You Are Not Your Followers

The truth is, I don't have a magic wand, nor do I know any secret formula to go viral, gain 300k followers in less than a month, or any method that doesn't involve hard work and often sacrificing fun.

So if you're here to bypass the rules, avoid commitment, or find an easy shortcut... well, this article isn't for you.

I started to work in this field a few years ago, tiptoeing in.

I was terrified for a long time: I offered rock-bottom prices, missed out on huge opportunities that I deeply regret now, and above all, I felt a lot of shame.

I read book after book, bought courses, all while earning my degree in Fashion and Communication Design and attending a Master's in Digital Marketing and Social Media Management. Then I would see all those American girls saying, 'Do this and in 30 days you'll be rich and have tons of followers,' and I blamed the algorithm, claiming it was easier in America for some ridiculous reason.

The Instagram algorithm is your friend.

I figured this out after a while. A good while.

The algorithm wants people to spend as much time as possible on the platform, so:

RULE NUMBER 1

Watch time is your daily bread.

This is a certainty. One of the few amidst the countless updates.

The Instagram platform is constantly updating, and I understand that keeping up with every little change can be really stressful. Therefore, it's essential to grasp the foundations upon which everything revolves. Watch time matters because the algorithm recognizes that your content has been viewed in its entirety without scrolling before the video ends.

Consequently your content is engaging, allowing the person on the other side of the algorithm to spend more time on the platform.

Do you see the point now?

And it doesn't matter how many updates there will be on the app, or how many things will change: you can be sure that the algorithm will always be interested in keeping you glued to your phone on Instagram for as long as possible.

So, with this in mind, everything else should revolve completely around this certainty.

So, how do you do it?

Do you remember when I first talked about fear? About the frantic and desperate study to try to compensate for that sense of ignorance that always lingers around those who love this job and truly want to reach the 'higher echelons' of their field?

Forget it.

Most of the time, the issue on Instagram isn't the platform itself, it's not that you haven't followed the rules, it's not that you don't know how to edit, and it's not even that you don't have the latest super fancy iPhone with 600 cameras: the problem is that you don't believe enough in your own abilities.

There's a tiny, tiny — or even large — part of you that thinks all of this is wasted time, that 'what a shame if someone I know sees my video,' that 'oh my gosh, how cringe all this stuff is'...

All these worries you have — and I have, every day for like 4 years — prevent you from

RULE NUMBER 2

Being consistent.

Consistency is the true secret to success. I fought against this reality for who knows how long. Yet the signs are clear: that idea that's been swirling in your head for who knows how long, put it into action. Use your creativity every day.

Otherwise, that idea will find its way through someone else.

Putting aside all the various philosophies, consistency is key: once you overcome the fear of judgment and understand that the most important thing is to make your content interesting enough to keep everyone glued to the screen, then the game is solely about consistency.

Do you have that reel saved in drafts but dislike it because you think you look silly?

Go ahead and post it.

The last reel got 112 views, and now you're questioning the point of continuing to share?

Do it anyway.

Keep going.

Every single day.

Day in and day out.

STAY CONSISTENT.

Because consistency means the more videos you create, the more comfortable you'll become in front of the camera, the more relaxed you'll feel, and the more natural it will seem to you.

RULE NUMBER 3

Chat with your friend.

Do your best, channel all your positive energy, and talk to the camera as if it were your best friend: vent, share with that sparkle in your eyes that you usually have when discussing what you love.

Let loose, be at ease.

Don’t stick to a script — but do it, it’s crucial to avoid wasting HOURS AND HOURS of your time cursing at a camera — forget the script.

Just speak and share with your friend whatever comes to mind.

So in summary, since I’ve already said quite a bit, what should make us successful individuals on social media today?

We need to be interesting and know how to tell a story, be consistent and a bit cringe, and most importantly, be honest.

Of course, if you want, I can share more nonsense from the guru fluff that will make you think I'm the evil genius who knows all these things and will have you spending your hard-earned money on my worthless courses that I didn't even bother to record, but I won't do that — if it wasn't clear — and instead, I'll give you a truly heartfelt piece of advice, as a friend:

If you feel like your account is stuck, that you're unable to grow, that you're trying so hard but nothing seems to work, you're probably right: do yourself a favor and create a new profile.

— and here's something that no one ever tells you — new profiles have a “window” of high visibility in the first 30 days that allows the famous algorithm to determine if you're an interesting type or not — always sticking to rule number 1 — so be careful and create a new profile: be interesting, consistent, and honest.

Get through this window and see what happens.

And then come back and tell me all about it.