The importance that people and brands place on follower counts or the impressions their content receives is grossly overvalued. I can’t say numbers don’t matter, but the value everyone places on these numbers needs to be reconsidered. There is just too much emphasis on the width of engagement—how many potential connections they make—rather than the depth of those interactions which, in my eyes, is far more important.
THE NUMBER OF IMPRESSIONS YOU HAVE DON’T ALWAYS TELL THE FULL STORY
The entire marketing world is blinded by the notion that more impressions always correlates to a successful piece of content (the sad part is, most of them don’t care about the business outcomes). For example, you might hear somebody say “500,000 people saw my YouTube pre-roll ad!” But, the truth is that they likely didn’t. What probably happened was that as soon as the ad started, the “viewer” clicked away to another tab or did something else until it was over. Or looked at their phone…. So even though they didn’t pay attention, the analytics still show that they saw it.
Not only can an impression count be misleading, but it may not even reflect a positive consumer engagement. There are companies I will never buy from again because their pop-up ads annoyed me so much—you know, the ones that have hundreds of extra “clickthroughs” because someone accidentally clicked on it 8 times because the “close window” icon was too small. While those extra clicks look like engagement, they were only expressions of frustration with the brand. That context gets lost when we are playing in a world that treats impressions as a be-all, end-all.
WHY YOUR SOCIAL MEDIA FOLLOWER COUNT IS IRRELEVANT
The same misconception can be applied to follower counts: they only matter if the audience actually cares and actively consumes your content. Followers can be absolutely everything or absolutely nothing.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.