Building Brand Affinity Through Consistent Social Media Engagement

In this episode, TJ Larkin sits down with Jacob Espinoza from What’s Happening Salem to unpack how Jacob built a thriving local media presence using Instagram, newsletters, and a podcast. Jacob breaks down his process of launching a local brand from scratch just over a year ago and how he's since scaled to 35k+ Instagram followers and 10k newsletter subscribers.

Jacob shares specific tactics that helped him succeed—such as green screen announcements, short-form video strategies, and hyperlocal memes—and emphasizes the importance of blending education with entertainment. He also explains how he differentiates Instagram content from newsletters to reach distinct audiences, and why a visible social presence gives you instant credibility with advertisers.

The conversation moves into monetization and Jacob’s innovative approach to ads, like showcasing businesses through engaging content rather than traditional promos. He also details how he hosts local events and highlights the power of face-to-face branding. Whether you're looking to grow a local audience or monetize effectively, Jacob delivers clear, replicable tactics.

📍Learn more about Jacob at https://jacobespinoza.com/

📱Twitter: https://twitter.com/MrJacobSB

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