Unfortunately, Growing On Instagram Just Changed Forever
A 13-minute breakdown of why Instagram now shows your reels to total strangers, and why unscripted "yap content" beats a $10K-a-month editor and a polished production process.
Posted
yesterday
Duration
Format
Talking Head
comedic-rant
Views
3K
104 likes
57 · 43
Big Idea
The argument in one line.
Instagram now shows reels to people who don't follow you based purely on how they engage, which means posting consistent, unpolished content about what you actually know beats chasing viral production value or vanity follower counts.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run a personal brand or service business and post inconsistently because you're waiting for the right production setup or a scheduled filming day.
You have real subject-matter expertise, in fitness, cars, finance, trades, or anything else, but assume it's too mundane or niche to turn into content.
You're tracking view counts and follower growth instead of leads, applications, and sales generated from your content.
You used to post daily, got lazy relying on an editor or a production process, and want a simpler way back in.
SKIP IF…
You're already posting daily with a working lead funnel — this is a mindset reset, not a new tactic.
You want camera, lighting, or editing-software recommendations — the video argues for doing less production, not more.
TL;DR
The full version, fast.
Instagram has become "interest media": every reel gets tested against people who don't follow you, and the platform now judges engagement, not existing audience size, which is why only 8% of accounts grew last year. James Smith argues views are worthless without a lead mechanism attached, proven by one story post that turned 700 clicks into 90 signups, 26 applications, and 3 sales worth $1,000 each. His fix is "yap content": unscripted, unedited talking-to-camera video built from your own daily expertise, posted consistently instead of saved for a scheduled shoot with a hired editor. He closes by sorting viewers into three excuses for not posting enough and challenging all three.
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James lists his cross-platform reach (1.4M Instagram, 1.8M TikTok, 1.1M Facebook, 500K YouTube, best-selling author) built with no lighting, no script, and no polished editing, then pivots to the video's real subject: the algorithm changed in 2020, and it just changed again.
00:45 – 02:07
02 · The £10K Editor
His editor Declan left. Instead of hiring a replacement at roughly $10,000 a month, James filmed himself on an iPhone to test whether he even needed one, and the self-shot results outperformed the produced ones.
02:07 – 03:32
03 · Interest Media
Instagram now shows reels to non-followers based on engagement signals. Only 8% of accounts grew last year. Views don't pay bills, leads do, and impressions compound across platforms even without a follow.
03:32 – 04:20
04 · The Small Channel Secret
His small 60,000-subscriber YouTube channel earns 25x more than his 500,000-subscriber main channel, proof that a targeted audience beats vanity metrics.
04:20 – 05:24
05 · YAP Content
Defines "yap content": unscripted talking-to-camera video that works through consistency, not virality. One low-effort story post with no lead magnet generated 700 clicks, 90 signups, 26 applications, and 3 sales worth $1,000 each.
05:24 – 08:08
06 · Rookie Numbers
Riffs on a call with a car dealer posting only 3 reels a week despite owning multiple exotic cars, arguing any specialist, mechanic, personal trainer, or accountant already has a year of yap content sitting in their own expertise.
08:08 – 10:50
07 · Trial Reels
Breaks down Instagram's trial-reel feature, which tests content on non-followers first, as a loss-aversion crutch for creators scared to post outside their curated theme, and argues that effort should go into every post, not just trial ones.
10:50 – 12:52
08 · Which One Are You?
Closes with a three-way self-diagnostic for why people don't post enough, followed by tough-love urgency about complacent creators losing ground to less comfortable competitors, then the CTA to his course, mentorship, and 1-1 application.
Atomic Insights
Lines worth screenshotting.
Instagram in 2026 is interest media: reels get shown to people who don't follow you, based purely on how they engage, not who already follows them.
Only 8% of Instagram accounts grew last year, which means posting consistently is now a bigger edge than any single viral hit.
Views don't pay bills. A single story post with no lead magnet generated 700 clicks, 90 signups, 26 applications, and 3 sales worth $1,000 each.
A 60,000-subscriber YouTube channel can outearn a 500,000-subscriber channel by 25x when the smaller audience is more targeted.
