Podcast Title: Creator Science
Host: Jay Clouse
Episode: #243: Brock Johnson – How to Grow on Instagram in 2025
Release Date: February 18, 2025
Guest: Brock Johnson – Instagram Growth Coach with nearly 800,000 followers

Introduction

In Episode #243 of Creator Science, host Jay Clouse delves deep into the strategies and methodologies required to excel on Instagram in 2025. Joining him is Brock Johnson, a renowned Instagram growth coach who has successfully expanded his follower base by 1,000 followers daily over the past two years. Brock brings a wealth of knowledge from his extensive experience in coaching thousands of creators through his membership program, The Insta Club Hub.

Managing Instagram Growth Scale

Timestamp: [03:13]

Jay begins by addressing the complexities that arise as a creator's audience grows. Brock shares his transition from active daily posting to a more streamlined approach, emphasizing quality over quantity. He states:

“I spend about 40 minutes proactively, productively making things on Instagram that seems really efficient... Spending the majority of time in my DMs…”
– Brock Johnson [05:55]

Brock highlights the importance of managing interactions, particularly through Instagram's Direct Messages (DMs), which he identifies as the most engaged area on the platform. To handle the influx, he employs a community manager, ensuring that every follower feels valued and heard.

Content Creation and Editing

Timestamp: [06:36]

Brock outlines his efficient content creation workflow, which minimizes time spent on Instagram itself. By leveraging external tools like CapCut for editing and delegating repetitive tasks to his editor, he maximizes productivity. He explains:

“I spend about an hour or two, twice a month filming those eight videos. So 16 a month. And I just send them off to my editor.”
– Brock Johnson [06:36]

This batching process allows Brock to create high-quality content without the daily grind, ensuring consistency and reducing burnout.

Importance of Hooks

Timestamp: [10:17]

A significant focus of the conversation is the critical role of hooks in short-form content. Brock emphasizes that the first few seconds determine a viewer's engagement:

“80% of my time, energy, and effort is spent on the first 20% of the video, the first sentence or two. The hooks matter in YouTube videos and podcasts and in books, but it especially matters where people are scrolling, scrolling, scrolling so fast...”
– Brock Johnson [10:29]

He advises creators to prioritize crafting compelling hooks to capture attention instantly, thereby reducing the likelihood of viewers scrolling past.

Share-Worthy Content Strategies

Timestamp: [28:08]

Brock identifies shares as the most potent form of engagement on Instagram. He breaks down five types of share-worthy content:

1. Motivational Content: Inspirational quotes, success stories.
2. Call to Arms: Initiatives like challenges or awareness campaigns.
3. Relatable Content: Memes, common frustrations or joys.
4. Controversial Content: Unpopular opinions that spark discussion.
5. News or Pop Culture: Content tied to current events or trends.

He explains:

“Beyond a shadow of a doubt, the best form of engagement on Instagram is a share. Creating shareworthy content is the key to growing on Instagram and increasing your views.”
– Brock Johnson [28:08]

Each type encourages followers to interact beyond their immediate network, exponentially increasing reach.

Posting Frequency and Scheduling

Timestamp: [23:29]

Addressing the balance between frequency and sustainability, Brock advises:

“The more you post, the more you grow. There is a direct correlation between post rate and growth rate... But instead of focusing on that, I want you to focus on what can you sustain.”
– Brock Johnson [27:44]

He dispels myths about scheduling harming engagement, asserting through his experience that:

“There's no difference in terms of views and engagement whether you schedule or you don't.”
– Brock Johnson [23:45]

Brock encourages creators to find a sustainable posting frequency that aligns with their personal and business goals, while also challenging themselves to occasionally increase their output for accelerated growth.

Profile Optimization

Timestamp: [38:08]

Brock emphasizes the importance of a well-optimized Instagram profile to convert visitors into followers:

• Username: Should reflect personal or business branding clearly.
• Profile Picture: A well-lit, clear image or appropriately sized logo.
• Bio: Utilize the bold line below the profile picture to include keywords that describe what you do.

He advises:

“Your bio needs to clearly and concisely articulate, why should I care? Why should I follow you? Like, what's in it for me as the follower.”
– Brock Johnson [44:30]

Additionally, he highlights common mistakes like relying on generic category displays and misusing profile images, urging creators to ensure every element serves a clear purpose.

