I'm Spending 90 Days Cracking Instagram For My Ecommerce Business (Here's The Plan)
From eCommerce Podcast by Matt Edmundson
May 20, 2026 · 1h 14m · Episode 289
About this episode
Matt is conducting a 90-day experiment comparing organic Instagram growth to paid Meta ads for ecommerce success.
Two founders, both wildly successful, just gave completely opposite advice about whether ecom operators should build a personal brand — and Matt is running a 90-day experiment to find out which one is right for founders like us. Episode Summary Davie Fogarty (the $200M-a-year founder behind The Oodie) reckons founders shouldn't bother with personal brand until they're past $10 million — the opportunity cost of a single YouTube video runs to roughly $3,200 of founder time, and that money tests paid-ads creative far more effectively. Daniel Priestley and Alex Hormozi argue the opposite. AI can now replicate most of what a founder does, but it can't replicate lived experience — and the window to build that moat is closing fast. Rather than pick a side from the cheap seats, Matt is running a head-to-head test for 90 days. Organic Instagram versus paid Meta ads, with a real commercial outcome on the line — signups to Slingshot, Aurion's new AI-for-ecom membership. The methodology is borrowed from Matt's 22-year-old son Zak (the Nutritionist), who went from zero to 100,000 followers in seven months using a four-step loop — Find, Decode, Replicate, Iterate. The niche is deliberately…
People in this episode
Host: Matt Edmundson
Topics covered
- Instagram marketing
- personal branding
- ecommerce strategies
- paid advertising
- social media growth
Keywords
- ecommerce
- personal brand
- paid ads
- social media
- marketing experiment
- Davie Fogarty
- Daniel Priestley
- Alex Hormozi
Mentioned in this episode
Organizations: The Oodie, Slingshot, Aurion
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