Why Low Follower Counts Aren't Failing Your Business: The Real Metric for Marketing Success

The digital world is flooded with metrics, especially when it comes to social media platforms like YouTube, Instagram, and Facebook. Businesses often find themselves grappling with follower counts that are dishearteningly low.
Published on
September 14, 2023


The digital world is flooded with metrics, especially when it comes to social media platforms like YouTube, Instagram, and Facebook. Businesses often find themselves grappling with follower counts that are dishearteningly low — often numbering at 325, 801, or even as low as 97. It's easy to get wrapped up in the numbers and miss the forest for the trees. Here's why a low follower count could actually be a sign of something positive.

Debunking the Social Media Myth

The first crucial point to consider is the fundamental nature of social media platforms. Contrary to what most businesses believe, platforms like Instagram and Facebook are not built to serve businesses. They were created for entertainment and social connections. This means if your content is not designed to entertain — to make your audience laugh, marvel, or distract themselves — you're unlikely to grab their attention for long.

The Psychology of Social Media Users

Let's face it: Most users on social media platforms are not actively seeking out businesses to follow. They are there for enjoyment and social interactions. Social media serves as a brief escape from reality for many, and unless your business provides that escape, it's unlikely to attract a large following.

Content Aims of Businesses

Most businesses aim to solve a problem or fulfil a need. In the case of YouTube, when people are seeking an answer or a solution, they search for a video that offers just that. They get what they need and promptly leave the platform. Rarely do they subscribe or even give a 'Like' to the video, although they found it helpful.

The Transient Nature of Business Interaction

In essence, the nature of most business content isn't designed to keep your audience lingering on the platform. If you've done a stellar job, your viewers will leave to go and apply the solution you provided. Ironically, the better your solution, the quicker they will go, often forgetting to even 'Like' or subscribe to your channel.

Niche Brands and Follower Counts

There are, of course, exceptions to this general rule. Well-established brands or businesses that manage to wrap their content around entertainment often have a large following. But what about niche brands that also seem to command considerable attention?

These brands usually offer either:

  1. A direct pathway to making money, or
  2. A focus on education or solving specific, recurring problems.

People subscribe to these channels because they offer ongoing value that directly impacts their lives or their wallets.

The Importance of Targeted, Quality Content

A smaller following can actually be a powerful asset if it consists of highly engaged, highly interested individuals. Remember, the ultimate aim is not to amass followers but to convert potential leads into customers.

Credibility over Popularity

Your content should serve as a tool to establish your credibility and authority in your field. It's this reputation that your ideal clients are interested in when they research your business. High-quality videos and well-crafted blog posts can go a long way in showing that you understand the pains and needs of your target audience. When your expertise is validated, people are more likely to reach out for your products or services.

Your Real Audience

It's worth noting that many of your social media followers are not your ideal clients. They may be competitors trying to glean insights, or deal-seekers waiting for the next sale or discount. Your genuinely interested clients are too busy to spend their time endlessly scrolling through your social media; they’re far more likely to take quick action.

Conclusion and Call to Action

It’s time to shift the focus from mere numbers to value. Yes, having a massive following can feel validating, but it's not the end-all-be-all metric for business success.

If content creation is taking up too much of your time or you're struggling with quality, consider professional help. At UNIQ Agency, our team of expert copywriters and video designers can produce top-notch content that truly resonates with your audience — and they can do it in less than 48 hours.

So continue crafting those high-quality videos and posts, answering your potential customers’ burning questions and establishing your authority in the market. In the world of business, quality often trumps quantity, and a smaller, more engaged audience can be far more valuable than a large, disinterested one.

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