“Post It Anyway”: Instagram’s Biggest Campaign Yet Backs Creators Who Dare

By DaMarko Webster

Instagram wants creators to get a little unhinged—in the best way possible.

With “Anyway,” its biggest global campaign to date, the platform is declaring that fear and self-doubt have no place in creativity. Developed by Uncommon Creative Studio, the campaign features Tyler, the Creator and a lineup of bold-faced names who’ve all taken creative risks and found community on Instagram.

“It’s not just a campaign,” says Eshan Ponnadurai, Meta’s head of consumer marketing. “It’s our belief. Why we exist. What we’re about.”

The kickoff film stars Tyler, the Creator offering an unfiltered pep talk to a young woman afraid to post her work. “You’ve got to be okay with looking crazy,” he tells her. “Always put you first. At the end of the day, when you’re in the room by yourself, do you like it?” The scene is lifted from a real, unscripted Q&A Tyler hosted for young creatives. According to Instagram, that authenticity is exactly why he was the right person to lead the charge.

Joining Tyler in the campaign are fellow visionaries like singer Rosalía, producer Fred Again, Lyrical Lemonade director Cole Bennett, fashion designer Clint 419, visual artist Nadia Lee Cohen, and multidisciplinary artist Slawn—all of whom built careers by ignoring the rules and embracing risk.

But Instagram isn’t just talking about creative freedom—it’s updating the platform to support it. The campaign coincides with new tools designed to help users share work more comfortably. Quiet posting allows users to share content without notifying followers, while Trial Reels lets them test Reels with non-followers before going wide. Internal Meta data shows that 40% of creators who tried Trial Reels started posting more, and of those, 80% saw increased reach.

Alongside the new tools, Instagram is launching a creator incubator program called Drafts, aimed at giving emerging artists funding and mentorship. Photographer Tyrell Hampton and singer Sailorr are among the first to be selected. “It’s essentially us offering an incubator program to help creators take their next creative chance,” says Ponnadurai.

The campaign is rolling out globally across television—including primetime spots during the NBA Playoffs—alongside out-of-home activations and a wave of creator-led social pushes. While Meta didn’t reveal the media spend, the effort marks a significant pivot back to Instagram’s roots: empowering anyone to express themselves, no matter how weird, raw, or imperfect that expression may be.

The takeaway? Create the thing. Then post it anyway.