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When Ben Addy started his first Instagram account back in college, he never expected it would grow into a 500,000+ follower platform—let alone evolve into a network of 30+ sub-accounts and a growing portfolio of local newsletters.
But that’s exactly what happened.
In this episode, Ben breaks down the layered strategy behind his social media ecosystem, why he deliberately chose to create dozens of smaller, regional accounts instead of relying on one large audience, and how that decision opened up powerful new monetization opportunities.
He also shares how he’s now applying the same principles to email newsletters—taking everything he’s learned from nearly a decade on Instagram and building something even more sustainable.
Watch the Full Episode
Building a Large Instagram Presence
Ben started his journey into social media while in college, launching a travel-themed Instagram page as a creative outlet. Over time, he mastered the art of audience growth, refining his approach through trial and error.
- His main account now boasts nearly 500,000 followers
- Over time, he created 30 regional sub-accounts to better target specific audiences
- He attributes his success to consistency, engagement strategies, and an in-depth understanding of Instagram’s evolving algorithms
The Strategy Behind the 30 Sub-Accounts
Rather than relying on one large account, Ben took a strategic approach by launching multiple smaller, more localized Instagram accounts. This helped him solve the problem of a broad, global audience that wasn’t easily monetizable.
- The sub-accounts are focused on specific states and regions, ensuring that followers are highly engaged and relevant
- By using data analytics, Ben is able to see what types of content perform best in each region
- The regional accounts act as a funnel, helping to drive traffic to his larger initiatives
Growth Tactics for Instagram Success
Ben shared some of the strategies that have worked well for him in growing Instagram accounts quickly and efficiently.
- Follow and Unfollow Strategy: Although controversial, this method still works when executed correctly and within Instagram’s limits.
- Collaborations and Giveaways: Partnering with brands and influencers has helped him rapidly expand his reach.
- Understanding Instagram’s Algorithm: Keeping up with the latest changes has allowed him to adjust his content approach for better visibility and engagement.
- Content Optimization: Testing different styles, colors, and formats has been crucial in maximizing performance.
Monetization: Turning Followers into Revenue
With such a large Instagram presence, Ben has explored multiple ways to generate income beyond traditional sponsored posts.
- Brand Partnerships: He has worked with companies like Four Seasons and tourism boards to get free travel, accommodations, and products.
- Selling Merchandise: Early on, he was able to drive massive traffic to his website to sell branded stickers and other items.
- Local Advertising: The sub-accounts provide an opportunity to work with local businesses that want to reach a targeted audience.
- Leveraging His Network: Rather than solely relying on direct revenue from Instagram, Ben has used his audience to build other businesses, including local newsletters.
Expanding into Local Newsletters
Recognizing the limitations of social media, Ben began building local newsletters to create a more stable and direct connection with his audience.
- His newsletters focus on hyper-local content, providing updates on events, restaurants, and community news.
- By collecting emails, he has built an asset that isn’t dependent on Instagram’s algorithms.
- The newsletters allow him to offer local advertising and sponsorships, creating another revenue stream.
The Flywheel Effect: How It All Works Together
Ben’s approach isn’t just about Instagram or newsletters in isolation, it’s about creating a connected ecosystem.
- His large Instagram account helps grow his sub-accounts.
- The sub-accounts drive engagement and conversions for the local newsletters.
- The newsletters allow for deeper audience relationships and monetization opportunities.
- Each platform feeds into the others, creating a self-sustaining system.
Growing Newsletters with Paid Ads and CRO
Ben has taken a data-driven approach to growing his newsletters, using Facebook ads and conversion rate optimization (CRO) to improve sign-up rates.
- By tweaking his landing pages, he has drastically reduced his cost per subscriber.
- Simplicity is key—removing distractions from the sign-up process improved conversions.
- A well-structured onboarding experience keeps new subscribers engaged.
Final Thoughts
Ben Addy’s journey from a single Instagram account to a multi-channel digital ecosystem is an inspiring case study in diversification and audience building.
His ability to adapt, test new strategies, and scale effectively has positioned him for long-term success. Whether you’re growing a social media presence, building newsletters, or looking for creative monetization strategies, Ben’s approach offers valuable insights.
Links & Resources
- Ben's Twitter
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