If your “marketing plan” can be summed up in two words — “Post Reels”? We have a problem. Instagram is not a business strategy.

Listen, we already had this conversation in ‘Why Social Media Isn’t King & How to Build Your Business. That was part one. Think of this as the sequel. Where we double down and talk about what to do next now that we’ve collectively agreed building your business on Instagram alone is like building a house on quicksand.

The Social Media Lie Too Many Businesses Have Bought

Here’s what blows my mind: I’m not just saving baby businesses from this mistake anymore. I’m having this conversation when I’m on consult calls, strategizing with established brands, and fielding inquiries from businesses doing six and seven figures. They still think a website is optional or a date approach to business and you know what?

It couldn’t be further from the truth and, frankly, a dangerous game to play.

You cannot have a legitimate business without a proper home base and website. Period. Full stop. No “but we use Linktree.” No “but we use Instagram as our portfolio.” No. Just no.

Your website is where people actually buy, book, binge your content, and learn to trust you. Relying solely on Instagram means you’re putting your entire business in the hands of a platform whose first priority is keeping people on their app — not helping you grow.

Yes, the algorithm reacts to user behavior, but let’s be honest, it’s not a level playing field. These are billion-dollar companies tweaking the rules daily to get what they want. And what is that? More content, more eyeballs, and more ad revenue. Case in point? There are reports from creators including a recent post from Brock Johnson that Instagram is reducing reach on duplicate content used as Trial Reels (because everyone figured out they could just duplicate a Reel and call it a day).

And this isn’t conspiracy talk. It’s just good business sense. You can’t build your brand on a platform that keeps moving the goalposts. It’s not sustainable. Use Instagram as a traffic source, sure, but build your house somewhere you actually own the land.

Why Long-Form Content Is Making a Comeback

And here’s the good news: you’re not the only one feeling burned out by the endless scrolling.

• Social media fatigue is real. Roughly a third of consumers think brands hopping on every trend is downright cringe. (Via Sprout Social)

• Marketers are pivoting. 68% of them have upped their long-form content production in the past year, and 70% plan to do even more. (Via Agility PR)

• Long-form gets results. Businesses that blog see up to 55% more traffic and 126% more lead growth. Translation: it actually moves the needle. (Via Demand Sage)

Why? Because short-form grabs attention, but long-form builds relationships. People are tired of fast, flashy, disposable content. They want depth, context, and substance.

Real World Example of A Brand Who Gets It

Patagonia doesn’t just sell gear. They run a full-blown editorial section on their site called Patagonia Stories. Think essays, films, photojournalism, activism, design, culture — not product posts with price tags.

What’s real admirableis how they don’t shy away from tougher subjects. They dig into environmental impact, sustainability, design challenges, culture and often with contributors, activists, and people outside of their organization. It’s narrative with purpose. For brand owners, that’s the kind of content that builds trust that doesn’t disappear when engagement dips.

What You Can Do Instead: Build Your Marketing Ecosystem

Here’s the part where we stop mindlessly scrolling and start doing. Think of this as the blueprint I walk through in my own businesses and what I share with fellow business owners who have been relying too much on the algorithm to grow their business.

Step 1: Audit Your Marketing Reality

Pull back the curtain and get honest:

• Where is your time going?

• What content is driving actual traffic, inquiries, and sales — and what’s just driving vanity metrics?

• Are you tracking where your leads come from, or just crossing your fingers every month?

A little tough love: If you can’t tell me what piece of content brought in your last five leads, you don’t have a strategy, you have a social media habit.

Step 2: Claim Your Home Base

Website. Blog. Email list. These are your non-negotiables.

• Website: This is your 24/7 sales team. It should answer questions, build trust, and convert visitors while you sleep.

• Blog: Not dead. Not even close. Blogging builds SEO/GEO, authority, and gives you content you can repurpose endlessly.

• Email List: The only audience you truly own. Social media followers are rented; your list is where the money is made.

If your business doesn’t have these three in place, stop posting Reels for five minutes and build them. Everything else plugs into this foundation.

Step 3: Create Pillar Content

Stop living post-to-post and start thinking in pillars:

• What are the 3-5 topics you want to be known for and that you could create content around without getting bored?

• What questions do your clients ask over and over?

• Where does your audience need clarity or education to trust you enough to buy?

Turn these answers into cornerstone content:

• In-depth blog posts that rank on Google and get shared.

• Guides or lead magnets that build your list.

• Case studies that prove you know what you’re doing.

• Podcasts or long-form videos that people actually want to consume.

Step 4: Repurpose Like a Pro

This is where we get efficient and stretch your content farther than you ever thought possible:

• Chop that blog post into carousels and Reels.

• Turn a podcast episode into a newsletter.

• Clip a quote and turn it into a tweet or LinkedIn post.

• Drop a stat from your case study into a Pinterest graphic.

The goal is to create one single piece of pillar content and then use it to fill your channels for an entire week (or month). Work smarter, not harder.

Step 5: Measure What Matters

Data is your best friend. Take a look at:

• Traffic: Are people finding your website organically?

• Leads: Are they filling out your forms or downloading your freebies?

• Conversions: Are they actually buying or booking?

If a piece of content doesn’t lead to one of those outcomes, it’s fluff. Entertaining fluff maybe — but fluff nonetheless.

Step 6: Use Social Media as the Amplifier (Not the Engine)

Social platforms are your loudspeaker, not your headquarters.

• Post consistently, but strategically.

• Drive traffic back to your website, blog, and list.

• Stop measuring your worth in likes. Instead, measure it in leads, relationships, and sales.

Pro Tip:

When you stop running on the hamster wheel of social media and start building your ecosystem, you’ll actually feel the difference. It’s less frantic, more strategic, and you will feel way more in control of your business.

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Don’t get me wrong. Social media is a great tool, but it should never be the whole toolbox. When you stop building your brand on someone else’s platform and start creating an ecosystem you own? That’s when you will see sustainable growth.