I wasted MONTHS on Instagram marketing when I should've done this
When I started Content by Cass, I decided to give Instagram marketing a whirl. It was an utter failure.
I know how to write GLORIOUS captions, but I’m not a designer. Nor am I a social media expert. My jam is websites, emails, LinkedIn, and long-form content.
But I saw other copywriters doing it. So I figured, “Meh, I could do that too.”
But after 3 months, I only had…
50ish followers
A handful of likes from my mom and two friends
~700 views on my top-performing reel (I was so hyped about it)
It was sucking ALL my time and giving me nothing in return. So I decided to pivot — and take the plunge into the cringe-fest that is LinkedIn.
I shared about the same topics, with the same voice and angles. But this time, after 3 months I had…
1,000+ followers (and still climbing consistently)
Tens of thousands of freelancers and potential clients engaging with my content
114,000+ impressions on my top-performing post (which was on the exact same topic as my 700-view IG reel)
Needless to say, I’ve fully pivoted my social marketing to LinkedIn now. Maybe someday I’ll tap into Instagram again… but not any time soon.
This was me for 3 months straight. Ask my husband.
Why was LinkedIn so much better?
LinkedIn and Instagram have similar challenges. For both platforms, you need:
Content that wins attention instantly
A unique voice and personality
Knowledge of the algorithm
Consistency
Content that’s interesting, entertaining, and shareable
Of course, there are elements about LinkedIn as a platform that made more sense for me — like its user base, algorithm, emphasis on conversation/community, user intent, content lifespan, organic reach, etc.
But here’s the deeper reason why LinkedIn worked better for me:
It feels more natural — I’m a writer, and a text-based platform is a better fit than a visually-driven platform
I actually enjoy it — I haaaated forcing myself to create Instagram content. But LinkedIn is fun for me. That makes it easier to stay consistent and post good stuff.
It fits my personal brand — LinkedIn rewards authenticity and connection, while Instagram rewards high-quality visuals. I blended into the crowd on IG... but on LinkedIn, I stand out.
I’m saying better stuff — Without the design/video factor, I’m focusing more on what I’m saying than how I’m saying it. And whaddya know, people like that better.
TL;DR: LinkedIn is more natural for me than Instagram. Both as a person and as a brand.
How to avoid wasting time on a channel that's wrong for you
Most of us don’t have unlimited marketing resources — so we can’t be on all the platforms, all the time.
And like me, you’ve probably heard the advice that it’s better to go all-in on 1-2 channels than it is to spread yourself thin across multiple socials, email, blogging, newsletter-ing, etc.
But how do you know which channel is the right one to focus on?
Start with these questions:
Where does my audience hang out most?
This one is perhaps the most obvious. If you’re a B2B brand like me, LinkedIn may be a good place to start. If you’re in finance or tech, maybe Reddit is the way to go. Instagram/TikTok might be the right choice for beauty, travel, food, and lifestyle brands.
If you’re familiar with your audience, this should be an easy one to figure out.
What's my brand's vibe?
Are you casual, personal, and conversational? Stylish, flashy, and creative? Snarky, cynical, and sarcastic?
No matter what type of tone you have, there’s a channel that will reward you for it. You should market yourself in places that align with your vibe, rather than squeezing yourself into something different (like I did).
*Bonus points if you can focus on content types that feel natural, easy, and fun to create (for you or your team, if you have one).
How much time do I *really* have to invest?
If you’re strapped for time and resources, pick just one platform and own it. If you’ve got a little wiggle room, add one more. If you can’t go all-in, you aren’t likely to get the results you want.
For example, LinkedIn requires consistent posting AND engagement. Instagram and TikTok require thoughtful filming and editing. Blogging requires regular, high-quality content output. All these things take time.
And finally — for any channel, make sure you have these points nailed down:
What you’re trying to say
Who you’re saying it to
What you want those people to do when they see your content
This article was originally shared in my embarrassing, brutally-honest newsletter: Sloppy Copy.
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