Local Media HQ Growing to 40K Followers & $10K/Month with Social-First Local Media
Jan 19, 2026
Jacob Espinoza, a local media strategist and founder of What's Happening Salem, dives into the art of building a vibrant online local community. He shares insights on why Instagram outshines traditional media and reveals four powerful content pillars to engage audiences. Jacob discusses monetization strategies, including featuring local businesses for sponsorships. He emphasizes the importance of building trust and positive engagement while navigating the rise of AI in local content. Learn how to stand out in a crowded landscape and make impactful local connections!
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Start Social-First, Then Expand
- Start with Instagram and build consistent, local-first content before investing heavily in newsletters or ads.
- Use social growth to earn sponsor money and then reinvest in other channels when affordable.
Creators Start With Trust Advantage
- Creators start neutral while legacy outlets start at a trust deficit with many audiences.
- A phone and consistency now can build local media that won't be possible again.
Follow Five Proven Content Pillars
- Use four core content pillars: B-roll highlights, green-screen announcements, meeting clips, and memes.
- Add event lists as a fifth pillar and rotate pillars to maximize reach.