Think follower count equals quality? Think again. In a world where bots and bought followers dominate, many smaller businesses are delivering stellar products and services with zero hype. Discover why chasing numbers could cost you real value—and how to spot the brands that put customers first, not followers.
In the modern digital age, social media follower counts are often seen as a marker of a business or brand's success. Consumers tend to gauge the quality and viability of a product or service based on follower counts or flashy engagement metrics (likes etc.) But is this really the best way to determine if a business is worth your time and money? Let's talk about it...
The Illusion of Social Media Validation
The rise of platforms such as Instagram, Facebook, and now TikTok have created an even more skewed perception of success (as if we needed more of that). And with new tools such as Meta's "verified" badges, people may assume that a large social media following automatically equates to credibility. However, what many don’t realise is that verification is really not too difficult, and with that responsibility comes (in some cases) even less transparency.
Businesses can end up pouring thousands of precious Rands into gaining followers rather than providing real value to their clients. Follower numbers can be artificially inflated by bots, and with marketers selling the "we'll make you viral" trick, it is no wonder Social Media Marketing and Digital Marketing, is set to witness a 6% increase in growth and demand—higher than the average job growth rate—by 2032, according to Forbes and an article written by Coursera. In fact the industry is estimated to be worth a whopping $1.5 TRILLION by 2030... crazy right?
However, I digress... On the flip side, there are countless local businesses—hard-working, passionate, and driven by consumer satisfaction—that may not have massive social media followings but offer excellent products or services. Local is lekker, after all! Every business has to start somewhere, and focusing purely on numbers doesn’t give smaller enterprises the recognition they truly deserve.
The Reality of Resource Scarcity for Smaller Businesses
At Zero Marketing, we know this struggle firsthand. For a long time, we poured all our energy into our clients, ensuring they received the best service possible. This meant that we didn’t always have the time to build our own social media presence. Then, after rebranding, we faced another diversions as we redirected our focus. But here’s the thing—we work with clients every day who tell us how much of a difference we make for their businesses. Our quality is reflected in our results, not in our follower count.
Smaller businesses often operate with limited resources, specifically the issue of splitting time between serving clients and trying to keep up with the social media machine. This doesn’t mean they lack credibility or quality. In fact, businesses that are more focused on client relationships rather than chasing social media fame often provide a more personal, tailored experience! This attention to detail and customer care is sometimes unmatched by bigger brands that may have the luxury of dedicated social teams, service teams, delivery teams, etc. but ultimately less direct involvement in the buyers journey and end user's experience of receiving their product/service.
How to Really Gauge a Business's Quality
So now we have chatted the issue, right, but surely there are better solutions than giving up the ghost and swinging in the dark... (no pun intended for the upcoming celebration of Halloween). Before you conclude on a business's products or services based solely on social media, we suggest you do some digging.
Here are a few tips we recommend to help you make more informed decisions:
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Go beyond social media: Check their website, look for customer reviews on third-party platforms, and most importantly, get in touch. A phone call or email exchange with employees or management can give you a great feel for the energy and values of a company.
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Engage directly: Often, the passion and authenticity of a business shines through in one-on-one interactions. Hearing how a company handles inquiries, complaints, or custom requests can tell you much more than an Instagram feed.
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Look for transparency: Whether a business has a large following or not, transparency in pricing, processes, and customer feedback is a good sign that they are trustworthy.
In Conclusion: Not All Big Accounts Are Better
It’s important to remember that not all businesses with large followings are providing superior products or services compared to smaller, lesser-known brands. In fact, there’s a strong case to be made for the more personalized, high-quality service you might receive from a smaller company with fewer resources but a greater focus on customer care. Their attention to detail and passion often translates into an experience that’s less about hype and more about genuine value.
To the businesses out there who manage to balance both growing a social presence and offering top-tier products or services—kudos to you! You’re doing an incredible job, and we love to see it. It’s no easy feat to juggle both ends of the spectrum, but when done right, it’s a game-changer.