Evan Smith, 19, has turned his TikTok page, dubbed “the Instagram Bible,” into a lucrative venture with over 200,000 followers and 33.9 million likes. His “Instagram rating return” series, where he critiques and advises on Instagram aesthetics, has led to a partnership with Adobe Lightroom and tens of thousands of dollars in earnings.
His blunt honesty, even if harsh, is what his fans value
Smith’s page features over 500 videos critiquing Instagram profiles, attracting a loyal following. His blunt honesty, even if harsh, is what his fans value. In one viral video with over 100,000 likes, he told a user, “There are so many things wrong with your profile,” advising them to rename story highlights and delete photos.
Smith began rating friends’ Instagram accounts on TikTok in 2022 at 16, tapping into a trending niche. “I was always into my Instagram feed,” he said. Soon, he extended his ratings to strangers, generating 900 comments in one video offering Instagram username evaluations. As demand surged, he charged $3 to expedite waitlist spots, quickly making $300 overnight.
Expanding services and partnerships
With rising demand, Smith increased his rates, offering private ratings for $12 and curated feed designs for $25. Last month alone, he earned around $1,090 from monthly submissions and $2,700 from TikTok’s Creator Fund. His proposal to Adobe Lightroom led to a paid collaboration to create preset filters. Smith has also collaborated with the Instagram Creators program.
Smith’s unique blend of candid feedback and marketing savvy has not only made him a social media sensation but also a successful entrepreneur in the digital space.
Balancing career and education
This summer, Smith, a media and communications student at Pace University, is interning at a boutique, managing the brand’s social media account. He aspires to continue working in marketing and social media. “I want to turn this into something long term,” Smith said, acknowledging the fleeting nature of fame and fortune for influencers.
Smith’s unique blend of candid feedback and marketing savvy has not only made him a social media sensation but also a successful entrepreneur in the digital space.