Instagram as essential business and education tool
early in the interview, after the introOskar reversed his previous stance and now believes every entrepreneur must use Instagram to build connection, share knowledge, and acquire customers.
Why this matters: He previously said social media was not his world; now he argues that avoiding it means missing the primary discovery and trust-building platform of today.
A year earlier he told a journalist that social media was not for him. He changed his mind after observing how his mother's small kebab shop gained queues from Instagram promotion, and how his wife uses Instagram for everything from hotel searches to learning how to change a tire.
Oskar explains that Instagram has evolved from a photo-sharing app into a search engine, educational platform, and marketing tool. He gives the example of his wife: she doesn't use Booking.com or Google to find hotels; she browses Instagram. She learns how to bake a cake or fix a car via Reels. For business, he argues that showing the behind-the-scenes process of building a company creates a bond with potential customers. He started his own Instagram to share his real experiences and knowledge, and was surprised by the impact: a simple post about overpaying a mortgage led to messages from people thanking him because they had never considered it and were now saving years of interest. He sees it as a way to have a real, positive influence on people's lives, even if the topic seems trivial to him. He also notes that many public figures privately agree with his views but won't say them publicly because they fear losing sponsors or audience.
He recounts how his mother's small village kebab shop got long queues after being promoted on Instagram, while the actual location was unremarkable. He also shares that after posting about mortgage overpayment, he received many messages from people who started overpaying and were already seeing results, which gave him a sense of meaningful impact.
Once upon a time, Instagram was like, oh cool, a girl took a photo of herself traveling or something, and today Instagram has become a place of knowledge, education, and a marketing tool in and of itself.