Rosie Webber - Building a Loyal Audience

By Jim Burkhart | Summit Startup Solutions

Rosie Webber is a singer and songwriter with a truly unique angle: she reimagines modern songs in classic Hollywood and retro voices, like Judy Garland and Patsy Cline. Her content creates a nostalgic yet fresh world by mixing styles and genres. If you haven't discovered her yet, you can find her on Instagram at @therosiewebber.

We sat down with Rosie to discuss how she's grown her following and what she recommends for creators looking to build a loyal audience from scratch.

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TikTok vs. Instagram: Where Should You Focus?

When asked which platform has brought her the most luck, Rosie offered a nuanced perspective: it depends on how you define "luck."

TikTok brought quicker virality and follower growth, but Instagram has delivered the "lasting and meaningful impact." Rosie describes Instagram as more personal and a true "calling card"—all her recent job offers have come from there. "Use TikTok to go viral and get quick attention, use Instagram to grow and solidify a loyal audience."

This aligns with current platform dynamics. TikTok excels at rapid discovery, but Instagram is where deeper connections are often forged, particularly through its full-funnel system where Reels drive discovery and Stories nurture existing audiences.

First Steps: Standing Out in the Scroll

Growing from zero is tough. Rosie's first piece of advice is surprisingly technical:

Great audio is a secret weapon. Since most creators rely on a smartphone's microphone, higher-quality audio stands out. "When someone is scrolling, 90% of the videos they see are using a smart phone's microphone," she notes. A better microphone and even some lighting techniques change the pattern and make people stop to listen.

But Rosie emphasizes that these technical tips can't replace the most important ingredient: an awesome idea. "Start with an awesome idea—the rest will come."

The Strategy That Matters: Start Narrow, Then Expand

What tactic made the biggest difference for consistent growth? Rosie advises against casting a wide net too early."Start very niche, find your core audience. Lots of people try to cast a wide net first, which can be counterintuitive—we don't know who you are."

This approach builds a loyal, steady audience first, then allows you to expand outward gradually. This strategy resonates with how creator success is evolving; building loyalty to a format or personality, rather than chasing viral hits, creates sustainable growth.

The Power of Reels (and When to Use Ads)

For Rosie, Instagram Reels changed everything. She attributes 90% of her Instagram followers to the Reels page.

Her advice on ads is practical: running ads in Instagram Stories can be a useful tool, but the primary focus should be organic Reels. The Reels audience is savvy and can "smell your ads a mile away." They want content that is fresh, engaging, and unique—content that essentially becomes its own ad.

Advice for New Creators

Looking ahead, Rosie is finalizing shows in New York City in July, with one already sold out. Her final piece of advice for anyone starting out is simple but powerful:"Pick something you like doing and film yourself doing it. You'll be glad it's something you like, because if it goes viral, people are going to want MORE!"

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Key Takeaways for Growing Your Following

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