Isolation Is Not a Strategy: The Benefits of Following Others on Social Media

By Merja Iileka

In the world of social media, perception is everything. A brand's online presence communicates its values, identity, and how it engages with its audience. Yet, there's a curious — and counterintuitive — trend among some personal brands, particularly on Instagram, that fascinates me as a brand strategist: choosing not to follow any accounts.

The most common reason people join social media is to connect and communicate. So when someone deliberately isolates themselves on these platforms, the key question becomes: How do you bridge the gap between you and your audience on a platform built for interaction and community?

Projecting exclusivity and an image of being "above the fray" might seem like a power move - an attempt to position oneself as a premium, untouchable entity. However, this strategy can backfire, undermining a brand’s ability to build a thriving digital community. 

Social Media Is a Two-Way Street

On social media, we’re not just consumers — we’re also producers. Everyone is selling something, whether it's a product, a service, or an idea. For people to buy into what you’re offering, they need to feel valued.

Beyoncé’s instagram 

Beyoncé is often cited as an example of why engaging too closely could dilute a brand’s mystique. But I’d argue the opposite: Beyoncé exemplifies why the illusion of exclusivity no longer works. Compare her social media approach to that of Rihanna, and the difference is clear. Rihanna’s online presence feels more accessible, which has significantly contributed to her success in launching businesses like Fenty Beauty, Fenty Skin and Fenty Hair.

While brand success is influenced by many factors, Rihanna’s ability to engage and connect with her audience has created a loyal and supportive community. Fans feel like they’re part of her journey, and this sense of belonging drives engagement and sales.

Rihanna’s instagram

The Shift Away from Exclusivity

The perception of exclusivity might have worked in social media’s early days, but today, it’s outdated. Platforms like Instagram prioritise engagement, and brands that interact with their audience are rewarded by the algorithm. Beyond this technical advantage, human psychology also plays a role: the law of reciprocity. People naturally feel compelled to return effort when they see it extended toward them.

This is why I always advise brands to adopt a mindset of servitude. Ask: What value can I bring to my community? Brands that consistently provide value foster loyalty, encouraging their audience to show up again and again.

The Importance of Community

Consumers, particularly in industries like fashion, want to feel seen, heard, and valued. They crave interaction, mutual respect, and a sense of belonging to something bigger than themselves.

Brands that isolate themselves risk flipping the dynamic — expecting their community to show up for them without offering meaningful engagement in return. But here’s the truth: a community that doesn’t feel valued won’t stick around. They’ll turn to brands that actively foster connection and reciprocity.

In today’s digital landscape, connection isn’t just beneficial; it’s essential. It’s the currency of success that fuels growth, loyalty, and long-term impact. If your brand isn’t following anyone yet, it’s time to rethink your approach — because isolation simply isn’t a strategy.