Podcast Summary: Digital Social Hour – Episode #981: "Instagram's Hidden Algorithm: 8M Follower Account Reveals All" with Gina Tash

Host Sean Kelly brings in a deep dive into the evolving landscape of Instagram and social media growth with special guest Gina Tosh, a prominent influencer managing an 8 million-follower Instagram account. This episode explores the complexities of Instagram's algorithm, strategies for personal branding, monetization of large follower bases, and the nuances of being an influencer in the travel and fashion sectors.

1. The Shifting Instagram Algorithm

Gina Tosh opens the discussion by addressing the challenges influencers face due to Instagram's ever-changing algorithm. Historically, features like Reels provided a clear growth path, especially for smaller creators. However, for established accounts like Gina's, consistent growth has become unpredictable.

• Gina Tosh [01:01]:
  “And you never know when something's gonna hit... for bigger creators like us, it's hard. You never know anymore.”

She expresses frustration over frequent algorithm changes that prioritize different content types—first Reels, then Stories—making it difficult for creators to maintain visibility. The removal of chronological feeds has particularly impacted user engagement, forcing creators to constantly adapt their content strategies.

• Gina Tosh [02:03]:
  “I personally miss the chronological order. The timeline was... I don’t see them, they don’t show up.”

2. Impact on Social Media Growth and Engagement

The conversation delves into the significant drop in reach and engagement that many influencers, including Gina and Scott Clary, have experienced. This decline is partly attributed to increased political content and societal tensions, which may lead to reduced overall engagement on the platform.

• Scott Clary [03:20]:
  “My reach is down 70% in the past 60 days. It’s nuts.”

Gina highlights that Instagram’s focus on specific content types marginalizes diverse content, making it harder for creators to reach their audience organically. This shift has also affected how brands interact with influencers, emphasizing the need for updated metrics and adjusted strategies.

3. Origin and Growth of a Major Instagram Account

Gina shares the organic growth story of her main Instagram account, My Therapist Says, which amassed 8 million followers without relying on paid advertisements. The account started as a humorous, relatable meme page aimed at young women, which quickly went viral within the first month.

• Gina Tosh [07:45]:
  “We thought we were really funny, so we just wanted to, you know, put this stuff anonymously on Instagram... it went viral within like a month.”

This rapid growth underscores the power of authentic, relatable content and the potential for niche accounts to gain massive followings organically.

4. Monetizing a Large Follower Base

A significant portion of the episode focuses on how Gina successfully monetizes her 8 million followers. Unlike many influencers who struggle to turn their follower counts into revenue, Gina and her team operate My Therapist Says as a creative agency, handling content creation for major brands.

• Gina Tosh [10:32]:
  “We monetize by creating viral marketing content for big brands... we provide the 8.2 million people to view the content.”

This unique approach ensures that all partnerships are mutually beneficial, with brands gaining extensive exposure while Gina’s accounts remain authentic and engaging for their audience.

5. Content Creation Strategies

Gina emphasizes the importance of diverse content types in maintaining and growing an Instagram following. While Reels were once a reliable growth tool, Gina notes a shift towards static images and short texts performing exceptionally well.

• Gina Tosh [16:35]:
  “Static images do really, really well. Like text, like short texts do really well.”

Consistency in posting is another key strategy. Gina’s team posts up to six times a day across four different accounts, ensuring constant engagement and relevance in their followers' feeds.

• Gina Tosh [17:37]:
  “The more we post, the better it does. So that's another key to it.”

6. Personal Branding vs. Corporate Presence

A crucial aspect of the discussion is the deliberate separation of personal and business identities on social media. My Therapist Says maintains a corporate presence, focusing on group content rather than individual personalities, which allows for scaling and avoids personal conflicts affecting the brand.

• Gina Tosh [15:27]:
  “We wanted to be more of a company, more of a space for everyone. And we didn't want people to necessarily only be relating to us on a personal level.”

This strategy not only streamlines content creation but also safeguards the business from potential personal controversies, ensuring stability and continuity.

7. The Influence and Responsibilities of Being an Influencer

Gina discusses the significant impact influencers have on businesses, particularly in the restaurant industry. Positive reviews and viral posts can substantially boost a restaurant's reputation and customer base.

• Gina Tosh [22:46]:
  “It's a beautiful power and a huge responsibility to be able to make a place or product go viral.”

However, this influence comes with ethical considerations. Gina chooses to avoid negative reviews publicly to maintain good relationships with brands and ensure sustained partnerships.

• Gina Tosh [23:06]:
  “If I don't like it, I just won't. If I don't like it, I'm just not going to do damaging now.”

8. Personal Insights and Lifestyle Integration

Beyond professional insights, Gina shares personal anecdotes about her favorite cities for food, reflecting her passion for culinary experiences. Her favorites include Chicago for its diverse culinary scene and Vienna for its underrated yet excellent non-traditional restaurants.

• Gina Tosh [24:42]:
  “Honestly, my favorite is Chicago. I love the food in Chicago. It’s been incredible.”

She also touches on her experiences with anxiety, linking it to her preference for organized environments and the challenges of managing multiple social media accounts.

• Gina Tosh [30:09]:
  “Yeah. Not because... It kind of gives me anxiety the way the whole app is set up.”

9. Building and Maintaining a Personal Brand

Gina emphasizes the significance of personal branding in today's digital age. She advocates for authenticity and consistency, encouraging influencers to share relatable content that resonates with their audience.

• Scott Clary [28:19]:
  “Personal brand is so important and I know a lot of people are scared of starting it, of being judged or how many likes you get, but it's the best move I've ever made.”

She also discusses the challenges and intimidation associated with transitioning from anonymous content creation to a more personal online presence.

Conclusion

Episode #981 of Digital Social Hour provides a comprehensive look into the intricacies of managing a large Instagram following amidst algorithm changes, monetization strategies, and the delicate balance between personal and corporate branding. Gina Tosh’s experiences and insights offer valuable lessons for aspiring influencers and seasoned content creators navigating the dynamic world of social media.

Notable Quotes:

• Gina Tosh [02:03]:
  “I personally miss the chronological order. The timeline was... I don’t see them, they don’t show up.”

• Scott Clary [03:20]:
  “My reach is down 70% in the past 60 days. It’s nuts.”

• Gina Tosh [10:32]:
  “We monetize by creating viral marketing content for big brands... we provide the 8.2 million people to view the content.”

• Gina Tosh [15:27]:
  “We wanted to be more of a company, more of a space for everyone. And we didn't want people to necessarily only be relating to us on a personal level.”

• Gina Tosh [22:46]:
  “It's a beautiful power and a huge responsibility to be able to make a place or product go viral.”

• Scott Clary [28:19]:
  “Personal brand is so important and I know a lot of people are scared of starting it, of being judged or how many likes you get, but it's the best move I've ever made.”

Listeners can gain practical insights into adapting to platform changes, leveraging personal and corporate identities, and the profound impact of influencer marketing in today's digital ecosystem.

Connect with Gina Tosh and My Therapist Says:

• Instagram: @mytherapistsays
• Personal Brand: @gina_tash