Followers on social media have become less important in the context of digital marketing. It used to be important to have a large following and we’ve worked with businesses in the past who have invested sums of money to grow their follower count. At the time it was a good strategy because platforms like Facebook would use that as an audience to show your content and ads. But that’s not the case anymore.
Platforms like Facebook now use algorithms to determine who to show your content to. Social platforms prioritise showing content to people who have recently interacted with a brand’s profile. So on average, you’re only going to reach around 2% of your followers.
Unfortunately, that’s why you have to pay to play. By that, we mean that you have to pay to boost your posts if you want to get them in front of the right people.
Here are 10 factors that have contributed to the diminishing importance of followers:
1. Algorithmic Feeds: Most social media platforms now utilise algorithmic feeds that curate content based on individual user preferences and engagement patterns. This means that even if someone follows a particular account, they may not see all of its posts in their feed. Consequently, the number of followers becomes less meaningful when it comes to actual visibility and reach.
2. Decline in Organic Reach: Over time, social media platforms have reduced the organic (non-paid) reach of posts in favour of promoting sponsored content. This shift has made it increasingly difficult for content to reach a large portion of an account's followers. Therefore, having a high follower count no longer guarantees broad exposure.
3. Inactive and Fake Accounts: Many social media accounts consist of inactive or fake followers, often created by bots or purchased through third-party services. These accounts do not engage with content and do not contribute to meaningful interactions. As a result, follower counts can be inflated and misleading, making them less valuable as a measure of genuine audience engagement.
4. Emphasis on Engagement: Instead of focusing solely on the number of followers, social media platforms and marketers now prioritise engagement metrics, such as likes, comments, and shares. These interactions indicate that followers are actively interested in and interacting with the content. A small but highly engaged following can have a greater impact than a large, passive follower base.
5. Influencer Marketing Shift: Brands and marketers are increasingly shifting their focus from follower count to other factors when selecting influencers for collaborations. They now consider metrics like engagement rate, audience demographics, and alignment with brand values. A smaller following that demonstrates higher engagement and relevance to a specific niche can be more appealing to brands than a larger but less engaged audience.
6. Alternative Metrics: Alongside follower count, social media platforms are introducing alternative metrics to assess an account's influence and reach. These metrics can include reach, impressions, video views, and website clicks. By looking beyond follower count, brands and content creators can obtain a more comprehensive understanding of their impact and reach on social media.
7. Emphasis on Targeted Reach: Digital marketing focuses on reaching a specific target audience rather than simply accumulating a large number of followers. The goal is to connect with individuals who are genuinely interested in a brand's products or services. A smaller but more targeted and engaged audience can be more valuable for driving conversions and achieving marketing objectives.
8. Quality of Engagement: Digital marketing aims to foster meaningful interactions and conversions rather than passive followers. It is more important to have followers who actively engage with the content, share it with their networks, and make purchases, rather than simply accumulating a large number of followers who do not contribute to these outcomes.
9. Metrics beyond Follower Count: Digital marketers are utilising a range of metrics to measure the success of their campaigns and assess the impact of their social media efforts. These metrics include engagement rate, click-through rate, conversion rate, and return on investment (ROI). Follower count alone does not provide a comprehensive picture of campaign performance or business results.
10. Social Proof: While followers can contribute to social proof, signalling popularity and credibility, they are not the sole determinant. Other factors, such as customer reviews, testimonials, and user-generated content, play a significant role in building trust and influencing consumer behaviour. Digital marketers focus on cultivating a positive brand image through a holistic approach rather than relying solely on follower count.
So, while follower count can still provide some indication of brand visibility and social proof, it is no longer the important goal that it used to be. Targeted reach, quality engagement, and a comprehensive set of metrics are now more crucial in assessing the effectiveness of digital marketing efforts.