Oh Instagram, how I love to hate you. You’re my best friend, high maintenance sibling and irritating uncle all wrapped into one and yet you most definitely take up the majority of my time offline as well as online.
Time for a change
I’ve done something that I hope will change that – moved from a business account to a personal one.
When I first started my Instagram for Mackenzie Lian back in August, it was as a personal account. I was just starting out with my business and didn’t really know or care too much about analytics or social media strategy so that suited me just fine.
A year working in communications later and analytics are a day to day necessity so I decided to make the switch probably about 6 months in.
What went wrong?
At first, it was great. I was getting new insight into which content performed best, when my audience was online and where in the country they came from – all super helpful when it comes to creating content I hoped my audience would appreciate.
Only after a while, it became a little addictive. I started to take photos that I thought people wanted to see based on these insights rather than the ones I actually wanted to create. Yes, that’s totally the point but that soon took the enjoyment out of Instagram for me, turning it from something I did for fun into a chore.
Why I’m switching back
I realised something. I’m a very small fish in a very big pond I know but there are still a good few hundred people who found their way to my profile and started engaging with me before I fell down this over-analytical rabbit hole and I hope the same will be true now that I’ve come back out of it.
I’m also not a 100% sure how accurate the analytics actually are. They consistently show that my audience is online in the evening for example but my content performs best in the morning hands down.
What’s the difference?
I’m not sure there is one other than the difference it’s made in my own head. I’m taking Instagram a lot less seriously and overthinking it a hell of a lot less and do you know what? Nothing’s changed. When it comes to follower count or engagement, everything’s just as it was before (algorithm probs) and that’s exactly what I hoped would happen.
It’s still early days so there’s a chance I’ll switch back at some point in the future but for now, I’m happy doing Instagram a little more old-school.
What’s your take? Is your account a business or personal one and do you think it really matters?