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Social Media - 3 February 2021
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Dollars do not equal followers

We wake up checking our Instagram to see if it has grown overnight. We check our social media channels all day just to see a certain number growing. With the introduction of analytics on all social media channels checking only followers is now not the case anymore. We are looking for reach numbers, profile visits, views, engagement rate, growth in certain areas and so much more.  Numbers, numbers, numbers, what if we lost this week 200 followers and next week gain 400 followers will that have an impact on your business?


The right answer is no. You won’t have an immediate impact on changing numbers of followers. However, if you lose followers because you are ‘exposed’ or shared misbehaving information on the internet it will have consequents for your business, but that is another topic we might cover in the future.

A woman in a coat walking

So, what does that mean dollars do not equal followers? It means that the community that smaller accounts are building are so much more important than having 100K followers. The problem is that people think that if they let influencers such as Kylie Jenner promote their product it will become instantly a hit. While everybody knows Kylie Jenner, her engagement rate is very low, and she only estimated real followers of 58%. For having 3.8 million followers you still have thousands of people following you but the connection with the audience, aka that community, is not as strong as smaller accounts.


That means that smaller accounts are worthier than big accounts such as Kylie Jenner’s. Micro-influencers are rising into the influencer business. More and more business are looking for micro-influencers to promote their product.

  1. It’s cheaper

  2. Higher engagement with influencers account

  3. The broader span of reach

While the definition of a micro-influencer varies from professional to professional, they are generally defined as a user who has more than 1,000 and less than 100,000 highly engaged followers. That’s great news for accounts that are still growing but are ready to start landing sponsored posts!

Wait, I am a small account

Perfect! You can start right away writing brands your pitch or media kit. However, there are certain things that are important in order to be considered.

  • You need a strong media kit

  • Strong engagement, reach and your geographic matters

  • Vision, mission equals with brands.


You can download my media kit here to understand what to put in there: MEDIA KIT HANNAH

Or make your own in Canva.



That means that you can be an influencer if you want and brands want to work with you because you have to offer something big accounts don’t have. Brands want to work with you not because you have higher engagements but because they want to build a relationship with you in order for you to give that relationship feeling through to your community. At the end of the day, even a micro-influencer can make money online and dollars do not equal followers.



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