People do not buy goods and services. They buy relations, stories, and magic.
Many of us have been conditioned to believe that a higher follower in our social media channel count equates to success.
I must admit… I am guilty of having this feeling and effort.
However, as digital marketing expert Neil Patel reveals, this is no longer true.
Despite having a staggering 3.8 million followers across various platforms, including YouTube, Facebook, LinkedIn, Instagram, and TikTok, Patel emphasizes that the accurate measure of social media impact has shifted dramatically.
Four Key Takeaways
1 — The Misconception of Follower Numbers
“Don’t be fooled by numbers; true influence lies in the value you provide.” — Anonymous
A few years back, boasting millions of followers was synonymous with influence and reach.
However, Patel’s experience and insight shed light on a crucial shift in how social media platforms operate today.
These platforms have democratized content distribution, making the number of followers less relevant.
2 — The Rise of Engagement Metrics
“Social media is not about the exploitation of technology but service to community.” — Simon Mainwaring
The critical factor that social media networks now prioritize is engagement. Engagement metrics include watch time, likes, comments, and shares.
The focus is not on how many followers you have but on the percentage of people engaging with your content.
High engagement rates mean your content is more likely to be shown to a broader audience, including those who don’t follow you.
3 — The Reality of Content Visibility
“It’s not just about being up on the net, it’s about being found.” — Unknown
This shift has led to a new reality where individuals with fewer followers can achieve high visibility if their content has strong engagement.
Conversely, those with large follower bases might see minimal interaction if their content doesn’t resonate with the audience.
4 — Focus on Content Quality, Not Follower Count
“Content is King but engagement is Queen, and the lady rules the house!” — Mari Smith
Patel advises content creators to stop stressing about their follower numbers, as it has become a redundant metric.
Instead, the focus should be on creating high-quality content that engages and resonates with the audience.
This approach is more likely to increase content visibility and impact on social media platforms.
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Dr. Mazlan Abbas 