Far too often we measure success by the size of our social following and unfairly compare our business to others. Having a smaller following is nothing to feel bad about because it’s not a true measure of business success. Here’s eight reasons why you don’t need a big following to achieve your goals.

1️⃣ It’s not about how many people follow you, it’s about having the right people follow you. The people who value, engage with your brand and most importantly, buy.

2️⃣ You can reach people where they’re at. A comment on a popular page where your audience exists will often reach more people than an organic post from your page.

3️⃣ Having followers is not a business! A big following doesn’t mean a brand is actually making money or achieving its business goals.

4️⃣ With a small engaged audience, it’s easier to create meaningful connections that provide value for all parties involved.

5️⃣ Social media is a tool to accomplish your business objectives, not the reason you went into business.

6️⃣ Followers, engagement and views are vanity metrics. They only matter with helping you assess your marketing in support of meaningful business metrics.

7️⃣ When you spend time obsessing over the audience you don’t have, you miss the opportunity to serve/build on the audience you do have.

8️⃣ “Success” at social media is no longer about “followers.” It’s about creating valuable content for a niche audience. Today’s algorithms are based on a “media” graph and no longer a “follower” graph. This means you can have few followers but reach thousands of people (if your content is good).

Bonus: Email contacts > social media followers. You’ll always make more money from a qualified email list (even if it’s small) in comparison to a big social following.