Why brands should stop obsessing over follower count on social media

If you spend enough time in the marketing world, you'll notice a common thread: an obsession with follower counts. It’s almost as if the number of followers you have is a badge of honour, proof of your brand’s worth. We see it a lot in the people we’ve worked with. But let’s be real for a second - are followers really what matter most?

As an avid consumer and someone who spends a little too much time scrolling social media (and online shopping), I can tell you this: I follow very few of the brands I regularly buy from. And I know I’m not alone. The truth is, follower counts don’t always translate into customer purchases, loyalty, or even engagement. Here’s why it’s time to stop chasing numbers and start focusing on what really matters.

Quality Over Quantity

Let’s start with the obvious. Would you rather have 10,000 followers who never engage with your posts, or 1,000 followers who genuinely love your brand, interact with your content, and become loyal customers? Spoiler: it’s the second option.

A high follower count might look impressive, but it doesn’t guarantee meaningful engagement. In fact, brands that focus on building authentic relationships with their audience often see better results. Think of it as building a community rather than chasing numbers. 

Followers Don’t Equal Buyers

Social media is often a window into your brand, not the checkout counter. People use it to discover products, learn about your story, and engage with your content. But the path to purchase doesn’t always involve hitting the “Follow” button.

I can think of at least five brands off the top of my head that I’ve bought from multiple times but don’t follow on social media. Why? Maybe their products spoke for themselves, or their email marketing was on point. The takeaway? Followers aren’t the be-all and end-all of building a loyal customer base.

The Algorithm Isn’t on Your Side

Ah, the dreaded algorithm. No matter how many followers you have, there’s no guarantee your posts will actually reach them. Platforms like Instagram and TikTok prioritise engaging, high-quality content—not follower count. A brand with 500 followers and a killer content strategy can have more reach than one with 10,000 followers posting average content. 

Authenticity Wins Every Time

As a consumer, I’m drawn to brands that feel authentic. It’s not about how many followers they have, it’s about whether their story resonates with me. Whether it’s a sustainable fashion label sharing their design process or a local coffee shop posting behind-the-scenes content, authenticity always shines through.

Brands that focus on being real and relatable will naturally attract the right audience. And honestly, isn’t that what we’re all looking for?

The Bottom Line

Follower count might feel like an easy metric to chase, but it’s not the one that matters most. Instead, invest your time and energy into creating great content, building meaningful connections, and delivering value to your audience. Your bottom line will thank you - even if your follower count doesn’t skyrocket overnight.

At the end of the day, it’s not about the numbers on your profile. It’s about the relationships you build and the impact you make. So let’s stop stressing about followers and start focusing on what really counts.