Creating a large following has its perks as you grow. For example, Instagram allows you to add links with a “swipe up” feature to your stories once you hit 10,000 followers. People will be more inclined to follow you if your follower number is in the thousands. Followers = Trust.
But, it’s not only the number of followers that matters. The quality of your follower base ensures that you aren’t just wasting your time and money with your posts.
On Facebook, LinkedIn, and Twitter your posts make it to the newsfeed of anywhere between 2%-5% of your follower base. So the higher the following the higher that super small percentage will be.
It’s possible to have hundreds of thousands of followers who never seen your posts or clicked on your links. The key is to build a thriving online community of your ideal fans, the ones who’ll actively engage with your content, share it with their networks, and ultimately, become paying customers.
Choose the Right Social Platform
The social media landscape is very different than it was in its heyday let alone last year or even 6 months ago, understand that just because there is a social platform, doesn’t mean you need to be on it.
You need to understand what the platform really does, who uses it, how people use it, and determine whether it makes sense for your business or brand to have a presence.
Can you confidently say that your target consumer is using all of the social media platforms available? The answer is likely no.
With that being said, your business/brand should be on the platforms your consumers are on. Don’t waste your time curating content for a platform your target audience is not on or spendy to reach.
The overall tone of your social media posts needs to match your established personality, values, and voice. You want followers who are going to believe in the message your company stands for.
Consumers want to make a meaningful connection with your brand and sharing mixed and contrasting messages will only confuse your followers and likely deter them from sticking around.
The Days of Just Posting to Post Are Gone
While this may seem like an obvious way to build a following, having content your followers want to see and engage with is crucial and cannot be overlooked.
Don’t share just random gifs or memes to get a social post up for the day. The newsfeed is crowded as it is and the boring content gets no clicks and will hurt your future newsfeed distribution. Every post really does matter.
Connect with industry thought leaders and influencers
Follow industry professionals from content that you read or watch and share it with your audience. Chances are your audience is following or engaging with them too.
Micro-influencers are individuals that have between 1,000 to 1,000,000 followers/audience members and are considered experts in their respective niche.
For businesses, the appeal of micro-influencers comes in the engagement, relatability, and affordability that micro-influencers provide.
When you have a big name celebrity endorsing your brand on social media, they can bring a big following, but not the following you may be looking for. In contrast, a micro-influencer brings a more niche following you can target for a much lower price point.
Plus, users looking for content in a niche market are going to be more likely to trust those influencers in the same niche compared to a big name influencer they’ve never truly connected with. Again, it all comes back to building trust.
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