The importance of meeting the needs of customers without losing sight of the real objectives
In today’s article we address a topic that is very dear to companies, but thorny for advertisers: is it still useful and does it make sense to activate specific campaigns for fanbase growth? In which cases is it advisable to do this? And on which platforms?
In this article we answer all these questions in a comprehensive way.
On social platforms, success is often measured by the number of followers or likes. Behind these numbers there may be an appearance of popularity, and it becomes increasingly important to know how to read beyond the “vanity metrics“.
But why are they called that?
They are those results concerning the quantitative and not the qualitative aspect. A large fanbase is not necessarily synonymous with quality engagement and interaction with your community. Social advertising platforms are reevaluating these KPIs, placing the emphasis on more meaningful metrics such as engagement rate, clicks and conversions.
This evolution should go hand in hand with the redevelopment of follower acquisition campaigns, an objective still pursued by many brands and in which significant amounts are invested. It is important to focus not so much on increasing the fan base, but rather on improving brand loyalty and brand authority, aspects connected to building an engaged and loyal community to the brand.
The answer is yes: you can create advertising campaigns on Facebook and TikTok to increase the number of followers on your profile. But why do it? There are several reasons why it can make sense to run a campaign to gain followers on social media:
To sum up, campaigning to gain followers on TikTok and Facebook can definitely make sense for those companies who want to increase their online visibility and grow their business through social media marketing. However, we reiterate that quantity does not always equate to quality: it is preferable to have a few highly engaged followers with our content rather than many passive followers.
But how is a follower acquisition campaign activated? Let’s divide the explanation by channel:
There are some channels on which it is possible to try to stimulate growth indirectly:
Follower acquisition campaigns can be very expensive and lead to satisfactory results in numerical terms, but they do not necessarily favor the quality of exchanges with the brand’s audience. For this reason it is necessary to combine them with campaigns with more challenging KPIs.
If a minimum number of followers is imposed from above to be on par with the industry average, it is advisable to invest a substantial budget to give the campaign a good initial boost. Once the goal has been achieved, it is preferable to invest the budget in objectives aimed at maintaining the acquired fanbase, as well as activating valuable campaigns (e.g. lead generation and sales).