8 Lessons from Growing an Instagram to 100K Followers in Under a Year

Posted on May 26, 2025 | By MusicPromoToday

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Growing an Instagram following from scratch to over 100,000 in under a year was a whirlwind journey we experienced at MPT Agency for one of our clients. Along the way, we learned some invaluable lessons about what really works on Instagram. In this post, we’ll share the top takeaways from our experience, from mastering the algorithm’s nuances to building THE community that truly cares.

Whether you’re an aspiring musician or a marketer looking to boost/ad/promo an account, these insights will surely help you skip some trial and error. Let’s dive in the best music marketing tips when it comes to promoting a song or artist on Instagram!

Watch Time is Everything

It turns out watch time is pure gold on Instagram, especially for Reels and video content.

The longer you can hold your viewer’s attention on your video, the more the Instagram algorithm will reward you by showing it to others (reels). Head of Instagram Adam Mosseri has indicated that watch time (along with likes and shares) is one of the top ranking signals for content.

Think about it, if viewers stick around till the end of your 30-second Reel (or even rewatch it), Instagram sees that as a sign of highly engaging content and pushes it to more people. On the flip side, if people drop off after 2 seconds, the reach will likely stall. I learned early that it’s not just about getting a view; it’s about keeping that view for as long as possible.

To leverage this, we started crafting videos with strong hooks and tight editing so viewers wouldn’t swipe away. Reels that had a surprising twist at the end or a seamless loop often got significantly more reach – because people watched them multiple times. This aligns with how modern social algorithms work: completion rate and repeat views send powerful quality signals. Essentially, if you make content that people can’t help but watch (and rewatch), Instagram will do the rest by amplifying it to new audiences.

Actionable Music Promotion Tips to Boost Watch Time:

• Hook viewers in the first 2 seconds: The start of your video should grab attention immediately – use an intriguing question, bold action, or text on screen. If you don’t give a reason to stop scrolling right away, you’ll lose people. For example, I often begin with a quick preview of the payoff (“Wait for the final result!”) to pique curiosity.

• Keep it snappy and engaging: Cut out dead air and filler. Every second should add value or entertainment. A fast-paced edit with captions or dynamic visuals can maintain interest. Aim to deliver your message concisely; many experts recommend short Reels (15–30 seconds) to maximize retention.

• Utilize loops to your advantage: A clever trick is making your video seamlessly loop back to the start. If viewers don’t even realize it restarted and watch again, you’ve effectively doubled watch time. I did this by ending a clip in a way that it matches the beginning – causing a “full circle” effect. The algorithm loves this because it stretches out viewing time.

High-Quality, Edited, Engaging Content Wins

On Instagram, content quality is king. In a sea of posts, the polished, well-thought-out pieces are the ones that stand out and win followers. This doesn’t mean you need a Hollywood film crew, but it does mean paying attention to visuals, editing, and storytelling. Instagram users notice quality – the platform is inherently visual, and people are quick to scroll past blurry photos or sloppy videos. As one social media guide puts it, Instagrammers expect aesthetically pleasing, high-quality visual content in their feed. When someone new lands on your profile, they’ll likely skim your grid; a cohesive, professional-looking set of posts can be the difference between them hitting “Follow” or leaving.

I learned to treat each post like a small portfolio piece: clear images, good lighting, and thoughtful composition or editing. Early on, I posted a few low-effort images and saw barely any engagement. Once I switched to using a decent camera (and later even just better phone techniques), along with editing apps to tweak colors and add captions to videos, I noticed a jump in likes and comments. Engaging content isn’t just pretty, though – it also needs to hold interest. A beautifully shot video that’s boring won’t go far. The sweet spot is high production value and high audience value. For me, that meant planning posts that either told a story, taught something useful, or entertained – and delivering that in a slick package. The Instagram algorithm tends to reward content that people engage with (likes, saves, shares), and nobody engages with content that looks half-baked or dull.

How to Ensure Quality & Engagement:

• Invest in visuals: You don’t need pro gear, but do use the best tools at your disposal. Good lighting and clear audio (for videos) go a long way. If you’re shooting photos, take a moment to compose the shot nicely. Remember, “visuals are everything on Instagram” – followers expect consistent, high-quality imagery. Consider maintaining a consistent filter or color scheme to create an appealing overall aesthetic.

• Edit for impact: Rather than posting raw footage, do some editing to tighten your content. Trim out boring parts, add subtitles or graphics, and use music wisely. An edited 15-second exciting clip will beat an unedited 60-second mundane video any day. Polishing your content shows pride in your work and keeps viewers watching.

