Over a decade ago, when I embarked on my journey in social media, follower growth was regarded as a vital metric—perhaps even the most crucial one. Per the 2023 Sprout Social Index™, it remains the second most monitored KPI.
However, in recent years, a discussion has arisen regarding its actual importance, given how frequently present algorithms expose content to non-followers. Perspectives have shifted as numerous social marketers started to view follower count as a statistic that appears impressive outwardly but lacks substantial business value and does not ensure reach.
No matter the perspective, follower count by itself does not provide a complete picture of your social performance. Nevertheless, there is much to discover about your audience, the ability to build community, and conversion rates by examining a frequently neglected yet related metric: follower retention.
Is follower count merely a vanity metric?
To start, I want to acknowledge the importance of follower count and reconsider the claims made within the industry regarding its complete irrelevance. If your goal is to broaden your reach and enhance visibility, follower count serves as an excellent measure of your progress. It reflects your brand’s potential to instantly connect with a large number of individuals, and the greater your follower count, the higher the chances of being discovered.
That said, evaluating follower count in isolation has its drawbacks. Ideally, one should aim to develop a lasting community on social platforms while keeping followers enthusiastic about engaging with you. If your follower base is increasing, but your engagement rate is consistently declining, then there’s an issue.
The same principle applies to follower turnover. A dedicated base of loyal fans enhances your likelihood of greater discoverability, expanding your audience, and effectively reaching the right individuals with your content.
Conversely, having the wrong followers—even in large numbers—will not contribute positively towards more significant business objectives. For instance, if you collaborate with an influencer for a contest or giveaway that requires contestants to follow your brand, you may observe a substantial decrease in followers post-selection of the winner.
For sustainable growth (and retention), it is imperative to identify who your ideal audience is—including their preferences, interests, subculture associations, and aversions—and ensure they encompass the majority of your followers. By proactively engaging with this group and nurturing community, you’ll better reach “problem-unaware” ideal consumers and retain them. This approach ultimately holds greater significance than follower count in isolation.
Quality outweighs quantity
Social teams across various sectors are overwhelmed. They are tirelessly pursuing trend cycles, emerging platforms, advancements in AI, and production quotas. According to the 2024 Content Benchmarks Report, brands posted an average of 10 social updates daily across networks in 2023. Particularly in consumer-facing sectors—such as media, leisure, sports, recreation, and retail—this figure was significantly surpassed.
As we edge closer to peak social media saturation, consumers’ feeds overflow with posts from friends, family, influencers, and brands, escalating competition for attention. It’s high time brands consider taking what may seem a counterproductive step: reducing content output significantly.
Prioritize original content to boost follower retention
The Q2 2024 Sprout Pulse Survey indicated that social media users are most inclined to unfollow a brand when their content begins to feel repetitive or unoriginal. The optimal strategy for retaining your audience is to create entertaining, serialized content. This yields far more sustainable follower growth than simply chasing trends or flooding feeds with messages. Concentrating on even just one or two series can aid in fostering engagement and relevance.
Consider Baboon to the Moon, the brand known for their vibrant, adventure-resistant bags. On TikTok, they have a recurring series where team members (with their remarkable wit and deadpan humor) demonstrate how to utilize their bags and unveil the latest collections. Their former intern and current creator partner Jess has become a notable fan favorite.
The content resembles a favorite television series—with individual episodes that hone in on key messages and narratives—rather than promotional updates. It also aligns authentically with Baboon to the Moon, divorced from the rapid trend cycle.
A word of advice: If your serialized content centers around a specific team member, ensure you have a contingency plan to sustain the series if they leave. Building your online persona around one individual brings an inherent risk of follower turnover. In fact, this series by Baboon to the Moon was initially launched by members of their former social team before Jess infused her distinctive flair into it.
Above all, the more unique and tailored your content is to your brand, the more valuable it will become for attracting, retaining, and converting the right followers. Even when you reduce your posting frequency, you can still engage new audiences.
How follower retention boosts conversion
The 2023 Index revealed that 68% of social users are likely to follow brands to stay informed about new products and services. This signifies that consumers who choose to follow are already inclined to take further steps with your brand. Moreover, the longer someone follows, the more likely they are to evolve into a loyal customer and brand evangelist.
This connects back to the earlier note on follower count: Your conversion potential hinges on the quality of your followers. If your follower count is substantial, but only a minor segment converts into customers, subscribers, or donors, it’s time to reassess your content strategy. A thorough understanding of who your ideal audience is and what they seek from your content is crucial. Consider: Is my target audience aware of the solutions my brand provides? What do they need to encourage a purchase? How can I streamline my strategy for maximum effectiveness?
Answers to these queries may be found by linking your CRM software with social media management tools. For instance, the Sprout Social and Salesforce integration aids our team in bridging gaps in the journey from follower to customer and pinpointing vital trends. If you lack this insight, it indicates a need to diversify your data sources.
Follower retention propels your brand ahead
Reflecting on brands that have successfully established engaged, devoted communities and retained followers over time, it’s evident there are no shortcuts to durability. Quick-fix methodologies such as purchasing followers might appear to provide an easy path to credibility. Nevertheless, the reality is that building brand trust requires patience. Follower retention is a long-term strategy that reaps substantial rewards.
Shifting focus towards follower retention instead of merely chasing follower numbers is not just a strategic transition—it’s essential for lasting success. By committing to meaningful, authentic content that resonates with your ideal audience, you not only cultivate brand loyalty but also foster sustainable growth and conversions that genuinely affect results.
For further insights on refining your content strategy (including prioritization of specific types of content), check out The 2024 Content Benchmarks Report.
The article Let’s have a conversation about follower retention on social first appeared on Sprout Social.
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