When texting a random girl on Instagram, is it better to keep things normal or keep flirting?

I’ve talked to quite a few random girls on Instagram, and I’m trying to understand the right balance.

If I keep the conversation completely decent and normal, sometimes it feels like I’m making it too friendly and there’s no romantic tension. But if I flirt too much or turn things sexual, I’ve noticed some girls start pulling away.

So when you’re talking to a girl you don’t know personally yet, do you mostly keep it normal and let the flirting happen naturally, or make your interest clear from the beginning?

I’m not looking for some pickup technique. Just curious what actually makes a conversation feel attractive without coming across as either too friendly or too sexual.