Podcast Episode 219: Post and Ghost: Breaking all the Social Media Rules

This month I’ve been doing a social media experiment on both of my Instagram accounts. A few weeks ago I was struck by how judgemental and negative comments impact me. They disrupt my creative process and get in the way of me doing what I do best – helping pet parents and petpreneurs!

In this episode I’ll explain how I’ve been experimenting with ignoring the comments and insights on Instagram. I’ve been preaching for years that you should never, ever “Post and Ghost”! But that’s exactly what I’ve been doing.

This experiment has opened up so much more space in my mind and my schedule. I’ve been able to have deeper conversations with my audience over DM and email. And what if I told you the accounts engaging with mine are up 75% this month compared to April? Would you try posting and ghosting on your account?

What Does it Mean to Post and Ghost on Instagram

For years, through my online courses and 1-on-1 coaching I’ve been telling pupfluencers and petpreneurs to never, ever post and ghost! Basically, that means hitting publish on your Instagram post and then closing the app. You leave all your engaged commenters hanging. You tell the algorithm that you’re not active. You look like a jerk.

But what if this experiment I’ve been doing for the past month flips all that advice on its tail? I’ve seen a huge jump in the reach of both of my Instagram accounts. I think this is because I’ve had the bandwidth to create more content (especially Reels) because I’m not wasting time and energy getting thrown off my comments.

This experiment is not intended to cut me off from my audience. Instead, I want to use what I’ve learned to communicate to my audience where they can best connect with me. That’s in the DMs, in my Facebook groups or via email. Those are the places where I feel I’m able to make the biggest impact and truly connect with people.

OVERVIEW OF THIS EPISODE:

  • What exactly is “posting and ghosting”?
  • Why Tori decided to perform this experiment
  • Analyzing the results of the experiment
  • Will the experiment continue?
  • How email marketing is a great way to engage with your audience

RESOURCES MENTIONED:

 

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2 Comments

  1. Jenny

    Hi Tori,
    Interesting data you shared in this episode. I’ve struggled with social media, the ROI isn’t great and it is much better for my mental wellbeing to stay away from it. I figured if I wasn’t going to interact I shouldn’t bother posting but your data says otherwise.
    Thanks for taking the time to test and share.

    Reply
    • Tori

      I’m so glad you enjoyed this! It’s been really interesting. I think you can get the biggest benefit right now from posting and then spending the rest of your time elsewhere. I agree, the ROI just isn’t great on social. It drives next to zero traffic to my website. I’d rather do the community building parts elsewhere 🙂

      Reply

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