If you’re like us (and most small biz owners) you’re probably opening up those Instagram and Facebook accounts first thing in the morning and double checking how many followers you’re gaining or not and deliberating why your competitors are “beating” you in the war of numbers.
After years of pulling monthly analytics reports on a number of metrics and trawling over these in ways that can help to mould the next few months of social media strategy, I completely understand the obsession that can occur when these numbers are staring us in the face.
BUT for our latest blog, I wanted to chat about why that followers metric isn’t the most important one and what figures truly show whether we are delivering content relevant to social media audiences or not.
Let’s talk engagement, friends.
The engagement metric across social media channels such as Instagram and Facebook refers to the number of likes, comments, shares and any kind of pointed interest in the posts and/or products and services you are putting out into the social universe.
Now I don’t know about you but if I had the choice between two scenarios, the first being 10,000 followers but little to no engagement in my product/service and the second being 500 followers who were for the most part extremely interested in my product and therefore engaging? I would pick door number two every single time.
The reasons for the choice pretty much sell themselves but for me, it comes down to knowing that the content that is being curated is hitting that sweet spot for my target market that I know need my product AND very simply, engagement = potential sales.
My top tip?
Next time you are overthinking and in a comparison loop looking at a whole heap of numbers, just come back to remembering why your product or service exists in the first place and go from there. If you aren’t engaging with your customers you can either mix up the type of content you are putting out there or have a look at your following and see if they really are your “people” or if you need to divert attention elsewhere.