One reason I like "Humans of New York," besides its great content, is that it does not engage in any of the gimmicks, tricks, and scams pushed by so many people in social media. They don't use hashtags, polls, contests, questions just to drum up comments, lines like "tag a friend who...", text that is nothing more than a collection of keywords, click bait, etc.
Based on what many marketing "experts" say, the reach and engagement of "Humans of New York" should be less than zero. And yet, they absolutely crush it.
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