Leads > Likes, Why Your Follower Number Doesn't Matter
With the slow disappearance of likes (6 countries now in beta testing) we have to start to wonder if likes really matter as much as we may think. If you live in Canada then you may have already experienced Instagram removing like counts from your posts. I have two opinions on this.
Pros of Instagram Removing Likes
One, I think it will be awesome for creators who are making good content but don’t necessarily have a huge audience. We will be more inclined to interact with content that actually speaks to us and not just content that we see has 41, 827 other likes on it.
Secondly, I think it’s a step in the right direction from a mental health standpoint. Since the user knows their likes aren’t being seen they may feel less inclined to take down a photo if it isn’t performing how they want it to. Of course I’d argue that if you feel compelled to share something you should regardless of how many people see it, double tap or comment on it.
All that being said it is clear that likes are becoming less relevant.
The Relevancy of Likes for Influencers
It’s already been established that a high follower number does not equal a high engagement number. Sure 100K looks nice but many accounts with 25K are getting the same number of likes/comments as someone in the 100-200K audience member range. In 2018 the focus definitely shifted to engagement vs. follower numbers. If you are an Influencer who is working with brands the brand will most likely always require you to submit your engagement rate which includes likes and comments even though the likes may or may not be seen by the general public. However, if you are a service provider like a fitness coach, life coach or nutritionist, business coach etc. the engagement numbers matters way less than you might think.
Let’s get something straight more followers does not equal more money in the bank. There are plenty of influencers with 100 thousand, 500 thousand, even 1 million followers that work a full time job because they don’t know how to leverage their audience. There are also plenty of entrepreneurs with 15k, 10k or 2k making 6 figures because they do know how to market and leverage their audience. SO moral of the story here is that your follower number does not translate into the number of dolla dolla bills in your bank account.
How to Warm Up Your Audience
What’s important is how engaged and warmed up your audience is to buy from you. The best way to leverage a small audience is to nurture the shit out of them, build relationships, and bring the value. This means you’re going to get on the DMs and start talking to people in your audience. Do your market research. What do they want and need from you? Start conversations in the DMs, hit them with one free piece of advice and then don’t be afraid to tell them about your service! You’re on Instagram to serve but you’re also on Instagram to sell and if you believe in your product then you shouldn’t feel guilty or gross directing them to something that you know will help them.
I created my Girl Meets Gram Instagram course because I get tons of questions all the time about everything from when to post, to what to write in captions, how to create a cohesive grid and how to boost engagement, plus of course how to land more clients! So I created the course to answer all these questions and now it’s in this bomb ass little package with a follow along workbook and you could totally binge all the content in one morning and know how to kick butt on Instagram and start selling your stuff properly by noon.
Sorry did not mean to starting promoting my course but I’m proud of it, it’ll change your life, if you want to sell on Instagram I’m not sure what you’re waiting for. Get on the waitlist cause the doors open for the second round September 2019.
The Buyers Journey of Know, Like & Trust
Kk back on track, so again it doesn’t matter how many followers you have because if you have 200 followers and every single one of them bought your service you’d probably be super stoked and making great money right? But they need to be warm, they need to know, like and trust you before they will pull out their credit card for you. So how do you do that?
Step 1: Show up Consistently
Put that pretty little face of yours in your posts and on your stories on the regular. You don’t need to post 7 times a week but I would challenge you to have a story live at all times! Stories provide a real current life view of whats going on and when you talk to the camera it gives people a chance to feel a little more connected to you because it feels like you’re having a conversation with them. Plus they will get a quick understanding of your personality which is important for the Know & Trust steps of the buyers journey.
Step 2: Form Relationships on Social Media
Get into the DMs, welcome people on to your page, start conversations, thank the people that consistently comment on your posts. Just be a good and friendly human.
Step 3: Give Value
You need to serve serve serve up hots tips to your audience. This will put you in the expert position in your industry. If they’ve already learned something from you for free and loved it then they can only imagine how valuable it would be to work with you. Which leads to..
Step 4: Don’t Be Afraid to Sell
You’re a business owner, you’re using Instagram as a business tool, if you don’t know how to use instagram as a business tool I’m telling ya ..girlmeetsgram.com get on the waitlist. And you don’t have to be salesy to sell. If you don’t tell people about your product they aren’t going to find it. Let them know what’s up and what’s new and how they can get better at their life thanks to your service. Tell your audience what you need them to do, use call-to-actions to drive traffic to your calendar to book a call, or to your blog/podcast, or to subscribe for your newsletter. People need to be given direction!
So you’re going to show up consistently, form relationships, give value and not be afraid to sell.
10 years ago it would have be incredibly hard and expensive to get your service in front of 50 people let alone 500 and yet people were paying the bills which makes me think, actually I KNOW that no matter what your audience size is is doesn’t mean you can’t have a successful coaching business or course launch or whatever it is. You have to be intentional, you have to show up, you have to serve and you have to sell. You can’t get what you don’t ask for right?
Okay I hope your faith and confidence has been restored and you can move forward knowing that you CAN sell on social no matter how big your audience is.
If you want the full Instagram low down and a step-by-step roadmap to creating a strategy for your business that is going to get more clients through your door jump on the waitlist for Girl Meets Gram the doors are opening for round 2 September 2019.
In the mean time check out this blog - How to Write Better Captions for Instagram or 11 Ways to Make Your Instagram Stories More Aesthetically Pleasing!
As always DM me on the Insta if you have any follow up questions or want to talk more about this topic.