It’s hard not to get caught up in the game of counting how many people are following you. I’m raising my hand as I type this…I am extremely guilty of this too! In this week’s blog post, I share with you why it’s important to stop counting social media follower! And 7 things you should focus on and measure instead.
Why the number of followers is not important
I get it. There is a logic to wanting a large follower count. Some of the reasons may be:
- Target audience. These are the people you can impact, help, and serve. The bigger your audience, the more opportunity.
- Sponsorships. If we have a large following, it makes us attractive to brands who may hire us as influencers.
- Relevance. We believe we become more relevant the bigger our audience is.
- Sales. A bigger audience means more sales.
- Ego. Harsh, but true! Our egos love to be loved!
Those all seem like valid reasons but, I am going to quickly pop your balloon. None of the above matter if the people who are following you, aren’t engaged. Yup! If no one who is following you cares about you, your content, your product, your services, or your business, you won’t be able to:
- Impact, help or serve people
- Get sponsorships
- Be relevant
- Increase sales
Oh, and by the way, your ego will take a pounding too.
Focus On This One Thing…
If I were to boil social media down to the ONE thing that’s most important to your social media presence, it’s engagement. If you don’t take anything else away from this post, take away this…engagement is the fuel for your social media accounts. It’s what the algorithms pay close attention to and it is the one measurement that can help you measure the success of how you serve your audience. If your audience is not engaged, what do you think the likelihood is that they will purchase from you? Not very likely which is why it is important to understand why fake followers are useless.
The Importance of Having a Small but Engaged Audience
If you have a small but engaged audience, you are well on your way to becoming a “Micro-Influencer.” Micro-influencers have more power than they realize! Read on to find out more.
What is a Micro-Influencer
A micro-influencer is someone who has a following of somewhere in the range of 2,000 and 50,000 people. The power of having an engaged following of this size is that the audience makes up a highly-focused niche. The audience members tend to be hyper-passionate about the topic at the center, highly connected and engaged with their leader which makes the micro-influencer far more valuable than the person who has a follower base in the millions. When you have an audience that fits into this area, you become a valuable resource for brands in your niche. They will want to work more closely with accounts like yours versus accounts that are larger.
Hopefully, all the above commentary gives you enough reason not to focus on the numbers. If you are won over, your question will most likely become, what should you measure if it’s not the numbers? Keep reading!
7 Things to Focus on and Measure Instead of the Number of Followers You Have:
Lead magnet sign-ups:
Imagine the opportunity you would have to serve your audience if they all opted into an email list. This is engagement gold! When you have an audience that has given you something as private as an email address, it means that they trust you and believe that you will be using that email address to only provide valuable content that is designed to serve them on a deeper level. Email opt-ins is your doorway to connect with your audience on a deeper level.
This is huge! Measuring how often your audience clicks through to your website from a social media profile means that they are interested in more! They want to see what you have to offer to help them solve a problem that they need answers to!
Engagement is a more accurate measurement of whether or not you are making an impact on your audience. There are many ways to measure engagement. A simple calculation you can start using right away is:
Total Amount of Engagements on a post (likes, comments, shares, any action someone takes on your post) divided by your following x 100 = Engagement rate percentage.
Example: Let’s say I had a post that received 600 likes, comments, shares, etc. To calculate my engagement rate on that post, it would look like:
600 Engagements/2400 followers = 0.25 x 100 = 25% Engagement
Impressions are a great way to measure if your content is helping you connect with your tribe. Impressions is the number of times your content landed in or was delivered to someone’s feed. The more impressions you have, the more likely someone will interact with it.
Actions taken on your website from social media referrals
I LOVE this measurement. This tells you how many people from your social media following actually took action when they hit your website. It can measure things like sales, click-throughs, video watches, etc. This measurement will tell you just how important your content is to your tribe!
Conversions from social media referrals
Similar to “actions” mentioned above…conversions track how many sales were closed from your social media audience. Another fantastic way to measure if your social media message is really working for you.
Mentions are the number of times someone else talks about (tags) your social media account. This is important because it tells you that your audience believes that you and the content you put out are valuable – valuable enough that it is worth “mentioning” to an entirely different audience!
There are so many ways to measure your success on social media other than direct followers. In my opinion, I believe the 7 measurements I listed above are much more important than how many followers I have. Why? It’s a true indication of how you and your content is measuring up! What are your thoughts? Do you agree? Let me know why or why not in the comment section.