---
title: 'You''re Not Growing on Instagram Reels — Here''s Why'
source: 'https://youtube.com/watch?v=lWosu5jkBek'
video_id: 'lWosu5jkBek'
date: 2026-07-31
duration_sec: 1276
---

# You're Not Growing on Instagram Reels — Here's Why

> Source: [You're Not Growing on Instagram Reels — Here's Why](https://youtube.com/watch?v=lWosu5jkBek)

## Summary

In this video, the creator presents the 'Content Routing System,' a framework she developed to help short-form content creators break through growth plateaus, generate endless content ideas, and create with business intentionality. The system rotates four main drivers, content pillars, methods of delivery, and value pillars. The video also includes a sponsored segment on ManyChat for automating comment-to-DM lead capture.

### Key Points

- **The Three Creator Pain Points** [00:01] — The video addresses three common struggles: hitting a growth plateau despite consistent posting, needing endless content ideas without repeating yourself, and wanting content to drive business results like income, leads, and growth.
- **Origin of the Content Routing System** [00:27] — The creator says she developed this framework herself, while creating her three-hour free masterclass, and that no one else is teaching it.
- **The Four Main Drivers** [01:48] — Every piece of content should start from one of four drivers: income, email list/lead growth, platform growth or nurturing, and self/passion projects.
- **Email List as a Key Driver** [02:45] — The creator strongly believes every content creator should have an email list, claiming it takes less than 24 hours to set up and is a core lead-generation asset.
- **The Passion Driver Prevents Burnout** [03:57] — Including self-satisfying or passion-project content is essential to avoid burnout from always creating content that feels like checking boxes.
- **Content Pillars vs. Content Buckets** [04:27] — Content pillars are subtopics within a niche (e.g., fitness: macros, workouts, form tips, recovery). Lifestyle creators may use content buckets like books, coffee, or motherhood.
- **Methods of Delivery** [06:19] — There are five delivery styles: face-to-camera, voice-over, B-roll, reaction content, and trending content (including audio trends and seasonal topics).
- **A-Roll vs. B-Roll Explained** [07:14] — A-roll is the 'telling' — the main footage where you speak. B-roll is the 'showing' — supportive clips that demonstrate and reinforce what you're talking about.
- **The Four Value Pillars** [09:07] — Value can be delivered in four ways: educational, entertaining, relatable, and inspirational. These are the value pillars creators should rotate through.
- **How the Routing System Works** [10:18] — Start with a main driver, attach it to a relevant pillar, then choose a method of delivery and a value pillar. Rotating through these combinations produces a near-endless stream of content ideas.
- **Creators Miss 70% of Interactions** [17:11] — Creators unknowingly lose up to 70% of audience interactions through unanswered comments, DMs, and link requests, which means missed connections and income.
- **ManyChat Automation Benefits** [18:28] — ManyChat is a Meta-approved tool that turns Instagram interactions into DMs, collects emails, follows up with commenters, and can help maximize brand collab reach.

### Conclusion

The Content Routing System is a repeatable framework that forces variety and intentionality, helping creators break out of the content loops that stunt growth. Automating follow-ups with tools like ManyChat ensures the business side of content isn't left on the table.

