There is no doubt that putting consistent content on your social platforms creates brand awareness and helps define your brand; but what type of factors create brand loyalty? What can you do on social media to keep your audience engaged and create a lasting audience who believes in and supports your brand?
Interaction is the answer. It is not enough to post to social media and log off for the rest of the day. Audiences want to interact with your brand on a more personal level, and one photo a day on Instagram will not suffice as effective interaction. Taking the time to comment on someone's social media profile, or to respond to someone's comment on your content creates a more personal interaction.
Audiences will connect more with a brand if they feel they are being listened to. Depending on the size and following of your brand, you may not have the time or resources to respond to everyone who comments on your content, but that doesn't mean you shouldn't respond to a few comments. If someone can take the time out of their day to respond and react to your content, it would be the human thing to take time to respond back and create a real interaction between yourself and your audience.
Once this interaction becomes more regular, and your audience realizes that your brand interacts and engages with their followers more so than other brands, loyalty will occur. Your audience will feel a connection to your brand because they will have experienced the humanization of your brand, as well as associate your brand as one that listens and cares about its audience.