Your Customers Are on Instagram - You’re Just Not Thinking About Them Properly

Every week, I have conversations with business owners about where they’re planning to promote themselves.

And I still hear the same sentence, over and over again:

“My customers aren’t on Instagram. They’re more of a LinkedIn audience.”

Every time, I can feel the mix of frustration, surprise, and disbelief rise up. Because it’s not true - and that assumption is quietly holding so many business owners back.

Let’s unpack why.

You Don’t Sell to a Company - You Sell to Humans Inside It

If you’re selling to corporates, sure - the organisation is on LinkedIn. They’re posting thought leadership, sharing company updates, recruiting, and networking.

But you’re not selling to the corporate logo.
You’re selling to people: the marketing manager, the HR director, the operations lead, the finance team. Humans who go home at the end of the day, scroll through Instagram while waiting for dinner, watch YouTube videos, and chat on Threads.

Your buyer might make purchasing decisions during business hours - but their attention, interest, and inspiration happen everywhere else.

That’s where the opportunity is.

Interruption Marketing Is About Meeting People Where They Already Are

Interruption marketing is exactly what it sounds like: interrupting someone’s attention in the middle of what they’re already doing.

If your audience spends time on Instagram, Pinterest, or YouTube - even if that time is “personal,” not “professional” - that’s where your brand needs to show up.

Not to sell.
But to seed awareness.

The job isn’t to chase your customers across the internet. It’s to show up in the spaces where they already spend time - with content that fits naturally into their day.

That’s the difference between hoping something sticks… and building visibility with intention.

Being Strategic Means Thinking Cross-Platform, Not Single-Platform

Too many businesses think platform-first.
“I’m focusing on Instagram.”
“I’m going all in on LinkedIn.”

But the truth is: great content travels.

When you build a *framework* around your ideas — a repeatable, adaptable structure — you can repurpose that content for multiple platforms without losing authenticity or tone.

It’s not about copying and pasting. It’s about asking smarter questions:

• How can I adapt this concept for a Facebook post?
• What would it look like as an Instagram Reel or Story?
• Could I make this a short YouTube video?
• How could I expand it into a blog or newsletter article?
• Can I turn it into a carousel or poll on LinkedIn?
• Could it be a question thread on Threads or an infographic on Pinterest?

When you think strategically about repurposing, you stop creating for the algorithm — and start creating for the ecosystem.

Repurposing Is the Secret to Being Everywhere Without Burnout

Most people assume that “being everywhere” means more work.
But when you have a repurposing framework, it actually means *less.*

You start with one strong, central idea - then reshape it to fit the format, tone, and audience of each platform.

Instead of seven new pieces of content, you have one piece of thinking that works seven different ways.

That’s what scales: ideas, not effort.

What It Really Means to Have a Strong Content Strategy

A great content strategy isn’t about volume. It’s about intention.
You don’t post to fill space - you post to create touchpoints.

A solid repurposing system lets you:

• Reach your prospects where they naturally spend time.
• Stay consistent in your output without burning out.
• Build awareness that leads to capture - attention, engagement, and connection.
• Expand your impact and scale through systems, not stress.
• That’s what SANX is built on: a strategy that’s structured, sustainable, and deeply human.

Final Thought: Be Everywhere, Without Being Everywhere

You don’t need to dominate every platform.
You just need your message to move well.

Start thinking less about where to post, and more about how to make your ideas travel.
Because when you do that - when your content is built to live, breathe, and resonate across spaces - your reach expands naturally.

So next time you catch yourself saying, “My customers aren’t on Instagram”…
Remember this:

They are.
You just haven’t shown up there yet.

Start by mapping one piece of content across five platforms - and watch what happens.

MOTHERBOARD Zones This Ties To:

Framework: Building adaptable, repeatable content structures.
Output: Creating consistently and strategically.
Prospects: Understanding where your audience actually is.
Capture: Meeting people where their attention already lives.
Scale: Multiplying ideas, not workload.