It’s easy to get mesmerized by the Follower and Like numbers on your Instagram account, but learning how well you’re engaging is key.
I always remind my clients that while Social Media is in fact media (algorithms, numbers, ratios), it is very much a social platform. In the real world, social success in not rated by how many people said they were interested in a party, but how many actually showed up and actively engaged. Not how many people you know, but how many friends you feel you can actually call.
Most people are surprised to find that many 500K-2M follower Instagram accounts are averaging any where between 3%-9% engagement. It becomes a numbers game. You spend a lot of money on advertising hoping some will actually engage, increasing your ROI.
For years, Social Media “gurus” have preached that content is king. Well, it’s true, but people want a king that feels accessible. Delivering content that has both value and access is imperative on these platforms. Keep the narrative clear, offer valuable content, keep it as authentic as possible, and make sure it’s something your audience would want to share.
Of course, coupling this with effective boosts and promotions via Instagram and Facebook definitely helps. But that’s for a different day…
Joshua Swodeck 