Agree with this completely.
I follow Five minute mum (who is brilliant btw) she grew authentically on her instagram page and now just going from strength to strength. She doesn't always share just games, it is some parenting stuff too but she is genuine and it really shines through. She still shares her games on the page even though they are in her books, does regular giveaways and shouts out to small businesses. Complete contrast to Rebecca who only seems to support Costa. Hardly ever shares recipes any more, the ones she does are cheese, pasta or pastry. Her first cookbook did well, she really messed up this next stage i think. Trying to move into parent blogger but she isn't good at interacting with Nina that she shows, so that will never work.