Followers
Trend Analysis
Agencies use follower changes to gauge successful social media posts or campaigns.
Segmenting Audience
Demographic and behavior follower data simplifies targeting future campaigns.
A/B Testing
More followers yield reliable A/B test data, helping refine the social media strategy.
Showcasing in Client Reports
Including Followers in client reports links the agency's efforts to increased visibility.
Why Followers Are Important
Followers are a telltale sign of brand popularity and potential reach on social platforms. When an account has a high number of social followers, it typically means that the content resonates with a specific audience. This resonance not only amplifies the message but also provides opportunities for higher engagement rates.
The more social followers an account has, the greater the chances of a social media marketing campaign making a bigger impact. From a business perspective, high follower counts and a strong social media presence could translate to better brand awareness and increased revenue. Simply put, if people are following, they're interested—and that's half the marketing battle won.
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How Followers Relate To Other KPIs
Followers are the tip of the iceberg when it comes to understanding and measuring social media performance metrics and marketing campaign success. For example, a high follower count helps highlight other vital KPIs like engagement rate and Click-Through Rate (CTR). When people follow an account, they're more likely to interact with its content—likes, comments, shares—which in turn boosts the account's engagement rate.
A strong social media follower base also influences conversion rate, especially in influencer marketing campaigns. When influencers or brand advocates with a substantial social following promote a product or service, conversion rates typically soar. So while follower count is essential, it's the domino effect it has with other metrics that provides a larger, bird’s-eye view of a campaign’s overall success rate.
Bars and restaurants can use metrics, such as social media followers, as a gauge of how much buzz they are creating in their city.
How To Measure Followers
Measuring social media followers in one consolidated platform helps save an agency’s time. Instead of jumping from platform to platform, using an analytics tool keeps track of follower growth rates. Tracking the number of followers on a daily, weekly, monthly, or yearly basis shows the progress toward specific client goals.
What Is a Good Average Number of Followers?
A good average number of followers varies by industry, but as a rule of thumb, higher is usually better. For larger businesses and influencers alike, having several thousand engaged followers indicates a broad level of reach and potential engagement. In many cases, counts above 10,000 are considered strong benchmarks. However, small and medium-sized businesses often have less than 1,000 followers.
What Is a Bad Average Number of Followers?
An account with just a few hundred followers might face limitations in reach and engagement opportunities beyond a local market. Low numbers could signal that either the brand is new and hasn't yet built a following, or the content is not resonating with the target social media audience. However, a highly engaged, well targeted follower list can be more powerful than a larger number of unengaged followers.
How To Set Followers Benchmarks and Goals
Marketing agencies use social media tools to look at historical follower data and set benchmarks. By comparing month-over-month or year-over-year metrics, agencies get a pulse on whether the follower growth rate aligns with campaign objectives. Variability in follower counts over different campaigns or seasons also provides a more nuanced understanding of what success looks like.
For example, based on the performance benchmarks of the 7,000 agencies using AgencyAnalytics to manage over 150,000 campaigns, the median number of followers for the top platforms includes:
Facebook - 606
Instagram - 619
LinkedIn - 357
While follower count offers a broad view of reach, it's often necessary to go beyond this single KPI for more granular insights. Monitoring metrics such as engagement rates, the geographic distribution of followers, or even time-of-day engagement reveals patterns that lead to smarter, more targeted campaigns. Understanding these related KPIs enhances the overall view of the account's social media health and campaign effectiveness.
Why Followers Matter to Clients
Clients, especially those with brand-building ambitions, look at Followers to determine their level of success and relevance online. To them, a robust follower count mirrors an expanding fan club or a growing list of potential customers. However, it's not just about boosting ego; high follower counts translate to increased credibility in the market, making it easier to introduce new products, services, or content ideas. So, from the client's point of view, gaining more social media Followers means they’re building brand equity and earning future business potential.
Why Followers Matter to Agencies
For agencies, Followers serve a somewhat different purpose. They're less of a final destination and more of a starting point for other KPIs that demonstrate campaign effectiveness. Agencies use a combination of social listening tools and analytics tools to gauge a client’s presence online and what their audience thinks about their brand. A strong follower count is often the first step in setting the stage for deeper engagement and conversions.
Growth in Follower numbers over time acts as proof of the agency’s ability to scale a client's digital presence. Overall, marketing agencies see Followers as the initial KPI that are the first step to more complex, multi-layered campaigns leading to client satisfaction and long-term relationships.
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Best Practices When Analyzing and Reporting Followers
Analyzing Followers is essential for running more effective and efficient advertising campaigns. A nuanced view of this KPI allows for a comprehensive understanding of a brand's reach, engagement, and the effectiveness of marketing strategies.
Ensure Data Accuracy
When it comes to measuring Followers, always verify data sources and consider factors like fake followers or bots, which distort the real picture.
Compare Followers Across Social Media Platforms
Don't put all your client’s eggs in one social media basket. A good practice is to measure the Follower metric across each social media platform or account to identify where efforts are most effective.
Assess Social Media Followers Over Time
A snapshot of current Followers is deceiving. Examine the growth rate over a specific period to understand the true health of the social media account.
Contextualize Followers
Follower count is typically only one part of a client report. It gains real meaning when compared with engagement rates, customer lifetime value, and other related KPIs.
Align Followers with Client Objectives
If the client's goal is brand awareness, a high Follower count could be a top KPI. Make sure to align this metric with what the client deems most valuable.
Offer Actionable Recommendations
End reports with steps to boost Follower counts. Whether that means fine-tuning content or focusing on engagement, clear directives will help in making the most out of this KPI.
Instagram Dashboard Example
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How To Get More Social Media Followers
Regularly review performance metrics to see what’s working and what isn’t to increase Follower growth. Here are some actionable tips to deliver tangible results.
Optimize Bio
An eye-catching bio grabs attention. Make sure it's sharp, engaging, and effectively communicates the brand message. The first impression matters, so make it count.
Leverage Stories
Stories are another way to attract new followers and engage with current ones. Create relevant posts to share promotions, behind-the-scenes looks, or even simple updates to entice Followers to actively engage.
Collaborate Wisely
Join forces with influencers or brands that resonate with the target market. Not just any collab will do; be picky and choose partnerships that align well with a client’s brands.
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