If your brand is on social media, you might think it’s a no brainer that having a bigger following on your chosen platforms will increase business revenue.
Logically, it’s easy to see why this would make sense – more followers mean a bigger audience, and a bigger audience means more reach for your business and, ultimately, the product(s) you are trying to sell.
But is this really the case? Does bigger mean better when it comes to your brand’s social media following? This blog will take a look at the argument for prioritising quantity over quantity.
Engagement matters
You could have thousands of followers – but if they aren’t actively engaging with your content (liking, commenting on or sharing your posts) then it doesn’t count for much. Quality engagement is a good indication that your audience resonates with the content you are putting out, driving genuine interaction from existing and potential customers alike.
Reliability fosters loyalty
Brands that produce quality content that entertains, educates or inspires their audience can build up a reputation for being a voice of authority in their industry. When the focus is placed on the target audience, the following will become more loyal as they resonate with the content, and extract value from it – creating a symbiotic relationship between the business and the customer.
Authenticity leads to conversions
When brands are confident in their unique voice, knowing exactly what they have to offer and who their audience is, this gives them the freedom to double down on their niche. This level of authenticity will enable the right customers to find them – increasing the business’s chance of gaining conversions and a higher retention rate.
This goes to show that the quality of the following, not the quantity, leads to an increased chance of sales, because the audience is more likely to have a genuine interest and investment in the brand.
If you’re looking for ways you can appeal to your target audience on social media, but aren’t sure where to start when it comes to writing engaging posts, why not check out this free social media calendar? With 365-days’ worth of prompts, you’ll never go short of content ideas again!
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