Find out why people are unfollowing your brand on social media.
Developing a social media marketing plan is no small feat. You spend hours choosing which social media platform is right for your business, what type of content to create and curate, and your distribution techniques. Meanwhile, you dedicate countless hours targeting a specific audience and researching demographics and trends all in the effort to attract the right kind of customers.
Imagine you wake up one day to see that you lost a bunch of followers on your Facebook or Twitter page. After all of your hard work, it’s understandable to take an unfollow personally. Think of an unfollow like a breakup: it’s never easy especially when you invest a lot of time and effort to make the relationship work.
While it is definitely a blow to your self-esteem, it can leave you wondering: what happened? Was it my fault? What can I do to win them?
Like a breakup, it’s best to try to remember why your customer fell in love with you…I mean your brand. According to statistics from Hubspot:
- 16% of followers followed a brand because they were fans of the company
- 15% of followers reported following a brand because they were looking for special offers and promotions
- 12% of followers wanted to learn more about the product and service
When keeping these statistics in mind, it’s easy to make educated guesses as to why your customer dumped…I mean unfollowed your brand. Here are 6 possible reasons:
Your Content Is Repetitive or Not Relevant
Think about a past relationship. What attracted your partner? While you may not have been a daredevil, you were probably interesting and different. As you get more comfortable in a relationship, you may become a bit stale because you never take risks.
Similarly, uninteresting content gets old real quick. If you keep trying to reinvent the wheel, your customer may get bored and seek a more interesting brand. Take risks and try something new that you can reignite the spark between you and your audience.
Humor is an excellent way to connect with your followers. After all, how many times have you heard the phrase: “make me laugh and I’m yours.”
Now, everyone has a different sense of humor, so there’s nothing wrong with a joke that may have missed the target. But there is also a difference between a bad joke and a joke that crossed the line and was downright offensive.
Bottom Line: some topics aren’t funny. Don’t be surprised if your followers lash out and press the unfollow button after an offensive post or tweet.
Too Much Self Promotion
Social media is a great way to promote your product and service. There’s nothing wrong with a little self-promotion; in fact, people probably expect it. There comes a time, however, when you cross the line and everything that you end up posting is about how great you are.
News Flash: The world is not all about you.
This behavior is sort of similar to dating a narcissist. Nobody wants to date someone who only cares about themself and fails to meet other’s needs. Think about it: when is the last time you asked someone how their day was?
Remember, you’re supposed to provide your followers with content that is relevant to them and answers their questions. When you become too self-absorbed, your partner will probably grow tired and find someone who can meet their needs.
Overposting & Oversharing
Remember that clingy ex of yours who bothered you when you were with your friends. Overposting and oversharing is very similar to that! Imagine you’re trying to reconnect with your friends and see what’s new with them on their Facebook. It might be difficult if your entire newsfeed is filled with updates that your favorite brand wants you to read. Even worse, imagine that you signed up for push notifications…your phone will never stop ringing.
Just like a clingy love interest, your followers might be put off if you keep spamming them with content and updates. Less is more, so make sure you limit your posts on social media to one or two a day.
People follow your brand because they are fans of your product and they trust you. Sometimes they might have problems and may turn to social media for answers. Imagine how they might feel when their questions are not answered.
It makes them think that you don’t care. Have you ever tried reaching out to a love interest and they were unresponsive because they never answered or returned your calls? You probably decided it was best to just move on. After all, they don’t care so why should you?
You need to be social on social media. While you may not be able to answer all of their questions or concerns, at least try to make time for them and reach out to your customers. You may save your self from getting unfollowed.
They Found Someone Better
Honestly, its quite possible that your actions are not the reason they decided to unfollow your social media account. There’s a chance that they are no longer in need or your services because they found a better brand. While this may be a devastating blow to your self-esteem, use this as a learning experience. Learn from your mistakes and think of ways that you can provide a better service so future customers will never want to leave your brand.
Remember, your audience has expectations of your brand. They expect to be treated right. If these expectations are not met, you can kiss your fans goodbye.
Think of Kraus Marketing like couple’s counseling…for social media. These mistakes can be avoided with the right social media approach and strategy. If you need help developing a campaign for your social accounts, contact us today at 973-998-5742 or visit us online at www.KrausMarketing.com. Make sure to follow our blog for the latest trends in social media and other areas of digital marketing.