Just because your brand is active on social media doesn't mean you're seeing results from your efforts. It's not about being an expert it's about caring. You NEED to care about your fans, followers, and customers so much that you connect with them on an individual level.
So start showing you care by creating and sharing content that educates your audience on your unique perspective and experiences.
Don't be afraid to be different. That's what makes the connections more authentic. And authenticity leads to sales because customers trust you and can't wait to buy whatever you're putting out there.