Impressions compound across platforms: a viewer can watch a reel from someone they don't follow, find the same creator's podcast on YouTube, then subscribe on Spotify, without ever hitting follow.
Yap content works when it's consistent, not when it's viral — the payoff is an audience that already trusts you the one time you actually ask for something.
Any specialist has a year of yap content sitting in their own expertise: a personal trainer explaining a mis-set trap bar, an accountant explaining a missed deduction.
Trial reels exist because creators are afraid a new format will alienate their existing audience — that's loss aversion, not a growth strategy.
Putting trial-reel-level effort into normal, everyday posts beats waiting for a feature that only tests content on strangers first.
Editing yourself on an iPhone outperformed a professional editor paid roughly $10,000 a month, because speed to post mattered more than production polish.
Waiting for a scheduled filming day kills ideas — by the time the shoot happens, the urgency behind the original idea is already gone.
There are three types of creators who don't post enough: broke and out of ideas, busy but complacent, or capable people rationalizing inaction.
Takeaway
Why Instagram now shows your reels to total strangers.
WHAT TO LEARN
Instagram distributes reels based on engagement with non-followers, not existing audience size, so consistent unscripted "yap content" about what you already know beats chasing production polish or follower counts.
01Cold open (the flex)
Big cross-platform numbers were built without a lighting rig, a script, or heavily produced editing, which undercuts the assumption that production value is what drives growth.
The algorithm changing twice in six years is framed as a recurring event, not a one-time shift, so the habit of adapting distribution strategy matters more than mastering any single version of it.
02The £10K Editor
Dropping a full-time hired editor and filming on an iPhone produced more views and exposure, not less, suggesting posting speed and volume mattered more than production polish for this creator.
Waiting for a scheduled shoot day let ideas go cold: by the time the filming slot arrived, the urgency and authenticity behind the original idea had already faded.
A recurring production cost, roughly $10,000 a month for an editor, is worth pricing against what that money could otherwise buy, and against whether the workflow it enables is actually the bottleneck.
03Interest Media
Reels are now shown to people who don't already follow you, based on how they engage, so every post is effectively auditioned to strangers, not just your existing audience.
Only 8% of Instagram accounts grew last year, which reframes consistent posting as a bigger competitive edge than any single viral hit.
Views don't pay bills; leads do. The right question isn't how many people saw this, it's how many people took the next step, which changes what you measure after every post.
Impressions compound across platforms: a viewer can discover you in a reel, find your longer content on YouTube, then subscribe on a podcast app, without ever tapping follow on the first platform.
04The Small Channel Secret
A smaller, more targeted 60,000-subscriber channel outearned a larger 500,000-subscriber channel by 25x, evidence that audience relevance beats audience size for revenue.
Vanity metrics like follower counts and view counts, and revenue metrics, are different scoreboards; optimizing for the first doesn't guarantee the second.
05YAP Content
Unscripted, low-production talking-to-camera content doesn't need to go viral to work, it needs to be consistent enough that the audience already trusts you before you ever ask for something.
One low-effort story post with no lead magnet attached generated 700 clicks, 90 signups, 26 applications, and 3 sales worth $1,000 each, a documented $3,000 outcome from a single unpolished post.
Wrapping a direct ask inside a piece of content that's likely to get views on its own merits works better than posting the ask by itself.
06Rookie Numbers
Any specialist already has a year of content sitting inside their own daily expertise, whether that's a mis-set piece of gym equipment or a deduction most clients miss.
Yap content is one clear piece of information delivered directly to camera, not a produced sketch or a viral hook: teach the one thing, on camera, and move on.
Owning valuable inventory, cars, expertise, or time, without actively turning it into content daily is treated as a form of waste, not neutral inaction.
07Trial Reels
Instagram's trial-reel feature exists because creators are afraid of alienating their existing followers, and that fear is loss aversion, not strategy.
Matching trial-reel-level effort and risk tolerance on regular, everyday posts tends to outperform waiting for a formal feature to de-risk trying something new.
Posting consistently and absorbing occasional criticism is framed as the cost of growth, not a signal to slow down.
08Which One Are You?
