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 engage­ment.

One of the most obvi­ous ben­e­fits to hav­ing more peo­ple fol­low­ing you is that the like­li­hood peo­ple will see the con­tent you share will increase. After all, the more peo­ple you have fol­low­ing you, the more peo­ple who poten­tial­ly will see some­thing you share.

This of course leads to the fact that if more peo­ple see your con­tent, then more peo­ple will inter­act with it. More peo­ple will click on like, more peo­ple will vis­it your link, more peo­ple will retweet, more peo­ple will click on +1, more peo­ple will repin, more peo­ple will com­ment, and so on.

That increase in dis­cus­sion can pro­vide you with valu­able feed­back for future con­tent, includ­ing blog posts and newslet­ter top­ics. If par­tic­u­lar con­tent streams receive more inter­ac­tion than oth­ers, then that can inspire you to pro­duce more of that con­tent. If some­one asks ques­tions on some­thing you shared, you could use your answer as inspi­ra­tion for a new blog post.

Plus, if you fol­low the peo­ple who inter­act with your con­tent, it increas­es the con­tent stream you have access to, which can help you dis­cov­er great con­tent you might not have oth­er­wise seen.

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.

Free monthlywriting &social media tips!

Free monthlywriting &social media tips!

Sign up to receive monthly writing and social media tips.

Thanks for signing up for our monthly writing tips!

Pin It on Pinterest