• Offer value or entertainment: High quality is not just HD pixels – it’s also about content quality. Plan posts with a purpose: maybe it’s a tutorial, a behind-the-scenes peek, a relatable meme, or an inspiring story. Engaging content either educates, entertains, or inspires (the best does all three). For example, if you run a fitness page, a well-filmed workout tip video that actually solves a problem will outperform a random high-res gym selfie. Keep asking yourself, “Why would someone stop and interact with this post?” and tweak accordingly.

Post Timing Isn’t That Critical

Once upon a time, everyone was obsessed with finding the “perfect time to post.” I too used to stress about hitting that magic hour when most followers are online. But growing my account taught me that timing is not as critical as it’s cracked up to be. Instagram’s feed is no longer strictly chronological – it’s algorithmic and personalized. This means if your content is engaging, the algorithm will show it to users even if you posted while they were asleep. In fact, the shift to an algorithmic feed has increased overall reach; on average posts now reach 50% more followers than in the purely chronological days. In other words, a great post can have legs for hours or even days, not just minutes after you hit share. I’ve had Reels that I uploaded at an odd hour still pick up steam later because people found them on the Explore page or their feed when it mattered.

That said, basic common sense still applies: don’t post in the dead of night if your audience is mostly local and likely offline. You’ll get better initial engagement if you post when a chunk of your followers are around to see it. But the key insight is not to obsess over it. I stopped agonizing between posting at 9 AM vs 11 AM; the difference in the long run was negligible compared to things like content quality or how much engagement a post got. If you’re consistently delivering good stuff, people will find it. Plus, Instagram will continue showing your post to more followers over time if it’s getting positive signals. So, use timing as a gentle guide rather than a rigid rule.

Tips Regarding When to Post (Without Stressing):

• Use insights, but stay flexible: Check your Instagram Insights for when your followers are most active (more on this in lesson #8). It’s wise to generally post around those high-activity periods as a starting point. However, don’t worry if you can’t always hit the exact peak time – it usually won’t make or break your post. Treat it as a guideline, not gospel.

• Avoid obvious low-activity times: While you don’t need the perfect time, you should still avoid the worst times. For example, if your analytics say most of your followers are in a certain time zone, don’t consistently post when it’s 3 AM for them. I learned to time my posts to at least overlap with normal waking hours for the bulk of my audience. This way, you get an initial boost of engagement to kickstart the algorithm.

• Focus on consistency over timing tricks: Instead of chasing fluctuating “best time” trends, establish a regular posting schedule that you can maintain. Whether that’s Monday, Wednesday, Friday at lunchtime, or daily in the evening, consistency helps more than hitting an exact minute on the clock. Your followers will subconsciously get used to your content appearing regularly and engage more, and you’ll stress less than constantly adjusting schedule.

Don’t Stress Views Early On

When starting from zero, it’s easy to get disheartened by low view counts. Trust me, I’ve been there – my first few posts barely got a dozen likes and my initial Reels might have gotten 50 views if I was lucky. But a crucial lesson is: don’t stress about views when you’re just starting out. In the early phase, almost everyone’s numbers are small. You have to remember that an account with, say, 100 followers simply won’t get thousands of views immediately because the initial audience isn’t there. Instagram’s algorithm also doesn’t have much data on you yet. According to one Instagram guide, if you have virtually no followers, then naturally “many people won’t see your posts” – and that’s okay. Growth on social media is usually exponential; it starts slow and picks up speed as you go.

Instead of stressing, treat the beginning as your learning and building stage. I took those early low-view posts as valuable feedback rather than failures. Without a big audience watching, you actually have freedom to experiment and find your style. I tried different content formats (photos, carousels, 15-second videos, 60-second videos, etc.) to see what might click. During this time, it’s more important to focus on consistency and improving content than on the raw numbers. It took a couple of months of consistent posting before I saw any significant uptick in views and followers. That’s normal! Many creators echo that the first 1,000 followers are the hardest to get – but if you don’t give up in that phase, the next 1,000 come faster, and so on.

Early-Stage Advice:

• Be patient and keep posting: No one goes from 0 to viral overnight. Don’t be discouraged by single-digit likes or the fact that only your friends are watching your Stories. Every big account started with exactly 0 followers. Consistency is far more important in the long run than instant hits. Keep a regular posting schedule and give yourself a fair chance to be discovered.

• Use the low view phase to improve: When your audience is small, stakes are low – it’s a perfect time to refine your content. Try new things and see what resonates with the few viewers you do have. Did that tutorial video get even a slightly better response than your meme post? Did one hashtag seem to bring a couple of extra eyes? Learn from it. This experimentation early on will hone your instincts for what works by the time more people are watching.

• Celebrate small milestones: Rather than fixating on a lack of views, focus on achievable goals. For example, celebrate when you hit your first 100 followers, or when a post gets any comment that isn’t from your mom. I remember the first time a stranger shared one of my posts – that meant more at the time than the view count on that post. These little wins keep you motivated and indicate you’re on the right path. The big numbers will come if you keep at it.

