HubSpot expert explains why traditional methods are no longer enough

The old playbook for making money on Instagram is fading fast. Gone are the days when you could rely solely on affiliate links, swipe-up product tags, or DM-blasted discount codes.

In 2025, creators need more than charm and a Canva aesthetic to convert followers into buyers—they need strategy, specificity, and systems.

That’s the message Bridget O’Rourke, a senior marketing strategist at HubSpot, has been championing across her recent workshops and talks.

And she’s not alone. From solopreneurs to side hustlers, the new breed of Instagram earners is rewriting the rules—and they’re doing it without chasing follower count or begging for brand deals.

Forget viral. Think micro.

If you’re trying to be for everyone, you’re building a business for no one.

One of the most important shifts O’Rourke advocates is embracing micro-niching—getting hyper-specific about who you serve and what transformation you offer.

Instead of being the 100th “fitness coach,” you become the go-to for postpartum mobility. Not just a pet content creator, but an expert in “rescue dog anxiety solutions.” The narrower your focus, the more magnetic you become to the exact people who will pay for your help.

How to find your micro-niche:

• Dig into Instagram Insights and look for patterns in your most active followers.

• Analyze your top-performing posts—what content is saved, shared, or replayed?

• Explore what your most loyal followers have in common: lifestyle, goals, problems?

The goal isn’t to go viral. It’s to go valuable.

The IMPACT method: Storytelling for conversions

O’Rourke’s IMPACT framework flips traditional “post and pitch” tactics on their head. Instead of listing features or posting endless testimonials, you structure your content around emotional and transformational storytelling:

1. Identify the problem your audience deeply feels

2. Mention your unique solution or approach

3. Paint a picture of the future they want

4. Add social proof—show it’s worked before

5. Call to action with clarity and urgency

6. Tie it all back to their long-term goal

The Direct Message

Instagram success isn’t about showcasing your product—it’s about showing your audience who they become because of it.

Why the “show-and-sell” era is over

Instagram used to be a highlight reel—now it’s a decision engine. People scroll not to be dazzled, but to be helped.

The creators who monetize well today aren’t pushy—they’re precise. They demonstrate empathy, offer clarity, and position their offer as the next logical step in solving a very real pain point.

That’s what makes the IMPACT method so effective: it centers the buyer’s journey, not the creator’s ego.

Creative ways to monetize (that don’t need 10K followers)

One of the biggest myths still circulating is that monetization begins at 10,000 followers. O’Rourke dismantles this quickly. Some of the most profitable creators she’s worked with have under 2,000 followers—but they’ve built trust and deliver targeted value.

Here are three high-leverage, low-follower strategies:

1. Private story masterclasses

Think of this as Instagram’s scrappy answer to paid webinars. Charge for access to a weeklong private Story series. It feels exclusive, easy to join, and lets you teach without leaving the platform.

2. Niche digital products

Templates, guides, checklists, planners—simple solutions that solve specific problems for your niche. Keep prices low to drive volume, then expand with premium bundles.

3. Subscription-style Highlights

Using Highlights as “mini-hubs” for topics like tutorials, FAQs, or updates allows you to repurpose valuable content and showcase what you offer without the algorithm deciding who sees it.

The magic here? None of it requires approval from a brand or a six-figure following.

Native tools, smarter plays

Instagram has handed creators a Swiss army knife of features. But most are using it like a butter knife. O’Rourke’s advice: map your funnel to Instagram’s ecosystem—then treat each tool as a touchpoint.

• Reels: Hook and educate. Think of these as your discovery engine.

• Carousels: Explain and deepen. Use them to teach, tell stories, or break down your method.

• Stories: Build intimacy. Show behind-the-scenes moments, create urgency, and test messaging.

• Highlights: Become your storefront. Curate FAQs, social proof, and offers in an always-accessible way.

You don’t need to be everywhere. You need to be intentional.

Growth isn’t the goal. Connection is.

It’s tempting to chase the next milestone—5K, 10K, verification badge. But that’s not what pays the bills. What converts is connection: the comment you replied to, the DM you answered, the question you turned into a post.

Creators often underestimate the compound value of engagement. Every time you reply to a comment, reshare a follower’s message, or ask your audience a real question, you’re not just building goodwill. You’re building your buyer pool.

O’Rourke calls this “micro-engagement scaling”—fewer interactions, done well, that lead to stronger relationships and more sales down the line.

Collaborate to expand, not dilute

Not all growth strategies are about doing more solo. Strategic collaboration—especially with creators in adjacent niches—can introduce your brand to highly aligned new audiences. The trick? Don’t just do shoutouts. Build value-first partnerships.

• Co-host a mini-training via Stories

• Create a collaborative carousel post

• Launch a mini bundle combining both of your digital offers

Instead of splitting attention, you’re doubling impact.

What creators keep getting wrong

One of the most common traps creators fall into is performance-driven pressure: posting every day, chasing algorithm hacks, and obsessing over reach. But none of that matters if your message is mismatched with your market.

As O’Rourke puts it: “Consistency matters—but resonance matters more.”

Buying followers, automating DMs, or reposting viral trends without relevance might spike vanity metrics. But it kills long-term credibility. And without trust, no monetization method works.

Conclusion: Monetization is a mindset shift, not a milestone

What Bridget O’Rourke and today’s top creators understand is this: Instagram isn’t a megaphone—it’s a microscope. You win not by being the loudest, but by being the most useful to the right people.

Success no longer comes from trying to “look like an influencer.” It comes from building a business. That means clarity, repeatable strategy, and a deep respect for your audience’s problems.

And the good news? You don’t need 10K followers, fancy gear, or a viral Reel to do that. You just need the right focus.