Right off the bat, I’m just going to say that fol­low­er count is worth­less in and of itself. If you think fol­low­er count is a badge of hon­our or a sta­tus sym­bol, then you’re doing it wrong.

That being said, gain­ing more fol­low­ers does have val­ue, and here’s one rea­son why.

More fol­low­ers means more retweets.

Or more shares. Or more likes. Or more repins. And so on. The more fol­low­ers you have, the more chances your con­tent has of being reshared.

The main rea­son you’re on social media is prob­a­bly to get more clients. More fol­low­ers don’t nec­es­sar­i­ly equal more clients. 1000 more likes on Face­book will not equal 1000 more sales. But the greater the num­ber of fol­low­ers, the greater the num­ber of eye­balls see­ing your con­tent.

It’s not much of a leap to say that if more peo­ple see your con­tent, then more peo­ple will share your con­tent. That is par­tic­u­lar­ly true if you share engag­ing con­tent, which we’ll touch on next week.

Peo­ple love to share con­tent that engages them. The more your fol­low­ers share your con­tent, the more well-known your brand becomes. Even though your ini­tial rea­son for join­ing social media might have been to get more sales, social media tar­gets anoth­er impor­tant aspect of busi­ness suc­cess: brand recog­ni­tion and brand loy­al­ty.

If you use social media to improve brand recog­ni­tion and loy­al­ty instead of try­ing to increase sales, you will find that it will indi­rect­ly improve sales. Peo­ple won’t buy some­thing from you because of a sin­gle clever Face­book post or a snap­py YouTube video. How­ev­er, those things over time will strength­en your image in their mind, and when it does come time to pur­chase, they will like­ly think of you first.

So, more fol­low­ers leads to more views, which leads to more shares, which leads to bet­ter brand recog­ni­tion and loy­al­ty, which even­tu­al­ly leads to more sales.

About Kim Siever

I am a copy­writer and copy­ed­i­tor. I blog on writ­ing tips most­ly, but I some­times throw in my thoughts about run­ning a small busi­ness.

Fol­low me on Twit­ter at @hotpepper.

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