why I’ve started posting on IG again

Happy Friday!

Over the past month or so, I’ve been secretly experimenting with a marketing channel I swore I’d never return to:

Instagram.

Why?

Because the marginal cost to produce content has come down significantly…

And the marginal gains of doing so have also gone up significantly.

With the TikTok-ification of IG…

Your reach is no longer constrained by your follower count…

If a post or reel or carousel is good enough, it gets pushed out to cold traffic…

(Or, at least, that’s what they say lol)

Combine that with the sales potential of a tool like ManyChat…

And you’ve got an opportunity that seems too good to ignore.

So I’ve been keen to play around.

However:

My experience so far has been pretty much the same as it was the last time I tried creating content on IG a few years ago.

Despite having ~1k followers, most of my posts only get 100-200 views.

So reach is still a problem.

I have gotten a couple of sales, which is nice.

And as I get a better handle on the content creation process, I’m sure these numbers will go up…

But it’s yet another reminder that subscribers are worth more than followers.

How come?

Well, it’s not only because subscribers have actually raised their hand and committed to hearing from you in a more meaningful way…

It’s also because emails land in a private space (the inbox)...

… whereas social content lands in a public space (the feed).

That’s the bigger difference IMO.

Think about it like this:

Are you more likely to take action on something after seeing a flyer stapled to a street light or a letter mailed to your door?

The latter, of course…

Because a message that’s delivered in a private space feels addressed specifically to YOU.

Even if it’s a broadcast sent out to thousands of people.

Make sense?

I hope so.

Because that’s all I got for ya today :)

Jim Hamilton