This as-told-to essay is based on a conversation with AnnaLaura Cromwell, the 27-year-old director of community at the restaurant-subscription service, about social-media tactics that have helped grow the company's following. It has been edited for length and clarity.
When we launched in Charlotte, North Carolina, I set a goal of attaining 100,000 followers across Instagram and TikTok within a year — a goal that was challenging enough to push us forward but modest enough that we wouldn't try to grow at the expense of gaining the right kind of followers. We ended up hitting that number in just six months.
I've found the most success by setting a flexible posting goal. I have what I call a"good, better, best" scale for my team: Good is one Instagram Reel and two TikToks per day, better is two Reels and two TikToks, and best is three of each.
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