Instagram is rented space.

Remember when we talked about not overthinking social in the last post, and I mentioned that my energy for strategic IG is being replaced in my business?

Let’s talk about it.

IG is tough. All week I’ve seen people concerned about low engagement, drastically decreased story views – it’s hard to put so much effort into cReAtInG cOnTeNt only for like 1% of your followers to see it.

So, let me offer you an alternate perspective to the overwhelm of trying to keep up…

Instagram is rented space.
You don’t own it.
Your email list however, is yours.

Assuming of course that you comply with spam legislation…

If you’ve ever experienced the pure panic and spiralling that is having your Instagram shut down, you will understand why I stress not putting all your marketing eggs in the Meta basket…

But time and time again the argument I hear against sending newsletters is the same:

1. You feel annoying
2. It’s just ANOTHER THING to do

The thing is, people signing up for your mailing list ASK you to send them content…

You’re telling me Old Navy can be out here sending four emails a day and people don’t unsubscribe, but you can’t send one a week?

Also, if people unsubscribe, that’s FINE. Don’t overthink it, it happens, they weren’t your people, they’re not in the right season – move on.

On the second note, yes, it’s another thing to add to that to-do list. But email subscribers are already warm leads, so the conversion from follower to paying customer takes a lot less effort.

Think of it this way:

Your IG is providing PASSIVE value.

People likely didn’t SEARCH for what you’re providing. But the people that have signed up for your newsletters are literally ASKING you to send them content, and are already interested in what you have to offer.

If you want an example, take this blog you’re reading (psst, it was an email). I’ve had 8k followers on IG for almost three years, which is fun and great but they aren’t all looking for the things I do that actually pay my bills. And I don’t want to lose those people, we’ve built relationships over the years, but putting a lot of effort into an Instagram post about branding or business doesn’t SERVE that audience, which is defeating.

So I’ve shifted my mindset around marketing, and instead of fighting against the Meta machine, just changing where I put my energy into valuable content has done my business (and brain) a world of difference.

This isn’t a ‘I’m building a luxury custom home by sending one newsletter a week and YOU CAN TO!!’ plug – I’m absolutely not doing that LOL. But what I am saying is that it has significantly boosted my income by popping in and reminding people I exist and can help them.

The people on my email list are those that want the business-related content, they are already warm leads, so I can sell to them while still nurturing a community on IG with all my relatable and otherwise off-topic chaos.

I’ve got a whole post about how I use Flodesk for this, digital products, etc over here. You can also get my private podcast all about email marketing here.

And if you were into this post, obviously you know I’m going to say get on the list. It’s here.