Digital Social Hour: Instagram's Hidden Algorithm – 8M Follower Account Reveals All | Gina Tash DSH #981

Release Date: December 15, 2024

In episode #981 of Digital Social Hour, host Sean Kelly delves deep into the intricacies of Instagram's evolving algorithm with Gina Tash, the influential voice behind the sprawling digital media company, My Therapist Says. With an impressive following of 8 million, Gina offers invaluable insights into social media growth, personal branding, and the challenges faced by both burgeoning and established influencers in the competitive landscape of travel and fashion.

Navigating Instagram's Ever-Changing Algorithm

The conversation kicks off with Gina addressing the unpredictable nature of gaining views and followers on Instagram. Reflecting on past strategies, she notes, “[00:04] And you never know when something's gonna hit. The formula used to be, like, a few months ago or, like, a year ago… but for bigger creators like us, it's hard. You never know anymore.” This uncertainty highlights the volatile environment creators must navigate, especially as Instagram continuously tweaks its algorithm.

Gina laments the recent updates, emphasizing how they complicate content visibility: “[01:06] Instagram makes things very difficult… everything they're changing, there is a new challenge… I personally miss the chronological order.” She underscores the frustration among creators, particularly smaller ones, who struggle to maintain their reach amidst these shifts. Sean shares his own experience, stating, “[02:23] My reach is down 70% in the past 60 days. It's nuts.” This mutual frustration sets the stage for a candid discussion on the broader impacts of algorithm changes on content dissemination.

The Genesis and Growth of My Therapist Says

Gina provides a captivating backstory of how My Therapist Says transformed from a casual Instagram account into a digital media powerhouse: “[04:44] It started out as a really big Instagram account in like, the very beginning of Instagram, like 10 years ago.” Collaborating with her sisters and a best friend, the account began by sharing relatable and humorous content tailored to young women, quickly going viral within a month.

Without relying on paid advertisements, Gina attributes their rapid growth to organic engagement: “[05:47] No, we've never done it on our own actual stuff.” This organic strategy contrasts sharply with current trends where many creators feel compelled to invest in paid promotions to sustain visibility.

Monetizing an Influential Platform

A significant portion of the dialogue centers on how Gina successfully monetizes her vast follower base. She explains, “[07:49] We monetize by creating viral marketing content for big brands… we are now acting as a creative agency.” By leveraging their deep understanding of audience preferences, My Therapist Says crafts compelling campaigns for major clients like Netflix and Hulu, ensuring high engagement and return on investment.

Gina highlights the shift from traditional advertising to influencer-driven promotions: “[09:33] How are you gonna be shown, like, an ad for something if you're not partaking in the old school media… we're all so easily influenced… Access your consumer now through social media.” This adaptation underscores the critical role influencers play in modern marketing strategies, where authenticity and relatability drive consumer trust and purchasing decisions.

Content Strategy and Achieving Virality

Discussing content dynamics, Gina shares insights into what drives virality on Instagram: “[13:17] Actually, lately, like, it used to be reels a while ago. Now lately we find that static images do really, really well.” While reels were once the linchpin for growth, Gina notes a paradigm shift towards static and text-based content, reflecting evolving user preferences.

She emphasizes the importance of consistency and volume in posting: “[14:28] We post like six times a day… The more we post, the better it does.” By maintaining high activity levels, My Therapist Says ensures sustained engagement and maximizes the potential for content to go viral, often achieving view counts upwards of 20 million: “[14:32] Some of our posts do way more than that.”

Balancing Personal Branding with Corporate Identity

Gina discusses the strategic decision to separate personal branding from the corporate identity of My Therapist Says: “[11:12] It was very intentional… we wanted people to relate to our content and our message…” This delineation allows the company to function as a cohesive entity, focusing on delivering quality content without the unpredictability of personal opinions impacting the brand.

However, she acknowledges the growing importance of personal branding: “[24:41] So, yes, I'm heavily focused on my personal brand now and… embarks into sharing more of myself because I’m sure you can relate.” Balancing these two aspects is crucial for maintaining the integrity and reach of both personal and corporate endeavors.

The Realities of Travel and Food Influencing

Transitioning to lifestyle topics, Gina offers an honest portrayal of the demands of travel and food influencing: “[17:17] Every time we travel for work… you still have to film everything you do… it's still a real job.” While the perks of such a lifestyle are enticing, including complimentary accommodations and exclusive experiences, the constant content creation and high expectations can be taxing.

Gina also delves into the power influencers hold in shaping consumer behavior: “[19:26] It's a beautiful power and a huge responsibility to be able to make a place or product go viral.” This responsibility is balanced with a selective approach to sponsored content, ensuring that only authentic and resonant partnerships are pursued to maintain audience trust.

Mental Health and Personal Challenges

The conversation takes a personal turn as Gina opens up about her struggles with anxiety: “[27:26] That's why my therapist says, yeah, that makes sense.” She contrasts her experience with Sean’s, revealing the nuanced ways mental health impacts creators in the digital age. This vulnerability adds depth to the discussion, highlighting the importance of mental well-being amidst the pressures of maintaining a massive online presence.

Future Endeavors and Final Thoughts

As the episode winds down, Gina shares her aspirations and future plans, hinting at further expansion of her personal brand and ongoing projects like her vlog channel: “[24:41] I'm just trying to figure out where I want to take my own career next.” Sean reinforces the significance of personal branding, declaring, “[25:45] Personal brand is so important… it's the best move I've ever made.”

In closing, Gina provides listeners with ways to connect and follow her work: “[29:48] We are at My Therapist Says and I'm at Gina's Hash.” This invitation encourages engagement beyond the podcast, fostering a community around shared interests in social media mastery and personal growth.

Key Takeaways:

• Algorithm Fluidity: Instagram’s constant algorithm changes pose challenges, especially for larger creators who no longer experience predictable growth.

• Organic Growth Success: Building a substantial following organically is achievable with authentic, relatable content and consistency.

• Monetization Strategies: Leveraging influencer status to act as a creative agency fosters sustainable income through brand partnerships.

• Content Evolution: Adapting to content trends, such as the shift from reels to static images, is crucial for maintaining engagement.

• Balancing Branding: Separating personal and corporate identities allows for strategic content management and mitigates risks associated with personal opinions.

• Influencer Responsibility: The influence wielded by social media personalities significantly impacts consumer behavior and brand success.

• Mental Health Awareness: Addressing personal challenges like anxiety is essential for long-term sustainability and authenticity in the digital space.

• Future Growth: Continuous evolution and exploration of new content forms, such as vlogging, are vital for sustained relevance and personal fulfillment.

Gina Tash’s insights provide a comprehensive roadmap for influencers and entrepreneurs navigating the complexities of social media, emphasizing resilience, adaptability, and authenticity as key drivers of success.