Driving engagement over followers.
In the world of social media, it's easy to get caught up in the numbers game. Many influencers and brands focus solely on growing their follower count as a measure of success. However, there's a hidden gem in the realm of social media metrics that deserves our attention: engagement. In this blog post, we'll explore why engagement matters more than follower count when it comes to influencer talent management and why it should be the true gauge of influence.*
Authentic Connections: While a large follower count might seem impressive, it doesn't necessarily translate into real influence. What truly matters is the ability to connect with your audience on a deeper level. Engagement is the key that unlocks genuine connections. When followers actively engage with an influencer's content through likes, comments, and shares, it indicates that the content resonates with them and has captured their attention. Authentic connections foster trust, loyalty, and a higher chance of converting followers into dedicated fans.
Quality Over Quantity: Having a massive following doesn't automatically mean that every follower is genuinely interested in an influencer's content. A high follower count can be deceptive, as it may include bots, inactive accounts, or users who have little interest in engaging. On the other hand, a smaller but engaged community of followers ensures that the influencer's content reaches those who genuinely care about it. These followers are more likely to share, comment, and actively participate in discussions, resulting in higher visibility, credibility, and ultimately, more significant impact.
Meaningful Conversations: Engagement sparks meaningful conversations and interactions. By actively engaging with their audience, influencers can foster a sense of community and create a safe space for open dialogue. Through comments and direct messages, influencers can gain insights into their followers' thoughts, needs, and preferences. This feedback loop allows them to tailor their content, collaborate with their audience, and make a genuine impact. Influencers who prioritize engagement are more likely to build loyal communities that actively participate and advocate for their brand or cause.
Algorithm-Friendly: Engagement is not only vital for fostering relationships; it also plays a crucial role in how social media algorithms operate. Platforms like Instagram, Facebook, and TikTok value engagement metrics, such as likes, comments, and shares, when determining which content to prioritize and display to a broader audience. By focusing on engagement, influencers increase their chances of reaching a larger organic audience, thereby maximising their content's potential reach and impact.
Collaboration Opportunities: Brands are increasingly recognising the importance of engagement as a more reliable metric for influencer talent management. Brands seek influencers who can effectively connect with their target audience and drive meaningful conversations about their products or services. A high follower count alone doesn't guarantee successful collaborations. Instead, brands often prioritise influencers with an engaged audience, as they can deliver higher conversion rates and generate more authentic brand advocacy.
TL;DR
While follower count may initially grab attention, engagement is the true indicator of an influencer's impact and effectiveness. Authentic connections, quality interactions, meaningful conversations, algorithm support, and collaboration opportunities all stem from a strong engagement strategy. Influencers and brands alike should shift their focus from mere numbers to cultivating an engaged community that genuinely cares about their content. By prioritising engagement, influencers can create a lasting impact and build meaningful relationships that go beyond the surface level of follower count.
*To an extent follower account does matter as its a loose barometer of the potential reach your content could have, so don’t totally neglect follower growth!
