Check Out Matt Rice’s Story

Today we’d like to introduce you to Matt Rice

Hi Matt, we’d love for you to start by introducing yourself.
It all started with a simple idea and some encouragement from a friend. My buddy ran a successful automotive social media page and was partnering with some great companies, so he pushed me to start something similar. At first, I thought about creating a page for Ford Rangers, but the more I got into the world of XJs, the more I fell in love with them. That’s when CherokeeGuys took shape.

A big moment for me—and for CherokeeGuys—was when I bought my 1992 Briarwood Cherokee project. It became more personal, and that’s when people really started to get invested. I’d had a Jeep before, but I wasn’t as hands-on with it back then, so I didn’t share as much about the restoration. But with this project, I could afford to dive in and fix it up the way I’d always wanted. People loved watching the transformation, especially since it was a rare, low-mileage spec. The project became more than just a personal journey; it was something my followers could connect with and watch unfold in real-time.

Today, I’m extremely proud of what CherokeeGuys has become. It feels like more than just an Instagram page—it has become a real community. The support and appreciation I’ve gotten from everyone who follows along have been amazing, and it’s truly been a rewarding experience to see it all come together.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road. While there have been a lot of highs, there were plenty of struggles too. In the early days, the biggest challenge was simply getting noticed. The Jeep community is massive, and breaking through the noise to reach the right audience took time. Growing the page, especially to that 10k mark, was a grind. I didn’t have the luxury of an instant viral post or a quick jump in followers—just a lot of consistency, trial and error with content, and trying to figure out what truly resonated with people. I would spend hours a day just liking posts with hashtags that applied to XJs to hopefully get on the algorithms good side.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
CherokeeGuys is a community built for Jeep Cherokee (XJ) enthusiasts, focused on celebrating, preserving, and growing the fanbase. Through the Instagram page, the goal is to highlight rare, rebuilt, and/or well-preserved XJs. Whether that’s media submissions from followers, my own content with my overland XJ, Cherokees for sale on CherokeeBuys, or even a homemade meme – my goal is to share quality content that resonates with enthusiasts like me.

What sets CherokeeGuys apart is its authenticity and niche focus—it’s not just another off-road or Jeep page. It’s tailored specifically for XJ owners and fans, shining a light on a vehicle that has become increasingly collectible over the years. Unlike other pages that focus on quantity or surface-level content, CherokeeGuys is all about delivering high-quality, engaging posts—real stories, builds, and insights from the community.

I’m most proud of the genuine community engagement and enthusiasm that has grown around the page. It’s incredibly rewarding to see owners eager to share their builds, stories, and adventures—while also helping others with restoration, modifications, and sales. That kind of interaction is what keeps the fire burning.

Any big plans?
For CherokeeGuys, my goal is to really dive into in-person events and grow the community even further. I think bringing people together in person through meetups will strengthen the bond within the community and create unique experiences. Turning what began as an Instagram page into something more tangible will take our community to the next level, and it’s something I’m really excited about moving forward.

On top of that, I’m focused on continuing to grow CherokeeBuys, our peer-to-peer marketplace. My priority is to help foster more connections within the community and CherokeeBuys offers a platform where people can buy, sell, and trade the things that brought them together in the first place.

Contact Info:

• Website: https://cherokeebuys.loma.tech
• Instagram: https://www.instagram.com/cherokeeguys/?hl=en