Your Instagram Strategy Is Built On A Lie
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The Real Reason Your Instagram Strategy Isn't Working
Your Instagram strategy is built on a lie.
Every "expert" keeps telling you to focus on selling. To push your products harder. To optimize your sales copy. To perfect your calls-to-action. To fine-tune your promotional calendar.
And that's exactly why you're failing.
Because here's the truth about Instagram that nobody wants to admit: People don't open the app to buy things. They open it to be entertained.
Think about your own behavior for a second. When was the last time you opened Instagram hoping to see a sales pitch? When did you ever think "I really hope my feed is full of product photos today"?
You didn't. Nobody does.
Most businesses are playing a game that doesn't exist. They think Instagram is a marketplace, when it's really a party. They think it's about selling, when it's really about entertaining.
It's like showing up at a friend's dinner party and immediately trying to sell everyone life insurance. Sure, some of the guests might need life insurance. But that's not why they came.
And here's what makes this even worse: Every time you try to sell on Instagram, you're not just failing to convert. You're actively training your audience to ignore you.
Think about that for a second.
Every product photo that interrupts their entertainment, trains them to scroll faster next time.
Every sales pitch that breaks their flow, teaches them that your content isn't worth their attention.
Every promotional post that invades their feed, shows them you don't understand why they're there.
This isn't just ineffective. It's destructive.
The Attention Reality
Here's what's actually happening every time someone opens Instagram:
They're not looking for products to buy. They're looking for dopamine hits. For entertainment. For connection. For something that makes them feel.
And when they find it, something magical happens: They stop scrolling.
Not because you asked them to. Not because you optimized your call-to-action. But because you gave them what they actually came for.
This is the secret that the biggest accounts on Instagram understand: Attention isn't taken. It's earned.
And you earn it by understanding one simple truth: Entertainment is the currency of social media.
The Psychology Shift
Let me show you what's really happening in your audience's brain when they see your content.
In the first second, their subconscious asks one question: "Is this worth my attention?"
Not "Should I buy this?" Not "Is this a good deal?" Just "Is this worth stopping for?"
If you fail this test, nothing else matters. Your perfect product photo, your optimized sales copy, your carefully crafted call-to-action – all wasted.
Because you never earned the right to be seen.
Every piece of content you post either deposits or withdraws trust from your audience's emotional bank account.
Entertainment deposits trust. Education deposits trust. Real human moments deposit trust. Sales pitches withdraw trust.
And just like a real bank account, you can't withdraw more than you've deposited.
This is why most Instagram strategies fail: They're all withdrawals, no deposits.
They're trying to sell to an audience they haven't earned. They're asking for attention they haven't deserved. They're pushing for sales they haven't built trust for.
The 90/10 Framework
Here's what the most successful accounts on Instagram understand:
90% entertainment and education. 10% sales.
That's it. That's the whole framework.
Think this sounds crazy? Look at the biggest brands on Instagram right now. The ones crushing it. The ones with rabid, engaged audiences. Notice something interesting?
They barely seem to sell anything.
Not because they don't care about sales. But because they understand something most businesses don't: Entertainment earns you the right to sell.
Most businesses approach Instagram backwards. They start with what they want to say, instead of what their audience wants to see.
They create content calendars filled with:
Product features they want to highlight
Sales they want to promote
Messages they want to push
And then they wonder why nobody cares.
But here's what actually works on Instagram:
Content that makes people feel something
Stories that make people think
Moments that make people connect
Because here's the truth about social media: People don't remember what you sell them. They remember how you make them feel.
Here's what actually happens when you get this right:
Week One: Your metrics might drop. This is normal. This is necessary. You're breaking old patterns and building new ones.
Week Two: The comments start changing. Instead of crickets or generic emojis, you start getting real responses. Real conversations. Real engagement.
Week Three: The shares begin. Not because you asked for them. But because you're finally creating something worth sharing.
Week Four: The sales start coming. Not because you pushed harder, but because you've earned the right to sell.
This isn't just a process. It's a transformation.
The Value Velocity
Here's what makes this approach so powerful: It compounds.
Every piece of entertaining content you create:
Builds your brand story
Deepens audience connection
Increases your reach
Earns more attention
While your competitors are celebrating short-term sales, you're building long-term assets. While they're pushing for quick wins, you're creating lasting value.
Think about what this really means for your business:
Every entertaining post isn't just content – it's an asset that keeps working for you. Every educational piece isn't just information – it's trust that compounds over time. Every real moment isn't just a story – it's a connection that deepens with every view.
