{"id":2701,"date":"2019-05-08T10:55:05","date_gmt":"2019-05-08T14:55:05","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=2701"},"modified":"2020-09-03T05:52:49","modified_gmt":"2020-09-03T09:52:49","slug":"how-journalist-elizabeth-holmes-created-a-viral-instagram-franchise","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/how-journalist-elizabeth-holmes-created-a-viral-instagram-franchise","title":{"rendered":"How one journalist created a viral Instagram franchise"},"content":{"rendered":"\n

Journalist Elizabeth Holmes is somewhat of a unicorn in today\u2019s social-media landscape: a former Wall Street Journal<\/em> reporter with a thriving Instagram franchise\u2014which she does strictly for fun. Holmes started So Many Thoughts (affectionately known to her nearly 100,000 Instagram followers as SMT), an ongoing series on her personal Instagram account<\/a> in which she critiques Kate Middleton and Meghan Markle\u2019s fashion, among other topics, in December 2017, essentially by accident.<\/p>\n\n\n\n

\u201cI started SMT while I was nursing my second son,\u201d Holmes explained to Cup of Jo<\/a> founder Joanna Goddard in front of a standing-room-only crowd during their recent talk at WeWork Now<\/a> in New York. \u201cI had moved from New York to California and had kind of a hard time adjusting to suburban life, and I spent a lot of time on my phone [while nursing].\u201d<\/p>\n\n\n\n

That extra screen time allowed Holmes to be at the ready when a major royals moment occurred. \u201cI happened to be home in Illinois for the holidays and Kate and William\u2019s Christmas card popped up on Instagram,\u201d she remembered, \u201cand I thought to myself, I have so many thoughts about this.<\/em>\u201d<\/p>\n\n\n\n

Holmes shared those thoughts on Instagram Stories in her now-trademark tiny-text-bubble style, which elicited an instant reaction from her followers. \u201cSuddenly I got all these DMs from people that said, \u2018That was really fun,\u2019\u201d Holmes said. \u201cThey said \u2018Would you do more?\u2019 And as the news cycle would have it, they served up Meghan and Harry\u2019s engagement photos, which I thought, I have so many thoughts on these photos, too.<\/em>\u201d From then on, SMT was officially A Thing. \u201cIt wasn\u2019t a strategic thing, it wasn\u2019t planned.\u201d<\/p>\n\n\n\n

As a mom of two young boys (and with a baby girl on the way), Holmes is the first to admit that she isn\u2019t the one breaking news with SMT; rather, she\u2019s sharing her take on the royals\u2019 fashion in a thoughtful and entertaining way. And at a time when criticism itself is being debated on social media (see: Olivia Munn vs. the Fug Girls<\/a>), Holmes wants SMT to be a place where her followers can embrace the debate\u2014ideally in a healthy way.<\/p>\n\n\n\n

\u201cI don\u2019t know if it\u2019s bloggers and sponsored content, or a sort of reaction to the trolls, but anytime people are critical they\u2019re seen as [attacking],\u201d Holmes said following the panel. \u201cAnd the thing is, loving everything is not interesting, and it\u2019s not true<\/em> either.\u201d<\/p>\n\n\n\n

Still, as one would expect from a journalist of Holmes\u2019s caliber, she has standards for how far she\u2019ll go. \u201cThe line I try to draw is that there\u2019s never a need to be nasty. I do hope the broader purpose of SMT is to help people think critically, to know they can not like something, and identify why they don\u2019t like it, and be thoughtful.\u201d <\/p>\n\n\n\n

One thing that was clear at the talk is that Holmes has a devoted fanbase, and they\u2019re waiting to see what she does next with SMT\u2014which, again, she does for free<\/em>. When an audience member asked if and how she\u2019ll monetize the brand, Holmes implied that you won\u2019t see any royal-baby #sponcon from her anytime soon. <\/p>\n\n\n\n

\u201cI think this is where the old-school journalist in me comes in,\u201d she said. \u201cI\u2019m a journalist first, and I know the influencer world, but I don\u2019t consider myself an influencer.\u201d Still, she insists that if she had the time, she would cover other royals (like Spain\u2019s Queen Letizia) and says she \u201cwould spend my whole day doing [SMT]\u2014and I hope I can soon.\u201d <\/p>\n\n\n\n

While we anxiously wait to see where Holmes takes SMT next, here are three takeaways for building an Instagram following to borrow from her.<\/p>\n\n\n\n

Don\u2019t be afraid to do something untraditional for the platform. <\/strong>Holmes uses Instagram\u2014a largely visual medium\u2014to share her Many Thoughts, in text form. \u201cI think people are hungry for substantive but entertaining content,\u201d she said. \u201cThere\u2019s a real opportunity [on Instagram Stories] to slip in something that has a little more meaning or thought.\u201d And Holmes is committed to keeping them bite-size. \u201cIt\u2019s not a dissertation\u2014the number of words in an SMT post is not actually that many, but I try very hard to pepper in a few clever things and thoughtful things, and make it sort of a buffet.\u201d<\/p>\n\n\n\n

Have a goal, and stick to it.<\/strong> In addition to giving people an opportunity to think critically, Holmes emphasized that, ultimately, SMT is meant to be fun for her and <\/em>her fans. \u201c[I want] people to feel like, \u2018Oh, I just stopped and read something and it probably took a minute or two of my time. And I was also entertained and I looked at some pretty clothes and a pretty person.\u2019\u201d<\/p>\n\n\n\n

Give yourself a break\u2014and don\u2019t feed the trolls. <\/strong>When a fan asked Holmes how she keeps a clear head on social media, she admitted that it isn\u2019t always easy. She once had to turn off her DMs after she opined that the Duchess of Sussex\u2019s dress was too short when the latter spoke on a panel earlier this year\u2014and Meghan fans had feelings<\/em>. Holmes harked back to this moment after the panel, explaining why it\u2019s a critique, not a bash. \u201cI can like that Meghan wore this dress and I can also think it\u2019s too short for the panel occasion that she was speaking on. Those two ideas can coexist, and you shouldn\u2019t shy away from [sharing] that.\u201d<\/p>\n\n\n\n\n\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

Elizabeth Holmes turned her critiques of Kate Middleton and Meghan Markle’s fashion into a must-follow<\/p>\n","protected":false},"author":1854,"featured_media":3070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[39218,39221],"class_list":["post-2701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nHow one journalist created a viral Instagram franchise<\/title>\n<meta name=\"description\" content=\"Plus, why she isn\u2019t monetizing hers (yet, anyway)\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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