Analyze & Improve Every Post

One of the most powerful habits I developed was treating each post as a mini case study. After every post, I’d dive into the metrics and feedback to figure out what worked and what didn’t. Instagram provides pretty detailed Insights for business/creator accounts – use them! Instead of just glancing at the likes, look at other metrics: reach, saves, shares, comments, and for videos, average watch time. In fact, Mosseri (Instagram’s CEO) suggests paying close attention to stats like your average watch time, likes per reach, and shares, as these indicate how content performs with both current followers and new viewers. I took this to heart. For example, I noticed one of my Reels had a much higher average watch duration – upon rewatching it, I realized the intro was really strong, which likely hooked people. That insight led me to improve the hooks on subsequent videos. In another case, a carousel post I made got an unusually high number of saves – a clue that the content was seen as valuable or reference-worthy. That told me I should do more educational carousels.

The idea is to continuously iterate: each post is an opportunity to learn what your audience likes (or doesn’t). If a post flops, don’t just shrug it off – ask why. Was the topic off-target? Was the caption weak? Did I post at a bad time, or use an unappealing thumbnail? By analyzing, you can make an educated guess and adjust in future posts. Conversely, when something succeeds, double down on it. During my growth journey, I kept a simple journal of post performance notes – e.g., “Video X: high shares, people loved the quick tip format. Do more of that.” Over time, this led to a content strategy that was increasingly data-driven rather than pure guesswork. The result? My engagement rates climbed, and so did follower growth, because I was giving more of what people clearly wanted. Remember, success on Instagram is part creativity, part analytics – you need both the art and the science.

How to Analyze and Improve:

• Check your Insights for each post: After you publish, give it a day or two and then review its performance. Look beyond likes. For instance, note how many shares and saves it got – these are considered highly valuable interactions (people only save/share if they found it really worthwhile).. If you see a lot of saves on a post, that’s a sign you provided value that people want to revisit. Also, for video posts, examine the retention graph or average watch time; a steep drop-off early means you might need a better hook next time.

• Identify patterns in top performers: When a post does well, analyze what set it apart. Was it the topic? The format (e.g., a before-and-after, a storytime, a Q&A)? The way you edited it? For example, I found my audience loved quick hacks and tips – those posts consistently got shared around. So I made a point to integrate more “quick tip” content into my calendar. Create more of what your followers clearly enjoy, but also keep it fresh.

• Tweak your approach based on data: Treat low-performing posts as free lessons. If your photo posts get lower reach than your Reels, maybe it’s time to shift more into video content (since Instagram currently pushes Reels more). Or if your long captions are rarely read (look at the number of “more” clicks), try more concise captions. The key is to adjust one variable at a time and see if your metrics improve. Over months of doing this, I essentially co-created content with my audience – their behavior showed me what they wanted, and I iteratively delivered it.

Engaged Followers Matter More Than Total Followers

It’s easy to equate a large follower number with success. I won’t lie, seeing my follower count climb felt great. But I quickly learned that the quality of those followers – specifically how engaged they are – matters far more than the quantity. In other words, 10,000 followers who actively like, comment, and share are infinitely more valuable than 100,000 who mostly ignore your posts. Not only is an engaged audience more likely to convert (whether that’s buying a product, clicking a link, or simply attracting more people by word-of-mouth), but the Instagram algorithm itself rewards engagement. If you have a big follower count but low engagement (say, many inactive or fake followers), Instagram will see that as a sign your content isn’t interesting, and it may actually show your posts less. Conversely, an account with fewer followers but a high engagement rate can punch above its weight. In fact, Instagram’s recent algorithm changes explicitly prioritize meaningful engagement and content quality over sheer follower countthebreezycompany.co. The playing field is more level now – smaller creators can thrive if they cultivate a responsive community.

I witnessed this firsthand. At one point, I did a cleanup of sorts: I stopped worrying about attracting random followers and focused on engaging the ones I had. I replied to comments, asked questions in captions to prompt discussions, and even chatted with some followers in DMs. This strengthened the relationship. Those people started engaging more frequently, which in turn boosted my posts in the feed. It creates a virtuous cycle: engagement leads to reach, which leads to more followers, but those new followers stick around because they see a lively community. On the flip side, I’ve seen pages with massive followings where the like counts are shockingly low – a sign of either artificial followers or an audience that lost interest. That kind of hollow growth doesn’t get you far. The takeaway: build fans, not just follower numbers.

Building an Engaged Audience:

• Foster two-way interactions: Don’t be a distant content factory – be personable. Reply to comments; show appreciation for people’s time. Ask your followers questions in your captions or Stories (polls, Q&As, etc.). When people see that you value their input, they’re more likely to engage regularly. This not only boosts your metrics, but also strengthens the community feel of your page. Remember, accounts with stronger relationships see higher visibility because Instagram knows those people care about your content.

