Your competitors that got into social media early are probably well established with plenty of followers. They do not have to do incentive marketing to get more followers. They just now use social media for marketing. They might post a special offer or promote a new product. How do you compete getting into social media for your business late in the game? Well, you can buy likes or followers. I use Instagram now, and I would buy Instagram followers to get my numbers up to the point where the social media platform sees me as something it can use to get more interest for its subscribers.
The algorithms used for the various social media platforms promotes popular stuff. If my pictures are perceived by them to be getting a lot of followers, then they see it as content they can parade in front of others to get even more interest. Then my stuff shows up when people scroll, and they become followers because they like what they see. The original followers that I bought to get there no longer matter because I am organically getting natural followers that see my stuff posted on Instagram. The hard part is getting what you post put before the masses to let them decide if they like it or not.
You are not really going to go far in social media marketing by having just a few hundred or few thousand followers. That is, unless you serve a very small niche market. Most businesses need hundreds of thousands or millions of followers to make it worthwhile to have a team devote time to using Instagram and the other social media platforms for marketing purposes. You can wait a long time or spend a lot of money trying to get that many followers, or you can just buy Instagram followers.