James Gurtner’s company Instagram (@gurtnerhardwoods) exploded this year, growing from around 3,000 followers in January to more than 36,000 by August. A huge factor for that growth has been the company’s popular Reels, short videos on the app, which have racked up millions of views. “Going from 3,000 followers to 10,000 followers was just one Reel that did really well,” says Gurtner, who runs Gurtner Hardwoods in Atlanta. Gurtner says entertainment and “controversy” are key factors in the ongoing attempt to crack the ever-moving target of Instagram’s algorithm. “We’ve seen that faster-paced Reels, Reels that make you want to watch again, do very well for us,” he adds. One of Gurtner’s most-viewed Reels is of him cutting the bottom of a door with an undercut saw, something many DIY-crowd commenters viewed as an incorrect use of the tool. “People were outraged,” Gurtner says. So, he did it again, to the tune of 2 million more views. He also uses humor in his videos, such as his popular “How flooring guys cut their bread” Reel (another saw is involved). The biggest benefit of the Reels so far has been exposure. “When people reach out to us, they’re basically pre-sold and see who we are, and it gives us a lot of credibility,” Gurtner says. Gurtner’s biggest piece of advice is to hire a social media manager. “Find a young motivated individual that wants to get into digital media and give them a chance,” he says. “It has really taken the stress off of me to where I can just sell.”