## Transcript

Either A, you post consistently, but you feel like you've hit a plateau or a ceiling and you're just stuck and can't grow anymore. B, you need help coming up with like endless content ideas without feeling like you are just repeating
yourself over and over. Or C, you want to be intentional with your content, choosing pieces of content that is going to keep your business running as a content creator with growth, income, leads, all the things. Raise your hand
if you're one of those three things. Let me know in the comments which one you are or are you all three? A, B, or C? What I'm about to show you today, no one teaching it because I developed it. I created this framework. This is
something that came to me when I was creating my three-hour masterclass of If you haven't seen that yet, go watch it. It's free. It's on my YouTube is something that I call the content routing system. This is going to solve
all three of those pain points and more. I created this because I get countless students and content creators coming to me sharing that they feel stuck and they content to the next level. And often times when I'm auditing or taking a look
at their content, the main problem is variety. They are kind of stuck in this same type of content loop where they're just creating the same types of content they're stuck in this loop, they're never able to break through that ceiling
and see the growth that they want to see. So, you need diversity. You need rotation. You need strategy. And that's where this content routing system framework comes in. This is like a business-first method for creating
infinite short-form content paths without feeling like you're repeating specifically for short-form content, Reels, TikTok, and Shorts. So, we're can show you how to use this framework within your creator business. And of
ManyChat for sponsoring this video. Alrighty, this is our content routing system. We have four main categories and I'll show you how they all work and flow together. But first, we need to start with our main drivers. These are the
four main things that I think really drives a creator's career when choosing pieces of content. And all of these drivers, they will change depending on what your goal is as a content creator, and your goal will change through many
seasons of your career. So, these are typically the four common drivers or intentions that I see someone have when they're posting. for myself, this is also what my team and I are keeping in mind. The first main driver is income.
So, you post for income, right? You want to make money if it's a brand collab, that's an income-related piece of content. If you want to drive traffic to affiliate links, income, digital products, courses, the intention of the
post is to make more money or profit. The next is email list or growing leads. If you've been subscribed to me for some time, you know that I am a firm believer that every content creator should have an email list. It's not that hard to set
up, it takes less than 24 hours, it's so easy, it's so easy a caveman could do it type of a thing. If you don't have an email list, go watch my videos teaching you how to set one up. And one of the main drivers that you can have is
directing traffic to a freebie or an opt-in that you have to grow your email list. We love some email lists, and that's one intention of a post. And then another is like a platform-specific intention, whether that's growing your
platforms, I'll say growth, or even like nurturing your current audience. Those are intentions when you post. It's like, okay, I want to try to grow when I'm followers, I'm not trying to grow right now, maybe I just want to reconnect with
the people who are following me. So, that's another driver. And then finally, we have you are just like the main driver behind a piece of content. It's just like self-satisfying content. It's passion projects. It's just whatever you
feel like creating. I always make sure that there is an element of creative freedom within somebody's content plan because if you're just creating things that always feel like checking boxes, I feel like that can lead to burnout if
exciting you. So, I always like to make sure that you and your creative passions or creativity is constantly being nurtured as well. So, we have you or even like passion projects at the time. Whatever you're feeling, no rules,
whatever the heck you want. So, those are kind of the four main drivers. Each piece of content will usually start from one of these places, okay? Next, before just going to go through each column. We have pillars. These you probably already
know, content pillars, content buckets, whatever you call them and whatever goals. Everyone's pillars are going to look a little bit different depending on the type of personal brand that you want to have. For some of us, these are going
to be like content pillars. Content pillars are the subtopics within your niche. We're not going to get into the whole niching down thing. That's what my 3-hour masterclass is for. Do you have to niche down? No, but you still have to
have intentional strategy if you're not going to niche down. So, if you are niching down, typically you have like a industry, right? Fitness, which is an get into that. Fitness, and then you have subtopics under that, aka your
content pillars. So, then a subtopic could be macros, subtopic workouts, could be macros, subtopic workouts, subtopic form tips, subtopic recovery, right? So, as you post, you rotate between those content pillars. That's
what a lot of people teach. So, content pillars is one. You also have content buckets, and instead of these like subtopics, they're more maybe life interests. If you're in the lifestyle realm, you're
likely on Tik Tok. And if lifestyle is kind of more your thing, these pillars different aspects of your life. So, it might be like books or coffee. And then
you have motherhood. So, these are the pillars. I still think everybody should have pillars. They're great guiding points for your content. And also helps you kind of stick to one plan for some time being as you're testing content.
So, we have our pillars. Now, this is where things start to get juicy. We have different methods of delivery in which you can create a video. For example, first method of delivery is face-to-camera. This is getting a little
small. I'm going to zoom in. There we go. We have face-to-camera. This is talking head. You're talking directly camera. Maybe it's like a story time, a vlog, educational videos like this video
right now. This is face-to-camera. So, talking. You also have if you're not talking to the camera, you have voice-over videos. So, feel like that's self-explanatory. I don't need to go into that. Next style of video that is
pretty common is B-roll. When you're creating content, you have A-roll and B-roll. I like to describe that as like A-roll is the telling and then B-roll is the showing. So, if I'm talking to you right now, hi, hello, we're talking. And
