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Originally published on Grit Daily
Following best practices is just the baseline. Lasting engagement comes when you invite your community into a genuine brand journey that can withstand algorithm changes, economic shifts, and cultural trends.
Much of today’s social engagement content focuses on chasing trends and virality. While this has short-term value, it’s the deeper, long-term relationship with your customer base that will foster loyalty. What is your brand working towards, and how does it captivate your audience’s values? My first tip is to know this on a deep level. Don’t stop at “Gen Z Beauty Enthusiasts,” but pursue a more specific understanding of their stories, values, and the creators they follow before you align your own brand mission.
Then, continue to keep your brand story fresh through relevant formats. Emotional branded videos or stills can keep your fans engaged with the latest brand news; leverage creators to help others experience your brand from a new, personalized perspective. Take the risk to humanize your brand with memes that merge culture and your values. Furthermore, ensure your brand encourages a two-way conversation by incorporating customer feedback, moderating more personally, and listening to the niche groups enjoying your brand. This intentionality will attract the most faithful followers because real connections are built together through consistent, purposeful interactions.
