Explore the Mistakes Creators Make With Detective Emmanuel Chat

“New deputy? New deputy, is that you?”

You hear the shout from the other side of the heavy office door. The name on the glass window reads “M. Chat.”

Nervous, you fumble with your briefcase. It’s your first day on the squad. You’ve been assigned to the department’s Creator Division, investigating the major crimes and misdemeanors that land creators in views-and-comments jail. And your new boss is…

“DETECTIVE EMMANUEL CHAT!” 

He throws open the door and thrusts his hand into yours, shaking vigorously. “My friends call me Manny. Come, sit down.” 

You follow him into his office. On his desk, you notice a series of manila folders; case files. You’re tempted to peek inside, but as he sits down, his elbow blocks them from your view. 

“Welcome,” he greets you. “Here’s how things work: we’ve got three open cases. You can find clues on Instagram. Savvy investigators use it to reveal crimes and unlock worksheets and information that help creators stay on the straight and narrow instead. Complete case files will be here to come back to once you’ve solved the case. Are you ready to start investigating?” 

Case One: The Dangers of Safety

It was apparent when you arrived at the crime scene: the post was DOA. Dead on arrival. The comments section was as silent as the grave. 

The editing was sharp. The lighting was professional. But no one was stopping to watch. Unfortunately, that post was destined to disappear into the background before the creator ever hit publish. 

What happens when creators post bland content?

Why? The hook. 🪝 It was boring. Bland. Feed wallpaper. Nothing anyone but a detective would notice. 

See, when you try to talk to everyone, you appeal to no one. It’s a fatal mistake. No one stops for “Hey guys, so a lot of you asked…” You’ve got to hit them where it hurts. Identify what keeps them up at night. Speak to real feelings. 

Try something like: “I lost $4,000 because I assumed my audience understood this.” It creates curiosity. Speaks to the fear of losing money. Makes people pay attention, comment, share, watch.

Specificity is the antidote… but it was too late for this victim. 

Case closed. 

With the murderer caught, you thought it was time to hang up your hat. But just as you were getting ready to walk out the door, the phone rang… 

HEAD TO INSTAGRAM TO CRACK THE NEXT CASE, OR SCROLL DOWN TO EXPLORE THE CASE FILE. 

Still investigating what makes a good hook? Check out our workshop on scroll-stopping hooks. 

Case Two: Terminated

Rrring! Rrring! 

The detective looks at you expectantly. You pick up the phone. It’s the captain: “We’ve seen an uptick in robot-related robberies and other offenses. We need your help.”

The captain was concerned robots had formed a gang and were trying to take over the city, and said they needed to be stopped before they gained too much power. So just like that, you are back on the case. 

What happens if AI writes all your posts?

The latest “victim” was the owner of a mom-and-pop jewelry shop that markets her products on Instagram. She claimed that someone broke into her store and hacked her account, posting a bunch of slop to drive her out of business. 

The posts were generic and boring: “Elevate your everyday style with timeless jewelry designed to complement any occasion! ✨ ”

It was easy to see why she was getting no sales. Moreover, the models’ hands all had six fingers. 

AI always struggled with hands; so, you followed the lead back to its source. You were expecting to arrest a robot. What you found was more insidious.

See, AI is just a tool. It can’t commit a crime by itself. It’s as good or as bad as what people use it for. 

The jeweler herself was ultimately responsible. SHE created the bland posts and tried to hide behind a robot’s face and reputation. But you can’t claim AI “stole” your voice when you gave it away, relying on lazily-generated posts instead of researching your audience.   

A failure to really understand what your audience needs to hear? That’s on the creator.  

Case closed. 

“Good job, Deputy,” Detective Chat says, patting your shoulder. He looks like he’s about to say something else when the captain knocks on the office door. 

You were just getting ready to leave the office! You know what this means: you aren’t off the hook just yet…

HEAD TO INSTAGRAM TO CRACK THE NEXT CASE, OR SCROLL DOWN TO EXPLORE THE CASE FILE. 

Case Three: The Price Was Not Right

The office door swings open. 

“You two look awful,” the captain said from the doorway. “But not so awful I can’t put you to work.”

You groan. “I’ve already solved two cases today!”

But she jumps in anyway. “Creators are reporting losses,” she says. “Sponsored posts. Big workloads, but empty bank accounts. I need you to check it out. Crime doesn’t take time off.”

So you swallow your weariness and follow the numbers. The first creator you interviewed had 10,000 followers. Took five hours to shoot and edit a sponsored post. Made multiple revisions. And ultimately, that post sold for less than a DoorDash dinner.

It didn’t add up. So you talked to another creator. And another. 

You kept on the trail, sifting through contracts, DMs, and invoices. Every clue pointed to the same thing: the creators were stealing from themselves by underpricing.

They'd spent years building trust, audiences, and communities… and then handed it away for pennies because they were afraid to ask for more.

Your conclusion?

Sometimes the biggest threat to your bottom line is believing your work is worth less than it is.

Case closed.

Tormented by unanswered questions about pricing? 

See:

• Our blog about getting brand deals as a micro influencer 
• Our list of brands working with micro influencers
• The recording of our webinar about landing your first brand deal

Closing the chat

After you return to the office, you sit with the detective at the big wooden desk. 

He pushes the case files your way. “Excellent job, deputy. I can see you’re well on your way.”

“Well on my way, sir?” you ask.

“Well on your way to becoming a detective! Your keen eye for detail and sharp, investigative mind will have you promoted in no time,” he said. “This wasn’t elementary work. These case files were well done.”

“You mean you’re not replacing me with AI?” you asked, half-jokingly. 

He laughs. 

“Not today, deputy. Not today.”