Have you been scrolling Instagram and seeing reels like “Five weird things I do to grow my business,” or “Six unconventional rules that help me grow my business,” or “Odd things I do as a [blank] that actually work”?
I’ve been seeing this exact format everywhere this entire summer. Every niche, every industry. And it’s usually doing really, really well.
So I want to break down exactly why it’s working right now, and how you can use it in your own content.
The Client Example That Made Me Pay Attention
One of my clients tried this out as a few trial reels. Her angle was “hills I’ll die on as a mom of four and a naturopathic doctor.”
It’s done so well, and not just in her niche. That same format could become “hills I’ll die on as an Instagram strategist who has to work while her kids are home,” or “hills I’ll die on as an interior designer who doesn’t want you to waste all your money.”
You go through a quick list example right in the caption. And it works in every format. I’ve mostly been talking about a simple B-roll reel where the text on screen just says “hills I’ll die on as a [blank],” and then the caption is where you actually break down each one. But this works just as well as a talking head reel or a carousel too.
Why This Isn’t Just “Old Instagram” Coming Back
Honestly, when I first started seeing these, it brought me back to old Instagram from like six years ago. “30 ways to grow your business.” “10 ways to grow your business.” “Six things to do on your next Instagram post.” That format was everywhere back then too.
But this isn’t the same thing wearing a new outfit. The difference is you’re adding your own unique perspective into it. It’s “I” centric, “me” centric. It’s not just a list of generic advice, it’s a list of things you’ve actually lived, or your own personal take on it. That’s the shift.
Why This Format Is Actually Working Right Now
I dug into why these posts were getting saved, shared, liked, and followed (that last one was the big win for my client), and it comes down to two real reasons.
It’s Specific, Not Generic
“Five tips for growing your business” could be posted by literally anybody. It’s not tied to a real person or anything they’ve actually lived. But “hills I’ll die on as a mom of four and a naturopathic doctor” stops the scroll, because it’s her. You can’t copy and paste that caption onto someone else’s page and have it make any sense.
That’s exactly why it works. You’re giving people something ChatGPT or AI can’t hand them.
Personality Builds Trust Faster Than Polish
Our brains are wired to want to know the thing we’re not supposed to know yet. “Odd rules I follow” or “weird things I do” implies there’s something a little unconventional coming, maybe even something that goes against what the big names in your niche are saying. That curiosity is what gets the tap, the pause, the full watch through.
Real Examples Worth Studying
Here’s one from Shaan Tripp. She used this as a carousel: “weird rules we have in our house that you might disagree with, older kids edition.” She’s also done a part three on it, which is smart, because it signals to her audience that this is ongoing, more like a series they’ll want to keep following.
A few more I’ve come across:
- “Weird rules I have for my hubby as a woman who refuses to live in survival mode”
- “Weird rules I’ve made with my kids because I refuse to live in survival mode anymore”
- “Weird rules I have for my home because I refuse to live in chaos”
Think about how this translates to your niche. Mine would be something like “weird rules I have before I make a post on Instagram that most people would disagree with.”
How to Build Your Own Version
Step one: Pick the identity you’re speaking from. Not just “business owner,” get specific. For my client, it wasn’t just “naturopathic doctor,” it was “mom of four and naturopathic doctor.” That combination is what makes it interesting.
Step two: Brainstorm five to seven things that are true for you but might genuinely surprise your audience. Things you’d stand firm on even if someone pushed back. They don’t have to be dramatic. Sometimes the smallest, oddest rule is the one that resonates most.
Step three: Pick your format based on how you already show up. Talking head if you love being on camera, a carousel if you like listing things out, or simple B-roll if you’d rather keep it low key. And if one format does well, repurpose it into the others.
You Don’t Have to Sound Like a Polished Expert
I want to give you permission here. You do not need to sound like the same polished expert giving the same five tips as everyone else. Right now, that’s actually working against you.
What people want from your page is you. Your actual opinions, your quirks, the stuff that makes you a little different from everyone else in your industry.
You don’t even have to use the word “weird.” If that’s not your voice, try “simple” or “unconventional.” Whatever fits you.
Quick Recap
- This format works because it’s specific, personality driven, and creates curiosity instead of just handing over information
- To build your own: pick your identity, brainstorm your list, choose the format that fits how you already show up
- If it works once, repurpose it into your other formats
Your Action Challenge
Before you post again this week, sit down and write your own “[blank] things I do as a [blank]” list. Five real things, maybe slightly uncomfortable truths that have actually worked for you, or things other people might disagree with. Or keep it simple with something like “five stupidly simple things I do to [blank].”
Still Stuck on What Your List Should Be?
That’s exactly the kind of thing I cover inside Plug and Post every week. Honestly, the past few weeks I’ve given my members these exact listicle formats to use, because it’s working so well right now, and they’re seeing real follower growth from it. If you want it done for you instead of starting from a blank page, that’s what the membership is there for.
Resources:
The Plug & Post Instagram Content Membership: Instagram content ideas, picked by me (an IG strategist) every week based on what’s working RIGHT NOW… so all you have to do is film and press post! – Join here!
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