Last Month, I sold my first brand for 5-figures.
Looking back here's how I would do things differently.
The digital landscape is often transient, but some stories, like that of NJspots, resonate profoundly and leave a lasting impact.
As the founder of NJspots, I embarked on a journey that was as much about discovering my state as it was about discovering my capabilities as an entrepreneur and community builder.
The Birth of #NJspots
Discovering a Need
Inspired by an Instagram account showcasing Utah’s beauty after a trip in 2015 with my dad, I saw a void in how New Jersey was perceived and represented.
This realization hit me especially hard upon returning from my travels. I saw an opportunity to challenge the stereotypes and shine a light on the overlooked beauty of New Jersey.
Taking the Leap with Instagram
I chose Instagram as our starting point, believing in the power of visuals to tell stories. The hashtag #NJspots was our banner, simple yet potent. It was a direct call to action, inviting people to explore and share the unseen beauty of New Jersey.
How did I grow it? I commented for hours at a time on Instagram photos from local photographers. This was a lot of manual time dedicated to the growth.
Initial Challenges During Growth
The early days were tough, with limited tools for managing and growing an Instagram account. It required constant engagement — liking, commenting, and discovering new content.
Despite these challenges, I stayed committed, knowing that building a community takes time and effort. The results were mounting in the form of dozens of new followers daily.
Vision for the Brand
I didn’t initially set lofty goals for NJspots. Past attempts at similar initiatives had tempered my expectations. I attempted a similar “hashtag” project called #SunglassScene, which involved sharing reflective photos from sunglasses, but that was a flop.
NJspots started as an experiment to see if this idea could resonate with others as much as it did with me. Based on the growth of the followers, usage of the hashtag, and comments, it quickly filled a visual need on Instagram.
Expanding and Growing NJspots
Building a Digital Home
The growth on Instagram led me to expand our digital footprint. I started a Tumblr blog, then moved to a Blogger account, and eventually, a full-fledged WordPress site.
It’s a deep, valued belief that all brands need to own a digital space that is in complete control.
This evolution was crucial — taking NJspots beyond Instagram and establishing it as a standalone brand.
Strategic Growth and Adaptation
A key growth strategy was our content. I brought in writers to enrich our storytelling. Having a few various writers volunteer and pay for the brand allowed for a more specific focus on these various places, which helped grow the organic traffic.
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