You may have noticed that I’ve completely changed how I show up on Instagram.

Not only have I been going viral for the past month on several posts, but I’m growing at a rate I haven’t seen since 2021 – and it’s not because I’m sharing Instagram strategy or tips.

You might think that’s a bad thing… are these even aligned followers?

I don’t see it that way.

I see it as a shift into what I’ve been building toward for years: using Instagram as an awareness channel, while deeper thinking, connection, and conversion happen elsewhere.

There’s been a lot of chatter about how many influencers are suddenly speaking up right now, and who is speaking.

Someone commented that “Jenna Kutcher has had a massive shift in the last six months.”

Another person replied that this kind of awareness is the bare minimum.

Then my friend Heidi (the_rogue_essentials) responded, she referenced my work in a way by naming something I’ve always tried to be intentional about: showing up consistently, not only when it feels safe or socially acceptable.

With everything unfolding right now, and the collective tension we are carrying, I never want to show up reactively or performatively, and I don’t want to compress my thinking into fragments or chase relevance just to stay visible.

Activism isn’t a reaction, it’s a through line, built into how you shop up, not something you reach for when it feels acceptable.

Because of this, I’ve chosen Substack as my platform of choice from which everything else will come. It won’t be a replacement for Instagram, but more of a foundation underneath it.

My essays now become my emails, my Instagram content, my LinkedIn posts.

They’ve quietly led to press, new high-ticket clients, and past clients reaching back out – with fewer than 150 subscribers.

On February 10, I’m hosting a live, workshop and Q&A: Your First 100 Subscribers

We’ll set up your Substack together – step by step -so it’s clear, usable, and ready to monetize.

By the end of the training, you’ll leave with:

• A live Substack that’s set up and ready to use
• A clear bio written that explains who your writing is for and attracts aligned subscribers
• Your free subscriber benefits section written
• A simple monetization foundation in place, without pressure or sales tactics
• A clear understanding of Substack’s social layer (Notes) and how to use it to grow your subscribers
• A straightforward way to integrate Substack into your existing email system
• A natural way to share your Substack on Instagram without it being repetitive
• Three clear Substack post ideas so you know exactly what to write first

After 12 years working online, these are my honest takes about the patterns and strategies that continue to work quietly and consistently to run my multiple 6 figure business. 

You can subscribe to my Substack here.