Why Your followers don’t matter

Why Your followers don’t matter

Marketing | 26 July 2019


Why followers don’t matter.

There’s a few numbers most people use to measure social media success, but what if I told you that it might not be the numbers you think. The biggest one that doesn’t matter is your follower count. Yes, your follower count.

The misconception:

The ‘biggest’ number most people look at when measuring the success of a social media platform, as we stated, is the amount of followers they have. Yes, it’s nice seeing them add up to a few thousand or more, the social proof of a high following is a good sign for potential clients or customers and the ego boost isn’t half bad as well.

But where do you go from there?

You got the followers and now you want to start converting. You want to make your follower building efforts pay off by making some money through them. So you get a product you want to sell to them, create a post and you receive a decent amount of likes, but NO clicks through to your product. Why?

Because you were focused on the working numbers. If you asked any of those people who made their money through social media they would all tell you the same thing:

Engagement is king.

Engagement is pretty self-explanatory. You spend 20% of your time creating a great post and the other 80% actually interacting with your followers as well as with those you think would want to follow you or your brand. In return they follow you as a legit follower, they click on your links, they share or like your post, etc.

They do this because through engaging with them they can feel that you provide them with value, it shows that you have a personality and not just trying to sell them something.

Now that you know the value and importance of engagement you can start looking at the numbers that actually matter for you and your business.

What are the numbers that matter then?

We live in a world where there’s data about everything and everyone. You want to appeal so a specific country? There’s stats about how you can do that and what that audience is into most.

Want to sell cat products using facebook? You’re able to see who the ad should shown to for your best chance at converting.

I can go on and on but the point is data is everywhere and you need to start using it. Where are 3 metrics you can start tracking today to measure your efforts:

1) Share:

This one is very simple in they way you can track it and will mostly be applicable to facebook and twitter. You can imagine how a few re-tweets can make something go viral and increase its visibility drastically.

As a follower shares your post one of their loyal fans might find it interesting and also decide to share your post. That share might result in a new follower and also a click. That click gets them on your product page, landing page or newsletter and gives you a great chance to convert. Thats the beauty of the business end of social media.

Monitoring shares can also tell you a lot about the content that you put out and how people reach to certain posts. You might see that one post gets 100 shares and a another one 10. Now you can see what your followers are most interested in and plan for future posts to appeal to them more.

2) Clicks:

A pretty obvious one at this point but you would want to know if people are clicking through on your posts or not. This will give you a good indication, just like your share count, if your posts are appealing to your audience or not. It could be as simple as not having a good enough caption or media to convince people to click through.

Maybe by clicking they would be more than satisfied with what they find but how would they know if you cant convince them in your post?

Im not saying throw away that post completely and mark that time spent as a write off, no. Look at the most again. Maybe your just missing something small. Play around with a few different variations of your caption and media until you find the one that hits home with your audience. Figure out what is was and duplicate it.

3) Reach:

Reach is how many people actually see your content.

You want this number to be high as possible. The reason being that the more new people see your content the better but if you’re able to convert just a few of them, your sales numbers could be looking a lot better.

If you go through the day with no one liking, sharing, commenting or re-tweeting your content you’re going to have a very bad day if you look at your engagement.

Lets throw everything together with an example. You put together a post linking to an awesome blog post that you wrote about how the new Subaru WRX is the best car in the world and you believe that could convince at least 20% of the worlds population to buy into buying one for themselves (yeah, I’m a Subaru fan).

So you post it on your social media channels – instagram, facebook and twitter. Right off the bat you get a few shares, likes and retweets. You think you got it all hammered down but then after a while you see everything looks great except the clicks. So your Subaru domination strategy isn’t going as great as you planned.

You don’t quit though. You keep planning and posting. Then you get it perfect and it gets shared, you get the reach and they click through to your blog post. Now you’re getting a lot of interest and you’re seeing a lot more Subaru’s roaming the streets (I’m a very big fan).

Now get tracking:

Tracking these numbers aren’t the most glamorous thing to do, I know, but trust me that in the long run you wont regret it.

There are other numbers to track as we’ll but stick with these for now. Remember that small changes to titles, media, content, lead ins, etc. can make a big difference.

I hope I have convinced you that your follower count isn’t as important as you thought and that you will be throwing more time into getting the above mentioned number in check.

Running a Good Influencer Marketing Campaign

Running a Good Influencer Marketing Campaign

Marketing | 13 November 2018

Running a good influencer maRketing campaign

Does influencer marketing still worth it 2018 and going into 2019? Short and sweet – Yes. If you are knowledgable in influencer marketing and knows how to run a good influencer campaign then it could do wonders for your brand or product. Now, lets get into what influencer marketing is and how to run a successful influencer campaign. 

What is influencer marketing?

One of the biggest misconceptions about social media influencers is that they are just people with large followings. This is in fact not true as this would refer to popularity alone and not influence. For someone to be an influencer they need to be able to, you guessed right, influence. The act of influencing requires a change in thinking or behaviour to take place. So, basically it’s someone who has the power to influence the perception of other to get them to do something or buy into something.

