If you’ve spent more than five minutes scrolling through your feed lately, you’ve probably seen her. That deadpan stare. The awkward silence that lasts just a second too long. The "I’d rather be literally anywhere else" energy.
Bobbi Althoff Instagram clips are everywhere, but the version of her you see in those viral Reels is only half the story.
Honestly, it’s wild how fast it happened. One minute she’s a "mommy creator" posting about pregnancy and diapers, and the next, she’s in a bed in Switzerland with Drake, asking him about his BBL. People like to throw around the term "industry plant" whenever someone blows up this fast. But if you look at the actual timeline of her Instagram growth, it wasn’t some shadowy corporate conspiracy. It was a very calculated, very risky $300 bet that actually paid off.
The $300 DM That Changed Everything
Bobbi didn't just wake up with 3.8 million followers. She actually started by posting a video on Instagram and TikTok offering $300 to anyone who could connect her with a celebrity for an interview.
Most people would think that’s a joke. It wasn't.
That $300 led her to Rick Glassman, then Funny Marco, and eventually, the Drake interview that basically broke the internet in 2023. You probably remember the fallout: the interview vanished, they unfollowed each other, and the rumors started flying. Was it a PR stunt? Did they actually hate each other?
By 2024, the "The Really Good Podcast" was a juggernaut, but the drama was just starting. Her divorce from Cory Althoff became public in early 2024, and suddenly her Instagram wasn't just a place for comedy—it was where she had to address her real life. She posted a heartfelt note about being thankful for her time as his wife, but the internet, being the internet, was brutal.
Why the Rebrand to "Not This Again" Actually Worked
By late 2025, the "awkward girl" bit was starting to feel a little thin. You can only act unimpressed by billionaires for so long before people get bored.
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Bobbi saw the writing on the wall.
She rebranded her show to Not This Again and, in a massive full-circle moment in September 2025, she brought Drake back. They finally cleared the air about their "tiff." Turns out, she had sent him a "not nice" text while he was on stage in LA, he got annoyed, and he blocked her. Seeing them talk about it—still in bed, but this time in Switzerland—was a masterclass in staying relevant.
She’s not just a character anymore.
Currently, in early 2026, her Instagram is a mix of high-production podcast clips and surprisingly vulnerable personal updates. She’s been dating basketball player Tyler Hawkins since late 2024, but if you go looking for his face on her grid, you won't find much. After the scrutiny of her divorce, she’s been way more protective. "The more I share," she recently told People, "the more they have on me to comment about." Smart move.
Making Millions from Being Uncomfortable
Let’s talk money, because that’s why she started this in the first place. Bobbi has been very open about the fact that she wanted to make money. She wasn't doing this for the "art" of the interview.
- Studio71 Deal: In 2024, she signed a massive deal to monetize her content.
- Earnings: Reports suggest she cleared nearly $3 million in a single year from brand partnerships and ad revenue.
- Diversification: She’s moved into live comedy shows and even high-fashion campaigns, like her recent Valentine’s Day 2026 collab with Adore Me.
The transition from a woman who was "still working at Jersey Mike’s" (as she famously claimed in early interviews) to a multimillion-dollar brand is a blueprint for the modern creator. She didn't wait for a network to give her a show. She bought her way in with a few hundred bucks and a personality that people loved to hate-watch.
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What You Can Learn from the Bobbi Althoff Strategy
If you're looking at her feed for inspiration, don't try to copy the deadpan voice. That’s been done. Instead, look at the pivot.
The most successful thing about the Bobbi Althoff Instagram presence isn't the comedy; it's the adaptability. When the "mean girl" persona started to draw too much heat, she softened it. When the Drake drama threatened to overshadow her career, she leaned into it and turned it into a "reunion" special that dominated the 2025 cycle.
Actionable Insights for Your Own Brand:
- Invest in Access: Sometimes you have to spend that "initiation fee." Whether it's $300 for a connection or paying for a better setup, don't wait for permission to start.
- Control the Narrative: When Bobbi’s divorce went viral, she used her own platform to set the tone before the tabloids could.
- The "Unfollow" Hack: Social media signals (like unfollowing a guest) can create more buzz than a $50k ad spend.
- Protect the Personal: Notice how her kids (whom she once called "Concrete" and "Sawdust" as a joke) are basically nowhere to be seen now? Privacy is a luxury you have to fight for once you're famous.
Bobbi Althoff is proof that in 2026, you don't need to be "likable" to be successful. You just need to be interesting enough that people can't look away. Whether she’s interviewing rappers or showing off a new fashion line, she’s proved that "awkward" is a very lucrative brand if you know how to scale it.
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To keep up with her latest pivots, focus on her Reels—that's where the real "Not This Again" engagement happens before it ever hits YouTube or Spotify.