Detailed Summary of Episode 895: “Instagram Isn’t Dead… It’s The BEST Place for Small Business Owners To Be” with Brock Johnson

Introduction

In Episode 895 of The Goal Digger Podcast, host Jenna Kutcher welcomes Brock Johnson, an Instagram growth coach, viral content creator, and trusted consultant to Meta. With over a million followers and 40,000 members in his Instagram coaching membership, Brock brings invaluable insights into leveraging Instagram for small business growth in 2025. The episode delves into the evolving landscape of Instagram, debunking myths, and providing actionable strategies for entrepreneurs, creators, and small business owners.

Is Instagram Still Worth It?

Brock Johnson firmly believes in Instagram's enduring value for business growth. He shares compelling statistics, citing a study by Carat Financial which found that "the revenue generated per follower is higher than any other platform" including YouTube, podcasts, Twitter, Twitch, and TikTok (02:37). Instagram boasts 2 billion monthly active users, ensuring that businesses can reach a vast and diverse audience.

Key Points:

• Diverse Content Options: Unlike platforms that may require specific content types (e.g., long YouTube videos or text-heavy blogs), Instagram offers flexibility with carousels, text posts, and short-form videos, catering to various content creation preferences.
• Wide Demographic Reach: Success stories like Gladys, an 83-year-old with over 100k followers, exemplify Instagram's inclusive nature, supporting creators of all ages and backgrounds.
• Evergreen Strategies: Niching down and hyper consistency remain foundational strategies for growth, regardless of platform changes.

Three Effective Instagram Strategies in 2025

Brock outlines three pivotal strategies that are currently driving growth on Instagram:

1. Niche Down (05:31)

   • Definition: Focus on the who (demographics of ideal followers) and the what (specific topics addressed consistently).
   • Outcome: Cultivates a loyal and engaged follower base, akin to "Taylor Swift level superfans."
   • Quote: "The more you niche down, the more you grow. The riches are in the niches."

2. Hyper Consistency (06:52)

   • Definition: Increase post frequency to amplify growth, supported by studies showing a direct correlation between post rate and follower growth.
   • Example: A Bollywood celebrity account posting over 100 times daily, achieving rapid follower increases.
   • Caution: Balance frequency to avoid burnout by determining a sustainable posting rate.
   • Quote: "The more you post, the more you grow."

3. Trial Reels as a Juicy Algorithm Hack (08:29)

   • Definition: Utilize Instagram’s feature allowing reels to be posted without being shown to existing followers, targeting non-followers for potential viral reach.
   • Strategy:
     • Basic: Repost high-performing past reels to reach new audiences.
     • Advanced: Focus on reels with high follow-to-view ratios and include clear calls-to-action (e.g., "reply with 'pod' for the latest episode.")
   • Analogy: "You're like a baseball player who's at bat, swinging every time without the risk of striking out."
   • Quote: "Abuse them while we can because it's not going to be here forever."

Understanding Instagram's Algorithm Shift

The Instagram algorithm underwent significant changes in 2025, influenced by TikTok’s content distribution model. Brock explains:

• TikTok Ification: Instagram now prioritizes content based on user interest and engagement potential rather than follower count.
• Implications:
  • Unpredictable Views: Content reach fluctuates as Instagram serves reels to non-followers based on current trends and user preferences.
  • Emphasis on Individual Content Quality: Posts must stand alone effectively to capture the attention of new viewers.
• Strategies to Adapt:
  • Storytelling: Incorporate memorable stories to enhance content retention.
  • Content Simplification: Create easily digestible content tailored for users with limited attention spans.
  • Reintroducing Yourself: Craft posts that succinctly introduce your brand to first-time viewers.

Quote: "Stories are 22 times more memorable than facts on average." (00:02)

Leveraging Instagram Stories

While Instagram Stories won't directly contribute to follower growth, they play a crucial role in building trust and engaging with existing followers.

