How I Lost 90% of My Income Overnight

So, here’s the tea: I lost 90% of my income this year. Yup, you read that right. Me, the AR queen, the “money magnet,” the badass creative genius who made thousands of euros designing mind-blowing AR filters, just got smacked by reality. Why? Because I made the rookie mistake every entrepreneur guru warns about but makes sound like the Holy Grail: I niched down way too hard.

The Rise and Fall of My AR Empire

Let me paint the picture. A few years ago, I stumbled into the shiny world of AR—Augmented Reality, for the uninitiated. The moment I made my first Instagram filter, it clicked. Brands went wild for it. Thousands of euros came flooding in, and 99% of my projects were bangers. We weren’t just making filters; we were making moments.

And then, I made the classic mistake:
“Niche down,” they said. “It’ll be fun” they said…
So, I didn’t just specialize in AR. No, I went all in on AR for Meta. Specifically Instagram AR. Yeah, I bet the house on one horse, and that horse was Meta.

Fast-forward to the end of August 2024, and Meta drops the bomb: Instagram AR is out. Just like that. Filters are done from January 2025. Developers like me? Kinda screwed. Thanks to this decision, I went from thriving to surviving.

How Did It Happen?

Meta’s big move to cancel AR was all about pivoting resources toward AI. They’re ditching the creative fun of filters for “smart” tools like predictive captions, image editing, and other AI-driven features. And while AI is cool and all, it left thousands of creators—myself included—completely stranded.

Meta’s focus shift meant they pulled the plug on Spark AR, the platform we all used to build our magic. Developers poured their hearts into mastering this tech, and now, poof, it’s gone.

📖 Read more about Meta’s AR shutdown here.

When Everything Crumbles

Losing 90% of your income hits hard. At first, I panicked. Like, full-on fetal position on the floor panicked. But then, I realized something: I let one platform define my business. I put all my creative eggs in one digital basket. I let someone else’s rules decide my worth. And now? I’m flipping the script.

The Pivot: From AR Queen to Strategy Rebel

This isn’t just a sob story—it’s a plot twist. Mouse Inc. is back, baby, and we’re here to do what no one else dares:

• Creating social media strategies no one else dares to make.
• Bringing forgotten platforms back to life with unforgettable campaigns.
• Making real connections—not just chasing trends.

The future isn’t about relying on Meta or any one platform. It’s about being adaptable, creative, and a little fearless.

My Tips for Bouncing Back

To all my fellow creatives, marketers, and PR pros, here’s how I’m bouncing back—and how you can too:

1. Diversify, diversify, diversify
   Stop betting on one horse. Experiment with TikTok, Pinterest, LinkedIn, or even email marketing. The more platforms you’re on, the safer your business is.
2. Create real connections
   Forget vanity metrics. Focus on building authentic, loyal audiences. Whether it’s a killer newsletter or raw behind-the-scenes posts, realness wins.
3. Stay inspired, even when it sucks
   Don’t let setbacks dim your spark. Use them to fuel your next big idea.
4. Embrace chaos marketing
   Perfection is out. Messy, human, relatable content is in. Lean into it.

The Comeback Is Always Stronger

Losing 90% of my income isn’t the end of my story—it’s just the start of a new chapter. Mouse Inc. is here to shake up social media, create campaigns that make people stop scrolling, and show brands how to own their uniqueness.

So, yeah, I made a mistake. But now, I’m making moves. And I’m inviting you to join me on this wild ride.

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