Pursuing Instagrammability is a trap: the fast growth that comes with adopting a recognizable template, whether for a physical space or purely digital content, gives way to the daily grind of keeping up posts and figuring out the latest twists of the algorithm—which hashtags, memes, or formats need to be followed. Digital platforms take away agency from the business owners, pressuring them to follow in lockstep rather than pursue their own creative whims. There’s a risk as well in hewing too closely to trends. Cliché is not desirable.
