How to Grow on Instagram in 2025: A Smart Theory That’s Changing the Game

We recently came across a video from @queen.tay that completely reframed the way we think about Instagram growth.

In the video, she shares how she gained 10,000 followers in a single week by consistently posting searchable, local, niche content — and why she believes this strategy taps into a much bigger shift in how social media platforms are evolving.

Here’s the theory (in her words, “allegedly” 😉)....

Instagram is Becoming a Search Engine

Platforms like Instagram and TikTok are no longer just for entertainment, they’re evolving into visual search engines. Just like you might search TikTok for “best coffee in Boston” or “summer outfit ideas,” Instagram wants to be that kind of destination too.

And that means: Instagram is now rewarding content with search value, especially content that is specific, useful, and location-based.

What @queen.tay Did Differently

She started posting daily vlogs about discount finds in Atlanta, using:

• Targeted keywords in the caption

• On-screen text that included store names and city names

• Hashtags like #discountfinds #clearancehunter #Atlanta

These weren’t just lifestyle videos, they were searchable and specific. The result:

• Her views skyrocketed

• Her follower count exploded

• Her brand rates doubled within days

Why This Works: AI + Searchable Content

What’s especially smart is how she ties this trend to AI and hyper-personalized feeds. As Instagram’s algorithm becomes more AI-driven, it’s prioritizing content that:

• Is highly relevant to a user’s location or interests

• Matches common search intent

• Feels hyper-specific and relatable

It’s not just about being entertaining anymore. It’s about being findable.

So, What Does This Mean for You?

If you’re building a personal brand, growing a service-based business, or just trying to get more consistent results on Instagram, here’s the takeaway:

Don’t just create for the feed.

Create for the search.

This doesn’t mean becoming someone you’re not. It means being intentional with how you package what you’re already saying, so it can reach the people who need it.

How to Experiment With Searchable Content on Instagram:

1. Choose something you already talk about naturally: 

Books, beauty, wellness, design, coaching — whatever your interest is, lean into it.

2. Make it specific and situational.

 Instead of:  “5 summer skincare tips”
Try: “5 skincare finds under $20 from CVS on Cape Cod”

3. Add clear keywords. 

Use them in your:

• On-screen text

• Captions

• Hashtags

4. Focus on usefulness. 

Think: what would your ideal client or follower search if they were trying to solve this problem? Even if you’re not a “vlogger,” this strategy still applies. Your content doesn’t need to be viral, it needs to be valuable.

If it’s searchable, relatable, and repeatable, it can build quiet, steady momentum while you stay focused on your real work.

“But What If I Don’t Want to Be a Resource Account?”

Maybe you’re not trying to make videos about Amazon finds or local restaurants. Maybe you just want to post what feels honest: your reflections, your routines, your life.

Good news: that’s still allowed.

You don’t have to become a mini travel guide or a TikTok tutorial account to grow on Instagram. But it is helpful to understand why searchable content works, so you can use that insight to tell stories your own way.

Searchable content = Value-driven content

And value doesn’t just mean tips. It can mean:

• A perspective that makes someone feel less alone

• A story they think about later

• A mood or moment that shifts how they see themselves

If you’re a feeling-forward creator, here’s how to grow your way:

1. Make your vibe / intention clear

Name it:

“A slow morning as a burnt-out entrepreneur”
“What rest looks like after a launch”
Give your audience language for the experience you’re sharing.

2. Use keywords with soul

“Soft life as a creative entrepreneur”
“What healing actually looks like”
“A quiet weekend in Cape Cod”

3. Layer art with utility

You can make beautiful, cinematic videos and still offer something people can hold onto. Even one sentence of reflection or insight can make your post stickier.

How Business Owners Can Use This Strategy (Without Selling Out)

If you’re a service provider, this strategy isn’t about becoming an influencer — it’s about becoming findable and trusted by the people who need what you offer.

Here’s how to apply this in your business:

1. Identify specifically what people hire you for

• Designers → brand strategy, web design

• Coaches → burnout recovery, confidence, mindset

• Photographers → brand shoots, elopements, editorial work

Start where you already serve people.

2. Get specific

Instead of “Tips for improving your brand,” try:

• “3 things I tweak before launching any website”

• “Feeling burnt out? Here’s what I tell my coaching clients in June”

• “What I wish new business owners knew before their first brand photoshoot”

Let people overhear the conversations you have with real clients.

3. Use clear keywords

• Mention your service and niche in your caption

• Tag your location (e.g. “photographer in Charleston”)

• Use simple, searchable hashtags: #mindsetcoach #brandingstudio #bookacoach

4. Make it useful — with a human voice

You don’t have to sound like a brochure. Just be specific and clear.

Examples:

• “The #1 mistake new therapists make with their website copy”

• “Try this 5-minute clarity exercise I use with coaching clients”

• “Why I built this framework—and what finally started working”

Why This Works for Service-Based Businesses

Because you're not just trying to go viral. You're trying to build trust and book clients.

Searchable, specific content:

• Attracts the right people

• Demonstrates your expertise

• Builds visibility over time

• Warms people up before they ever land in your DMs or discovery call

Want Help Growing on Instagram This Summer?

This is exactly what we’re working on inside PBA Summer School. Whether you’re refining your content strategy, building your personal brand, or finding your voice again, here’s your reminder:

👉 You don’t need to go louder. You need to create smarter.
👉 Start small. Stay specific. Let your people find you through value.

Huge thanks to @queen.tay for sharing her brilliant perspective and giving all of us something to think about.

If you try this strategy, let us know. We’d love to see what you create.

In your corner,
The PBA Team