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VLOG: Instagram Burnout & Why We Focus On The Wrong Metrics

March 28, 2019

It’s funny how going a few days without something (say, Instagram) highlights all the things you love, and hate, about it.

This weeks video kicks off with a wee rant on some of the Instagram tactics I’m burnt out on and progresses into me—once again—talking at you about the importance of not losing sight of the long-game when you’re on a platform that’s optimized for quick wins.

PRO TIP: If you watch this on the YouTube website you’ll be able to click on the timestamps in the description and get auto-magically taken to the part you want to watch.

00:07 The Anne of Green Gables reference that determines if we’re best friends or not

01:00 The Instagram Tactics I’ve reached capacity on (all the formulaic grid planner/scheduler stuff)

01:54 The Yes I Know It Works And Yes I’m Bitter disclaimer

03:11 Why we ignore certain captions/story formats (we know when you’re following someone else’s script, etc) and desensitization to trends

05:28 On longevity and why we’re burning out, me yelling at you to (giving you permission to?) get off the damn hamster wheel

06:12 How social media is built for the middle and the importance of looking at it as a system—who’s winning in this system and what does winning look like?

07:06 Instagram is quick sand. It’s *designed* around short-term behaviour but you CANNOT lose sight of your purpose. Instagram isn’t The Thing, it’s a tool and a tactic that’s helping you build The Thing. Optimizing for short-term wins in a system that could change tomorrow isn’t serving your purpose.

8:37 The change you make lives outside of social media. Don’t get caught up in the wrapping because we don’t remember brand colours… we remember how you make us feel.

09:18 How social media makes you focus on the wrong metrics, and how the feedback we get from social media lies to us.

11:05 The importance of perspective and the willingness to ignore the shiny short-term wins. Don’t lose sight of the picture for the frame, okay? Tactics change, tools change, systems change… the way you make people feel doesn’t.




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