Update your content strategy

Convey what you're selling. When a brand builds a following, they often focus on lifestyle content that creates lots of comments and likes, but a follower may find it difficult to understand how that equates to what you're selling.

Be sure to also add content that shows what you offer, such as product shots or promotional posts about special offers. A good rule of thumb is 80% engaging content and 20% self-serving promotional posts.