The Instagram Hustle
I interview young creative businessfolk. That is, entrepreneurs who make their living on their own terms, oftentimes using tools on the internet to reach their audiences. I am fascinated by these people because I cling to the hope that working a nine to five job is unnecessary. Banking hours previously helped the world operate on the same schedule, but now with an “always-on” economy, when and where you work seems to matter less and less.
I talked to a handful of individuals who sell stickers and art online, connecting with their audiences primarily through Instagram. On average, they make roughly $5,000 a month through YouTube, Patreon, online shops, and commissioned work. They work from home on their own schedule, which can be a blessing and a curse. Though they have flexibility, they struggle with managing time and workload on a day to day basis. They are all under the age of 25.
While some days X wishes that they had a boss to tell them what to do, they are happy to hold onto the control of their business and hours. Their creative work is personal, and it helps to be solely responsible for producing work, selling it, and connecting with their audience. I learned that running a business by yourself is extremely difficult, but it can be done.
The recipe is easier said than done: grow a following, then open up shop. Going viral helps in this regard, but it is not a dealbreaker for becoming successful as an online shop owner. The key is finding your niche, that is, the small community of people that share your interests. Being known in the juggling community does not mean you will be famous worldwide, but it does mean that you have a direct connection with a group of people who have very specific needs. The bar of entry for success online is 1,000 true fans.
The idea is that if you have at least 1k fans who are enthusiastic about your brand, product, or service, you can have a sustainable business on the internet. The tricky part is getting from zero to a thousand (real quick). Without a doubt, the best way to garner a following is through consistent, high quality content. This is the first step, and from there all else follows. Again, this is easier said than done. If you are working a day job, or balancing the pressures of life, it can be hard to produce anything consistently.
All is not lost. In Eric Ries’s The Lean Startup, he presents the thesis that you should always be tweaking a minimum viable product, or MVP. This is the crux of your business, whether it be stickers, juggling equipment, or good vibes. Having an MVP clarifies what you are producing, and reduces it to the most essential parts of having a business. Once you know what this singular product it, finding the place where it fits into your schedule becomes that much easier.
By far the most common theme among folks who work online is overwhelm. You have the tools available to do almost anything, so it is hard to clarify the task for today when so many of us get caught looking at the big picture. Whether you are just getting started or in the thick of your hustle, a weekly or daily persepctive re-frame is necessary. Ask yourself: what is the most important task I can get done in the next hour? What is the task that needs to get done by the end of this week?
This, of course, is just the beginning. Running a business online requires agility, innovative thinking, and continuous learning. As you become more and more successful, your problems will get more specific, and there will be less “how-to” articles out there as you do things that no one has really tried before. Getting in the habit of doing small experiments to build a learning loop is the best thing you can do at every step. And it is possible.