I'm saying something about like, "Oh, if you work countless hours and you're just grinding away on your computer and you just feel exhausted." Me, this clip recorded, this is the A-roll. It's the main thing. Now, what my editors might
do is when I'm saying something like that, they might put up B-roll of somebody grinding away on their computer, looking exhausted, right? So, that's the showing. It's demonstrating what I'm talking about. That's B-roll.
It's supportive video that helps kind of storytell. And a lot of people do this for vlogs or yeah, daily vlogs. They'll get a lot of clips of themselves throughout the day or of their coffee, little four or five second clips and
voiceover talking about their vlog. So that's kind of like B-roll style video. We'll talk a little bit more about that in a second. You also have reaction in a second. You also have reaction content. This is reacting to videos with
a duet or a stitch or even green screen recording where maybe there's a industry update and you take a screenshot of the article. You have the article behind you guys won't believe what just happened." blah blah blah blah blah and you're kind
of reacting to industry news. So there's reaction delivery type content. Next we reaction delivery type content. Next we have trending content or trends. Not just TikTok little dance trends. I'm talking all types of trends. You have
lip-syncing ones where like a specific audio bite goes viral and people just keep using that audio to create relatability or even seasonal content is very trendy, timely, big things happening in the world like when
going to be a big trend that people can lean into. So any sort of topic or season or audio that is trending, you could deliver through trends. These are the common delivery types. Yes, there's probably more, but these are the
probably the most common ones that can keep your content engine running. Now with a value, these are the four main value pillars that you can rotate getting all types of value from you. You know the whole thing where people are
like, "Oh, you need to provide value." This is how you provide value. You have educational content, education where you're teaching. That's a form of value. which is also a form of value. People have fun like Ryan Trahan watching his
YouTube videos, that's entertainment. That is value. You have relatable as a value pillar where somebody just feels related, they're understood, they feel seen. They're like, "Oh my gosh, yes, me, so relatable." Relatable content,
and then we also have inspirational. Inspirational is when somebody can watch your content and feel inspired by it, inspired to take action, maybe aspirational where it's like, "Oh man, I want my life to look like that." Or just
encouraged, they feel seen. So, those are kind of the four value pillars. Now, how does the content routing system actually work? You will always start with a main driver, whatever your main goal is. Let's say I want to make money
through an affiliate link that I have. So, I'm going to choose income and my So, I'm going to choose income and my affiliate link is related to pillar number two. Yes, you do want your affiliate links or digital products or
whatever, however you're making money, to be related to your personal brand. When things branch out of your pillars or your personal brand and you try to with this brand." and then you try to connect the brand to a pillar and
a good collab because it doesn't make sense for your brand. So, income, let's say this affiliate link makes sense for fashion. It's these brand new shoes that that I can deliver this piece of content. And you could do all of them,
too, if you want to. I could do talking to the camera where I'm like, "Oh my gosh, these shoes are so cute." Right? I'm talking to the camera. I could do voiceover where maybe I'm just like showing the shoes styled and voiceover
do b-roll of just like me out and about, 7-second little video, trending audio, and then it's like POV, you got the cutest Uggs for fall. And so, this is cutest Uggs for fall. And so, this is giving me all types of ideas for how can
I deliver this one piece of content? And yes, you could do rotate through all of these. This is how you're getting endless content ideas. Now, if I go, let's do I like B-roll. Now, do you want that B-roll to be inspirational where it
they look at an outfit and they're like, "Ooh, yes, I'm inspired to recreate that educational where it's this is how you could Here's five different outfits to create around these pair of shoes. And then you teach showing how to create
now you could choose the different value that somebody is getting with this driver. So, you just kind of continue to create all these different routes and options to develop different pieces of content. If you've learned something new
thumbs up. And if you learn two new things by the end of this video, consider subscribing since it's a free way to support my channel, my business, and it allows me to continue to create free content like this for you every
single week. So, I want to show you some actual examples of all of these different styles so you could see them in action and also the benefits of implementing this. Let's say your main driver is to make money. And one of the
ways you do that is through brand collaborations, you're going to drag this over to a pillar that makes sense with the brand collab. And then you're going to choose your method of delivery. Always verify this with a brand if it is
a brand collab. For me, let's do face to camera. Usually I'm talking to the camera with collaboration videos. Sometimes it's voiceover, sometimes it's like reaction or trend. But for this example, let's do face to camera. And
now you can see this educational video was a way to make money. It was a brand collab and it was educational because it was teaching how to increase your engagement when creating short-form content. Real quick, let's just say,
okay, income wasn't the main driver and it was actually growing an email list. it was actually growing an email list. So, email list pillar face to camera, we have this video here, great face to camera one that grew my email list,
performed really well for me. In this video, I share right here the pitch that I used to pitch and land hotel stays. And so I say like comment brand deal or
comment pitch if you want the pitch templates for free and I'll send them to you. So I used ManyChat to set that up and because I had that auto to DM feature set up, anytime somebody commented on this post with the keyword,
templates and then they joined my email address. So it was just a really easy way to build my email list subscribers. To briefly show you examples of these delivery types, we have face to camera entertaining, face to camera relatable,
