For a long time I’ve told clients that I’d prefer 100 engaged social media followers instead of 100,000 followers who aren’t paying attention. With Facebook’s increasing move towards paid boosting to spread your content, having an engaged audience is even more important.
However, if you don’t have a large amount of engaged followers, the increase of paid advertising and specific demographic targeting almost makes follower counts irrelevant.
If you think having a monumental follower count on your social media pages as an indication of your social media success, then you’re paying attention to the wrong metrics!
Instead of follower count think about:
How many fans/followers are liking and sharing your content?
Is that content driving your target audience to your landing page, website, or sales page?
Social Media platforms report on these audience metrics when you boost posts, while Google Analytics or any other analytics software can show you where your web traffic is coming from and what they are looking at on your page.
Social media is online word of mouth. Getting your audience to like and share is the same as having people speak about you when they’re asked for a referral or share their experience of your products and services.
In a blog post, Gary Vaynerchuck discusses the importance of a audience that is tuned in and paying attention to your content being shared. Follower counts only matter if they actually care and actively consume your content.
Gary Vaynerchuck sums it:
Followers can be absolutely everything or absolutely nothing.
Instead of talking about how many people see your content, we need to be focusing on how much value that piece of content actually brings your audience. For a consumer to get excited about something, to be compelled to click an ad or watch a video, it comes down to caring about your audience’s attention. And in order for you to win, they really need to consume it. That’s the game.
Bottom line: I don’t care how many people see something, “I care about how many people see something.”
Instagram delivers a house buyer!
Here’s a recent client example that drives home the point of having engaged followers.
Inlumino Communications listed a new property on a client’s Instagram which attracted healthy organic engagement. One of the client’s followers liked the post and tagged her friend. This friend subsequently bought the property!
This was achieved without any paid boosting, so an engaged organic audience definitely complements any paid boosting you pay for.
Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries.