This Startup's Secret to Gaining 21,000 Instagram Followers Will SHOCK You! Are You Missing Out?

When za’atar brand Hayati launched in April 2025, founder Yasmine Borno faced a critical challenge: building a robust social media presence to establish credibility quickly. As a Palestinian-American, Borno was determined to share a narrative about her culture that diverged from the often one-dimensional portrayals seen in mainstream media. “I wanted to write a different Palestinian story beyond the one you usually hear in the news,” she said. Currently, Hayati sells its products via its direct-to-consumer website, on Amazon, through TikTok Shop, and at select independent retailers across the U.S.

With a virtually nonexistent advertising budget, Borno leveraged her content-making skills—gained from her five-year stint at Thrive Market—to create engaging, low-cost videos. Last summer, she began posting recipes on Instagram reels, aiming to increase her brand's follower count. In January, she launched an Instagram series titled “Day X of using za’atar the wrong way,” which helped her surpass 10,000 followers. “It started with a silly test of me wanting [something] clickbait-y, so I put it [za’atar] on my nails,” Borno recounted. The concept then evolved into humorous videos showcasing unconventional ways to use za’atar in recipes, such as on popcorn and parmesan potatoes.

This innovative approach resulted in a remarkable surge in followers, skyrocketing from 5,000 to 15,000 in less than three weeks, and currently amassing 21,000 followers. During the peak of her series, Hayati’s Instagram account garnered approximately 4 million impressions on the platform’s professional dashboard. Borno noted that the exposure intensified when celebrity Bella Hadid reposted one of her videos, dramatically boosting visibility.

Recognizing the need to sustain momentum, Borno adapted her approach to make the series repeatable. “[The series] turned entertainment into education and drove product trials for a spice many Americans don’t know,” she explained. Each post prominently featured za’atar—described as “a classic Arabic spice blend at the heart of every Palestinian’s table”—and Borno consistently positioned Hayati’s premium recipe as the best blend available. She emphasized that the word “Hayati” translates to “my life” in Arabic, adding a personal touch to the sharing of her culinary heritage. Every video concluded with a call to action, inviting followers to suggest future recipes.

Borno credits the series' success to its clear and concise hook: “Day X of using za’atar the wrong way.” She noted marketing insights from Rachel Carton’s “Link in Bio” newsletter, which highlighted how repeatable formats can effectively engage audiences on social media. Borno has since refined her content strategy, gaining insights from months of trial and error. She has identified that videos related to cheese or innovative cooking techniques, like using foil for popcorn, tend to perform best.

Despite the potential for turning viral content into paid advertisements—a common strategy among food brands—Borno has opted to repurpose successful videos into new Instagram reels with different text overlays instead. Jay Amburkar, senior VP and market director for retail and consumer goods at Thoughtworks, noted that today’s consumer packaged goods (CPG) brands face unique challenges in a competitive social media landscape. “CPG brands aren’t struggling because of the algorithm; they are struggling because they’re still trying to market to fixed segments in a world where consumer intent is fluid,” Amburkar stated. He explained that followers may seek quick meals at one time and health optimization later, underscoring the necessity for brands to adapt to these shifting consumer behaviors.

As Borno continues her series, she appreciates the difference in how people perceive Hayati’s follower count now. “It’s wild how differently people act when they see Hayati’s follower count now,” she said. “As silly as it sounds, follower count really does hold weight. It legitimizes the brand.” With ongoing demand from her audience for more content, Borno remains committed to expanding her innovative approach to za’atar, creating a space where her heritage and culinary expertise shine through.