Nobody cares about your following anymore

In the ever-evolving landscape of social media, the age-old metric of follower count is rapidly losing its significance. While having a vast number of followers might have been the gold standard in the past, the focus has shifted towards views, impressions, and genuine engagement. Today, brands and content creators are realising that it's not merely about how many people follow you, but rather how many people see and interact with your content.

The Shift in Perspective

Consider platforms like X (formerly known as Twitter). Users can have hundreds of thousands of followers yet struggle to generate substantial engagement on their posts. Conversely, there are accounts with far fewer followers that consistently garner thousands of views and interactions. This shift in metrics reflects a broader understanding: social media is no longer a numbers game but a platform where visibility and engagement reign supreme.

The algorithmic changes implemented by social media platforms have played a pivotal role in this transition. Algorithms now favour posts that spark conversation and engagement over those from accounts with simply large followings. This means that a well-crafted post that resonates with even a modest audience can achieve greater reach and impact than a viral post from a high-follower account that lacks substance.

The Importance of Impressions and Engagement

Impressions refer to the number of times a post is displayed, while engagement encompasses likes, shares, comments, and saves. Both metrics are crucial for content creators looking to monetise their efforts. Brands are increasingly seeking partnerships with influencers and creators who can provide tangible results rather than simply flaunting large follower numbers.

For instance, a micro-influencer—someone with around 10,000 to 50,000 followers—might achieve higher engagement rates compared to a celebrity influencer with millions of followers. This is often due to a more niche audience that feels a personal connection with the content creator. As a result, brands are realising that investing in these smaller influencers can yield better returns on their marketing efforts, as their audience is more likely to trust and act upon their recommendations.

Real-World Examples

Take the case of two hypothetical influencers: Influencer A boasts 100,000 followers but struggles to reach 500 views on most posts, while Influencer B has only 15,000 followers yet regularly receives 10,000 views per post. Influencer B's content resonates more deeply with their audience, leading to higher engagement and, ultimately, more successful monetisation opportunities. Brands are now more inclined to partner with influencers who can deliver measurable results, even if their follower count is lower.

Moreover, the rise of platforms like TikTok highlights the power of engagement over follower count. Many users have achieved viral success with videos that quickly amass millions of views, even if they started with a modest following. The emphasis on algorithm-driven visibility means that engaging content can reach far beyond a creator’s existing follower base, demonstrating that quality trumps quantity.

The Road to Monetisation

For aspiring content creators, this shift in focus means that building a dedicated and engaged audience is paramount. Here are some strategies to consider:

1. Create Relatable Content: Tailor your posts to resonate with your target audience. Understand their preferences and interests to foster engagement.
2. Encourage Interaction: Pose questions, create polls, and invite comments to boost engagement on your posts. The more you interact with your audience, the more likely they are to engage with your content.
3. Utilise Hashtags Wisely: While follower count is diminishing in importance, strategic use of hashtags can help increase your post's visibility to new audiences.
4. Monitor Analytics: Pay attention to which posts generate the most impressions and engagement. Use this data to refine your content strategy and focus on what works.

As social media continues to evolve, the focus has shifted from follower count to engagement and impressions. Quality interactions with your audience are more valuable than a mere number on a screen. As brands seek effective partnerships, content creators who prioritise engagement will find themselves in a prime position to thrive in this new landscape. Embracing this change can lead to not only greater visibility but also exciting monetisation opportunities in an increasingly competitive environment.