If I had to grow an Instagram today with zero followers, starting from scratch in 2026, here’s how I’d do it.
Not to go viral.
Not to chase followers.
But to turn it into a real, viable channel for my business.
Because if I followed most Instagram growth advice out there… I’d probably waste a year of my life.
I’d be posting every day, chasing trends, obsessing over hooks, trying to crack the algorithm — and it would feel like I was doing everything right.
But the business results wouldn’t add up on the back end.
So in this post, I’m going to break down the system I would use instead — and I’m going to give you one rule you can walk away with and implement immediately.
Instagram Doesn’t Run on a Social Graph Anymore
A few years ago, Instagram worked on what we’d call a social graph.
That means your content was mostly distributed based on:
- Who followed you
- Who you followed
- Who engaged with your content
It was all about building a follower base, knowing that a certain percentage of those followers would see what you posted.
That’s why the advice was always:
- “Grow followers”
- “Post daily”
- “Engage nonstop”
- “Comment everywhere”
- “Be active in stories”
Because back then, it worked.
Now Instagram Runs on an Interest Graph
Today, Instagram works on what we’d call an interest graph.
Meaning: people see content based on what they engage with, search for, and show patterns around.
Instagram’s algorithm is fine-tuned to every individual user.
So now, when you post, the algorithm isn’t asking:
“Who knows you?”
It’s asking:
“Who would this content be good for?”
And if you’re still trying to grow using the old playbook — posting every day, chasing trends, living in stories — you’re probably working harder than ever…
…but not building anything that lasts.
So If I Had to Start Over in 2026, Here’s What I’d Do Instead
If I had zero followers, zero content, and I was starting from scratch…
I’d start with intention.
And I’d build my account around four moves, all aimed at leveraging the interest graph — not fighting it.
Move 1: Decide What You Want to Be Known For
Before I posted anything, I’d spend 20 minutes and ask myself three questions:
- What do I want to say?
- What do my customers want to hear?
- What can I execute consistently?
Then from there, I’d define my content pillars.
Meaning: what are the types of content you’re going to create?
For example:
- How-to’s
- Behind the scenes
- Product demos
- Funny stories
- Breakdowns
- Lessons learned
- Client transformations
This shouldn’t take forever. And the best part?
You can change it later.
If something’s not working, you evaluate your pillars, refine the answers, and adjust.
That’s normal.
Why this matters
Because what you’re really doing is creating a clear signal.
A signal to the algorithm that your account is about a specific interest.
And that interest should be tied directly to your industry.
Because if you chase views without tying them to the interests of your customers…
You end up with hollow metrics.
Views, likes, followers — but no sales, no leads, no demand.
Move 2: Create a Repeatable Signal (Not Random Posting)
This is where most people mess up.
They don’t have a system.
They just post whatever they think will work that day.
Instead, I’d build a repeatable content format.
Something I can execute again and again.
Think of it like a series.
YouTube creators Colin and Samir call this “engine content.”
The same thing applies to Instagram.
If you look at the biggest accounts on the platform, you’ll notice something:
They have a repeatable format they run consistently.
That format keeps the account moving forward — and it earns them the freedom to experiment.
Because repeatable formats are easy for viewers to digest.
They’ve seen it before.
They recognize the structure.
They recognize your face.
So when your video starts, they know what they’re about to get.
A Concrete Example
Let’s say you sell accounting software for small and mid-sized businesses.
You’d ask:
- Who do I serve? → Entrepreneurs
- What do I stand for? → Making accounting simple
- What can I execute? → iPhone + two lav mics
Now we ask:
What’s the repeatable format?
Maybe it’s:
- “Hidden dollars you’re leaving on the table”
- “Tax write-offs you didn’t know you could take”
- “Business tax acronyms explained in 30 seconds”
- “What’s deductible vs what isn’t”
Business owners are intimidated by taxes.
That’s why they need you.
So every time they see your account, they’re receiving something that builds trust and goodwill.
And when they eventually need software…
Guess who they think of first?
Move 3: Build for the 95% (Even Though Only 5% Are In-Market)
Here’s how I’d approach Instagram:
I would assume that 95% of the people who see my content are not currently buying.
Only about 5% are in-market.
So I’m not trying to hard sell.
I’m looking to serve the 95%.
When I do that:
- I build goodwill
- I show up more frequently
- I earn trust without forcing it
And I start getting what actually matters:
Intentional views.
I don’t care if a video gets 1,000 views…
If those are 1,000 views from my ideal customer?
That’s a massive win.
Move 4: Get People Off Instagram (As Fast As Possible)
This is the part most people ignore — and it’s the part that actually makes Instagram useful for business.
Platforms are fickle.
Algorithms change.
Reach drops.
Formats get deprioritized.
Your content stops getting shown.
So what I want to do is:
If someone follows you, comments, or reaches out…
I want to get them into a DM immediately — and onto a newsletter.
Because:
Social media is rented land.
Newsletters are owned.
That gives you another touchpoint, and it diversifies the risk.
Not everyone will convert to your newsletter.
And your newsletter has to offer something different.
But the goal is simple:
Don’t build your entire business on a platform you don’t control.
How I’d Do It Tactically
As you start at zero, I would talk to everyone who follows you.
Yes, that sounds like a lot.
But you can use tools like ManyChat to automate this.
For example:
- You post a reel with a free resource
- You ask people to comment a keyword
- ManyChat auto-DMs them a link
- The link goes to a landing page
- They download the framework
- You collect an email
Now you’re building something real.
And you’re striking while the iron is hot.
The One Rule I Want You to Take Away
If you implement nothing else from this…
Here’s the rule:
Think Evergreen
Meaning:
What can you create today that isn’t just good for the next 6 months…
…but good for the next few years?
Because more and more people are using Instagram and TikTok like search engines.
They’re searching for:
- solutions
- recommendations
- how-to’s
- product comparisons
- advice
And your content needs to have a chance to show up when they do.
We’re already seeing that over half of Millennials and Gen Z use Instagram and TikTok search to find answers.
So you’re no longer posting thinking:
“Is this going to go viral overnight?”
You’re posting thinking:
“How will this perform over the next 12 months?”
That’s the shift.
The Final Piece: Commit to a Pace You Can Sustain
And one last thing:
You can’t get better without doing.
So commit to a posting pace where:
- you don’t burn out
- you can actually stay consistent
- you can experiment and improve
The only way to get good is reps.
But pay attention.
Platforms change.
As I’m writing this in January of 2026, it’s all about the interest graph — and I think it’ll stay that way for some time.
But social platforms evolve.
So your job isn’t to memorize tactics.
It’s to build a system that adapts.
If You Want This to Actually Work for Your Business…
Stop chasing followers.
Stop chasing trends.
Stop trying to win the old Instagram game.
Instead:
- Decide what you want to be known for
- Create repeatable formats
- Serve the 95%
- Move people off-platform
- Think evergreen
That’s how you build an Instagram that actually pays you back.
Not just with views…
But with leads, demand, and real business growth.
