✉️ Welcome to the BPM Newsletter

Business, Performance, Marketing insights for DJs and creative entrepreneurs​
​

THIS WEEKS INTEL

Would you pay Instagram to help you grow?

Something interesting happened at Meta recently.

They launched Meta One, a new subscription service across Instagram, Facebook, WhatsApp and Meta AI.

Now, paying Meta for extra features isn't particularly interesting on its own.

We've already got Meta Verified. We've got paid advertising. We've got subscriptions everywhere.

But there's something different about this one that caught my attention.

Meta is starting to put actual growth tools behind a subscription.

For creators and businesses, some of the new features include:

• A more prominent Follow button on your Reels

• Automatically inviting people who engage with your content to follow you

• An enhanced profile that can show things like your website and locations

• More detailed analytics and audience insights on higher plans

• More AI tools

And there's an Edits assistant coming that Meta says will be able to analyse your Instagram insights and help generate new content ideas.

Now think about that as a DJ. / You post a Reel from a gig. / Someone watches it. / They engage with it. / Instagram can automatically invite them to follow you.

That's potentially useful. Because one of the problems I've talked about a lot recently is the gap between attention and opportunity.

Getting 10,000 views is nice.

But what happens next? That's the important part.

Did they follow you? / Did they look at your profile? / Did they listen to a mix?Did they visit your website? / Did a promoter find enough information to consider booking you?

Attention on its own isn't the goal.

What interests me about Meta One is that some of these tools are designed to help move people from simply seeing your content to actually doing something.

There's another side to this though.

I'm not completely comfortable with the direction.

We've spent years being told that Instagram is a free platform where good content can find an audience.

Then advertising gave you the option of paying for more reach.

Now we're potentially moving towards:

Pay us and we'll give you better tools to convert your organic reach into followers and customers.

That's a significant shift.

So would I tell every DJ reading this to immediately pay for Meta One?

No.

Your first £15, €15 or $15 isn't going to fix boring content, a confusing profile or an account that doesn't give people a reason to follow you.

Tools amplify what's already there.

Get your profile right. / Make better content. / Show people who you are. / Give them a reason to follow you. / Make it obvious what you do. / Then tools like these become interesting. / But I will be testing Meta One.

Particularly that automatic follow invitation.

Because if I'm already creating the content and getting the engagement, I want to know whether Meta can help turn more of those people into an audience I can build a relationship with.

And when I've tested it properly, I'll tell you whether I think it's worth paying for.

See you next week
Paul

Rockin Social Media. Estepona, Spain. Alcazaba Lagoon, Estepona, Malaga, Spain
​​Unsubscribe · Preferences​