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When brands first began using social media to connect with fans, all they had to do was create a new post and their followers would be able to see their content. However, as social media continues to evolve, developed algorithms have made it more difficult for brands to get their posts in front of their fans. Now brands need to increase their social engagement if they want to reach a larger audience. This means that they need to share content that will resonate with fans, driving to likes, clicks, comments, and shares.