Kiki grew her personal Instagram to ten K with the series "I quit my job in private equity to start" a yogurt company. The key was building on her personal account, not the company's: "the real conversion there, from views to followers, is all about a personal story and feeling like they're rooting for somebody and not something."
More from this episode
Kiki built intentionally on her personal Instagram rather than the company account. Her reasoning: "if I was building from [the company account], we are subliminal. We are always selling something to you." Personal storytelling converts because "they're rooting for somebody and not something." She insists on authenticity — "everything I do put out is extremely authentic" — and says she doesn't engineer it: "I need to just put out how I'm feeling and what I'm thinking and what I'm doing every single day. And that in itself... has been the key to actually converting people." She leans into how absurd the story is — "I quit my job in private equity to start a yogurt company best friend" — because "because of that, they want to be in that with me and they want to witness that with me."