Three reasons people don't post enough: not enough business and no clear use of downtime, comfortable busyness that avoids growth-driving work, or being capable and creative enough to keep rationalizing inaction.
Complacency has a direct cost: competitors who are less comfortable than you will take your clients, your market position, and the outcomes you were rationalizing your way out of pursuing.
The closing call to action ties directly to where someone is stuck: a course for people not producing content at all, a mentorship for people producing content that isn't converting, and a 1-1 application for people already scaled.
Glossary
Terms worth knowing.
Interest media
A content distribution model where platforms surface posts to people who show behavioral interest, like views, saves, and shares, rather than only to existing followers.
Yap content
Low-production, unscripted talking-to-camera video, often just a phone and a topic, used to post consistently without waiting for a full production process.
Trial reels
An Instagram feature that lets creators test a reel on non-followers before it reaches their main audience, reducing the risk of alienating existing followers with different content.
Loss aversion
A psychological bias where the pain of losing something is felt roughly twice as strongly as the pleasure of an equivalent gain, used here to explain why creators avoid posting outside their usual content theme.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphoranalogy
I have 1 .4 million followers on Instagram, but I didn't download the app until 2017 and use it for my business, so I was very late to the party. And I filmed with no lighting, no script, no Mr. Beast style editing.
And that combo got me 1 .4 million on Insta, 1 .8 million on TikTok, 1 .1 million on Facebook, and about half a million on YouTube. Three times number one best -selling author and sold out the Hammersmith Apollo. Flexing over, what's my point?
Things started to change and they changed the wrong way in 2020. You had to use trending sounds and people were making really long captions that were filming themselves for seven seconds and covered it with text. And then things changed again, but they've just changed again.
In the last 60 days, there's something I've noticed. I'm going to share it with you and it's going to allow you to get more views online, more leads for your business, and you're going to find the love for it again. As many of you know, I used to have an editor called Declan.
He used to sit there and he's gone. So I started putting out feelers to get a new editor. And I thought, you know what?
I kind of like this 10 grand a month that I was giving Declan, and I could get a McLaren for the same price as what I pay him if I'm just willing to do the edits myself. So I went back to school. I'll show you.
One Sony FX3, two Sony FX3, three Sony FX3. I've got all the camera equipment, but taking that down, setting it up, getting it out. I decided to just film on my iPhone to test the waters, to see whether or not I needed another editor.
And the results really surprised me. When I create videos on Instagram edits, I get more views, more exposure, and I'm not sure whether or not it's Instagram pushing my content, or whether or not I'm just falling back in love with the process and people can see that. Because if I just turn up and make content when I want something, we've all got a friend who only calls you when they need something.
I used to post every single day. I used to write an email every single day. And I got lazy.
And I got lazy because the process became more arduous. I needed to wait for Declan. Where's my idea?
Where's the color grading? And the truth is that I would have an idea. I'd say, when are we next filming?
We're filming on Tuesday. By Tuesday, I'd lost the love. Now I have an idea.
I'll film it there and then on my iPhone. So for £17, you can get my Instagram edits course. There'll be a link in the description.
But wait, we haven't even hit the most important part of the video yet. I think getting more views and more leads on Instagram has just become the easiest it's ever been. So let me explain to you.
in three stages what's changed and what you need to be ready for if you want to grow on Instagram and benefit your business and your brand. Instagram is now what I call interest media. People see your reels without following you.
Now, every single platform, every time you post, is watching to see who interacts, who views, who leaves, who's interested, who double taps, who sends it to their friends, and who doesn't. And if you do not feed the algorithm enough pieces of content, it's going to have a hard time learning. And one thing I want to point to you is that I saw a report that only 8 % of Instagram accounts grew last year.
And I want to say something that you may think is weird. I don't care because it's not views that pay your bills. You don't get paid for views on Instagram.
We need leads. We need lurkers. We need people to respond to lead magnets.
We need people to become interested in the brand. But not only that, these impressions that you get on Instagram will go to other places. Case in point, recently, I've been seeing clips from podcasts on my feed.
I've been watching them and I was pretty interested in sending it to my friends, whatever. Then through engaging with that, just watching it, I didn't follow the page, I saw those podcast clips in longer form on YouTube, and I would download them for flying. So I've seen an Instagram reel maybe three or four times, I've downloaded them on my flight, and then I watched a 14 -minute video whilst flying, then I've downloaded three of those.
