Spending budgets to gain followers on Facebook, Instagram or LinkedIn is A WASTE OF MONEY!
These are the common replies from marketing managers we hear, when we ask "why?"
🗣️ My boss wants it.
In these cases, we equip our clients with arguments and support them in convincing their teams.
🗣️ We need to beat competitors.
Define "to beat". I'm sure you want leads, better top of mind, NPS or whatever metrics that correlate with business results.
🗣️ More followers - more organic reach, right?
Almost. See, if a follower costs you 0.5€ and 1000 impressions (CPM) also costs the same, you can reach the same person a 1000 times. Impossible even with the best organic reach.
>>> There are always exceptions. <<<
No. of followers is a plausible KPI:
📌 When you're a wholesaler.
Your clients may think "their competitors seem to have a more popular brand, so we'll have an easier time selling their products"
📌 When you are planning to sell the account as an asset to the business itself.
Your buyer might find vanity metrics important.
In most cases, new followers should be a side effect of your other KPIs, rather than the main one. Please forward this to whoever on your team thinks otherwise and let's save marketing 😄