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 ‘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:
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.
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.
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.