When Ben Addy first launched a simple Instagram travel page during college, he had no idea that humble beginning would blossom into a digital empire spanning 500,000 followers, 30 regional sub-accounts, and an expanding network of local email newsletters. What started as a creative outlet soon turned into a masterclass in audience targeting, content strategy, and monetization.
In a recent conversation with Jared Bauman on the Niche Pursuits podcast, Ben unpacked the strategy behind his unconventional growth model—one that flips the typical “bigger is better” mindset on its head.
Why 30 Smaller Instagram Accounts Beat One Big One
Most content creators aim to build the largest, most centralized following possible. Ben chose a different path. After growing his main account to nearly half a million followers, he realized a global audience was difficult to monetize effectively—too scattered, too general.
So, he went local.
Instead of trying to make one account everything to everyone, Ben launched over 30 regional Instagram sub-accounts focused on specific states and cities. This allowed him to:
- Deliver localized content that resonated deeply with each audience
- Attract local advertisers and tourism boards looking for highly targeted reach
- Create feedback loops where high-performing local posts could be cross-promoted across his network
Each sub-account became its own niche hub, feeding into a larger ecosystem that gave Ben both scale and specificity.
The Playbook: How Ben Scaled Fast and Smart
Ben didn’t stumble into success—his growth was fueled by a well-honed set of strategies:
- Follow/Unfollow Tactics – Though polarizing, this method helped him gain early traction by increasing visibility when executed carefully within Instagram’s limits.
- Collaborations and Giveaways – Partnering with brands, influencers, and local businesses gave him fast access to new audiences.
- Content Experimentation – Ben tested thumbnails, captions, formats, and color schemes obsessively to find what resonated.
- Staying Ahead of the Algorithm – He regularly monitored changes to Instagram’s algorithm and adapted quickly to maintain reach and engagement.
More importantly, he understood that growing a follower count means nothing without purpose. From the beginning, Ben built with monetization and community value in mind.
Turning Attention Into Income
Instead of relying solely on brand deals or AdSense-style monetization, Ben diversified his revenue streams:
- Brand Collaborations – His accounts have landed partnerships with companies like Four Seasons and tourism boards, offering free travel and products.
- Selling Merch – Early on, Ben monetized through simple, branded items like stickers—low-cost, high-margin products his audience loved.
- Local Ads – With his hyper-targeted sub-accounts, he found a sweet spot for local businesses who wouldn’t normally advertise on Instagram.
- New Business Ventures – He used his network to launch adjacent projects, like city-based newsletters with strong local appeal.
Building Beyond the Algorithm: The Newsletter Pivot
Social platforms come with risk—algorithms change, reach vanishes overnight. That’s why Ben turned to email.
His local newsletters now deliver curated content on city events, food, and news. Crucially, they’re not subject to the whims of a social platform. Instead, they give Ben direct, reliable access to his audience and another path to monetization via sponsorships and ads.
What sets his newsletters apart is how seamlessly they fit into his larger ecosystem. Each piece of content—from an Instagram post to an email—reinforces the others. It’s a self-sustaining flywheel.
Data-Driven Growth: Ads and Optimization
Ben doesn’t leave growth to chance. He applies the same rigor to his newsletter strategy as he did to Instagram:
- Paid Traffic – Facebook ads drive new subscribers to his newsletters at scale.
- CRO-First Landing Pages – He tested and refined landing pages to strip away distractions, drastically lowering cost per subscriber.
- Thoughtful Onboarding – Once subscribed, users go through a tailored onboarding experience that improves retention and builds deeper trust.
Lessons from the Journey
Ben Addy’s story is a refreshing reminder that success doesn’t always come from being the loudest or biggest. It comes from:
- Understanding your audience deeply
- Thinking locally, acting strategically
- Being willing to adapt across platforms
- Building assets you truly own (like email lists)
In an era where many chase vanity metrics, Ben has built something more valuable: a sustainable, diversified content empire with meaningful connections and real business potential.
Whether you’re growing a social presence, exploring new monetization methods, or trying to escape the grip of social algorithms, Ben’s journey offers a blueprint for modern digital entrepreneurship—rooted in strategy, powered by curiosity, and scaled through intent.
