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Should Your Brand Start a "Side Quest" Account?

The article proposes that brands launch dedicated "side quest" social media accounts rather than cramming all content onto a single main page. It notes that platform algorithms now surface fresh accounts quickly, citing creators who amassed millions of views within a few posts. By treating each platform as a network of niche accounts, brands can avoid the dilution of a TV‑style feed and deliver more targeted storytelling. The piece outlines the psychology of new‑account discovery, five account types, and a practical J.Crew example, reinforced by strategist Matthew Stasoff’s insights.