I’ve spent a lot of time working on social media strategies for my clients, always searching for the best tactics to drive real results. Analyzing metrics, testing different approaches, and constantly fine-tuning the process—it’s all part of my goal to help businesses generate revenue, not just vanity metrics.
As someone who's been crafting go-to-market and social media strategies, I’ve learned that while growing a large following may seem exciting, it doesn’t always equate to financial success.
Let’s explore which businesses and industries benefit from the social media game and which might be wasting time and resources chasing followers.
The Appeal of Social Media Growth: Why Everyone Wants Followers
Social media offers an enticing promise: instant visibility. With billions of active users, platforms like Instagram, TikTok, and Facebook provide businesses the opportunity to get their brand in front of vast audiences quickly. For many companies, it seems like followers are a direct path to sales.
For example, Glossier and Gymshark have built their empires by mastering their social media presence, relying on large, engaged audiences to drive product sales. Similarly, influencers like Gary Vaynerchuk have used their followings to grow personal brands that lead to book deals, speaking engagements, and product sales. In these cases, a strong social media following can directly impact the bottom line.
Industries That Thrive on Social Media Exposure
Certain industries see a clear benefit from investing in growing their social media presence because their audience is active and engaged on these platforms:
E-commerce brands: Fashion brands like Fashion Nova use Instagram and TikTok to showcase products and run influencer campaigns that drive instant sales.
Influencers and personal brands: Creators like Kim Kardashian or MrBeast rely on their massive followings to fuel brand partnerships and sell products directly to their audience.
Event-driven businesses: Companies like Coachella or TEDx thrive on the hype and community-building aspects of social media, where large followings lead to higher ticket sales and sponsorships.
Fitness and wellness brands: Peloton is a great example of a company that uses social media to create a loyal community of users who not only buy their products but engage consistently with their brand.
For these industries, social media growth directly translates into revenue because it builds awareness, loyalty, and a sense of community, driving both online and offline sales.
Businesses That Benefit Less from Large Social Media Followings
However, not every business sees a direct return on investment from growing a social media following. Some industries, despite investing heavily in follower growth, may not experience the same success:
Niche B2B services: Companies like ERP software providers or cybersecurity consultants generally have a small pool of potential buyers, and those decision-makers aren’t spending their time scrolling through Instagram. Networking, content marketing, and personal relationships are often more effective.
High-ticket service providers: Luxury real estate agents or law firms don’t rely on mass exposure. Their clients typically come through personal referrals or targeted networks, so a huge following isn’t necessary to drive business.
Local businesses: A local plumbing company or accounting firm doesn’t need tens of thousands of followers to thrive. For them, search engines and community word-of-mouth are often more valuable than spending on social media ads.
Technical industries: Companies like Amgen (biotech) or GE Aviation (engineering) typically focus on credibility and expertise, which is better showcased through LinkedIn or industry-specific platforms than through traditional social media channels.
In these cases, growing a large social media following may not generate the direct sales and revenue businesses are hoping for. Instead, these industries should prioritize building relationships, trust, and thought leadership in more targeted ways.
The Hidden Costs of Chasing Follower Growth
Growing a social media following can also come with hidden costs, and these costs don’t always align with the expected returns:
Time and resources: Startups like Casper invested heavily in influencer marketing and creating viral content, but they didn’t see a direct correlation with sustained sales growth.
Algorithm volatility: Brands like BuzzFeed once relied on Facebook’s algorithm to drive traffic, but changes to organic reach significantly impacted their business model, proving how volatile social media platforms can be.
High competition: Even established brands like Lululemon have to spend significant amounts on paid social ads just to stay visible in a crowded market. The investment is high, and for some brands, it may not always pay off in direct sales.
Finding the Balance: When Social Media Matters and When It Doesn’t
So, how do businesses determine if social media growth is worth the investment?
Know your audience: If your target market is active on social media platforms (e.g., Gen Z or millennials), investing in social media can pay off. But if your audience relies on different methods of engagement, social media might not be the most effective strategy.
Measure what matters: It’s important to look beyond follower counts. Does your engagement lead to meaningful actions like website visits, lead generation, or direct sales? For SaaS companies like HubSpot, building strong, educational content is far more valuable than just growing a follower base.
Diversify your marketing strategy: Businesses like Patagonia and Airbnb have strong social media presences but also invest in content marketing, SEO, and customer engagement strategies that don’t rely solely on follower growth.
Conclusion: The Right Approach for Your Business
Growing a large social media following may look impressive, but it doesn’t always lead to increased revenue. For some industries, it can be a powerful tool for driving sales and engagement, while for others, it may be a time-consuming distraction. The key is to balance your social media strategy with what drives real results for your business.
So, next time you find yourself chasing follower growth, ask yourself: is this building my bottom line, or just my ego?
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Reach out to me via email at wellnessbykarina@gmail.com, visit my website at wellnesskarina.com, or check out my Upwork profile.
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