It might seem easy enough to increase your social media following with a few effectively targeted paid campaigns, right? Remember: to keep your audience engaged, your content needs to go beyond brand and product promotion.
According to the Digital Canada 2023 report from Ressac and Leger, 60% of Canadian Internet users who follow a brand or company say they will unsubscribe from an account if the content is uninteresting (useless, boring, etc.), 50% will unsubscribe if a brand’s values don’t align with their own. Another notable stat – 50% of Canadians unfollow brand accounts after the announcement of a contest winner.
While respondents indicated that they would unfollow a brand or company account, more often than not the platform algorithm does the job for them before they get a chance to click “unfollow”. If your audience is not interacting with your content, the algorithm will reduce the frequency that your content is served to them, eventually fading your content off their feed altogether.
This effectively means that even though you earned a subscriber or follower, they won’t see your content anymore. That’s why it’s more important than ever not just to publish relevant content. You need to publish magnetic content – content that the audience immediately gravitates towards and engages with.
While experiencing “algorithmic unfollows” is inevitable and natural – your brand is never going to appeal to everyone, and that’s a good thing – you can still prevent losing those who fit your ideal target customer with a creative and intentional content strategy that fits into a well-rounded digital approach.