Think succeeding on Instagram is just about posting pretty pictures? Think again, my friend.

Success requires a winning combo of strategy, consistency, and mindset - and getting it wrong will cost you more than just followers.

After 7+ years of navigating the platform, I’ve uncovered the brutal truths no one tells you about succeeding on Instagram in 2025.

Today, I’m sharing them all. :)

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But before that, if you've not yet tested how ready you are to succeed on Instagram with your current skillset, ​take this quiz here.​

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1) Overcomplicating posting

Posting doesn't need to be complicated.

When it's simple, it's simpler to post consistently.

And consistency is the key to succeeding, as cliche as it sounds.

Now, simple content isn't necessarily bad content.

Simple content can often be the best content because simplicity helps people understand your posts.

What I recommend to everyone is to post daily, especially in the beginning.

And I've done so since September 2023, and it changed my life.

To be able to post daily, you must make sure you also have some simple posts to go out.

Sometimes, I have a Reel with a question for my community.

That's simple, but they tend to get a lot of engagement.

And they take me 10-15 minutes to make.

Sprinkle in easier posts, and consistency will become easier.

2) Not understanding it's scary for everyone

I was terrified of posting.

And at times, I still get nervous.

I'm not gonna pretend I don't care at all what people think of what I put out.

I do care.

We all do... at least to an extent.

We humans are a species that wants to feel like they belong to a group.

When you do something new, you're subconsciously, or consciously, afraid you'll be thrown out of that very group you're in.

That's why it's scary.

The only way is just to push through the fear.

And if people don't like your stuff, or your peers make fun of you...

Then just keep going.

And find new peers.

If you get thrown out, maybe that group wasn't for you in the first place.

And once you succeed, people will look up to you.

But you might still be scared to post at times.

Especially if you're doing something different from normal.

It's scary.

(I've been a bit nervous sharing some street photos for a change when being honest with you.)

The fear comes from biology, so it's normal.

So understand every successful person has also had that fear. It's not just you.

The only way is to push through it.

3) Not repeating what works

When you find something that works, do it again... and again... and again... until it stops working.

This is one of the key things that allowed me to grow so much in a relatively short period.

(100k new followers in 5 months)

I noticed what worked, and I did more of that.

Then earlier this year, it stopped working.

And after that, I've been looking for new patterns.

So, when you DO find something that works, keep doing it... UNLESS it's not actually helping you.

What do I mean?

Have you ever seen videos from people who regret going viral?

I have, at least.

Now, why is this? Isn't it always good to go viral?

No, it is not.

Understand this:

What people find you for, is what they want more from you.

In my case, it's photography, especially nature and adventure photography.

I know I could post some fancy Reels about Finland which would probably go viral.

But then the question is... would it actually help me?

Or I could share a random clip where I'd do a failure of some sort which has nothing to do with what I do.

Would this help my brand?

No, it'd not.

Yes, it'd get me followers...

But for what?

Just for status?

If you just want status, you could just buy followers... and you can show off to people.

What you and I probably both want to have is a community around our work.

A large group of people who engage with our work.

How do you get that?

Well, by posting things that align with what you probably want to do in the future too.

If you post a random sunset clip and you get 1M followers...

Are those people gonna care about your other work, and who you are?

Probably not, right?

So, double down on what works... and what you see working for others.

Do not stop doing what's working before it stops working.

But do not do things on social media, ever, that don't align with what you want to be known for.

4) Not remaining enthusiasm

Every post won't be a winner.

You can post 365 times a year, only to get 3 viral videos.

That 3 viral videos, of course, could totally change your life.

But you must not quit when the other 362 posts do not do so well.

The biggest reason why people don't win is because they quit too early.

As I've learned from one of my mentors, Tom Noske, is that it's pretty tough to NOT succeed if you do something for 10 years.

Like if you posted daily for 10 years... how could you not succeed?

Now, I'm not saying it'll take that long...

But it won't happen on the first day you start posting.

You must be able to keep going and have some enthusiasm despite posts that flop.

That's another reason why I recommend posting daily.

This way, if one flops, you know you have another post going out tomorrow.

But imagine you posted once a week... and your post fails... it's much harder to deal with.

So remain enthusiastic.

If you don't have it... you're likely to quit.

Have fun.

Keep going.

This way sooner or later you'll succeed.

5) Not putting your ego aside

We all have room to improve.

For me it'd be easy to say:

"Look, I've got tens of millions of views in the last year and gained 100k followers in 5 months... I know everything."

But I don't.

Whoever says they know absolutely everything and don't have room to improve, is full of sh*t.

If you're not successful yet, maybe what you need to do... if I can suggest directly...

is to look at yourself in the mirror, and ask are you actually that good, yet?

Maybe you're still not good enough.

And that's OK.

That realization will keep your eyes open for how to improve.

And I, honestly believe, there isn't a point where you arrive and have mastered everything.

Everyone must keep an open mind for new opportunities, and places to improve at.

I know the happiest and most successful people do this, they're open-minded and don't get hurt when they're wrong...

They value learning.

If you want to learn more about Ego and the mindset stuff...

Read Mindset by Carol Dweck.

6) You're not willing to do what most aren't willing to do

If succeeding on Instagram was easy, everyone would be successful.

Most don't win because they quit early, and don't do the right things.

So, to succeed, you must do what most aren't willing to do.

