Behind the Feed: How AJ DeDiego Built an Approachable, Algorithm-Defying Food Community

By Jim Burkhart | Summit Startup Solutions

Growing a loyal audience from scratch is one of the toughest challenges in the modern digital landscape. As social media algorithms shift and platforms become increasingly crowded, creators are forced to constantly adapt.

To break down what it really takes to build a thriving online community today, I sat down with recipe creator AJ DeDiego to discuss his journey, his platform strategy, and the real secret to sustainable social media growth. 

The Vision: Approaching Food Differently

Every successful social media presence starts with a clear focus. For AJ, that focus lives entirely in the kitchen.

"I post recipe videos and fun food tutorials," AJ shares. "My main focus is teaching people delicious recipes that are approachable, inspiring them to make them at home."

By prioritizing accessibility over intimidating, complex culinary techniques, AJ has created a welcoming space for everyday home cooks. But finding the right audience requires finding the right home platform. While AJ actually began his social media journey on YouTube back in 2017, it’s Instagram that ultimately unlocked his community's growth.

"Instagram has worked well because it has continued to be the dominant social media platform since this industry began," AJ explains. "While YouTube is incredibly popular, Instagram catered to a wider variety of audiences early on by introducing Reels and short-form content before TikTok even came into play."

Cracking the Algorithm with Consistency and Niche

When asked about the initial steps to building a user base from absolute zero, AJ doesn’t offer any shortcuts or hacks. Instead, he points to a fundamental rule of the creator economy: radical consistency.

"The first step to building my audience was posting consistently. This means not only posting regularly—say once a day—and maintaining that, but also posting the same kind of content to establish my feed and let my audience know exactly what I was doing."

While it might be tempting for new creators to share a little bit of everything, AJ warns that a scattered approach is a growth-killer. "Social media algorithms, especially now, tend to only push pages that post regularly and are very defined in what they share. If you want the app to recommend you as a recipe page, you need to be only posting that kind of content."

Once that foundational consistency is established, the next phase of growth comes down to data. AJ’s primary strategy for scaling his follower count over time is treating his page like a laboratory.

"I pay close attention to what types of posts perform better," he says. "It's important to stay within my subject matter, but there are so many niches within recipes. Some styles of video editing or specific types of dishes appeal to more people. I constantly compare posts to see what performs best, which tells me exactly what I need to continue posting in order to keep growing."

The Modern Content Ecosystem: Reels, Stories, and Brand Deals

In today's ecosystem, a creator cannot rely on just one type of post. Growth requires a multi-layered approach, utilizing different features for different purposes. AJ breaks down his ecosystem into three distinct pillars:

Reels (The Reach): "Reels are the most popular kind of content. Continuing to post them is crucial because it’s what helps you reach the most new people, provided you maintain a good frequency."

Stories (The Connection): "Stories are vital because they're more personal and less polished. They give followers an in-depth view of you as a person and what you do outside of your Reels. People prefer to connect with a personality rather than just a grid of polished posts."

Collaborations (The Resume): "Collaborations are a toss-up right now. On one hand, brand deals are the biggest way creators earn a decent income, and having a list of impressive collaborations builds your industry resume. The more brands you've worked with, the more you're likely to land in the future."

However, AJ notes that navigating brand partnerships requires a delicate touch in 2026. "Social media has become totally flooded with ads and AI. People are starting to interact way less with promoted posts because feeds are saturated. To counter this, I simply try to make my branded content more personal and less commercial-style. When it feels authentic, people are much more inclined to view it."

Looking Ahead: What’s Next?

AJ’s journey is far from over. Looking to the future, he aims to bring his growth full circle. "I hope to grow my YouTube channel and monetize it so I can solely focus on that going forward. Until then, I plan to continue filming, posting my recipes, and making improvements along the way."

For entrepreneurs, aspiring creators, and brands looking to build their own following the right way, AJ offers a final piece of grounded advice:

"You absolutely need to have confidence, and you must be prepared to spend a lot of time filming, editing, and planning to ensure you can post regularly. Focus on what is most natural to you, and let that be your inspiration. Make it relatable, light-hearted, and most importantly, don't force anything. Audiences can always tell when content is forced. Discover what you're good at or what you enjoy sharing, and let that be your focus."

 

The Numbers:

IG: @ajdediego - 57K 

Tik-Tok: @ajdediego - 21k

YouTube: @ajlovesfood - 15k, with over 7,7 Million views

For more insights on scaling startups and navigating the digital creator economy, follow Jim Burkhart and the team at Summit Startup Solutions.