How many followers does your business have on social media and does the number really matter? Well, that all depends on who is following you. Having a ton of followers is great and makes you feel good about your business, but if those people are not genuinely interested in your business chances are that person will not become a customer. There are social profiles with hundreds of thousands and millions of zombie followers. Having a small following on social media may actually be a good thing as discussed in this recent Jenn’s Trends post.
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From all sorts of people, with all sorts of different goals.
Look, I get it. You see an account that has 100,000 followers, and you want the same. You see an account with a million followers, and you want the same. I’d be lying if I told you I didn’t think about my accounts hitting those kinds of numbers too.
It’s an inherently natural position to want to have that “vanity metric”. That one criteria by which all other accounts, including yours, is judged upon. How popular is your account? How many people know about you? How many people can you sell to?
We all want that big inflated number for a variety of reasons.
But, it is only valuable if you have the right people following you – not the right number of people.
Let’s take this away from social media for a minute. Let’s say you own a store and in one year 50,000 people walk through your doors. That would be good, right? That’s 137 people every day of the year. But what if, for all those people who came through, only 1000 of them actually had any interest in what you were selling. And of those 1000, only 82 of them actually bought anything – all year. That means, you invested employees’ time, resources, and business expenses to entertain 50,000 people, of whom only 82 actually spent money.
Now, what if instead, only 1500 people came through your store all year? That’s 4 people per day. But of those 4 people each day, all of whom are loving what you’re selling and are interested in your product, 2 people every day purchase something from you. That means for a fraction of the work (4 people’s attention versus 137), you will have sold products to 730 people – a lot more than 82!!!
I realize these numbers are arbitrary but I hope they work to prove a very important point: it’s not about the number of people, it’s about the quality of the people. Obviously, if you had 50,000 people walk through the doors and 80% of them were interested in what you were selling, that would be the better scenario of either I just mentioned. But you get my point…. it’s about having people interested in what you’re offering!
So, yes, how many followers you have on social media does matter. You can’t sell to anyone if no one is following you. You can’t drive opt-ins or sign-ups if no one is following you.
But, likewise, if you have a boat-load of followers who don’t give a crap about what you’re offering, you can’t sell to them or get any opt-ins or sign-ups from them either!
How fast your audience will grow will also depend on the size of your brand.
If you’re a new, solopreneur with no existing audience, you aren’t going to find 10,000 people to follow you immediately. However, if you’re a well-established brand with a large mailing list and/or busy store front locations, it won’t take you long to hit large following milestones.
If you’re that small brand, don’t compare yourself to big brands in your industry. It’s not a fair comparison.
Rather than stressing about that follower count, focus on the quality of your audience.
Create content for your target customer. Provide quality service via social media. Entertain, educate, and give value to your audience. Build your brand on the audience who cares about you.
How important is the number of followers on my social media account? ……. I get this question All. The. Time!