From Zero to 26K in 3 Months: How Lee Is Growing an Authentic Instagram Following (Without a Niche)

By Jim Burkhart of Summit Startup Solutions

At Summit Startup Solutions, we talk a lot about growth strategies, brand authenticity, and what it actually takes to scale. So when we came across Lee—a half-Scottish, half-Taiwanese creator (@ScottishChinese) who grew from zero to over 26,000 Instagram followers in under three months—we had to ask: how? His answer wasn’t a growth hack. It was a mindset. In a digital world obsessed with algorithms, niches, and viral formulas, Lee is proving that the most powerful growth engine is simply being yourself. 

When asked how he blends two distinct cultures without it feeling forced, Lee’s response was refreshingly direct. He explained that it comes completely naturally. He isn’t “bringing in” two cultures, he just is two cultures. Being half Scottish and half Taiwanese, he acts unapologetically like himself. That’s it. The content reflects him, and there is no strategy. For startups, it’s tempting to force a brand personality that you think will sell, but Lee’s success suggests the opposite: your unique, unpolished reality is your differentiator. Don’t add culture—be your culture.

Lee’s creative process is surprisingly relaxed. No storyboards. No scripting. Just life. Sometimes he’ll know he’s heading somewhere or doing something and think he wants to film it, but there’s no scripting or storyboard. A lot of his best content is off the cuff, like replying to comments. The goal is always just to be himself. He wants people to follow him because they like him as a person, which means he isn’t locked into any niche. He can post about whatever he wants, and his audience is there for the ride. For startups, this is a masterclass in agile content creation. Stop over-planning every post. Leave room for spontaneity, real-time engagement, and showing the human side of your business. People follow people, not pitch decks.

Lee doesn’t feel fully Scottish or fully Taiwanese. In Scotland, he’s seen as Asian. In Taiwan, he’s the white guy. Rather than seeing this as a disadvantage, he’s turned it into his brand’s superpower. He exists somewhere in between, and that’s what makes his page feel different. It’s not a culture showcase—it’s just him, someone who genuinely doesn’t fit neatly into one box. Many startups try to fit into a predefined market category, but Lee’s success shows that the in-between space where you defy easy labels can be the most magnetic. Don’t be afraid to be the solution that doesn’t have a neat category yet.

While Lee admits that 50,000 followers feels like a tangible milestone, the real fuel for his growth is something deeper. The thing that feels most fulfilling isn’t a number—it’s the comments and direct messages from people saying he’s made them laugh, or from other mixed-race people saying they relate to him and that seeing someone like them makes them feel seen. Metrics matter, but resonance is what sustains growth. For your startup, track the quality of engagement—direct messages, shares, saves—as closely as you track follower counts.

Here is where Lee drops the most valuable insight for any founder trying to grow on social media. He says viral content alone doesn’t build a following. He has seen creators post videos with hundreds of thousands of views and barely convert any followers, while one of his videos with only 20,000 views will outperform them on follower gain. Viral gets eyes on your page, but if there is no genuine content behind it—just you talking, being real, giving people something to relate to—those eyes just leave. The sweet spot is having both: use viral content to bring people in, and let your authentic content make them stay. Don’t chase viral moments without a solid foundation. At Summit Startup Solutions, we help you build that foundation so when the spotlight finds you, you’re ready to convert attention into lasting loyalty.

We asked Lee to describe the energy of his page in three words. His answer: authentic, unapologetic, unfiltered. Lee’s rapid growth to over 26,000 followers in under three months isn’t luck. It’s a strategy of radical authenticity. He shows up as himself, engages in real-time, and refuses to be boxed into a niche. At Summit Startup Solutions, we help startups do the same—not just on Instagram, but across their entire operation. Whether it’s branding, social media strategy, or program management, we believe the most successful companies are the ones that stay true to who they are while scaling smartly. Ready to grow, your way? Contact Summit Startup Solutions today to build a strategy that turns your unique story into sustainable success.

Checkout Lee's IG @ScottishChinese