2: Follower count is a vanity metric

[fomayof928@mowline]

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Ever since buying followers in bulk became popular in the early 2010s, people have called follower count a vanity metric. On the surface, this argument makes sense. After all, what’s the point of a high follower count if your engagement rate is low?

As it turns out, it works quite a bit.

Writing about follower count as a meaningless metric lacks some key nuance. Mainly, it doesn't take into account the "90-9-1 rule." According to this rule, only 1% of social media users create content, 9% share, like and comment on original content, and 90% just lurk. Lurkers may not contribute to your overall engagement rate, but that doesn’t make them less valuable.

Our index data shows that 68% of consumers primarily follow brands on social to discover new products and services, followed by access to exclusive promotions (46%) and entertainment content (45%). Just because they don’t like or comment doesn’t mean they aren’t gathering information that can ultimately drive a purchasing decision.