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Brock Johnson08 December 2025

Brock Johnson: Is Instagram Dead? Unlock the Secret to Explosive Social Media Growth

7Frameworks
10Insights

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Frameworks in this episode

Marketing3 steps

Attract, Nurture, Convert

Stop asking one post to do everything — give each post a single job and shift your mix by season.

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Sales3 steps

DM Automation to Email List

Never say 'link in bio' — use comment-a-keyword DM automation to funnel followers into your email list.

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Communication3 steps

Eliminate the Idea-to-Post Gap

Authenticity isn't 'be yourself' — it's minimizing the time between inspiration and publishing.

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Mindset3 steps

Hyperconsistency

Treat every post as a practice rep, not a referendum on your worth — staying power beats talent.

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Marketing3 steps

Shareworthy Content

Shares are the new likes — make posts worthy of being sent from one person to another.

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Marketing3 steps

The Rule of Three Reposts

Post every piece of content at least three times, 60-90 days apart — the algorithm has amnesia.

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Marketing3 steps

The STD Story Formula

Single, Text-heavy, DM automation — the three ingredients of a max-view Instagram story.

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Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 2

Myth Buster04:30

Why Instagram Is Not Dead in 2025

Despite claims that Instagram is dead, Brock Johnson explains that organic reach is still possible due to shifts in the platform’s algorithm and user behavior. Growth is harder not because of suppression, but due to increased content volume — 34% more Reels in 2025 — while time spent on social media has plateaued. The playing field is now level, allowing new creators to go viral regardless of follower count.

  • Instagram is not dead — organic growth is still achievable
  • 34% more Reels were posted in 2025 compared to 2024
  • Average time spent on social media has plateaued or declined slightly
  • The algorithm now favors content over follower count, leveling the playing field

“I understand why it feels that way because... supply is way up and the demand is either plateaued or slightly decreased.”

Brock Johnson · 04:45
#instagram#social media growth#algorithm#organic reach
Myth Buster24:30

Hashtags Don't Grow Your Instagram

Brock debunks the myth that hashtags are essential for discovery. He rates hashtags a '1 out of 10' for growth, citing Instagram’s head Adam Moseri, who has repeatedly said they’re not a reliable way to grow. For most creators, hashtags won’t significantly boost visibility or reach.

  • Hashtags are overrated and not reliable for growth
  • Adam Moseri has publicly downplayed their importance
  • Only useful for local businesses seeking local discovery
  • Better to focus on content quality and shares

“Hashtags. Uh, one, very overrated. Not a reliable way to grow on Instagram.”

Brock Johnson · 24:40
#hashtags#instagram algorithm#growth hacks#myth busting

Explainer· 1

Explainer06:00

How Instagram Became 'Interest Media'

Brock explains that Instagram has shifted from a follower-driven platform to an interest-based one, similar to TikTok. This 'TikTokification' means content is distributed based on relevance and engagement, not follower count. As a result, creators with zero followers can go viral if their content resonates with a specific audience.

  • Instagram now prioritizes interest over followers
  • New creators can go viral without a large following
  • Distribution is driven by engagement, not follower count
  • The 'playing field is more level' than ever before

“The playing field has never been more level... It's not just the rich get richer.”

Brock Johnson · 07:15
#instagram algorithm#tiktokification#interest media#viral content

Story· 1

Story37:30

How a Student Made $30K With Under 1,000 Followers

Brock shares the story of a student who launched a product and made $30,000 with fewer than 1,000 followers. The key was deep trust and personal connection — followers felt like they knew her, making them eager to buy without needing a sales pitch.

  • A student made $30K with under 1,000 followers
  • Success came from deep trust and personal connection
  • Followers felt like they knew her personally
  • No sales call needed — they were begging to buy

“She had really built trust with all of them... they were like begging to get on a wait list and pull out their credit card.”

