Why Posting Daily on Instagram Was Not Enough (And What Actually Worked)

13 Mar

Written By Hayley Biggs

I remember when I was first marketing my business on Instagram.

For months, I was doing everything that was supposedly right. I was:

Posting every day
Using trending audio
Following what the so-called top people in my industry were doing

Yet nothing happened. No traction. No real clients. Just a whole lot of frustration.

I started to panic and question my own abilities.

Maybe starting my own business was a mistake.

Maybe people did not care what I had to say. Maybe the market was too saturated. Maybe I needed to copy what was already working for others. Maybe I simply was not good enough to stand out.

The Market Is Not Saturated with Experts. It Is Saturated with Replicas.

That was when I had a rather important realisation.

The problem was not that I was not good enough. The problem was that I was blending in. I sounded just like everyone else.

As soon as I stopped trying to be a watered-down version of the industry leaders and started focusing on:

My own perspective on the luxury wedding industry
What I truly believed in, even if it was different from the norm
Creating content with a clear, unique stance instead of playing it safe

Everything changed.

What Actually Worked

Instead of following the herd as a luxury wedding marketer and coach, I:

Listened to my intuition and narrowed my niche from luxury to luxury weddings
Focused on specific topics that actually mattered to me and my audience
Created relatable and specific content that helped, inspired or resonated with one small group of the market wedding market
Stopped sugarcoating things and started telling the truth. The truth that I knew would actually help people build a successful luxury wedding business

And suddenly, everything fell into place.

My content started attracting my ideal wedding vendor clients.

People were sending me messages saying they felt as though I was inside their head. I stopped experiencing content mind blocks because I was no longer pretending to be someone I was not.

Copycat Marketing Is Boring

Too many people assume luxury means white, pastels and soft poetic language.

They believe it requires fancy words with no substance. That they can throw in words like elevate and call it branding.

They assume that wealthy clients only want boring, soulless marketing, so they strip all personality out of their business.

Which means there is no grit, no edge and no hook. Just another vanilla, forgettable brand.

If You Are Blending In, You Are Already Losing

Your business does not need to be louder, it needs to be different.

Stop with the ChatGPT version of luxury. No more:

“Grandeur, opulence, imagine stepping into this scene…” The usual spiel that means absolutely nothing
Faceless brands with captions so polished they feel AI-generated
Hiding every inch of yourself because you think your personality ruins the brand

Luxury clients do not want to book a robot. They want to book someone who stands for something.

“A Brand That Stands for What All Brands Stand for Stands for Nothing Much”

Seth Godin said it best.

I know so many of you are scared to be honest about what inspires you, excites you and what your real opinions are in this market.

You are worried that if you only appeal to a portion of the market, you will scare off potential clients and end up with nothing.

When in reality, the opposite happens.

When you try to appeal to everyone, you become nothing to anyone.

When you play it safe, no one remembers you.

When you blend in, you become just another posh brand without the portfolio to back it up.

And That Is Why People Do Not Trust You

Because you are too polished, too faceless and too careful.

It is like walking into a room full of luxury brands that all look and sound the same. Just another white website with timeless elegance copy that could belong to absolutely anyone.

There is no grit. No conviction. No hook.

Think about it. Would Alexander McQueen have become legendary if he played it safe? Would Gucci’s Marmont bag have been a bestseller if they just copied Chanel?

Of course not. They became iconic because they stood for something.

Luxury is not about pleasing everyone. It is about attracting the right people with an unapologetic perspective.

The Problem with Playing It Safe

Too many businesses operate in fear.

Fear of losing clients, fear of being too niche, fear of alienating potential customers. But in the luxury market, trying to appeal to everyone is business suicide.

The biggest names in luxury built their brands on distinctiveness, not universality.

A luxury brand needs conviction.

It needs a unique viewpoint. It needs to say something meaningful and stand by it. Playing it safe leads to mediocrity, and mediocrity leads to forgettability.

When I finally realised this, I made a conscious decision. I was done playing small. I started:

Speaking with more authority, because I knew my approach worked
Writing content that challenged misconceptions in the industry
Using my own voice, not the polished, corporate fluff that luxury brands often default to
Telling people what they actually needed to hear, not what was expected

And that was the turning point. People noticed. Clients started to trust me before they even spoke to me. My brand had a pulse, a personality, an opinion. And that is what luxury clients look for, something real, something compelling, something that makes them feel something.

The Second I Stopped Worrying About Being Too Much and Started Telling the Truth

People started paying attention. Clients came to me instead of me chasing them. My prices went up because people trusted my expertise, not just my aesthetic.

So stop diluting yourself. No more:

Watered-down, personality-free captions
Fancy words with no substance
Playing small because you think luxury means bland

The Brands That Get Booked Do Not Hide Who They Are. They Double Down on It.

If you are done blending in and ready to become the only choice for the right people, send me a message with the words STAND OUT and let’s make it happen.

Because luxury is not about blending in. It is about standing out so boldly that the right people cannot look away.