Then it got to the point that I went on Spotify, and I've now subscribed to that podcast. It wasn't just that I'd followed them on Instagram, it's that I now have three different platforms I'm listening to the same person on. These ecosystems intertwine.
So even if someone doesn't follow you, that view, that impression, it all comes full circle. I've spoken about this before. This small 60 ,000 subscriber YouTube channel makes me 25 times more money than my big YouTube channel with half a million.
It is better off to have a small cohort of people that are interested in your business than to have these big vanity metrics to try and show off and get a free steak dinner in Dubai if you tag the restaurant, which I also do. It just, it gets exciting when you get a free dinner. You know what I mean?
It's a bit like stealing something from the supermarket. I don't do it because I need it. I do it for the love of the game.
here's my unethical life hack if you were to steal let's say a cream egg you put it in your mate's hood then when they walk out the supermarket you take it back out and you eat it and it's really a victimless crime because say security do catch you they go oh you just started a cream man i didn't fucking steal it i didn't walk out with it you're really fucking suck well he didn't even know it was in there so it's not about getting followers it's about making good content which brings me on to the second part of this video there's something called yap content and yap content is just talking to your phone and again The thing that people seem to get wrong with the app content is they think it needs to go really viral.
So if you're in a good cadence of putting out content that helps your target audience, then when one interrupts that with you asking for something, you're going to get a better response because they're going to go, oh, here's this person that I watch their content every day. Then one day you interrupt it and go, look, I need you to do something.
They go, okay, cool. Recently, I put out one lead magnet where I wasn't even giving anything a value, which is saying, if you want to work with me one -to -one, click this. I'll put a link to it in the description so you can see it.
From that. 700 people clicked onto the website. They realized it was a lead magnet.
Out of that, 90 people actually signed up. So like a pretty big drop -off from that. Out of those 90 people, 26 applied.
And out of those 26 people, three bought. And it was $1 ,000, the thing that I was selling. So I made $3 ,000 from one story post.
If you yap and you get 2 ,000 views, you might only get 36 emails. But of that, you might get four clients. If you then put that yap inside another valuable reel, You can do much better.
For instance, I just gave you a link to apply to work with me one -to -one, but I put it within a video that I know is going to get views because it's about growing on Instagram online. And the yap content to you can seem so trivial. So yesterday I was having a call with a guy called Tom Gaunt.
He has a YouTube channel called ATP Cars, and he's posting... Three reels a week. The motherfucker has got a Porsche 911 GT3 RS.
He's got a GT3 992. He's got a GTS. He's got an RS4.
He's got a Bentley convertible. If that was my garage and I had those cars that I was selling on consignment, I'd be making three videos per day per car. Three a week.
Rookie numbers, Tom. Those are rookie numbers in this racket. No, he's waiting for the video.
I don't care. That GT3's got Porsche carbon ceramic brakes. Make a reel about it.
Tell me why they're better than steel. It's the lightweight saving you get from them. And also they don't fade quite as long.
Tell me why you changed the exhaust. Tell me about the benefits. Tell me about how it lets the engine exhale better.
That's a Yap content. Tell me about the carbon bucket seats and how it's going to impact the resale of the car. Give me information, Tom.
It's not hard to just go get in the car and talk about it. If you're a personal trainer, go in the gym. Did you know that most people use the trap bar upside down?
Let me show you. And then they flip it over and they go, that's why people find deadlifting with the trap bar so much easier because the handle's actually raised above the point of where the bar would usually sit. So most people are deadlifting at a surplus with the trap.
bar that one yap content could change someone's life forever because they realized they hit a pr on the track bar when it was upside down if you're an accountant make sure you tell people did you know that the more you save in court tax the less you take home did you know one point to camera saying one thing can change someone's life forever you might not even like cars but you now know that the track bar is the wrong way up and you now know that porsche carbon ceramic brakes weigh like 15 kilograms less than the steel rotors that you fit on but they cost about 15 000 pounds now i've told you that you're not gonna forget your dad's gonna say look at the new car it's got carbon ceramics go do you really need them dad for the weight saving you ain't even that good at driving you know what i mean so yap content is your but it doesn't have to be highly polished just turn up and talk to your fucking phone and let me tell you this sorry newtonics kicked in you can tell if you can't turn up for your business and your brand on a daily basis and talk to your phone you're fucked from the off you're truly fucked i'm not asking for a lot if someone came into your showroom tom and asked you to tell them about why they should buy the car would you do it of course you'd fucking do it so if you can do it for one
that's come to Aylesford. Why can't you do it for 10 ,000 cunts on the internet? That's what I want to know.