• Purpose:
  1. Build Trust: Share authentic, behind-the-scenes glimpses to foster a deeper connection.
  2. Promote Key Content: Utilize the STD strategy for high-impact stories promoting launches, sales, or collaborations.
• STD Strategy (32:00):
  • Single: Post a single, focused story frame.
  • Text Heavy: Incorporate extensive text to convey clear messages.
  • DM Automation: Encourage direct interactions through automated responses to increase engagement metrics.
• Quote: "DMs are everything. The algorithm loves when people engage through DMs." (10:02)

Maximizing Real Results Over Vanity Metrics

Brock emphasizes focusing on meaningful outcomes such as email subscribers, podcast listeners, leads, and sales rather than superficial metrics like follower count and views.

• DM Automation: Implement tools like ManyChat to streamline interactions and drive conversions.
  • Benefits: Increases engagement, facilitates easy access to links, and enhances user experience.
  • Implementation Tip: Vary the placement and aggressiveness of calls-to-action (CTAs) to maintain authenticity.
• Share-Worthy Content: Create content that followers are compelled to share, amplifying reach organically.
• Consistency with Adaptation: Maintain evergreen strategies while adapting content presentation to align with current trends and user behaviors.

Quote: "Stop judging your own content. Just press post. Let your audience be the judge." (52:47)

Insights from Adam Mosseri Interview

Brock shares highlights from his interview with Adam Mosseri, the head of Instagram:

1. Support for Small Creators: Instagram is actively promoting smaller accounts to reach wider audiences.
2. Valuing Original Content: Emphasis on rewarding creators who produce unique, original content over aggregator accounts.
3. Accelerated Trend Adoption: Trends are now emerging faster on Instagram, allowing creators to capitalize on them promptly.

Example: Ashton, a creator who went viral with his unique morning routine, exemplifies the swift trend adoption on Instagram.

Quote: "Trends are happening faster on Instagram. It's not just borrowing from TikTok anymore." (26:48)

Overcoming Instagram Frustrations

For those feeling stuck despite trying various strategies, Brock offers encouragement and actionable advice:

• Persistence and Adaptability: Avoid chasing every new trend. Instead, focus on proven strategies while remaining adaptable in content presentation.
• Accountability: Engage accountability partners or hire teams to maintain consistent content creation.
• Experimentation: Embrace experimentation without fear of failure, treating each post as a learning opportunity.
• Originality Over Competition: Draw inspiration from outside your industry to create unique content that stands out.
• Press Post: Encourage creators to release content without overthinking, allowing genuine audience feedback to guide future strategies.

Quote: "Press post. Let your content be judged by your audience, not by your own fears." (35:35)

Conclusion

Jenna Kutcher wraps up the episode by reaffirming Instagram's potent role in business growth when leveraged correctly. She underscores the importance of aligning Instagram strategies with clear business goals and being adaptable to ongoing platform changes. Jenna encourages listeners to implement Brock's strategies, follow Brock for continuous updates, and focus on generating real results over fleeting vanity metrics.

Final Takeaways:

• Instagram remains a vital platform for small businesses and creators when approached with niche focus, hyper consistency, and innovative strategies like trial reels.
• Understanding and adapting to algorithm changes is crucial for sustained growth.
• Prioritizing meaningful engagement and results over superficial metrics leads to long-term success.

Call to Action: Listeners are encouraged to follow Brock Johnson on Instagram (@Brock11Johnson), engage with his content, and explore his podcast Build Your Tribe for ongoing insights and strategies.

Notable Quotes:

• "Stories are 22 times more memorable than facts on average." – Brock Johnson (00:02)
• "The more you niche down, the more you grow. The riches are in the niches." – Brock Johnson (06:06)
• "DMs are everything. The algorithm loves when people engage through DMs." – Brock Johnson (10:02)
• "Stop judging your own content. Just press post. Let your audience be the judge." – Brock Johnson (52:47)

Resources Mentioned:

• Goal Digger Podcast – Access show notes, discount codes, and business-building resources.
• Brock Johnson’s Instagram – Follow for daily Instagram growth tips and strategies.
• Build Your Tribe Podcast – Available on YouTube, Spotify, and all major podcast platforms.

Stay Connected: For more insights and actionable advice, subscribe to The Goal Digger Podcast on your preferred podcast platform and visit goaldiggerpodcast.com for additional resources.