Okay, you’ve probably heard every trick in the book about how to build an Instagram community and go viral.

A lot of the advice out there is trash and quite honestly, I think we’re all guilty of overcomplicating it because at the end of the day, what really works on social media is being human and connecting.

Think about it, when we’re scrolling social media, deciding who to follow, what to buy, or what to like, it all comes down to feelings. We’re not interested in pitches and being sold to. We’re humans craving connection.

Which is why I created a super simple way to think about content creation that actually works.

My 4H Method for Creating Content that grows your Instagram community and boosts engagement!

The 4Hs are content pillars that I’ve categorized like this: Heard, Helpful, Humor, and Happening and I have a free masterclass you can watch here for the full rundown.

But here’s a quick summary for you:

Helpful content a ton on the podcast and Instagram – that’s your tips, tutorials, and all those viral hooks I give you. 

Humor is obvious, it makes ’em laugh. 

And Happening is your behind-the-scenes stuff.

But the one H I see most people struggle with? The one that can absolutely transform your audience into a loyal community? It’s Heard content. 

What  Is “Heard” Content? (and why it’s not about being a “mindset girly”)

For a long time, the standard content pillars were “inspire, educate, entertain.” And while those are fine, I always hit a wall with “inspire.” 

I’m not a big affirmations or motivational quotes kind of person. So I thought, how can I inspire people if that’s not my vibe? That’s when it hit me: Heard.

If you can make someone feel heard, seen, and know they belong in your space, they’re hitting follow immediately. Think about it: why are we even on social media?

To connect, to feel safe, to find our tribe. Whether you’re a Type B business owner looking for some ways to keep your business organized, or a new mom trying to navigate toddlerhood, you want to feel like, “YES! This account gets me!”

“Heard” content isn’t about being deep for the sake of it, or even about being “inspirational” if that’s not genuinely you. It’s about clearly communicating what your vibe is, what your core values are, and what makes people go, “I feel seen here. This person gets me.”

Even if you run a hair salon, what is it about your salon that makes people feel like, “That’s where I need to be going!”? We’re pickier now, right? We want our values to align.

How to create Heard Content to build your community and increase engagement on Instagram.

When I tell you I’ve helped hundreds of people go viral with these hooks, I’m not exaggerating. I’m talking 40,000 followers from ONE reel kind of blow-up.

Why? Because as soon as your audience knows your account is for them – that you truly get them – you win. Every single time.

Remember my three S’s? Specificity, Simplicity, Shareability. “Heard” content nails all three.

Let’s break down some of my absolute favorite, high-performing “Heard” hooks:

❤️ “Welcome to the Side of Instagram Where We…”

This hook literally screams “Heard” because it instantly creates a community. I broke this reel down at Social Media Marketing World because it’s that good.

Here’s the example:

“Welcome to the side of Instagram where we celebrate middle travelers. People who are not budget travelers, but also not luxury travelers. More hotels than hostels. People who love to eat street food but also like to splurge on a fancy meal. Who think experiences are worth more than physical things. If this is your vibe, come say hi.”

🔥 Results? 42,000 likes. 2,300 comments. People were screaming, “Oh my gosh, we have a name! I thought it was just every 30+ year old!” They gave their community a name: “middle travelers.” And it went absolutely bonkers.

→ Your turn: Think about your niche. What’s the specific “side” of your industry or lifestyle that your people are looking for? Welcome them home!

👋🏼 “POV, You’re a [how you’d describe your ideal client]…”

This is another goldmine for making your audience feel seen. I’ve had clients in wedding planning and toddler coaching go viral with this one.

You need to figure out what your people identify as. What’s their identifier? Are they a “coastal grandmother”? A “car enthusiast”? A “2026 bride”? A “midsize girly”?

(If you’re stuck, poll your audience! Lean on ChatGPT for ideas! Or read Veronica Romney’s brilliant book, Identity Marketing – it’s all about how marketing is now “be this” instead of “buy this.”)

Here are some ways to phrase it:

• POV, you’re a [Audience Identifier] struggling with [common problem].
• POV, you’re a [Audience Identifier] tired of [frustrating experience], and you find my account. 
• POV, you’re a [Audience Identifier] who wants [specific outcome] without [negative consequence], and you find [your product/service/account]. (Like the wedding venue example: “POV, you’re a 2026 bride who wants to have a ____ wedding without it costing over $$$, and you find our venue in Lexington, Virginia.”)

This is you saying, “This is the vibe here. This is what I share. And I made it for YOU.”

🙌🏼 “How Life Feels When…”

This version of “Heard” content gives people validation and makes them feel less alone. It makes them feel understood because they’ve had the exact same experience or feeling.

Take this realtor in Florida:

“How life feels because you listened to that little voice in your head that told you to move to Florida, and now your evening walks look like this.”

🔥 Results? 78,000 likes, 22,000 shares! People commented, “I did the same thing! Ditching Minnesota for Florida was the best decision!” She made them feel seen and safe. This person understood them.

🍹 “This Vibe…” / Seasonal & Thematic Content

Sometimes, making people feel heard is as simple as showcasing a feeling or a desired lifestyle. Right now, it’s summer, and everyone’s in that summer mode!

If you’re a realtor in New England, create a Reel that captures that undeniable feeling of finally getting to the beach and soaking in that coastal New England life.

Or maybe you’re a travel photographer – share a “this vibe” reel with clips that perfectly encapsulate the kind of travel and lifestyle your audience craves.

It’s about tapping into current sentiments and showing your audience, “I get you. This is the exact feeling you’re looking for, and my account delivers.”

TL;DR – You Win When They Feel Heard

It doesn’t matter if you’re a therapist creating inspirational quotes, a boutique owner, or a content coach. When your audience can say, “Gosh, I needed to hear that today,” or “Finally, an account that understands my struggle,” you’ve won.

We are on social media to feel seen and heard. Period. It’s not just about learning or being entertained; it’s about knowing that you get us, and that we’re safe here.

So, whether you use the “Welcome to the side of…” hook, the “POV, you’re a…” hook, or you simply tap into a shared vibe, start thinking about how you can make your audience feel truly Heard. Because when they do, they’re not just followers – they’re your community.

Now go out there and connect!