Quality can be more important than quantity when it comes to your social media audience, so make sure you're attracting the right kind of followers.
Every account attracts a degree of ghost followers (bot or inactive accounts), but influencers are particularly plagued by this. Since brands are now aware that quality is as important as quantity for these audiences, it’s important to use martech to evaluate them.
Some influencer marketing platforms are more strict than others when it comes to how to deal with the quality of their influencers’ audience. However, both brands and influencers should be wary of inactive, ghost, and/or bought followers.
This is also because the quality of your followers will affect the way your posts will be displayed in your feed. This article is a combination of strategies and everyday practises that can help you to keep your follower quality in check.
1. Become a ghost follower detective
First and foremost, these types of accounts rarely have any content on their profiles and are often created by bots. Their handles usually combine a string of names and numbers, and they’re often private accounts with no profile photo.
If you notice any of your followers who are following a high volume of accounts but only have a few followers themselves – there is a good chance they are not real. It’s important to be able to recognize ghost followers before you start with the next steps.
2. Go on a follower cleanup spree
Obviously, it can be daunting to scan through all of your likes, so looking at your followers list is a great alternative. You can either remove the followers or block them – with some of them, you won’t even need to check their profile (their picture will speak for itself!).
I’ve searched long and hard for a program that not only identifies ghost followers, but can remove them in bulk without fear of blocking those real followers who don’t post regularly.
Sadly I’m yet to find a safer process than simply manually browsing your followers one by one and blocking any that appear suspicious. On the upside, by doing it manually you are slowly sifting through your followers, instead of bulk deleting. Bulk deleting can be seen by Instagram as an “automated” activity, and that can affect your overall account visibility.
We are (slowly) using the same principle for the @hbloggerscom Instagram account, and the quality of our followers – as per Hypeauditor ranking – and our overall engagement have increased.
3. Block unwanted followers
We also started implementing this project, and it allows us also to engage a bit more with new followers, which is always a bonus!
4. Track the right metrics
As a way of comparison, engagement is much higher on Instagram than a platform like Twitter – including a baffling example of accounts with 1,000 followers at an engagement rate of 7.2% on Instagram, compared with 1.4% on Twitter, according to the State of Influencer Marketing 2019 report.
5. Engage with active followers
The fact that followers can see your content means that the algorithm still perceives your content as relevant to them.
If you like structure, I am actually a big fan of the 5-3-1 technique from Chalene Johnson of the Marketing Impact Academy: once you follow a new account, like their last 5 photos, comment on their last 3 posts, and get 1 new follower.
I would probably lie if I said it works every time, but for us it’s a 50/50 ratio, and it’s good enough for me.
The TakeawayTruth be told, keeping your Instagram account healthy is truly a combination of day-to-day activities and some hard-working tasks. However, since social media should be still retaining its “social element”, the quality of your audience should be a priority.
You May Also Like
9 Step Guide to Creating a Facebook Ads Funnel
All marketers know the stages of the buyer’s journey like the back of their hand. When it comes to Facebook marketing the same rules apply. Read on to learn how to create a Facebook Ads Funnel that will take your audiences on a journey that will end in conversions.
How to Curate Content for Your Social Media…
Content curation is the bread and butter of social media marketing. But without the right strategy in place, it's easy to lose sight of what you want to accomplish. Luckily, we'll break it down for you and get into the finer details of content curation. Read on to learn how you can make your life easier, one curated post at a time.