Highlights and Pinned Posts

Timestamp: [42:30]

Brock discusses maximizing Instagram Features:

• Highlights: Keep them concise and relevant, focusing on key offers or essential information.

“They should be intact, intentional, what you have there. But they're not going to make or break your Instagram.”
– Brock Johnson [44:04]

• Pinned Posts: These should be leveraged to feature critical content that can drive lead generation and sales.

Threads Integration

Timestamp: [46:01]

The conversation shifts to Instagram’s sister platform, Threads. Brock shares his mixed experiences:

“Threads is so highly integrated with Instagram that I have like almost 200,000 followers on threads. It’s nice... But I use Threads more for content testing and experimenting.”
– Brock Johnson [46:23]

He notes that while Threads offers a built-in audience, its effectiveness varies, especially for direct sales. Instead, Brock uses it as a low-pressure environment to refine content strategies before scaling them on Instagram.

Promoting Off-Platform Content

Timestamp: [49:24]

When it comes to promoting content like podcasts on Instagram, Brock is candid about the challenges:

“Growing a podcast on Instagram is flipping impossible... It’s human nature.”
– Brock Johnson [49:47]

He critiques traditional call-to-action methods like directing followers to links in bio, explaining how they often result in reduced engagement. Instead, Brock advocates for using DM automation tools like ManyChat to streamline interactions and drive conversions more effectively.

DM Automation with ManyChat

Timestamp: [53:46]

Brock introduces the concept of DM automation as a game-changer for Instagram marketing:

“Instead of saying, 'Go click the link in my bio,' I can say, 'Comment the word shirt,' and I'll send you the link in DMs. This increases engagement and interaction with my account.”
– Brock Johnson [52:46]

By automating responses to specific comments, creators can maintain high engagement rates and facilitate seamless transactions, thereby enhancing the effectiveness of sales-oriented posts.

Final Advice and Takeaways

Timestamp: [54:26]

As the episode wraps up, Brock offers motivational advice to creators:

“The difference between those who are successful and those who are not is the one who’s taking action... Take out your phone right now and film something and post it.”
– Brock Johnson [54:26]

He stresses the importance of action over perfection, encouraging creators to prioritize quantity to eventually achieve higher quality through continuous practice and learning.

Key Takeaways

1. Efficiency in Growth Management: Utilize systems and support (like community managers) to handle scaling complexities.
2. Batch Content Creation: Streamline the creation process by batching tasks and leveraging editing support.
3. Craft Compelling Hooks: Invest significant effort in the initial moments of your content to capture attention.
4. Focus on Share-Worthy Content: Prioritize content types that naturally encourage sharing to expand reach.
5. Sustainable Posting Frequency: Find a balance between frequency and sustainability, using scheduling tools without fearing reduced engagement.
6. Optimize Profiles for Conversion: Ensure every element of your Instagram profile is purposeful and aligned with your brand.
7. Leverage Instagram Features: Use Highlights and Pinned Posts strategically to showcase key content and offers.
8. Experiment with Threads: Utilize Threads for content testing while maintaining focus on primary growth strategies on Instagram.
9. Innovative Promotion Techniques: Adopt DM automation to enhance engagement and streamline promotional efforts.
10. Prioritize Action Over Perfection: Embrace imperfect actions to foster continuous improvement and growth.

Notable Quotes

• Brock Johnson:

  • “I spend about an hour or two, twice a month filming those eight videos. So 16 a month. And I just send them off to my editor.”
    [06:36]

  • “80% of my time, energy, and effort is spent on the first 20% of the video, the first sentence or two.”
    [10:17]

  • “Creating shareworthy content is the key to growing on Instagram and increasing your views.”
    [28:08]

  • “Growing a podcast on Instagram is flipping impossible. It is that tough.”
    [49:47]

  • “The difference between those who are successful and those who are not is the one who’s taking action.”
    [54:26]

• Jay Clouse:

  • “If you're new to Notion, don't worry. I've included a ton of specific tutorials to help you learn how to use Notion generally and Creator HQ specifically.”
    [00:00]

Conclusion

Episode #243 of Creator Science offers a comprehensive exploration of Instagram growth strategies tailored for 2025. Brock Johnson provides actionable insights into content creation, engagement optimization, and leveraging platform features to maximize reach and profitability. Emphasizing the importance of consistent action and efficient systems, this episode is a valuable resource for creators aiming to break through the noise and achieve sustainable growth on Instagram.