can get very busy.

There’s a queue to get onto the terrace which lasts all day and gets longer and shorter as the light moves – apparently mid morning is the best time to go because the angle of the sun helps throw a soft light on the faces of the those being photographed.

The terrace used to be roped off so shots could only be taken from the entrance which meant a degree of “sameness” and also a degree of competition as only one person could be photographed at a time.

But now someone from the ceramics shop manages entry to the terrace and the ceramics are laid out in such a way that content creators can set up multiple shots ensuring everyone has a unique view. It also opened up the opportunity for video to be shot as content creators moved across the terrace.

It costs 10 Euro or a purchase from the ceramic shop to access the terrace. But shots can still be taken from the entrance for free so there is always a degree of chaos as the queue runs along the footpath onto the road.

Instaglam? You decide.