Social Media Followers: Quality vs. Quantity

One of the most common requests we hear from clients is “I want more followers on social media.” While we certainly work with them to accomplish this goal, we always sit down and explain to them that more followers does not equal more business.

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If you use social media to promote your business, chances are you’ve felt the pressure to grow your follower base. You may see other companies thriving on social media with tens of thousands of followers and wish your brand could do the same. While gaining new followers isn’t a bad thing, there’s a deceiving misconception in the social universe that says: in order to be successful, your brand must have a large following. In reality, that isn’t the case.

When it comes to social media followers, quality trumps quantity. Ask yourself these questions: “Would I rather have an enormous follower base for the sake of a number? Or would I rather have followers that are actively engaging with my content because they are genuinely interested in my product or company?”

Growing your audience is so much more than a numbers game. It’s about creating a relationship with the people on the other side of the screen. Below, we’ve listed three healthy ways to use social media to grow your business.

1. LET YOUR CURRENT FOLLOWERS KNOW THEY ARE VALUED

Your followers are real people. Real people who want to know that you actually care about them. They want to know how your company can help them before, during and even after they’ve purchased your product or service. This can be as simple as giving your customers free advice on Instagram, Twitter or Facebook or offering helpful downloads on your website. You could post a video demonstrating one of your products or create a coupon code exclusively for your online audience as a way of saying “thanks!” There are tons of fun and creative ways to serve your audience. Instead of spending all of your time trying to get more followers, invest some of it in nurturing the relationships you already have.

And remember, it’s not just you shouting at your audience with a megaphone. One of social media’s most positive attributes is that it opens the door for conversation between you and your customers or clients. If a customer comments on your post or sends you a direct message, be quick to engage with them. Like their comments on your posts or respond to their messages with a personalized answer. Use your social platform the way it was intended to be used and engage with your audience. By communicating with your current followers and not just constantly seeking out new ones, you are letting them know you are thankful for their interest in your company and you value their presence on your page.. This leads to a happy and healthy customer/company relationship, which will leave the customer more likely to think of you the next time they are ready to do business.

2. SEEK OUT NEW FOLLOWERS WHO WILL ENJOY YOUR CONTENT

We get it. You still want more followers, and that’s ok. But let’s talk about what type of followers you want. There are influencers out there who will tell you to follow random people or comment on their posts just to get them to follow you back. Some may even encourage you to go and buy your followers (yeah, that’s a thing). But we don’t like that. It’s fake and the exact opposite of a genuine relationship. Your followers are meant to be your audience. They are your team rooting you on and supporting your business. But if you seek out phony followers who don’t connect with your brand, chances are it won’t lead to any growth in your business.

Think of it this way: would you rather have 50,000 Instagram followers who don’t actually care about your business or 2,000 who are interested and regularly engaging? Find new followers who will stick by searching hashtags that are relevant to your industry and by seeking out people who will benefit from your posts. When you boost posts or buy advertisements, target people who you think would genuinely be interested in what you’re saying on your page. You’re more likely to see a connection between your social following and your sales when your followers are people who actually intend to do business with you.

3. DON'T FIND YOUR VALUE IN NUMBERS

It’s natural to think that the number of followers on your page is important. To some extent, it is. But numbers aren’t everything. Numbers can’t measure the passion you have for your business. Numbers can’t measure the feeling you get when you sign a new client. Numbers can’t measure the relational value of your business. All they are is numbers.

So whether it's followers, likes, comments, etc., stop basing your company's value on a number. You started this company (or work for this company) because you believe it's valuable. Don't let random people on social media make you feel like it's not. At the end of the day, social media is a tool to connect. Nothing more.

CONCLUSION

Connecting with your customers through social media is a great way to promote your business. But social media is not the main thing – it’s simply a means of communicating with your audience. Followers are great, but having followers that are apathetic about your company is not. Don’t buy into the lie that you have to hustle and do what you think everyone else is doing to get a ton of followers who don’t care about your content. If you’re running a business, the goal is to get followers who can turn into customers or clients. Your company is valuable, so make sure you have an audience who believes that.

If you feel overwhelmed by the pressure to grow your followers, you’re not alone. Moore Media Group would love to empower you to promote your business by creating social media content that engages your current followers and seeks out new ones that can potentially turn into customers. Click here to discuss how we can help you grow an audience that sees the value in your company.