You must push through the times when you don't want to make content.

You must keep posting even when a post flops even though you loved it.

You must take responsibility for where you are in your IG career...

Whether that is by getting the right knowledge in order to succeed so that you don't keep doing the same things that didn't bring you results... or something else.

Do what most aren't willing to do.

Be willing to fail fast to learn fast.

Push yourself.

Take risks.

Go for it.

7) Deleting posts before they take off

Nowadays the posts can take a long time before they take off.

Such as recently a 7-week-old video started suddenly gaining views, and has gained 300k+ views since then... and it just keeps going.

Don't delete a post if it initially does bad.

You never know if it will take off later on.

8) You don't keep learning and stay up to date.

Instagram changes.

Yes, the algorithm... but also what people enjoy changes.

Back in the day we only had photos, but videos were introduced.

And nowadays the average consumer prefers videos over photos, and that can be tough for us photographers to accept.

You should make videos too as a photographer, that'll help you grow faster.

Sure, lately, more and more people make carousel posts...

But not everyone should do them.

Stay up to date on what's happening, and never stop learning.

Everyone has room to improve, me included.

Try out new things.

Learn new things.

Invest in new knowledge.

New knowledge leads to new actions.

And new action leads to new results.

If you've not got the results you're looking for... you must try something new.

If you keep doing the same thing, you'll keep getting the same results.

And the question is... do you want the same results, or something new and better?

9) You don't automate anything

Automation will:

• increase your engagement

• how much do your current followers see your content, and

• allow more new people to find you.

Also, you can convert people and companies into paying clients better.

And you won't waste time doing things you could easily automate.

Set them up, and your IG game won't be the same anymore.

10) You don't define success

In this Letter, I've talked about what could stop you from success.

But what's success for you?

Define that.

For me, it's to be able to have a lifestyle I love.

A lifestyle that allows me to work from anywhere, and with awesome people.

For me, it's not going viral anymore, although it's cool.

Virality doesn't itself bring money or long-lasting fulfilment.

But what you do with the new eyeballs after virality does.

You might want to go viral, of course, it's a great feeling and can change your life.

(Like it did for me.)

But understand what's the reason you want to do it, and what you're hoping to achieve with it.

And, maybe you don't want to ever go viral, and that's fine too.

You could make a great business without a ton of followers.

You just need to gather a certain type of group of people around you, with the right tactics, and you can make a great living.

Define what's success to you.

11) You lack strategy

Imagine you had to complete a 50km hike with no map or directions.

What if someone assigned you the destination... but you had no idea how to get there?

Would you feel overwhelmed?

Would you feel confused?

Would you feel scared?

I bet you would.

It's the same with trying to navigate to Instagram success.

If you don't have detailed instructions (or a "map) on what to do...

How are you supposed to get to the end goal?

Without a clear, personalized map, you'll keep wasting time doing things that won't bring you to your goal.

So please, get a map for yourself somehow.

When you do get hold of that map, you'll feel relieved, and the overwhelm will flush away.

12) You lack accountability

It's easier to quit if you don't have anyone to look over your shoulder.

A mentor for accountability isn't a must, but what I've seen is that a lot of successful people have them.

Why?

Because the journey gets easier as they have someone who has the answers supporting them...

And the journey also shortens - they get to their goals faster.

This August I invested in a 1-1 long-term mentor for the first time in my life.

And... it felt pretty scary to invest a lot of money for one...

But it's indeed an investment.

This mentor was for the business side of things.

He's making $100,000/mo, so I knew I could learn things from him.

And I have done so, but the most important factor for me has been accountability.

After I spent the money, I had someone look over my shoulder, but I also wanted to make the money back as soon as possible, of course.

That pushed me forward.

And not long after I made the money back.

A pattern I've seen in successful people is that they invest an uncomfortable amount of money for a mentor.

And the very fact it feels uncomfortable is what will propel them forward...

Because then they're more committed to making a change.

I must admit I bought a €14 Graphics Design course earlier this year, and I've never opened it, haha.

But if you invested 4-figures... or heck 5-figures into a mentor...

How could you not take advantage of that?

You'd for sure be committed to making a change.

So if you're ready to accelerate your journey, consider getting someone to guide you to help you reach new heights faster and with less effort.

13) You lack systems

If you lack systems, you won't succeed in Instagram.

There are so many obstacles one will face when trying to succeed...

From figuring out how to get posts out consistently, how to never run out of ideas, how to edit videos without sacrificing the rest of your life...

It's all down to systems.

Same when you'd want paying clients from Instagram.

There are systems for that too.

Systems are what have allowed me to post daily for... over 1 year and 2 months now.

I don't rely on my emotions to make content.

I rely on my systems.

And systems bring predictability, consistency and relief, as the entire journey will be easier for you.

You'll be excited to see I'm still open to taking a few more people to my Social Media Accelerator program this year.

That's where I can help you the best.

In this program, we'll install the systems for your Instagram success... get you a crystal clear strategy to navigate Instagram with... and you'll get to join my other students on a similar journey to yours, and get my personal accountability.

If this sounds like something you're not against to...

Then let's chat can I help you.

Take this quiz first.

If there’s potential for us to work together, it’ll present an option to book a call with me once you’ve taken it.

Talk soon,

Hugo

P.S. If you're still hesitant about my coaching, read what my students think of my coaching ​here​.