To quote the supermarkets, the space race is over. Much like the frenetic expansion we saw in the food sector with supermarkets opening store after store in a saturated market, which didn’t increase sales and just cannibalised those they already had, the same could be said for social media.
We’ve seen a huge appetite for volume since its inception. Followers, subscribers, likes etc., brands and companies have spent lots of time, effort and money on growing their social following to as big as possible and, for many, continues to be the main focus of their attention. This isn’t sustainable.
Twitter has stalled in its growth of users at around the 300 million mark and Instagram, which just passed its 500 million users threshold, will no doubt start to slow or stall. There are only so many people in the world, after all.
This October, Condé Nast International’s chief digital officer, Wolfgang Blau, said, “You can’t win a race for reach,” at the Digiday Publishing Summit in Nice. He said that Vogue does not have to be gigantic to be very influential. For too long, too many were “drunk on reach” and forgot to focus instead on deeply understanding their readers.
This is a change in language and tactic from the one of the world's main digital publishers and a welcome one.
What is an 'acceptable' number of followers? Many people/brands look to others for this competitive and, sometimes not honest, number. It’s never enough.
The new age of social media will be healthy niches influencing people and rippling out into the wider population. Engagement will become key and producing content that is original, clever and contemporary will be the way to stand out. They'll be new ways to monitor engagement which don't require as much effort from the recipient.
What’s that inspirational quote about Jesus only having 12 followers? Okay, one did unfollow him! But, the space race is over and big isn’t always best.