Esquire ME: How to be an Instagram Husband (by an Instagram Husband). “The term was first coined by a viral video in 2015, mocked up as a PSA for reluctant, photo-snapping boyfriends, and three years later it’s practically become a pre-requisite for countless modern relationships. Of course, you’re not a true Instagram husband unless you risk life and limb, perching on slippery walls and craning off cliffs, in the hunt for a few extra likes. Unless you let meals go cold finding the right angle, and then mouldy as you fiddle with the lighting levels.” Oh dear. I think my IRL husband would head for the hills.