Social media has become the fastest and most effective way to build a local media brand, and Jacob Espinoza is proving it. In this episode, TJ Larkin and Jacob walk through how creators are replacing newspapers and local TV by delivering timely, trusted information directly on Instagram.

Jacob shares lessons from growing What’s Happening Salem to tens of thousands of followers, including the content formats that perform best, how to stay consistent without burning out, and why social proof matters when working with local businesses. They also explore monetization strategies, from sponsored posts to content creation for partners.

The episode wraps with a forward-looking discussion on AI, trust, and why being visibly local is becoming more valuable, not less. If you’re early in local media or considering launching a city-focused brand, this conversation provides a realistic roadmap.