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I'm Spending 90 Days Cracking Instagram For My Ecommerce Business (Here's The Plan)

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This Week's Episode

eCommerce Conversations with Matt Edmundson

21st May 2026

I'm Spending 90 Days Cracking Instagram For My Ecommerce Business (Here's The Plan)

with Matt EdmundsonfromAurion

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. 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.

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This Month's FREE resource

The Founder's 90-Day Instagram Lab Kit

Two founders gave Matt completely opposite advice about whether ecom operators should build a personal brand. Rather than pick a side, the 90-Day Instagram Lab Kit gives you the frameworks to decide for yourself. It includes the £5M Decision Sheet (a 15-minute audit that returns a clear Build, Wait, or No-Go recommendation based on your revenue stage, hours, and paid-ads maturity), the Tea-Towel Test Worksheet (a variable-testing framework for finding what actually moves engagement without becoming obsessive), and the Founder Content Scorecard (ten yes/no questions to run any social-media advice through before you waste hours implementing it). Built for ecom founders under £5m.

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Listener Stats

Discover insights about our global eCommerce Podcast community. From platform preferences to geographic reach, here's how our audience engages with the show.

Listen on Spotify: 55%
Listen on Apple Podcast: 23%
Listen on Mobile: 85%
Listen on iOS: 63%
Listen on Linux: 0.4%
Listeners in US: 20%
Listeners in UK: 23%
Listeners in Canada: 9%
Listeners in Australia: 5%
Total Episodes: 289

Fun fact: So far we've had only one download in the Turks and Caicos Islands