Build Your Tribe | Grow Your Business with Social Media
Episode: Is Your Instagram Account Dead? How To Start Over in 2025 - 817
Release Date: January 9, 2025
Host: Chalene Johnson
Co-Host: Brock Johnson

Episode Overview

In this episode, Chalene and Brock Johnson delve into the critical question many entrepreneurs face: Is your Instagram account dead, and should you start over in 2025? They explore the complexities of maintaining a thriving Instagram presence, the signs that indicate it might be time for a fresh start, and provide actionable guidance to help listeners make informed decisions about their social media strategies.

Why Consider Starting a New Instagram Account

Brock Johnson opens the discussion by addressing common frustrations with stagnant Instagram growth. He cautions against the impulse to create a new account hastily, emphasizing that many social media failures stem from giving up too soon. He shares a compelling analogy:

Brock Johnson [02:15]: "Whether it's Instagram, TikTok, YouTube or whatever, one of the biggest reasons that people fail and they don't achieve the amount of followers or views or sales that they're looking for is that they're giving up too soon."

Advantages of a New Account

1. Faster Growth for New Accounts:
   New accounts can experience accelerated growth due to higher engagement rates. For example, a newly created account with only a few engaged followers can signal to Instagram’s algorithm that the content is valuable, thus promoting it to a broader audience.

2. Access to New Features:
   Sometimes, older accounts lag in accessing newly rolled-out Instagram features. Starting fresh might improve the chances of early adoption of these tools, enhancing content strategies.

3. Clean Slate from Inactive or Spam Followers:
   Long-standing accounts often accumulate inactive or spam followers, diluting engagement rates. A new account allows entrepreneurs to build a more authentic and engaged follower base.

4. Flexibility for Rebranding or Niche Shifts:
   Significant changes in business focus, such as shifting from real estate to commercial investments, may benefit from a new account to attract a more targeted audience.

Key Questions to Determine If You Should Start Over

Brock outlines a series of introspective questions designed to help listeners evaluate their current Instagram performance and decide whether a fresh start is necessary:

1. How Long Have You Had the Account?

   • Long-term stagnation despite consistent efforts might signal the need for a new beginning.

2. Have You Been Consistent for Six Months?

   • Consistency in posting is crucial. Irregular activity can hinder growth, making it difficult to assess an account’s true potential.

3. Is Your Content High Quality?

   • High-quality, engaging content is non-negotiable. If content lacks value or is poorly produced, growth will suffer regardless of other efforts.

4. Have You Used Inorganic Growth Strategies?

   • Engaging in practices like buying followers or using spammy tactics can harm account credibility and violate Instagram’s guidelines.

5. Have You Violated Instagram’s Community Guidelines?

   • Repeated violations can lead to penalties that restrict account functionality and visibility.

6. Is Your Engagement Critically Low?

   • Engagement rates below industry standards (e.g., below 2% for smaller accounts) are a red flag indicating potential issues with content or follower relevance.

7. Have You Had a Post Go Viral Outside Your Niche?

   • Viral posts unrelated to your core content can attract followers who aren’t genuinely interested in your niche, leading to low engagement and high unfollow rates.

8. Are You Rebranding or Drastically Changing Your Niche?

   • Significant shifts in branding or niche focus may necessitate a new account to better align with the new direction and attract the right audience.

Brock Johnson [14:45]: "If you have less than half, which would be less than 2%, if you have below a 2% engagement rate and below 5,000 followers, you might want to consider starting a new account."

Engagement Rates and Follower Counts

Brock provides a detailed breakdown of expected engagement rates based on follower counts, helping listeners benchmark their performance:

• Under 5,000 Followers:

  • Average Engagement Rate: 4.8%
  • Critically Low Threshold: Below 2%

• 5,000 to 20,000 Followers:

  • Average Engagement Rate: 1.7%
  • Critically Low Threshold: Below 0.85%

• 20,000 to 100,000 Followers:

  • Average Engagement Rate: 1.2%
  • Critically Low Threshold: Below 0.6%

• Over 100,000 Followers:

  • Average Engagement Rate: 1%
  • Critically Low Threshold: Below 0.5%

These benchmarks help entrepreneurs assess whether their engagement is in line with industry standards or if it indicates deeper issues requiring a strategic overhaul.

Personal Anecdotes and Insights

Chalene shares a personal experience to illustrate the pitfalls of violating Instagram’s guidelines:

Chalene Johnson [05:10]: "I was locked out of my direct messages for seven days... Instagram was like, whoa, this looks like spammy inauthentic behavior."

This incident underscores the importance of adhering to platform rules and maintaining authentic engagement to avoid account penalties that can severely impact growth.

Impact of Going Viral Outside Your Niche

Brock discusses the long-term consequences of attracting followers through content that doesn’t align with your core niche. Such mismatched followers are less likely to engage meaningfully or convert into customers, ultimately weakening the account’s overall performance.

Brock Johnson [18:30]: "They follow you for more cute baby content... They're going to most likely become very unengaged as they continue to consume content about rock climbing."

This highlights the importance of maintaining a consistent and relevant content strategy to attract and retain a genuinely interested audience.

Rebranding and Niche Changes

When businesses undergo significant rebranding or shift to entirely different niches, a new Instagram account may be more effective than pivoting an existing one. This approach ensures that the new focus is clearly communicated to new and existing followers without causing confusion or disengagement.

Brock Johnson [24:50]: "If you're someone who is transitioning from beginner rock climbing tips to cake baking... it would probably be most beneficial for you to just start a new account."

Advice on Starting Over

Brock offers encouragement to those contemplating a fresh start on Instagram:

Brock Johnson [28:10]: "It's going to take some time. I'm proud of you and I know it's scary to start over... It will take some time, it will be challenging, it will not be smooth sailing."

He emphasizes that starting anew is a bold and commendable decision, albeit one that requires perseverance and strategic planning to achieve desired growth and engagement.

Conclusion and Next Steps

The episode wraps up with actionable advice for listeners ready to embark on a new Instagram journey. Brock mentions upcoming content that will provide specific strategies to ensure the new account is set up for success, encouraging listeners to stay tuned for more tips.

Final Thoughts

This episode serves as a comprehensive guide for entrepreneurs grappling with declining Instagram performance. Through thoughtful questions, personal experiences, and practical benchmarks, Chalene and Brock Johnson equip listeners with the knowledge to make informed decisions about whether to rejuvenate their existing accounts or start fresh. By prioritizing consistency, quality, and authentic engagement, entrepreneurs can navigate the dynamic landscape of social media to build a thriving online presence.

Notable Quotes:

• Brock Johnson [02:15]: "One of the biggest reasons that people fail and they don't achieve the amount of followers or views or sales that they're looking for is that they're giving up too soon."

• Brock Johnson [14:45]: "If you have less than half, which would be less than 2%, if you have below a 2% engagement rate and below 5,000 followers, you might want to consider starting a new account."

• Brock Johnson [18:30]: "They follow you for more cute baby content... They're going to most likely become very unengaged as they continue to consume content about rock climbing."

• Brock Johnson [24:50]: "If you're someone who is transitioning from beginner rock climbing tips to cake baking... it would probably be most beneficial for you to just start a new account."

• Brock Johnson [28:10]: "It's going to take some time. I'm proud of you and I know it's scary to start over... It will take some time, it will be challenging, it will not be smooth sailing."

Stay Connected:
For more insights and strategies on growing your business with social media, subscribe to the Build Your Tribe podcast and join the conversation with Chalene and Brock Johnson.