A large number of followers contributes a lot of relevance in our social networks. However, we must previously assess the quality of these followers to check if their impact is sufficiently effective. Not in vain, there are a lot of influencers who have thousands and thousands of followers, but many of them are bots, false profiles or inactive accounts. Nowadays what matters is to have real followers.
Followers are much more than a number. The most effective assessment we must make of them is of a qualitative nature. This means that the quality of these followers will be measured based on whether their attitude is active within the social network. They would be, in short, the real followers, those who answer, share, read the contents and participate in general in the publications.
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The real followers and the false profiles
How can we define, therefore, a good follower or real follower within a social network? Well, in general, it has the following characteristics:
- Active user that you log in to your account with some regularity
- Interact frequently commenting, giving likes and sharing content
- Follow a limited number of accounts without saturating your feed with excess content
Against this we have the followers that have all the appearance of being bots or false profiles. These, in general, have inactive accounts that they hardly use, do not publish anything new in their profile and do not interact in other accounts despite following a large number of them and, in addition, they frequently use messages that are constantly repeated in other accounts. Profiles
The importance of the real followers for brands
A study by the Points North Group agency, dedicated to providing brands with the analysis and measurement of influencer marketing, ensures that those influencers that have between 50.000 and 100.000 followers have an 20% of false followers. Or what is the same, one in five followers does not exist.
The important thing for brands is that the influencers have real followers and that these are valuable. An account full of false profiles only leads to an unreal and distorted situation that does not benefit the promotion at all, since in reality it will not be reaching a real and potentially consuming audience.
The multinational Unilever, which brings together well-known brands such as Ax, Dove, Rexona or Timotei, already announced at the beginning of last summer that they will stop working with influencers who buy followers. An unprecedented step forward to date, since at the moment brands rewarded the number of followers of an account without assessing its origin.
One of the possible solutions that brands are raising to this fact happens because social networks take measures to guarantee transparency. However, this is not so easy, since it is the networks themselves that are also economically nourished by these false profiles that, in the specific case of Instagram, represent up to 8% of the total accounts. For this reason, buy followers on Instagram You have to make sure that these are quality.