Yes I’m having a little rant about people and social media. Every week I see someone ask, “Does anyone have tips for building an Instagram (or LinkedIn/Facebook/Bluesky/Twitter etc) following from scratch?”
And every week I have to stop myself from replying something like “Yes patience” or “Yes. Post something useful. Keep doing that for three years.”
There’s no secret formula. There’s no “from scratch” shortcut. You’re not missing out on some hidden hack. You just have to do the work most people don’t want to do. Show up, be clear about what you stand for, and stick with it longer than feels comfortable.
The same goes for every social platform Instagram, TikTok, LinkedIn, Facebook and all the rest! They all run on the same basic principle people follow people (and brands) who make them feel something or think something useful. That’s it.
What everyone says
We’ve all heard the usual advice:
- Post consistently.
- Find your niche.
- Use hashtags.
- Be creative.
- Engage with your audience.
All technically true. Yet it’s like saying the secret to running a café is “make coffee.” It’s not wrong, it’s just not the whole picture.
The real question isn’t “how do I get followers?”
It’s “why would anyone want to follow me?”
The real foundations
1. Clarity
If your content could belong to any other business, it’s not clear enough. Know what you stand for, who you’re for, and what you want people to take away from your content. You don’t need to be fancy you just need to be recognisable.
2. Consistency
Consistency isn’t about posting every day. It’s about having a clear voice and showing up regularly with purpose. If people know what to expect from you, they’ll start to trust you.
3. Connection
Social media isn’t a billboard, it’s a conversation. Respond to comments, chat with people, share others’ posts, and just being yourself. You can’t expect people to care about you if you never care about them.
Same social media rules everywhere
People often think each platform is completely different, but the truth is the same everywhere:
- Be clear.
- Be consistent.
- Be human.
The format might change (videos, carousels, posts, reels), but the strategy doesn’t. Whether you’re talking to 50 people or 50,000, the basics don’t change.
Final thought
So next time you’re tempted to ask, “How do I build a social media following from scratch?”
Try asking this instead: “Why should anyone follow me?”
Because once you figure that out, the rest becomes pretty straightforward. Not easy, but simple.
Not convinced? Talk to us and we can show you how simple social media can be.
