Follower Count Doesn’t Matter as Much as You Think

Content MarketingEmail StrategyMarketing FoundationsBusiness GrowthClient InsightsDownstage Media MethodMarketing Strategy

Mar 28

Written By Annie Figenshu

Here’s what to focus on instead if you want your content to work for your business.

Follower Count Doesn’t Matter as Much as You Think

“I’d rather be nine people’s favorite thing than a hundred people’s ninth favorite thing.”
That line from [title of show] swirls around in my head. Honestly? It’s a pretty solid content marketing philosophy.

We live in a time where everyone’s focused on building a platform. More followers, more likes, more reach. And yes, visibility is important. But if your content isn’t tied to a clear strategy, creating all of that social media content can be a real time suck.

Let’s reframe the goal. Instead of “going viral,” what if your goal was to build a small, loyal audience that actually engages with your work—and buys from you?

Spoiler: that’s how businesses grow..

It’s Not About Follower Count

Email > Social

Real Connection Comes from Real Content

What to Do if You’re Just Getting Started

You Don’t Need a Massive List. You Need the Right System.

It's Not About Follower Count

It’s tempting to chase big numbers on social media. Follower count is visible. It feels validating. But it’s not the metric that actually drives business growth.

You can have 10,000 followers and zero conversions.

Or you can have 200 subscribers on your email list and a full client roster.

Follower count doesn’t equal connection. And it definitely doesn’t equal revenue.

Social media platforms are constantly changing. Algorithms shift. Ownership changes. What works today might tank tomorrow. You’re essentially building a brand on borrowed land.

Your email list? That’s yours.
You control when and how you show up. You’re not competing with a million other posts for 1.5 seconds of attention.

And I say this not just as someone who’s sent a few email newsletters—I’m a Mailchimp Pro Partner, and I’ve helped dozens of businesses build email systems that consistently outperform their social media channels.

Because when someone signs up for your list, they’re not just passively scrolling. They’re saying:

I trust you
I want to hear from you
I’m interested in what you offer

That’s a deeper level of engagement—and it’s where long-term growth starts.

Real Connection Comes From Real Content

“I don’t have a massive following—but I’ve broken my revenue goals in three of the past four years by focusing on clear strategy, consistent content, and giving my audience something they can actually use.”

I’ve built Downstage Media with a relatively small audience. I don’t have a massive social following. But I’ve got a clear strategy, a strong message, and a consistent content system. Oh, and I’ve broken my revenue goals the past three out of four years.

That system focuses on giving my audience something they can actually use—something helpful, informational, or entertaining.

Every blog post, every email, every caption is created with the same goal in mind: Put you (not me) in your best light and help you move one step closer to a result you want.

It’s not about volume. It’s about value (and no, I don’t mean vague “add value” statements—I mean: give people something useful and relevant).

What to Do If You're Just Getting Started

If you’re still figuring out how to grow your audience or build an email list, start here:

1. Offer a lead magnet.
Give people something they want—a PDF, checklist, short video, whatever works for your audience. Make sure it solves a real problem or answers a question they’ve already asked.

2. Make it easy to find.
Don’t bury your opt-in at the bottom of your website. Put it on your homepage, in blog posts, and on social. Make it obvious and compelling.

3. Set up a welcome sequence.
Even 2–3 emails is enough to introduce yourself, offer a helpful resource, and invite them to take the next step.

4. Keep it simple and consistent.
You don’t need to email every day. But you do need to stay top of mind. Weekly or biweekly is plenty. Most of my clients (and me, TBH) think every two weeks is a good cadence.

You Don’t Need a Massive List. You Need the Right System.

What’s going to grow your business isn’t viral reach. It’s clear messaging, repeatable content, and a system you can stick with.

That’s exactly what we build inside the Small Group Marketing Cohort.
It’s where business owners come to get focused, supported, and consistent with their content.

If you’re tired of trying to do it all alone—or you’re ready to stop guessing and start building something that lasts—this is your next step.