Confessions of a Messaging + Marketing Wizard: I Hate Creating Content for Instagram Right Now
I have a confession to make.
Even though I’m a messaging + marketing wizard and I love creating content…
I hate creating content for Instagram right now.
I hate:
- Opening Instagram and constantly hearing “AI just killed [insert latest industry] so if you don’t wanna die get on board the AI train.”
- That every piece of content is about how to use AI to replace tasks that, quite frankly, don’t need AI.
- That so much content is so obviously created by AI – the same recycled content ideas, the same writing style.
It’s got to the point where I have so much resistance to even opening the app, let alone creating content for it.
And it’s not because I don’t know what to post. I have millions of brilliant ideas sitting in my notes app. But sometimes I feel like “what’s the point?!”
So in today’s episode of the How I Do Content Podcast I’m giving you an insight into what I’m doing about this, in case you find yourself in the same slump.
Instagram isn’t my #1 marketing channel
It’s not even my second.
Because I’m smart enough to have other marketing channels – and I always have.
My main marketing channels are this podcast (which reaches 250 episodes next week) and my email list.
Relying on Instagram as your main marketing channel in 2026 is NOT a smart business move. Plus it’s not the best move for your mental health either – trust me.
So I pour the majority of my time and energy into the podcast and email list.
To attract new listeners consistently to my podcast, I focus on SEO. So episode topics + titles that my ideal clients are searching for. I also invite guests onto my podcast and pitch to be a guest on other podcasts so I can again get in front of audiences where my ideal clients already are.
And to attract new humans onto my email list, I focus on lead magnets, fortnightly masterclasses, bundles and Meta ads. I’m running a masterclass every fortnight using ads to reach new people. This is mainly because reaching people on Instagram right now is very difficult, and you always need a consistent flow of new leads into your business.
Because that’s the thing with Instagram – it’s a traffic source for your owned marketing channels. Which means you can’t just ditch Instagram without finding another way to drive traffic to your other channels.
The second thing I’m doing is..
Owning what makes me magic + unique.
Because AI can’t really replace me. Beyonce said so – I’m irreplaceable.
My thoughts, my perspectives, my experiences, my opinions – they are MY OWN and they can’t be replaced or replicated by AI no matter what the latest AI guru is saying.
Because while all the muggles are stripping away their charisma, uniqueness, nerve and talent (RuPaul’s Drag Race fans will understand that reference), all in the name of productivity and efficiency…
I’m drawn to the businesses and brands who own their creativity, their uniqueness, their magic AND (most importantly) share that through the content they put out into the world.
I want to see REAL human thoughts, perspectives, experiences, opinions – not the same lukewarm takes that everyone and their 3-headed dog are regurgitating.
And if it’s obvious a business or brand used AI to create their content, I won’t be engaging with it, let alone buying from them. And I know I’m not alone in this.
Now, this isn’t about NOT using AI. But if you can’t be bothered to edit your content so it sounds like you, I can’t be bothered engaging with it.
So my focus is on being even more me in my content. Because the more me I am, the more money I make, because I’m differentiating myself from every other muggle + AI clone out there.
My goal is to stand out, stop the scroll and get my dream clients to lean in and consider me their go-to source for messaging + marketing magic.
And the third thing I’m doing is..
Using my voice
Recording this episode is a big part of this because I’m sharing what I feel and what I believe in an online space filled with people who see things very differently and who would probably disagree with me on a lot of this.
Every single time I open Instagram I’m bombarded with people telling me “I’m going to get left behind if I don’t use AI” and that “AI is inevitable” so I should just suck it up and submit to the all-mighty Robot lords.
But there’s one thing you should know about me – don’t fucking tell me what to do.
And you know what?! It would be so easy for me to shift my entire niche to become the AI messaging + marketing wizard. To share content about how to use AI to 10x your productivity and save you 100 hours.
But I’d rather show you how to own your unique blend of magic and share it with your audience through your marketing.
Because in a feed full of AI slop THIS is what will help you stand out and become the obvious choice for Beyonce-level clients.
And this is exactly the topic of my fortnightly masterclass – How to Tell + Sell in the Age of AI. You can sign up for the next one right here
Because I don’t want you to feel like AI can create messaging + marketing better than you – because it can’t. And the overuse of AI is making people lose trust in their abilities and their voice.
So if I can use my voice, even if it goes against 99% of what the online gurus are telling you, I encourage you to do the same.
Read this if you find creating content for Instagram hard right now
I really hope you’ve found this episode helpful. That it gives you a bit of relief if you’ve been feeling the same way. Or at least I’ve entertained you with my attempt to turn my rantings into something mildly helpful.
Ultimately, if Instagram is feeling like it’s a little overwhelming, exhausting and overstimulating, just remember it’s social media – you’re not saving lives. Have fun with it and use it as a way to connect with other like-minded and legendary humans. Or use it to watch cute dog videos. Whatever floats your boat.
Want More?
- Instagram: @thesocialbolt
- Watch my 13 minute One Offer, 5 Angles here
- Join the Micro Messaging Waitlist here
