Does Your Number of Social Media Followers Really Matter for Small Businesses in 2025?
If you’ve ever found yourself refreshing your business’ Instagram or Facebook page to see if the follower count ticked up yet, you’re not alone.
For years, follower numbers have felt like the scoreboard of social media - more followers equals more success, right? It’s especially tempting to watch your competitors’ numbers and see if they’re getting more than you.
You even used to be able to run specific ad campaigns on Facebook that were designed to bring followers in droves. The bad news? They were purchased audiences, often from overseas, and offered ZERO value other than pumping up vanity metrics. But that’s a story for another day…
Why your social media follower count isn’t as big a deal as it used to be
Ten years ago, growing a huge following was the gold standard. The logic made sense: more followers meant more reach, more visibility, and (hopefully) more customers. But social media has changed.
Algorithms now decide what people see, and those algorithms care more about quality engagement than raw follower numbers.
That’s worth saying again: quality engagement is the new gold standard.
That means having 500 followers who actually interact with your posts is worth far more than 5,000 who scroll by without a second thought. In fact, having an inflated number of followers who don’t care about your content can actually HURT you…
That’s why so many small businesses that have active, thriving, authentic social media accounts are beating big businesses with deep pockets. Interesting, right?
So, when does a follower count still help?
A healthy following can provide a form of
social proof - a little credibility boost that shows your business is active and trusted. But here’s the thing: customers aren’t choosing you because you have 2,000 followers instead of 200. They’re choosing you because your page shows you’re professional, reliable, and present.
What really matters for social media marketing in 2025 and 2026
Instead of stressing over the numbers, focus your energy on three things:
- Defining Your Goals
What do you actually want from social media? More leads? More awareness? A way to stay top-of-mind with existing customers? Knowing the answer helps you measure success in ways that actually matter. - Establishing a Credible Presence
Think of your profiles like a modern-day storefront window. When someone checks out your business online, does your page tell them, “We’re the real deal”? A mix of professional updates, engaging posts, and recent activity goes a long way toward building trust. - The Quality of Your Content
This is the big one. Are your posts educational, entertaining, or otherwise worth someone’s time? Quality content beats follower count every day of the week.
Don’t forget outreach!
If you build it, they won’t necessarily come… Not many, anyway.
And this is a piece a lot of small businesses miss: social outreach. It’s not just about posting into the void - it’s about connecting. Follow other local businesses, tag vendors and partners in your posts, and give a shout-out to the taco place or coffee shop you love. These small touches make your business feel more human and expand your reach in a natural, authentic way.
What’s your takeaway?
In 2025, follower count isn’t the scoreboard it used to be. Sure, it’s nice to see your numbers grow, but the real win comes from building credibility, creating quality content, and connecting with your community.
Focus on that, and you’ll find social media doing what it was meant to do in the first place: bringing people closer to your business.
