One of the best ways an IG account can grow is by leaning into consistent, shareable content that speaks directly to the audience’s interests (something like short reels, memes, or behind-the-scenes clips people want to repost). Pairi it with active engagement (answering emails and comments, joining trends early, collaborating with micro-influencers)

I was impressed with one campaign that was put out by Junction in the lead-up to their global hackathons. Rather than simply promoting the event, they built out an Instagram and LinkedIn story that emphasized student teams, behind-the-scenes video, and short, bite-sized videos of projects being pitched. What worked was that they blended the genuine, UGC-type material with high-level storytelling—in that the followers felt as if they were along on the innovation vibe, even if they weren’t in attendance. The engagement was high because the posts weren’t just “selling a hackathon,” they were exposing the real people, thoughts, and community that was behind the event.

I follow a mix of newsletters and creators on LinkedIn and TikTok who share real-life insights. I also keep track of what brands in similar spaces are experimenting with—especially on Instagram and TikTok—so I can spot trends early.