What Happened When I Quit Instagram For My Business?
What happened when I quit Instagram for my business?
Well, a lot but probably not what you think.
I love Instagram, or at least I loved it when I used it as a tool to engage with people and express myself. Unfortunately, the moment I opened a business account, the whole nature of Instagram changed. Suddenly there were rules to how you played, and ever-changing outcomes, and more encroachment into my life. What started as a fun way to communicate with potential customers gradually became a swamp of constant photoshoots. A never-ending stream of flat lay arrangements, agonising over engaging captions, recording fun stories and continuous banging of head against walls.
And with every algorithm change, or platform update, my anxiety increased. I did everything that the gurus told me, and I mean everything! And the only thing that happened was – nothing. No change. No huge rush to sign up to my latest offer or to watch my new YouTube video. The shinier the photoshoot and the more engaging the caption, the less reach I received.
Now, the whole point of starting a business account on Instagram was to generate more leads for my business; it was an exercise in marketing.
I’ve been an entrepreneur for over 15 years, and the one thing I’ve learnt about marketing is that you measure your results. And if you aren’t getting good ROI (return on investment), then you let that marketing strategy go, and you find something that does work. So if Instagram was not giving me any ROI, why was I still flogging that horse?
Because I had stopped listening to myself. I was too busy listening to all the experts and social media gurus telling me the Instagram was where it was at. I put my common sense and experience gathered over many years aside and bought into the hype. Until the day my husband told me he was sick of hearing me bang on and on about Instagram. My husband is a patient man, and if he’s telling me I sound like an angry drone, then I need to stop and take a long look at what I’m doing.
So I checked my analytics, and I did the research, and I came to the conclusion that Instagram was not right for my business. My analytics told me that all of my blog clicks and website visits were coming from Facebook and Pinterest. And further online research unearthed the truth that Instagram was the worst social media platform for generating leads. Don’t believe me? Check out this article
So I deleted my business account, and here’s what happened:
I stopped driving myself crazy worrying about why I wasn’t getting any engagement on my posts. And because I stopped worrying about it, I stopped driving my husband crazy too!
I suddenly had more time to craft marketing messages for the platforms there were giving me leads; therefore, I created stronger engagement on those platforms. All because I had the time and energy and mental capacity to direct towards them.
I felt less comparison anxiety
My creative juices began to flow more because I wasn’t so fixated on creating Instagram posts, writing engaging captions and continuously checking my insights. And for me, more creativity = more joy
The quality of my other content like my podcast and blog posts improved, which has led to a significant spike in subscribers and downloads. (which was what I was trying to use Instagram to do in the first place)
So the lesson I take from this experience is:
Listen to yourself instead of to all the experts. Create an online marketing strategy that works for you. If something isn’t bringing you the returns you want, let it go. And that’s not just Instagram. If Facebook isn’t working, let it go, if YouTube isn’t getting any traction, find something else.
This is your business and your life, craft it the way you want it.
Also, check your analytics every week, be clear on where your leads are coming from and then focus your attention on those platforms
And finally, create good content. That should be the most crucial part of your strategy. Create the best content you can and then devise the marketing strategy that will get that content out to your people the best way.
I know as well as most that creating an online business that works, is not as easy as they make it out to be. It’s hard enough getting the basics right, but when it comes to creating a business that aligns with your values, creates an authentic connection with people and is sustainable, that’s when it gets really difficult.