Chasing followers is the biggest mistake you can make, here’s what to focus on instead.
One thing to know from the start is that social media marketing isn't just about posting content. It's about building a strong community. And that distinction? It changes everything about how you should approach it.
There are businesses or creators with thousands of followers getting zero engagement. But accounts with a few hundred followers are driving real results, conversations, customers and growth. The difference isn't the number on the profile. It's what's happening behind it.
You're better off having 100 followers where each one interacts and actually takes something away from your content, than a million who scroll straight past.
Issy is one of our marketing execs at Waye, and the 2nd best Pasta-maker at our latest team outing.
The myth that needs to go away to a faraway land
Here's the misconception that frustrates me more than any other: that having loads of followers automatically means you have influence.
It doesn't. Not automatically. Not even close.
Influence comes from authenticity. It comes from a community that actually trusts, listens to you, and acts on what you say. A massive follower count without genuine engagement behind it is just vanity, because yes, it looks impressive in a screenshot, but it doesn't actually achieve anything for you.
So, the next time you're evaluating whether your social media is working, stop looking at the follower counts. Start asking: Are people engaging? Are they sharing? Are they coming back? That's what actually matters and what sells.
The mistake most brands make first
If I had to name the single biggest mistake businesses make when they first start on social media, it's trying to be everywhere at once.
They sign up for Instagram, Facebook, TikTok and LinkedIn - sometimes all in the same week. It’s too much all at once, and six months later, they're burnt out and wondering why nothing is working.
Believe it or not, not every platform is right for your business. A B2B consultancy probably doesn't need to be on TikTok. A fashion brand might not get much engagement on LinkedIn.
Before you create a single account, ask yourself where your audience actually spends their time, and go from there.
Remember: Consistency and quality will always beat volume.
And brands expecting engagement and followers from day one? No chance. Good things take time; a community doesn't appear overnight.
Simple… you’ll know it when you see it.
Good social media marketing makes you stop scrolling, walking or even talking. It makes you actively think, "Oh wow, that's good", or "I'd like to know more about that." It doesn't feel like an advert, you see it and you relate to it in some way, and that's why it catches your eye.
Every piece of content you put out should get your audience relating to it or wanting to know more.
Results aren’t coming, where do I start?
If a business owner came to me tomorrow and said, "We're not getting results from social media," the first things I'd ask are:
Are you creating content from your audience's point of view, or your business's? Which posts have performed best, and why?
Most people can answer these questions, but don’t do anything with the answers. They carry on with what's obviously not working… They’re just shouting into the void.
Your audience doesn’t know your business inside out (yet), because they’re not customers. So don’t assume they know everything. If you also read your own content and think “yeah thats good”, take a second look because if you're not your target audience, their reaction might be different.
Shift your perspective from "what do we want to say?" to "what does our audience actually want to see?" and you'll notice a difference faster than you think.
What excites me most about social media marketing is that the space is continuously growing and new opportunities are being created. The potential it has for individuals, small businesses and brands, yes, is still being figured out, but it’s pretty powerful.
But what really gets me is the communities. The genuine, passionate groups of people that can be built entirely through a screen. Seeing brands go from nothing to having a loyal community that genuinely cares about what they do, that's real.
Social media used correctly and done right is one of the most powerful tools available to any business right now.
Stop chasing followers. Start building something worth following.
Key takeaways
Community beats follower count. Always.
Don't try to be on every platform. Choose wisely and show up consistently.
Create content from your audience's perspective, not your business's.
Engagement and results take time. Give it patience.
Authenticity isn’t optional.
Social media is so so powerful when used right