Personal trainers. If you're willing to give an hour of your life a day to fucking get someone to learn everything about the squat, why can't you do it for the other billion people on the internet that speak English? Accountants out there, if you're willing to run 25 businesses books, why can't you help millions of people out there that don't understand basic accounting?
This isn't just vlogging your life. Yap content is your ability to communicate with millions of people. And the phone will ring.
The email requests will come through. People... request your pricing.
Back in my day, there was no edits app. There was no CapCut. You had to record on a camera, put it into your iMovie, edit it up.
Bosh. The barriers to creating content were significant. I had to go live on Facebook back in the day because I didn't know how to edit.
Sorry. Let's talk about trial reels. Trial reels now give creators the ability to post a reel that goes to non -followers, which sounds like a meta shortcut hack.
But let's talk about this for a second. Do you know what trial reels are for? Loss aversion.
Creators are shitting themselves that they might try something new and their audience won't like it. Now, first thing about that is, if they don't like it, fuck them. For a start, right?
You want to try something new in your business. Oh, I didn't really like the way you did that content. I'm leaving.
Fuck off. Because if you're going to have to bend over backwards to give someone the perfect curated content theme and make it, they're a fucking headache from the start they've not even become a client yet i get it that you might shit yourself you want to try things as trial reels cool right let's say you've just launched a podcast you might do 20 trial reels the best three performing clips you post i get it but that's a media team that's going to cost you thousands a month the amount of creators that i work with now that when trial reels came along they felt a little spice firecracker up their bottom to make more videos oh there's an opportunity for me to make videos that could really grow my account if you put the same fucking effort into normal fucking instagram reels that you did trial reels you probably get 10 times the fucking response.
It's crazy to me that people will wank off trial reels as the best thing since fucking sliced bread, but won't post that frequent onto their own account. Why not treat your account page as trial reels? And ultimately, if people think you post too much, fuck them.
If people don't like the variety of content, fuck them. If people don't, oh, you posted something similar to this three weeks ago, fuck off. Naws, get out of here.
Sorry, I'm trying to turn up to grow my fucking business and my brand. Tom, sorry, I'm trying to sell this car because right now there's a 992 GT. in black on my fucking forecourt.
No one's driving it. That is one of the best pieces of technology ever. 13 billion years the universe has been together.
And suddenly all of these fucking rocks and gases form clouds and planets and circulate around big balls of fucking fire for little organized apes to put together bits of metal to create an engine that runs at 9 ,000 rotations per minute from miniature explosions occurring within cylinder blocks. And you're happy for that car to be sat on the forecourt.
You should be making 10 reals a day. Because someone out there is driving a fucking Passat when they could be driving a GT3. Your job isn't to appease every single person on the internet.
It's to post the content to convince people that they should live their life and have a piece of history. An internal combustion, naturally aspirated, four liter, flat six. Do you get where I'm going with this?
You need to be unapologetically yourself and post the fucking video. If you're too scared of judgment, you're not cut out for this online shit. Fuck off and go get a job in Audi.
And then people say, oh, what about this type of content? I don't know. Post it a hundred times, see what fucking happens.
Oh, do you think I should talk about this? I don't know. Fucking talk about it and see what your audience think.
Oh, do you think this is a good idea? I don't know. Why don't you fucking run it and we can look back at it in three months and see what worked.
