Doing Business Beyond Instagram
This week, I spent some time deep in one of my side gigs: selling vintage clothing in Saint John through my Instagram shop, Park Plaza Vintage. It was briefly brick-and-mortar once (a story for another day), but for now it lives where so many small businesses do—on Instagram.
And wow. What a place.
Dressing Rooms vs. Digital Performance
I don’t know what’s more exhausting:
trying on dresses to see if they fit me, or
trying to make a post fit the algorithm.
Because it’s not just about the clothes. It’s about:
- the right photo
- the right angle
- the right caption
- the right price
- the right hashtags
- the right time
- the right vibes
All before Instagram decides whether or not you deserve to be seen.
I actually like wearing the clothes, when they fit.
And I even like posting on Instagram, when people interact.
But this time?
No interaction.
Not the first round, anyway.
“Is It Me?” (Spoiler: It’s Not)
Cue the spiral.
Was it me?
Was it the lighting?
Was the price wrong?
Do people hate florals now?
Am I… bad at this?
At one point, in peak frustration, I actually asked ChatGPT if Instagram was trying to steal my soul.
It said yes.
Apparently, I’m not giving that account enough of my time, attention, and self-esteem, and therefore it refuses to reward me.
And honestly? That’s… unsettling.
The Algorithm Doesn’t Hate You—It Just Wants Everything
Here’s the dangerous part.
If I were younger—new to business, new to sales, new to confidence—I’d probably be:
- Discouraged
- questioning my abilities
- considering a career change
- wondering what I did wrong
But the truth is:
it’s not the world against you.
It’s not even your work.
It’s just the algorithm being… an absolute menace.
Instagram doesn’t quietly support your business in the background. It demands constant feeding. If you don’t show up enough, engage enough, post enough, react enough, care enough—it withholds visibility.
That’s not marketing.
That’s emotional labour.
Burnout Is Built Into the Platform
Most small businesses I talk to rely almost entirely on Instagram for marketing.
And honestly? They must be exhausted.
I manage several accounts. I post regularly. I try to stay consistent. And I actively try not to obsess—unless I’m actively trying to sell something.
Because if I did?
I think it would make me physically ill.
Constant performance, constant comparison, constant pressure to be “on”—it’s not sustainable. And it’s especially brutal for creatives and small business owners who are already stretched thin.
So I’m Doing What I Always Do: Leaning on Google
I’m still downsizing.
I still have a lot of vintage clothing in boxes in Saint John.
But instead of fighting Instagram for attention, I’m doing what actually works long-term.
I’m building a website.
I’ll:
- collect a few solid keywords
- write proper URLs
- craft meta descriptions
- use real H1s
- let search traffic do its quiet, boring magic
No chasing trends.
No performing for likes.
No attaching my self-worth to engagement numbers.
Is it sexy?
Not even a little.
But it works.
The Quiet Power of Being Findable
Here’s the thing Instagram doesn’t tell you:
You don’t need constant attention.
You need intent.
People who search on Google are already looking for something. They’re not scrolling. They’re deciding.
That’s where real sales happen.
And the best part?
I can wear clothes I like (that fit),
build something that lasts,
and not hand my nervous system over to an app.
Pictures? Optional.
The Takeaway (From One Tired Entrepreneur to Another)
Instagram isn’t evil—but the way we’re told to depend on it is.
If your marketing makes you feel:
- anxious
- invisible
- Behind
- not good enough
…it might not be your business that needs fixing.
It might just be your platform mix.
At K-Media, this is why I’ll always push websites, SEO, and Google visibility. Not because they’re trendy—but because they’re stable. And stability is underrated.
Your business deserves to exist without begging for attention.
And so do you.