These days, social media metrics often serve as a measure of credibility, deleting an Instagram account with over 1.2 million followers sounds counterintuitive but for digital entrepreneur Philip Johansen, the move wasn’t reckless. It was intentional.
In March 2025, Johansen made the surprising decision to permanently delete his original Instagram account, @hustlephill, which had amassed a large following built over several years. In its place, he launched a new profile, @instakingphill, starting completely from scratch. No carryovers, no follower transfers, no archived content—just a blank page and a challenge to himself.
The reason? To prove a point.
Today, after 2 months, he’s proven success by earning $128,000/month with the new account. Johansen wanted to demonstrate that follower count does not define success in the digital world and more importantly, that a sustainable business doesn’t require viral fame to be effective.
In an industry where large followings are often mistaken for impact, Johansen’s reset challenged one of the most persistent myths in digital entrepreneurship: that more followers equal more income. His goal wasn’t to dismiss the value of social platforms, but to highlight what he believes actually drives results: clarity, consistency, and systems that work behind the scenes.
“When I launched this account, my goal was to prove Instagram could still be a powerful way to earn income, just like it was five years ago,” Johansen explains. “What surprised me was how much better it’s working now—ten times more effective. If you’re thinking of starting, now’s the time to jump in.”
By documenting the growth of his new account in real time, Johansen offered a transparent view into his strategy. Within just a month of launching @instakingphill, the account began gaining attention, not for its size, but for its message. He continued creating educational content, engaging with his community, and practicing the same digital marketing techniques he teaches. According to Johansen, the new account is already generating a steady monthly income, though he remains cautious not to equate that outcome with a universal promise.
Instead of using the account as a tool to sell unrealistic expectations, Johansen’s experiment serves as a case study in focus. He emphasizes that his decision was less about stunts and more about accountability, to show that the principles behind his work are effective even when stripped of the external markers of “success.”
What makes the move stand out isn’t just the act of starting over, but the willingness to do so publicly. Many entrepreneurs protect their online reputations at all costs. Johansen, on the other hand, deliberately walked away from a large audience to reinforce a message that has become central to his philosophy: value comes from what you build, not how many people are watching while you do it.
Johansen’s decision is a reminder that what matters most is the foundation, not the following. And sometimes, the boldest way to prove something is to start from zero.
Digital entrepreneurship isn’t one-size-fits-all, but learning from others can help. See how Philip Johansen approaches it on Instagram at @instakingphill.