• Prefer organic growth over buying followers: It might be tempting to inflate your numbers via shady means, but bought or irrelevant followers will only drag down your engagement rate. The algorithm can tell when an account has 100k followers but only 200 likes – it won’t favor your content. It’s far better to grow steadily with people truly interested in your niche. These genuine followers will like and comment, which gives you momentum to reach more people. Essentially, quality > quantity for followers, every time.

• Create engagement-friendly content: Give your audience reasons to interact. Instead of passive content, sometimes prompt action. For example, I’d post a carousel and say “Slide 5 is my favorite – which one do you like most?” or I’d run small contests (“comment and tag a friend to enter…”). Also, content that sparks emotion or debate naturally invites comments. The goal is to have a follower base that doesn’t just scroll past your posts, but actually stops to engage. That active engagement is the metric to nurture – and it will make your follower count meaningful, not just a vanity number.

Follower Activity Insights

As your account grows, it’s crucial to understand your followers – who they are, when they’re online, and how they behave. Instagram provides a handy tool for this: Insights on follower activity. I made it a routine to check my audience Insights and it informed a lot of my strategy tweaks. For instance, I discovered through Insights that a large chunk of my followers were in a different time zone than I initially thought. I adjusted my posting times slightly to better hit their evening hours, and I saw a lift in engagement because more of them were online to see my posts. Insights will show you the days of week and times of day your followers are most active. While, as we discussed, timing isn’t everything, it still helps to post when a good portion of your audience is around. It’s like holding an event when people are free versus when they’re busy at work – obviously, you’d pick the time when more can show up. Using follower activity data in this way is a smart move, and it’s exactly what Instagram suggests creators do: figure out what to post and when to post it to reach your target audience.

Beyond timing, follower insights also tell you about demographics (age, gender, location) and even which content formats your followers engage with most. I noticed my short comedic Reels were attracting a slightly younger demographic than my longer tutorial videos. That was useful – it meant I actually had two sub-audiences and I could cater content differently (and also post at different times for those segments). Additionally, if you run promos or launches, knowing when followers are online can guide when to drop that important post for maximum visibility. Overall, the lesson is to let data about your followers guide your decisions. Rather than guessing when to post or what your audience might like, check the numbers – they often paint a clear picture of follower behavior.

Making the Most of Follower Insights:

• Check when your followers are most active: In your Instagram Insights under the Audience section, you can see the peak days and hours when your followers are on the app. Use this info to schedule posts. For example, if you see that 6pm Thursday is a hot time, that’s a great window to publish new content (perhaps 30–60 minutes before, so it’s fresh as people come online). This way, you’re maximizing the initial exposure with your core audience.

• Mind the time zones and locations: If your follower base is spread across different regions, try to identify the largest segments. You might even alternate timing to cater to each group. For instance, I had a lot of followers in both New York and London – a post timed for evening UK got my UK folks, and the content was still there for the US morning crowd. Over time you’ll sense an optimal compromise. The goal is to post when followers are awake and scrolling. Insights can reveal if you’ve gained a new cluster of followers from, say, South Asia – which might explain why your noon posts aren’t doing as well (because it’s midnight for them). Adjust accordingly.

• Tailor content to follower preferences: Use audience insights in a broader sense too. What age group is most engaged? What other interests might they have? If you notice your followers skew younger, maybe trending audios or meme references could resonate more. If they’re older or more global, perhaps a different approach works. Also pay attention to which content formats your followers seem to prefer (you can often infer this from the performance of your videos vs images vs carousels). Essentially, the more you know your audience, the better you can serve them content they’ll love. Instagram Insights is a treasure trove for this – and checking it regularly to inform your strategy is just being an informed creator.

Growing an Instagram account to 100K in under a year was an exciting challenge, but it didn’t happen by luck. It was the result of applying these lessons consistently: keeping viewers hooked, delivering quality content, not sweating the small stuff (like perfect timing or early low views), continuously learning from each post, researching trends and my niche intelligently, and most importantly, building a real community rather than just a follower count. If you’re on your own growth journey, I hope these insights give you a shortcut to success.

Remember, every big account starts small – the difference is that successful creators learn and adapt along the way. Implement these tips, stay patient, and be persistent. Some days you’ll feel like you’re shouting into the void, but trust that each post and each interaction is compounding your growth. I went from celebrating 100 followers to 1,000 to 10,000, and eventually 100,000 – and each stage was fueled by the lessons above. So keep creating, keep engaging with your followers, and keep refining your strategy. With time and dedication, you might be writing a similar “100K in a year” success story of your own. Good luck, and happy Instagramming!

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