Brock Johnson · 38:15
#monetization#trust#small audience#email list

Tool· 3

Tool24:00

Why Carousels Are Instagram's Hidden Weapon

While most creators focus on Reels, Brock reveals that carousels are currently underutilized and highly effective. Engagement and view rates for carousels have increased as fewer people post them. Adding music to carousels can further boost performance, making them a powerful tool for growth.

  • Carousels are massively underrated and underused
  • Engagement and view rates for carousels have gone up
  • Fewer creators are posting carousels, reducing competition
  • Adding music to carousels is a game changer

“Carousels. Massive. Super underrated. Like I said earlier, there have been 34% more reels posted this year, but there are less carousels being posted.”

Brock Johnson · 24:10
#carousels#instagram growth#content strategy#engagement
Tool48:00

The STD Story Formula for Maximum Views

Brock shares his 'STD' story strategy — Single, Text-heavy, DM automation — to maximize story views. Posting one text-heavy story for 24 hours encourages viewers to pause and read, increasing watch time. Including a DM prompt drives engagement and builds relationships.

  • S = Single story for 24 hours
  • T = Text-heavy (not talking head) to increase watch time
  • D = DM automation to drive engagement
  • Text-heavy stories get 200% more watch time

“The T in the STD is text-heavy... people hold their finger down to pause the story and then it extends the watch time.”

Brock Johnson · 49:45

“You can't have an STD without the D... the D stands for DM automation.”

Brock Johnson · 50:45
#instagram stories#engagement#dm automation#content strategy
Tool44:30

Why You Should Ditch Bio Links for DM Automation

Brock is a huge advocate of ManyChat, using DM automation instead of bio links to capture leads. He believes email lists are the 'bread and butter' of online business, more predictive of revenue than follower count. All his funnels drive people to email via freebies or low-cost offers.

  • Use DM automation instead of 'link in bio'
  • ManyChat is underused by 99.5% of creators
  • Email lists are more valuable than follower count
  • Freebies and low-ticket offers drive conversions

“I am obsessed with ManyChat... every single time I'm selling I am never using a link. It's always DM automation.”

Brock Johnson · 44:45
#manychat#dm automation#email list#lead generation

Takeaway· 3

Takeaway29:00

The Faster You Post, the More Authentic You Are

Brock argues that authenticity isn't about 'being yourself' — it's about reducing the time between idea and posting. The more you edit and overthink, the further you drift from your original inspiration. His most viral content is often the simplest, funniest, and quickest to produce — not the most polished.

  • Authenticity comes from speed, not perfection
  • Over-editing distances you from your original idea
  • The subconscious audience can sense inauthenticity
  • Most viral posts are simple, relatable, and spontaneous

“The less time that you can spend between when this idea first pops into your head and the actual post being posted, the better.”

Brock Johnson · 29:50
#authenticity#content creation#creativity#viral content
Takeaway59:30

Every Post Should Be Posted at Least Three Times

Brock emphasizes that most of his content is repurposed — about 75% isn’t new. He recommends reposting every piece of content at least three times, waiting 60–90 days between each. A post that underperforms initially might go viral later with a new audience.

  • Repost every piece of content at least three times
  • Wait 60–90 days between reposts
  • 75% of his content is repurposed or reuploaded
  • Timing and audience can change a post’s performance

“Every post you make should be posted at least three times.”

Brock Johnson · 59:45
#content repurposing#consistency#instagram growth#engagement
Takeaway16:00

View Consistency as Practice, Not Perfection

Brock compares content creation to sports practice — it’s about reps, not results. He embraced 'hyperconsistency' as his superpower, focusing on output over creativity or looks. Showing up daily builds skill and eventually leads to breakthroughs.

  • Consistency is practice, not performance
  • Focus on output you can control
  • He calls his superpower 'hyperconsistency'
  • Success comes from staying power, not talent

“I view consistency on social media as practice... it's just like another practice.”

Brock Johnson · 16:15
#consistency#content creation#mindset#growth