There are three positions, all of you sit with them. One, you're broke and you don't have a lot of business. And I do not know what you do with the fucking day because if you're not doing...
all day with clients you should be posting all day non -stop if i was skin i would be walking around my local neighborhood handing out flyers to people if i had spare time then we got the people that are busy and you're in the busyness trap you're actually quite comfortable you don't need to make more videos you know it'd be good for your business and your brand blah blah blah blah blah but then really you're just a complacent person and you're willing to do average which is a bit of a reality check that you need most the people that i do the one -to -one calls with they know this already they're comfortable you shouldn't be comfortable really because someone else is going to come along less comfortable than you and they're going to take your business and there's three there are those of you that know you could build a really strong reputable brand if you just did the reps but the thing is you're quite an intelligent person and you are very creative coming up with ideas and ways as to why you shouldn't do it today i've been in this game a little bit longer than you so let me leave you with a bit of tough love i've been complacent in my career before and where i've become complacent people have come along and done a better job than me they've taken the business they've taken the clients they've taken the space they've earned the money they bought the houses they bought the cars and i resent them for that
And I use that to fuel me and motivate me to get what I need to get done. It's not a nice feeling. You should be a little bit more ruthless because the people you're competing against will cut you out the fucking market at any given opportunity.
There are people climbing the hill while you're near the top of it and they will take every single client you've ever had or you're going to get without even blinking about it. If you don't fight for what's yours by turning up on social media and building your business and brand, you could be left with your dick in your hand at the end of the day with nothing.
I'm not willing for that to happen. That's why I'm here today making this video. And you shouldn't be either.
If you're not producing content, there is a link to the Instagram edits course beneath there. If you are producing content and it's not working, I've got my business mentorship, which is horrendously undercharged.
And if you're already cranking at, let's say, over a quarter of a million a year, and you think you want to book in a one -to -one, apply down below and let me have a look at your business. There are three links. Or just fuck off and watch this instead.
Because YouTube knows a lot about you and it has selected that video, not me. It says if you watch that, you're going to get more value from it. Fair enough?
Fair enough. All right, fuck off.
The Hook
The bait, then the rug-pull.
James Smith opens by flexing seven-figure follower counts across four platforms, built with no lighting rig, no script, and no hired editor, only to pivot into the real subject: Instagram's algorithm has quietly changed twice, most recently in the last 60 days, and the shift changes what actually earns views, leads, and love for the platform again.
Frameworks
Named ideas worth stealing.
02:07concept
Interest Media
Instagram's current distribution model: reels get shown to people who don't already follow you, based on engagement signals like views, saves, shares, and dwell time rather than existing follower relationships.
Steal forany platform strategy — plan content assuming a stranger is your first viewer, not a subscriber
04:24concept
Yap Content
Unscripted, low-production talking-to-camera video built from your own expertise, posted consistently rather than saved for a scheduled, polished shoot.
Steal forany expert-led brand that needs a repeatable, low-cost content engine
08:15concept
Trial Reels / Loss Aversion
Instagram's trial-reel feature lets creators test new content on non-followers first. James argues it only works because creators fear alienating existing followers, which is loss aversion, not a real strategy.
Steal forreframe every "should I post this" hesitation as a testable idea instead of a risk
11:00list
Which One Are You?
Broke and not doing enough business
Busy but complacent
Capable and creative but rationalizing inaction
A three-way self-diagnostic for why someone isn't posting enough content, used to close the video with a direct challenge to each type.
Steal forany coaching close that needs the audience to self-identify before the CTA
CTA Breakdown
How they asked for the click.
VERBAL ASK
12:28product
“If you're not producing content, there's a link to the Instagram edits course beneath there. If you are producing content and it's not working, I've got my business mentorship. And if you're already cranking at over a quarter of a million a year, apply down below.”
Three-tiered close matched to where the viewer is stuck (not posting, posting but not converting, or already scaled), rather than one generic pitch.
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A personal trainer turned business owner argues that content creation beats the stock market as an investment, because unlike the S&P 500, you can rig the odds.
A stalled Instagram account went from a few thousand views a post to 30,000 new followers and roughly $10,000 in revenue in 30 days, using one content format, one topic, and a two-step comment funnel.
A creator breaks down the exact Instagram trial-reel system — recycled winners, hook testing, and a comment-CTA flywheel — that took his account from 480 to 21,000 followers in 97 days.
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