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Expecting social media feeds to convert to paying customers is a Utopian dream. Would be nice, but just doesn't work that way. There will be some paying consumers pulled in, of course. But the social media presence is really multi-faceted, it's primarily to get brands seen and to increase recognition. You can make a connection with someone, but it may not convert for some time. But that's fine, you have to know you're playing the long game.
Why not both? We do prioritize the brand side for socials, but we always have the goal of converting into paying customers and we run promos to accomplish that.