>>7625170 (OP)social media marketing is a major portion of it
consistency matters a lot more than quality due to user activity times and discovery algorithms
you're far more likely to "blow up" if you post subjectively mediocre work every single day or even every other day at the exact same time than you are by posting high quality work sporadically throughout a month
like many things, luck is a factor, but some make their own luck by playing the numbers game