The 'What's Left' Test

The difference between a 'corporate entity' and a community is brand image. And it matters!

The benefit of non-advertising content on your Instagram page

is that you get to appear a little less like a large corporate entity that takes your customers' money

and a little more like a community.

And how your streetwear brand looks and feels to your customers is important!

The 'What's Left' test to help you see, quickly and clearly, if your page appears as a corporate entity, or a little more like a community.

It goes something like this:

‍Take a look at the last 9-12 things your streetwear brand posted to instagram

and imagine removing all product-focused advertising content.

Anything like clothing drops, look books, mockups, campaign shoots, etc...

If it's explicitly about your product, it's out!

Now take note:

What's left?

Here's the thing:

‍Performing the 'What's Left' test on Nike's instagram page will reveal that a lot remains.

In fact, Nike posts very few things are about their product!

What you'll find is a page full of entertainment, education, motivation, and inspiration

all grounded in their Big Idea: defining "athlete".

And as a result, their brand image is a little more personal

allowing them to cultivate a community of customers that show up

instead of simply a sales record.

So ask yourself the question:

Do you want to appear as a corporate entity?

Or more like a community?

Truly,

Elijah

P.S. If you need a second opinion (we all do), reply to this email with your instagram handle and I'll send back immediately implementable feedback :)