If you’re creating a following on social media, you have to test your content to see what connects with your intended audience. Once you’ve decided the theme, agenda and general content of your posts, understand that there are a plethora of ways to share the same content - in terms of what you say, how you say it, if you use visuals, your tone, your cadence, your diction, etc. - and you need to test sharing your content in different ways and see which posts secure the most engagement. By looking at your posts’ analytics, you’ll see what works and what doesn’t.