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Why 90% of brand's social accounts gets less traction and very little audience base, and as complete opposite, Nike adidas, zara etc.. gets best traction a brand account can get?? Let's see Nike's followers, They don't create educational content or regular giveaway's. So there's no reason to follow right?, But not for fanboys. They follow because they love their products, Always wanted to know what they are doing right now (As we always hooked with celebrities news). Literally they feel like part of the tribe created by Nike. And if you see their content, It shows power, It shows sports, It shows fashion. Their brand positioning is also a main reason for this growth. Ok let me give you another example, Duolingo. Their every social handles has great follower base. I follow them personally because of their funny memes and comment section threats. And I swear most of them followed it for this reason. There's 3 takeaway for brands. Authenticity Not being salesy Deep connection with audience Authenticity : Posts should be genuine. Should be more human. It should not be as Brand with Human conversation, It should be Human with Human conversation Not being salesy : Let's take Duolingo, Do you ever they often promoting their app. I guess it's rare incident. But still it will trigger people to use Duolingo. People don't follow your page, if your page is everything about your brand and your product unless you became a popular global brand as Nike. There's no use on spending your budget only to post your product clips and montage in your Instagram account which barely touches 500 views. There's no point on creating content Deep connection with audience : This is one of the important part. As said before, It should be human to human conversation. Connect your brand with their emotion. Tell them that you care about audience more about themselves. Today's Zomato's notification : " Guess I will be the only one to ask "You ate?" even in 2025" This gave a small smile to my face (Though I was crying internally of being roasted!). You can easily say that this notification triggers peoples to order something. So deeper connection with audience is very important key to unlock in social media game. Comment if I missed any other points.