The Instagram Olympics
How chasing the algorithm became the full-time sport I never signed up for
Happy Monday. I am trying to keep Mondays as my “paid days,” but today’s essay has taken me a bit of time to finish . It’s a little bit personal, a bit of a rant, and I really struggled to word certain parts articulately! So I’m sending it a little late.
We are in the middle of a very, very rainy spell down here in Charleston. I went out to dinner on Saturday, but haven’t really been outside since. I’m enjoying the comfiness of my house but would also appreciate a little sunshine. The windows are fogged up. I have three candles burning and all of my lamps on. Jaime’s napping on the floor and Tyrion is next to me on the couch. We are cozy!
In this letter:
Our monthly paid subscriber giveaway
Business-y thoughts about how Instagram has become one big game, the decline of community, how it’s affecting the rest of my business, and what to do about it!
But first: a treat:
Quick refresher: Every month, I choose one paid subscriber (US or Canada-based) and send them a box of goodies. This month’s box contains some of my favorite things: goodies from Goop (including their amazing scalp scrub), my favorite Supergoop lip balm, Crown Affair dry shampoo, and so much more!
Congratulations to Laurence G.M., this month’s winner. I hope you enjoy all of the fun treats!!!
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I woke up Sunday morning and realized I had finally done it: I’d broken 200,000 followers on Instagram. Once upon a time, that would have been cause for celebration. Break out the number balloons. Post something celebratory. Instead, I just felt… a little mad and cranky.
Why? Let’s back up. These days, I lose followers almost daily unless I post a reel — and the reels that perform best are rarely the ones I love. My most-viewed posts are things I’m not even proud of! And growth has been really slow: this time last year I had 196,000 followers, so in a year I’ve gained just 4,000.
Dancing (vacuuming?) for my dinner. Of all the things I post, this is far and away my number one, most viewed reel.