Why follower count is a misleading metric

It is the number agencies quote most, because it is easy to grow. What it gives the business is another question.

The problem

Followers can be bought. Followers attracted by a giveaway came for the prize, not the product, and they never buy afterwards.

What to look at

Clicks from profile to site. Messages and calls. Above all, sales and the advertising cost per sale.

A page with five thousand followers that brings forty sales a month is worth far more than one with thirty thousand.

When follower count matters

When brand awareness is the goal and the budget is large. For a small business the first target is sales.