This isn't just a different way of posting. It's a different way of thinking about your entire presence on Instagram.
This approach takes courage.
It takes courage to post less about your products when you need to hit sales targets. It takes courage to focus on entertainment when your competitors are all pushing hard sales. It takes courage to trust that building an audience will lead to more sales than constantly selling to a shrinking one.
But here's what you need to understand: The biggest risk isn't trying something new.
The biggest risk is continuing to do something that doesn't work.
Here's what happens when you commit to this approach:
First, your engagement transforms. Not just in numbers, but in quality. In depth. In meaning.
Then your audience changes. Not just in size, but in loyalty. In connection. In trust.
Finally, your sales transform. Not because you're selling harder, but because you're selling to people who actually want to hear from you.
This isn't just about better metrics. It's about building something that lasts.
15 Instagram Tactics That Actually Work
Now that you understand why entertainment needs to drive your strategy, let me show you exactly what to post.
Not theory. Not fluff. Real examples you can adapt and use today.
Reaction Content That Works
The Industry News Take When Apple releases a new product, don't just share the news. Share your spicy take on what it means for your industry. Show the implications others are missing.
Example: A web designer posting "Why Apple's new update will change how we think about mobile design forever" followed by three unexpected predictions.
The Trend Twist Take a trending audio or format and adapt it to your industry in an unexpected way.
Example: A real estate agent using the "Red Flag" trend to point out hidden problems in seemingly perfect house listings.
The Myth Buster React to common advice in your industry with a contrarian take backed by real experience.
Example: A fitness trainer reacting to viral "weight loss hacks" with actual science and results.
Behind-the-Scenes That Converts
The Process Reveal Show how your product actually gets made, focusing on the interesting parts people never see.
Example: A bakery showing the 4am start and the fascinating way they fold croissants instead of just the final product.
The Problem Solver Share a real challenge you faced and how you solved it.
Example: A photographer showing how they saved a wedding shoot when it suddenly started raining.
The Real Moment Capture genuine team interactions that show your company's personality.
Example: A tech company sharing their team's hilariously failed attempts at creating a TikTok dance.
Educational Content That Spreads
The Unexpected Tutorial Teach something valuable in your field, but with a twist that makes it memorable.
Example: A coffee shop showing how to make great coffee at home using random kitchen items.
The Expert Breakdown Take a viral moment in your industry and break down why it worked or failed.
Example: A marketing agency analyzing why a Super Bowl commercial flopped.
The Insider Secret Share an industry insight that feels like you're letting people in on a secret.
Example: A hotel manager revealing the best times to book rooms for maximum discounts.
Entertainment That Builds Trust
The Day-in-Life Twist Show your typical day, but focus on the moments people don't expect.
Example: A lawyer showing the amusing reality of court waiting times versus TV drama expectations.
The Industry Humor Create relatable content about pain points in your industry.
Example: A graphic designer sharing "What clients say vs. what they mean" with hilarious examples.
The Challenge Response Take a viral challenge and give it an industry-specific twist.
Example: A gym owner doing the "Moving Through Places" transition video to show different workout areas.
Content That Creates Connection
The Customer Story Share a customer's success story, but focus on the emotional journey, not just the results.
Example: A personal trainer sharing a client's transformation through their daily wins and struggles.
The Team Spotlight Highlight team members in unexpected ways that show their personality.
Example: A restaurant showing their chef's secret hobby of painting with food colors.
The Community Highlight Feature your community in ways that make others want to join.
Example: A book store sharing customer "shelfies" with their creative book arrangements.
Making It Work
Here's exactly what to do next:
Pick three of these formats that fit your brand
Create your versions this week
Track which ones get the most saves and shares
Double down on what works
Remember: You're not just creating content. You're building connections.
Start with what feels most natural to you. What would you actually want to watch? What would make you stop scrolling?
That's your answer.
The Final Truth
Most businesses try to sell their way to Instagram success.
But you? You're about to entertain your way to actual results.
Your feed is either going to entertain people into buying, or bore them into unfollowing.
There's no middle ground.
The only question is: When do you start?
Look at your Instagram feed right now. What's your next post going to be? Another product photo, or something worth sharing?
Your audience is waiting.
And so is your competition.
The difference between you and them isn't going to be who sells harder. It's going to be who entertains better.
Choose wisely.
Scott