During the pandemic, as well as baking lots of bread, we socialised online more than ever before. Craving connection, people turned to their favourite platforms to fill the void of IRL interaction, and we witnessed social media return to its original purpose - to connect and build communities. Brands have jumped at the opportunity to use the power of social to get closer to their customers and with one in four saying their favourite brands have strived to build relationships with them in the past six months, it’s clearly paying off. But getting your customers to engage with you, or even notice you, on social media in today’s pay-to-play landscape requires more than just pressing ‘post’.