This isn’t a post about how to beat the algorithm. I’ve never cared about an algorithm.

This post doesn’t contain tips on the best time of day to upload. I’ve never cared what time of day I post content. I’m sure that matters, I just don’t enough brain cells to care about it.

I’m not teaching any hacks. I have no schedulers or apps or caption generators or content batching because I don’t do any of that.

I joined Instagram in 2012, after I had purchased a camera but before I even intended to start a photography business. It was a personal account meant to document my life through a feed of squares and connect with friends of mine. When I started my business in 2013, my personal account became my business account. Back then, there was no algorithm. Everything was chronological and life was great. It was easy to land on the “explore” page and gain new followers. Instagram has changed vastly since its inception and continues to update the app at a break-neck speed. I’ve never tried to keep up with the latest gimmicks, trends, or hashtag strategies.

This quote stuck with me several years ago: “Having a lot of followers on Instagram is like being rich at Monopoly. It doesn’t matter.”

I want to stress – very hard – that Instagram is a small piece of my overall marketing strategy. I try not to place a lot of time or emphasis on Instagram because I do not own what is posted there, and I do not own the followers of my page. My profile is a rented space that I am generously gifted from Facebook free of charge. I always approach the opportunity to connect with my ideal client in this manner as a blessing and I want to be grateful for the opportunity.

COMMUNICATE MY STORY

First and foremost, I want every single post to communicate my “elevator pitch” that I have crafted (need help? Check out my marketing course). I want to use this social profile to connect with my audience in a way that strengths my brand and messaging.

I NEVER WATCH FOLLOWERS

I have never looked at who follows me, and I have never, ever looked at who unfollowed me. I don’t want to know either way. I don’t think it is good for my mental health to watch people unfollow and spiral off to try to figure out why. I also don’t want to know who follows me, should that influence the message I’m trying to convey. I want to be blind to it both ways so that my ego doesn’t rise with the follows, or deflate with the unfollows.

I NEVER FEEL PRESSURE TO POST

I loved this app when it came out because I love images. I’ve never used a scheduling program because I’ve always liked to use Instagram organically in the moment. I post when I want to post, even if it is 5 times in one day. I don’t post when I don’t feel like posting… even if 5 days go by. I try to stay consistent and I certainly have a pattern I follow (previews from sessions, blog posts, etc) but I don’t keep to a schedule and I don’t put any pressure on myself to post. No one is waiting for me to upload another picture. Not one person in this world will notice if I take a break.

I NEVER OVERTHINK A CAPTION

I try to spend 0 time overthinking. If I can’t think of a caption, I don’t post a caption. If I don’t have any words to say I usually put a few emojis or completely leave it blank. I keep a few quotes and sayings that I like in a note and post them occasionally, but I don’t feel obligated to post anything inspirational or heartfelt all of the time. If I want to share the picture, I share the picture.

ALL POSITIVE, ALL THE TIME

My brand is sunshine and unicorns. I do my best to keep my voice lighthearted, kind, caring, and positive. If someone posts a negative comment it is deleted immediately (usually I block them, too).

POINT THEM ELSEWHERE

Because I don’t own anything on Instagram, I am trying to direct traffic to places I do own: my website and my newsletter. I leverage my presence on Instagram (and other social profiles) to build my audience where I do own/control the content!

Care to see the “rules” I have for my social media? Check out this post.