Why your Instagram follower count is no longer a useful metric

Let's talk about something that's been buzzing around Instagram for a while: follower numbers. (Even more so now Head of Instagram, Adam Mosseri, has waded in on the conversation). Yes, those little digits that used to rule the roost back in the day. But wait, before you get too hung up on that follower count, let me drop some truth bombs from my experience using Instagram as a marketing tool since 2016.

Once upon a time, it was all about that big numbers. Brands were like, "Show me the followers!" because they equated numbers with sales. That obsession birthed some sketchy practices. Ever heard of follower pods? Yeah, those sneaky little circles of engagement where everyone's trying to rapidly inflate their numbers. And let's not forget the infamous follow/unfollow game or the buying followers fiasco. Talk about desperate times!

But guess what? Those inflated numbers didn't mean anything when it came to real engagement. They were followers because they’d been told to follow or tricked into doing it. We're talking about a sea of disinterested scrollers who couldn't care less about the content. They're just there for the numbers game, not your awesome posts. So, what's the point?

Within your follower count you’re also going to have inactive, fake or occasional scrollers. They're like ghosts haunting your follower list—creepy.

However, times are a changing and Instagram's evolved. We're using the platform a lot more passively these days. Breezing through Stories and Reels like pros, barely stopping to hit that follow button. Does this matter? Well, you don't need to follow someone to see their content (so many people forget this about Insta!). I had a monthly reach split on a client account recently of 655 followers/2784 non-followers. All those fresh non follower eyes on their content is not a bad thing!

Here's the deal: follower count? Irrelevant. Yes, you heard me. It's like clinging to an outdated fashion trend. Sure, it was cool back in the day, but now? Meh.

Instead of obsessing over those digits, focus on other important things. Take a cue from Marie Kondo and declutter your follower list. Kick out the fakes, the inactives, and anyone who doesn't align with your values. Tidying up your digital space is so refreshing!

And here's the juicy part: focus on your existing audience. Trust me, they're a goldmine waiting to be tapped. Engage with them, listen to their needs and make meaningful connections.

Track your reach and engagement instead. Create killer content that speaks to your tribe. And if you're feeling lost, ask them what they want by asking questions in your post captions or using the Stories poll and questions stickers.

It requires a fairly hefty mindset shift but once you’ve thrown off this vanity metric I promise you’ll start seeing a clearer picture of what’s working on your account and the people you’re attracting.

Are you ready to give it a try?

I know this is a divisive topic, especially amongst social media professionals. Let me know your thoughts in the comments.