I was talking with a 20 year-old entrepreneur about this problem over a socially-distanced lunch today. She has a small but growing clothing business that is largely Instagram-based. She was happy with the number of followers she has (though she has even more on her personal IG) but she was not happy with the sales they generated.

So we discussed how to create engagement. In her case, a blog might be part of the solution, but a blog is NOT engagement, it's just more content. That is, unless it is created in a way that generates conversation and gives her a chance to share her sense of style with her many followers. 

We discussed multiple options, including how to structure give-aways, the best use of a question-and-answer-style blog, scheduled live-streams, and various combinations. 

It's better to have 20 engaged fans than 2,000 followers.