Where do influencers share content?

In 2018 the top social media sites that influencers make use of include Facebook, Youtube, Instagram, Twitter, Reddit as well as an influencer’s own website/blog. Here is a list of the top 10 most popular social media networks used by these influencers taking into account their monthly active users:

  1. Facebook – 2.1 Billion
  2. YouTube – 1.5 Billion
  3. Instagram – 800 Million
  4. twitter – 330 Million
  5. Reddit – 250 Million
  6. Pinterest – 200 Million
  7. Vine Camera – 200 Million
  8. Ask FM – 160 Million
  9. Tumblr – 115 Million
  10. Flickr – 112 Million

Why is influencer marketing so popular?

Simply because you can get your brand/product in front of potentially hundreds of thousands of potential clients/customers fast. The followers of these influencers have a level of trust and respect for them and seeing their influencers promote a brand or product increases the likelihood to also trusting the brand/product and are more likely to convert.

Think of it as the paid version of “word of mouth” advertising and those who fail to embrace social media as a major part of their businesses success have suffered a loss to their brand recognition and sales.

For example: The growth of fashion and beauty influencers on social media platforms over the last few years. They have helped some new brand to rise up such as Sephora. These are brands that know the importance of social media influencing.

Brands like Avon, who have failed to adapt to new and innovative digital marketing techniques, have come to realise that they’re falling behind. Avon reported a 45.5 million bet loss for the June 30 2017 quarter. Ouch…

How do I run a successful influencer campaign?

1) Consider assigning a budget:

You’re getting great exposure from the second the influencer clicks “post” so you know you’re going to be paying for that opportunity to be under their social spotlight.

Working with smaller influencers (nano-influencers) you could be working on a basis of exchange where you send them a product or offer them your services in exchange for a post. This can be a great way to start out and with popularity nano-influencers on the rise this could even be more beneficial for you than a influencer with a million followers.

When you decide to invest in a bigger influencer you will most likely not be able to exchange products or services for a post like before. Now you will have to pay and the bigger the influencer, the more you’re going to pay. But finding the right one can yield a big ROI for your business/brand.

Make sure you have a budget in place that will ensures you are able to work with an influencer who fits your brand and niche. A proper influencer will spend time creating content that will influence their audience/followers and essentially provide you with greater brand recognition and conversions. You have to choose your influencer carefully and by analysing their engagement rate (2-5% and above) you can gauge if they’re followers are actually engaging with their posts. You can use SocialBlade as well to analyse a influencer.

2) Measuring Campaign success is the key

To track your influencer campaign, a simple excel or Google Drive spreadsheet will do where you should measure the following:

  • Reach of an Influencer’s Post
  • Likes/Comments
  • How many estimate “follows” converted to your social page/s
  • Did your website traffic increased?
  • Did you saw an increase in sales?

It is also estimated that an audience needs to see a brand a couple of times to consider that brand legitimate and thus considering working on multiple posts with each influencer rather than individual ones. This brings us to the third and final point.

3) Foster relationships with influencers§

A big mistake made by a lot of people is that they pay an influencer and then just forget about them. You need to build a relationship with the influencers that you use as you might need their help in the future again.

The influencers you choose to use should really be interested in your brand or product and an agreement should be in place that ensures they like and comment on your photos. If these influencers don’t show any interest in your product or service their followers will see past the “advertisement” and choose not to engage with the post. Just remember that you’re building a relationship here so you should make sure your reciprocating.

Do good by sending them free products or helping them with the services you offer you. Why would you do something like that? Because most other brand don’t and by standing out you make it easier for them to speak about your product or services outside of their social media circles. The more they are exposed to your products and services the more they become used to it and they might start becoming actual fans and use your products or services because they love it.

2019 trends for influencer marketing

#1 – From influencers to entrepreneurs

With influencer marketing becoming more lucrative, and with more people than ever before becoming influencers, there are more opportunities to turn their influencer side hustle into a successful business which the branches out into other successful entrepreneurial ventures.

#2 – Progression in combating fake followers

Have you been buying followers or has you social media marketing agency been doing it for your business? Well for all those taking part in this – we believe the end is near. This will help businesses filter out influencers that has fake followers and only focus on those that are playing the game the right way. This can potentially save a massive amount of people/businesses a lot of money.

#3 – Disclosure of sponsored content

Strict regulations will start to come into play where, as with instagrams post boosting, influencers will have to start disclosing which of their posts a sponsored. The idea behind this is to guarantee transparency (another important word to keep an eye on next year for all marketing strategies).

#4 – Working with nano-Influencers

We discussed earlier, in short, what a nano-influencer is and 2019 will see a rise in businesses making use of nano-influencers for their marketing efforts. These influencers have a more personal touch with their followers and their followers might engage better that someone who has 1 million followers.

Now its time to start planning your influencer campaign and to get your business growing. For more information leave a comment or send us a mail through our contact page. We would love to hear from you.

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