Why Your Follower Count Doesn’t Matter
Unpopular Opinion: Your total amount of social media followers is inequivalent to your brand’s success!
Many people believe that a business’s number of followers has a direct correlation with its success. The truth is, follower count is not as significant as it may initially seem. In order to build a strong social media presence, it's essential to understand why an amount of followers doesn't tell the whole story.
Here are 5 reasons why follower count doesn’t matter...
Engagement Matters More
Social media engagement is defined as a measure of all interactions with your social media content. Popular types of engagement include likes, comments, and shares of your content.
Having a large follower count doesn't always guarantee engagement! A smaller, more engaged audience is often more valuable than a large, disengaged one. High engagement rates demonstrate that your content is resonating with your audience. For example, imagine that your Instagram account has 10,000 followers, but only receives an average of 20 likes and 1 comment on each post. Meanwhile, a competitor in your industry has 1,000 followers but receives an average of 500 likes and 12 comments on their posts. Which would you rather have?
2. The Algorithm Changes
In social media, algorithms are the sets of rules, signals, and data that govern how content is filtered, ranked, and recommended to users on platforms. Therefore, social media algorithms can be a double-edged sword. As they continually evolve, algorithms can either work in your favor, or against you. As a result, a high follower count doesn't necessarily translate to high visibility in users' feeds. Platforms prioritize accounts’ content based on engagement and relevance, not followers.
3. Fake Followers and Bots
Believe it or not, some accounts artificially inflate their follower count by purchasing fake followers. Fake followers can be purchased for a small amount of money through various online apps. These followers are not real people or accounts. They’re not interested in your content and don’t contribute to any engagement. That’s why many social media accounts have huge followings, with very small amounts of likes on posts. These fake followers are just a number and mean nothing!
4. Quality Over Quantity
The quality of your followers is more important than the quantity. Genuine followers who are interested in your content, products, or services are more likely to convert into customers or advocates.
Word-of-mouth marketing is and always has been the strongest form of marketing. By having followers who advocate for your brand, you’re investing in building an online audience that is truly supportive of your business. In today’s world word-of-mouth marketing looks different. Followers who repost your content want to tell others about your products or services. Organic growth will take place naturally when you have quality followers.
5. Vanity Metrics vs. Business Goals
Focusing on follower count can sometimes be a "vanity metric" that doesn't directly align with business goals. Vanity metrics are analytics that can be measured but aren’t a signifier of real return on investment. It's essential to align your social media strategy with broader business objectives, such as lead generation, sales, or brand awareness.
The Bottom Line
While a healthy follower count can be beneficial, it's crucial to look beyond the numbers and prioritize engagement, authenticity, and the quality of your social media presence. Ultimately, a smaller, engaged audience that aligns with your brand values can bring more value than a large, unengaged following.
Are you interested in growing your business’s social media profiles the right way? Read more about our social media management services!
