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By sharing the inspiration behind each candle and the stories of the artisans who create them, Luminary creates a sense of authenticity and connection that resonates with their followers. Furthermore, Luminary actively engages with its audience by responding to comments and direct messages. They take the time to acknowledge and appreciate their followers, creating a sense of community and making each individual feel valued. By fostering this two-way communication, Luminary not only strengthens its relationship with its existing followers but also attracts new ones who are drawn to the brand’s genuine and personal approach. Another aspect that sets Luminary apart is its strategic use of Instagram Stories. They regularly share behind-the-scenes footage, sneak peeks of upcoming products, and exclusive discounts, creating a sense of exclusivity and urgency among their followers. By utilizing features such as polls and question stickers, Luminary encourages active participation and feedback from their audience, further enhancing engagement. Lastly, Luminary understands the power of collaborations and partnerships.