Finding out where to show up online can be tricky. Minaa B. is a mental health educator, an entrepreneur, and the author of Owning Our Struggles, and she has maintained a presence online for over a decade. As she developed her audience across many diverse social platforms (including podcasts and newsletters), she’s become an expert at finding out how best to use her energy online and when to walk away from a platform that doesn’t match her style. Read on to learn more about her journey and her advice for any authors unsure where to find their niche online.
How (and why) did you start your online presence? Which platforms did you initially put your energy into?
I started my online career as a blogger back in 2014. I was graduating from my Master of Social Work program, and since I’d always enjoyed writing, I wanted to share my thoughts about my career, mental health, and life changes as a way to build community with others at the same life stage. I used Blogger.com to publish my blog and I would share some posts on Instagram to a few friends and family at the time.
Have you pulled away from creating content for any platforms? If so, why?
I’ve stepped back from Instagram (IG) due to the numerous changes in the algorithm and the emphasis on Reels. I don’t feel that I have the energetic capacity to constantly record bite-sized videos, be camera-ready all the time, and post content that feels short-lived.
I’ve also decided to move away from IG because I’ve been craving long-form content, specifically writing. As an author, I want to ensure I’m sharing my work with an audience that also desires long-form content and learning, which is why I started a Substack and a podcast, Mindful with Minaa. These new platforms not only allow me to engage with my audience in a more intimate way, but also let me educate in the manner I love best—which is long-form.
What made you realize that a podcast might be the right medium for you?
My desire to start a podcast stemmed from a social media scare on Instagram. There was a glitch in the system, and it accidentally suspended the accounts of numerous creators; I was one of them. When I tried to log into my account and saw the threat of my profile being deleted and flagged on my screen, my gut felt like it was in knots. It took about two hours for me to learn this was a glitch, but it was a wake-up call. Anything could happen at any time, and everything I had put into my IG platform and the followers I had built—more than two hundred thousand at the time—could quickly be taken away by a simple glitch on a platform I do not have much control over.
After this, I got creative and thought of ways to continue creating content outside the IG app. That is when the idea of a podcast came to mind. I loved the idea because it would allow me to own my platform and create long-form, evergreen content. I have forty-one episodes, and my first episode is still being downloaded and commented on.
You also have your media company, I’m So Mature, on Substack, which is becoming an increasingly popular place for authors to connect with their readers and followers. Does that platform help you connect with your audience in a way that is different from social media platforms like Instagram and Facebook? If so, what makes it different for you?
Substack offers more ways to connect with your audience. Long-form content allows for greater expressiveness and intimacy. One of my popular posts on Substack is “The Psychology Behind Why We Can’t Stop Rewatching Our Comfort Shows.” It brought in so many comments, and many folks also “restacked” it. As a writer, author, and educator, it’s meaningful when people engage with your words and share their thoughts and opinions.
Although IG has similar features, content is designed to live and die within twenty-four to forty-eight hours on their platform. It’s rare for people to discover you and have the patience to scroll through thousands of posts to see your earlier content, whereas on Substack, the archive feature is easily accessible.
Do you have advice for authors who aren’t sure where to put their energy when connecting with their audience online?
Your long-term strategy is the most important aspect. Do you have the energy to record yourself doing Reels to post three to four times a week? If so, Instagram can be a fantastic platform to share your work. Do you enjoy writing in long form? If so, Substack is a great option. It’s also okay to pull back and try different approaches to see what works best for you. Ultimately, figuring out what you can commit to for the long haul is what matters.
Photo Credit: Sara Haile