Truth be told was never certain of the answer, I had to analyze my page and look through what worked for me over the years, whats still working and what I believe would continue to work. These tips may be more specific to personal brands.
FOR BRANDS: You need to have a clear messaging for your brand, you need to stand for something for eg: Fashion Nova = Instagram Baddies.
FOR PERSONAL BRANDS (Influencers|Bloggers|Media Personalities): Find the confidence to discover who you truly are, embrace it unapologetically and live boldly, people can tell when you’re fully in your own skin. You can think for yourself, share your own thoughts, be bold about what you love and dislike etc.
Love & Light
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