Sometimes Less is > More When Counting Social Media Followers

Everyone’s end goal is having thousands of followers on social media. In reality that number means nothing if you have little to no conversion rate. As a brand, it makes perfect sense to want more followers. Reaching 5K, 10K, 15K, 20K, and so on follower milestones is an amazing achievement, and one that should be celebrated. At REVZI, we understand and strategically develop plans to grow each account, but it should also be said that the quality of followers always takes precedence over the total number of followers. Here are 3 reasons why your follower count should never be the main goal of your social strategy.

 

1. LARGE NUMBER OF FOLLOWERS ≠ BIG TIME ENGAGEMENT

We’ve seen it time and again, especially with “influencer” accounts. An account have well over 100K followers but are only receiving 600 likes and a handful of comments on each post. Engagement is always the metric we stress to our clients. We want people to like, comment, share, and interact with posts. These actions are far more important than a simple follow on Instagram. The engagement has a direct effect on conversion and whether or not these followers will soon become clients.

2. BOTS WON’T BUY

If you want 15K Instagram followers, you can buy them in an instant. Obviously, this strategy is never recommended. But my immediate question would be “why?” What will that number of followers get you? Pride?

Of course, over time we want to see our client’s social media followers exceed that, but It. Takes. Time. Be patient, put out great content, engage with your audience, and followers will come.

3. FOLLOWINGS FLUCTUATE

If you’re looking at the number of followers as your most important metric, then you should prepare to be disappointed. Followers come and go. Some weeks you’ll gain 30 and other weeks you’ll lose 15. Social media is a fluid space, and you shouldn’t put too much pressure on the little number at the top of a social account. Instead, focus on the ROI of social.

Social Media is more than a numbers game. Focus on quality over quantity in terms of content and followers.

Ann Ciambrone