02/07/2024
I had an interesting conversation with a beautiful young professional horsewoman 🐎 this week. In addition to competing and teaching, she'd like to grow her social media presence 📱 and possibly earn some brand endorsements 💼. She mentioned that other young women in her field, who are not as experienced, thorough, or passionate as she is, seem to garner much more engagement and followers.
It made me reflect on how much I value quality over quantity. I'd rather my clients have a dense following, an authentic audience of users who share many commonalities and interests, gained by creating high-quality content. This is far more valuable than a wispy following, which lacks commonality or relevance and is often gained through follow-for-follow strategies or trends.
Even a light following, where followers share some broad characteristic but differ widely in habits and preferences, is less desirable than a dense following. A relevant following, where the audience shares some commonalities like location, demographic, or interest, is also valuable but still not as effective as a dense following.
So, what do you think? If you had 5k followers with every post reaching 80% 📊, would you still prefer 25k followers with a 25% reach? I can tell you that working on the 5k is much easier than the 25k, and it also feels more authentic. Brands are starting to catch on, with some already looking at micro and nano influencers to promote their products. Sponsoring a young athlete while they are growing their authentic followers could be a great tactic for smaller brands with tighter budgets 💡.
