Jessica Sheehy, Jackson Hole marketing blog

Why Engagement Means More Than Large Followings


Have you been caught up in the race to grow your social media numbers and constantly strive to hit large following numbers? But what you should really be focusing on is building an engaged community who genuinely loves your brand and content, rather than a large audience that sometimes likes what you are doing. 

Here are reasons why engagement is more important than follower count:

You know the audience is real

If you have genuine engagement with your community of social media followers, the rest of the world knows they genuinely love your brand and that they are real people, endorsing your product or service. 

These days, it is increasingly common for social media account owners to purchase followers. While these bought followers boost your numbers and make you appear popular, these paid followers will never engage with your content and are typically bot accounts set up for this very purpose.

Conversions are made

Big numbers don't necessarily mean big conversions, and instead, focus on the fact that having a highly engaged community of customers is much better (and scalable) than a large community of consumers who won't convert to a paying customer.

I’m not saying that big brands don't drive big conversions (because we know they do)... I’m just saying that the little guys can compete too if they have an engaged following across their key social media platforms.  

Earn Trust

Low engagement is often a warning bell to potential new followers as it indicates a lack of trust and authority, while a higher engagement rate often builds trust and peace of mind. Sure, having a large following looks good and means your content is likely receiving a lot of impressions, but that doesn't mean anything if the interaction between the account owner and followers is non-existent. 

Engaged Followers Build Relationships

Engagement ultimately helps build relationships that last. Building relationships with your customers and consumers is critical to the success of your sales funnel.

Feeling the pressure to grow your social media numbers? We all stress about it from time to time, but it’s best to  consider the above points and shift your focus to engagement. Need help with engaging content and your social strategy? Reach Out.

Jessica Sheehy