I've been trying to break down audience building over the past month. Here are my theories thus far:
1. Tailor your content specifically to the platform you're using. This may sound obvious, but it really seems to matter. I've completed two 365 projects via Instagram and neither of them garnered a significant following. They were just photos. Not "instagram" photos, just photos to be placed anywhere. Today, I posted "Instagram" photos, and got 30 likes in 5 minutes. These photos wouldn't really work anywhere else but Instagram, however in Instagram, they are the preferred currency.
2. For businesses, personality over process. With the dawn of social media, we have been fascinated with process. This is great, but we also live in a time where everyone is skeptical of businesses. Therefore, social media business accounts need to show that they are run by humans and market off that as well as show what they do. Personality then process. If you like the people running the business, then you like the business.
3. Post every day. Not really a theory anymore. More of a fact at this point.