and developing para-social relationships with them wherein you're super in the loop on renovations, adjusted opening and closing times, new hires, new menu items, new locations etc.
Sometimes it even exits para-social territory because whoever runs the account actually replies to dm's, and answers your questions, and you find out who they are irl.
My instagram has become increasingly about being in the loop on local things I care about instead of the girl from middle school getting engaged, or overwhelming international/national news...and it's great!