Instagram is life-porn, and you’ve got to get it under control
Approaching “influence marketing” or “content marketing” or “wear blue shoelaces cause it’s Tuesday marketing” (or anything that supposes a word before marketing makes it something else) will just get more of the marketing we’ve all come to hate. If you’re building influence, the trick is to turn it into a business using Instagram. If you’re an Instagram star, and you’re turning a buck holding packets of tea in your finest Athleisure, the clock is ticking and the onus is going to be on you to do something more. Take a moment to think about that. A network that hosts millions of people won’t let them do something that is second nature for digital natives. So its users have concocted their own clunky loophole to get around the problem. It’s as if there were a permanent snowstorm in a city, and the mayor refused to clear the sidewalks. Inevitably, pedestrians would just stomp out their own inelegant roundabout paths to navigate the dirty, urine-filled slush.
“Link in Bio” Is the Worst Thing About Instagram
To turn your network into a customer base, and to turn your business model into something repeatable and long term. There are people who are starting to do this pretty fucking effectively. The real issue is that your value as an influencer is calculated only on your influence. On your network. And because you’re building that network inside of someone else’s social app, you don’t own it… Influence marketing mistakes are just marketing mistakes. The vast majority of marketing is not creative and uses the dead paradigm that pushing out enough content will overwhelm any shortcomings in your message. That’s the mass marketing paradigm of the last century.
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