A large but unengaged social media audience won’t help your business grow. A big following might look good at a glance, but they’re adding little real value. Here's why you should focus on engagement-first growth.
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Last year, a client came to us beaming with pride: their Instagram had just crossed 50,000 followers! But when we looked at the numbers, something didn’t add up. Their average post was getting fewer than 100 likes, next to no comments, and barely any clicks to their website. In other words, they had a stadium full of people, but almost everyone was sitting in silence.
It’s a common story. We’re so used to equating “big numbers” with “big success” that we forget what actually matters: are the people following you genuinely engaged with your brand, or are they just… there?
The reality in 2025 is clear: a large but unengaged audience won’t help your business grow. Sure, thousands of followers might look good at a glance, but if they’re not interacting with your content, visiting your website, or buying from you, they’re adding little real value.
• Facebook – The average organic reach for business pages is now just ~2.2% (in some cases closer to 1.6–1.8%). In other words, fewer than 25 of your 1,000 followers will see an average post unless you put money behind it.
• Instagram – Organic reach is slightly better, averaging 3–3.5%, but still declining year over year. Larger accounts can see rates as low as 1%.
• Across all platforms – Algorithm changes now prioritise meaningful interactions (likes, comments, shares, saves, time spent) over follower count when deciding what content to show. (Sources: Addictive Digital & Social Insider)
That means 10,000 disengaged followers are worth way less than 1,000 true fans who like, comment, share, and click.
• Better reach via algorithms – Engagement signals push your content to the top of feeds, increasing visibility organically.
• Higher conversions – Engaged followers are far more likely to enquire, sign up, or buy.
• More efficient ad spend – Paid campaigns targeting engaged audiences perform better and cost less per action.
• Long-term loyalty – People who interact with your content regularly are more likely to stick around and advocate for your brand.
• User behaviour has changed – People now engage with individual posts they like rather than following every brand. This is especially true on Facebook.
• Paid reach drives discovery – Without paid promotion, your content is less likely to be seen by new audiences.
• Content quality is non-negotiable – On visually driven platforms like Instagram, standout, relevant content is what convinces someone to follow… and stick around.
The upside? Slower growth often means more intentional growth, as you’re finding the people who do follow are genuinely interested in your brand (or rather, they’re finding you!).
While follower counts still hold some value for credibility and first impressions, their impact on reach is platform-dependent:
• Facebook: Follower numbers have almost no organic reach value, and paid media is now essential for growth.
• Instagram: Follower count still plays a role, but engagement is the main driver of visibility, especially as the platform continues to push video content over static (i.e. Reels).
• TikTok, LinkedIn, Pinterest: These platforms often give strong reach to high-performing content, even from accounts with small followings.
• Build a smaller but highly engaged community
• Create content that sparks interaction and conversation
• Invest in paid reach strategically to attract the right people
• Track results that actually impact your bottom line: clicks, leads, sales, and brand advocacy
In today’s social landscape, it’s not about being the brand with the biggest audience – it’s about being the brand with the most engaged one.
Looking to create content that resonates and drives engagement for your business? Let’s chat.
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