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Anything can work on YouTube - it’s just as much about the person and the approach as the subject matter itself. The world is full of people doing the same thing but a more charismatic denim dude, or whatever, can still get traction. The question is, to what end? If you want to monetize it, it will make you a slave of online strategy. A lot of the lives of the people who do this stuff honestly make anonymous middle management jobs look like a nice way to go. -
As an aside from your other points, this is the answer. I deleted my account about 3k followers a good while ago (photo, not denim). As a photographer I work slowly on more long form and often conceptual projects - I work a way that is anathema to the sort of constant posting IG would want. I never was one for showing anything but my actual work and IG wants you to put your whole (best, curated, bullshit) life on blast. Back in 2012/2013 I actually was decent enough at social media, had a pretty good Tumblr presence, had a fairly active early IG account and derived a good bit of work, visibility and even publications and opportunities to show work in gallery from them. But I posted a lot, a lot I wouldn’t want to now, and my inner critic was far less developed. It was also a different time before everything had been so pushed towards monetization (of course all the founders knew that was coming, they just needed the participants first). A lot of my colleagues in industry thought I was nuts for deleting IG but man, my life is so much better without it, and my personal connections that I have derived work from haven’t cared a bit. Long term, it’s not a great marketing strategy but a lot of years of very specific living and planning have allowed me to do that. I know this isn’t about denim here, but this forum is good because you get dialogue, information, opinions, ancillary discussions (like this). All I ever saw on denim IG (and I never looked hard, so I’m sure I missed stuff) was purely based around consumption and posing. And don’t get me wrong, I’m not above that. But it’s not what really holds my interest the most. Anyways, yes, if you’re not spending active time on their platforms and engaging, they are punishing you. And also, excuse me, but fuck meta. My primarily “online” engagement these days consists of forums - this one and a photography one, group text threads with friends, voice calls, and I write an occasional letter from my website that I have a few hundred people with me on - which occasionally leads to some really nice and personal email exchanges. Way less volume than social media but feels more right, for whatever it’s worth.
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A lot of the lower engagement is due to how Instagram structures their algorithm; I don’t remember the figures but I read a piece last year about how, for the average poster, an infinitesimally small fraction of your followers are actually shown any of your new posts on their news feed. That number goes up a bit if you’re posting a ‘reel’ (basically at that point you’re on TikTok though) but either way you still have astonishingly low—like, single digit low—natural reach for any new post. So I guess I’d argue that, unless you’re shilling sponsored content or just re-posting your made-for-tiktok viral videos, instagram kind of made itself obsolete. If the goal was to share photos and writing about your life or hobby with a group of say 100 friends you’d be better off writing them all postcards, at least they’d probably get read!
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