Generic content feels safe. It's actually the riskiest thing you can post. ㅤ Look at Milwaukee Tools. ㅤ Over 2 million people follow them on Instagram. ㅤ That's more than the population of some major cities. ㅤ All tuning in to watch videos about power tools. ㅤ How? ㅤ They don't make one brand video and blast it everywhere. ㅤ They make unique content for every single product they release. ㅤ Real people. Real job sites. Specific features that matter to a specific buyer. ㅤ Then they go further. Their website has a "Milwaukee Stories" section full of customer projects and testimonials. ㅤ Proof from the people who actually use the gear. ㅤ Most tool brands do the opposite. ㅤ Same promo post, copy and pasted across every channel. ㅤ Milwaukee tailors everything to the platform it lives on. ㅤ Their engagement crushes the industry average because they stopped selling tools and started building a community. ㅤ They treat their audience like people, not leads. ㅤ Three things to learn from them: ㅤ S...