Description
Instagram isn’t a marketing platform anymore, it’s a creator economy. And we chose to compete on its terms. A user spends 33 minutes a day on Instagram- not to decide, not to evaluate, but to fill in between moments. Which meant the benchmark wasn't other brands. It was the most engaging, culturally fluent creator on the FYP. The slightly unhinged one. The one you didn't mean to follow but somehow can't unfollow. So Instamart stopped being a brand. It built its page the way any creator would. So Instamart became that creator. The kind that posts something so unhinged you screenshot it before you even finish watching. Where the comments section is funnier than the content. Where you're never quite sure if there's an adult in the room and that's entirely the point. As a result, we hit over 60Mn reach month on month with zero media money pumped in.