and face to camera inspirational. I'm going to jump to B-roll because I feel like B-roll is one that a lot of my students were asking about when I taught them this. Yes, I do teach all of my students all these methods first. So
everyone that's enrolled in the BSP model when we do our coaching calls, as coaching calls or these frameworks I teach to my students first. They they always get the first sneak peek before I post it to YouTube if I ever end up
posting things to YouTube. So B-roll is one a lot of students were asking about, This one is kind of a fun one because it's combo with B-roll and trend. Here, it's a trend because I'm leaning into trending audios and my audience they
love trend alerts, but it's educational because it's teaching them, "Hey, use this trending audio. This is how you use it. If you read the caption, this is how you can implement this trend." So it's a combo of both B-roll and trend, which
that's really cool. So here's that video. And let's say if you want to grow your income and you want to use B-roll as the style video to grow your income as the style video to grow your income and your value pillar is inspirational,
this is something that I made that kind of touches all of those. This one was an income driver because at the end we have that call to action where it's like comment BSP or BSP model and I'll send you a link where you can join my course.
Again, that was a ManyChat automation. Typically anytime I am growing my email Typically anytime I am growing my email list or I have income as the driver, I'm usually setting up a ManyChat automation. I've used ManyChat since
automation. I've used ManyChat since 2022, I believe, 21? 22? A few years and have been a loyal customer of theirs for that long. I think it is one of the easiest, seamless ways to grow both income and email list subscribers. There
was a month where I posted this video. It was like my gift guide for creators and that video made my affiliate income drastically increase for that month and the only reason I was able to have such a huge spike of income was simply
because I had an automation set up to support that. If I didn't have that set up, I would have had to either manually send out a bunch of links to comments, have been possible, or I would have just
started to do it and then I would have burnt out and be like, "I'm not going to do it." and then missed out on a bunch of income. That is why I love using automation set up for any income email list related video. So, if you do not
have DM automation set up, you're missing out on so much income opportunity. Not only with affiliate and digital products, but even some brand requests or brand collabs that I have done, they request that you have these
automation set up because it actually maximizes the brand's potential reach to getting the link to the right people, but also your reach and your engagement on a piece of content. Without having these automation set up, you are likely
leaving money on the table. And comment to DM automations aren't the only place that creators are missing out on possible connections. Fun fact, creators possible connections. Fun fact, creators lose up to 70% of audience interactions
without realizing it. 70% of your audience that engages with you, you're something. Comments never responded to, DMs never responded to, people asking you for links and then you accidentally ghosting them or disappearing. Those are
all missed connections. I'm not saying you have to do more work and you need to reply to all of those because, let's be honest, I think we've all gotten overwhelmed thinking about needing to reply to comments or DMs or messaging
everybody a link and get overwhelmed. Honestly, myself, that's where I've been. So, that is where today's sponsor, ManyChat, comes in and saves the day. so you don't have to worry about it. If I made that gift guide post and I said,
"Oh, comment this and I'll manually send you a link." If somebody commented that and didn't get an answer right away, that potential sale is gone. They likely the find the link in my bio, go to my Amazon storefront, and then search for
Like, nobody's going to take the time to do that. So, to be able to just quickly have an automation set up where they are sent directly the link that they need is gold. ManyChat creates less friction for your audience by automatically turning
Instagram interactions, all sorts of interactions, into opportunities to connect. Yes, ManyChat is approved by Meta so you don't have to worry about there's a lot of ways that you can use it. You have the comment to DM
automation, which we've already talked about. You also have shared DMs, story replies, collecting emails. They even have an automation where ManyChat will follow up with people in their DMs to be like, "Hey, saw that you commented on my
you want to follow me?" So, they will get people to follow you. If income is one of your main content drivers, ManyChat is a pivotal tool to optimize your funnels and engage with your audience ensuring that every touchpoint
has potential to earn you income. So, if you want to try them out, I'll leave my link down below so that you could try ManyChat Pro for free for 30 days. Just set all of this up on your own Instagram. Now, to finish up with these
through these. Not all of these have the same driver. These little symbols show you the different drivers. So, this one might be just you passion project, so B-roll entertaining, B-roll relatable, B-roll inspirational.
Now, reaction content. Let's see the different values that you can deliver educational, reaction entertaining, value relatable
inspirational. Next, we have leaning into trends. So, to do that through education would look like this, trend entertaining, trend
inspirational, and trend relatable. go back to voice-over so we can see voice-over educational. When you match in the sound, tap the plus icon and choose music and audio. entertaining
version of Hangman that stores inside of a book, which is now the sixth board game I've designed that transforms into a book. relatable I had to cut my backyard grass, okay? It looks crazy, y'all. Like, it's too goddamn high,
okay? and inspirational And I built her a fence completely for free, but I only had one problem, y'all, and that is I ran out of materials. With this framework, I truly believe you can branch out and get unstuck since you'll
types. That is what I want you to do, especially leaning into the content uncomfortable because that is when you know growth is happening. Growth will never come from a place of comfort and just doing things that are within your
little zone of oh, I'm comfortable to do this. Growth comes from challenging yourself, from trying new things, from stepping outside of your comfort zone. So, that's what I want to encourage you with and leave you with for today. Thank
you so much for watching. I will see you in the next one. Follow your joy. Bye.