Engagement vs. Follower Count
But here's the truth, a big number doesn't necessarily translate to big results and more appointments. Welcome to the Spa Business Building Podcast, your go-to destination for turning your passion as a beauty or wellness professional into a successful and profitable business. I'm Tiffany, your host.
I'm a mom, wife, licensed esthetician and massage therapist, enthusiast of all things business building. Not too long ago, I took a bold step into entrepreneurship, embracing the roles as a wife and mother of two, while venturing into the spa industry as a solo practitioner. Armed with nearly two decades of expertise as a licensed esthetician and massage therapist, my passion for the spa industry fueled my determination to succeed despite having zero business experience and no client base.
I created Spa Business Building because I've been in your shoes. I faced the challenges, celebrated the victories, and learned invaluable lessons along the way. Now, I'm here to share my insights, strategies, and the insider knowledge that transformed my own business.
In the Spa Business Building Podcast, we'll deep dive into all things spa business related, from effective marketing strategies and client retention secrets, to building solid business systems. I'll bring in industry experts, successful entrepreneurs, and share real life stories to inspire and guide you on your journey. So whether you're a solo esthetician, spa owner, or someone dreaming of entering the world of wellness, this podcast is for you.
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Welcome back to the Spa Business Building Podcast, where we help spa owners like you cultivate thriving businesses. Today, I'm tackling a hot topic in the online world, follower counts. Are they the holy grail of social media success, or is there more to the story?
I'll uncover my focusing on engagement, might be the secret weapon you've been missing. So let's be honest, seeing that follower count climb feels good. It creates a sense of validation, like your spa is on the right track.
But here's the truth, a big number doesn't necessarily translate to big results and more appointments. Have you ever noticed posts with impressive follower counts getting crickets in the comments? That's because the algorithms prioritize engagement, not just numbers.
So a small engaged audience can be far more valuable than a large passive one. So think about it, would you rather have your business a group of enthusiastic regulars or a room full of disinterested bystanders? So what metrics should we be focusing on instead?
Engagement is key. You will want to track your likes, comments, shares, and mentions. So you're going to ask yourself, do people respond to your stories?
Do they click on your links? These interactions show genuine interest and potential for conversion. So I'm going to give a little example.
Let's say Sara runs a cozy massage business with a modest 1,000 followers on her social media. Instead of chasing numbers, she focuses on high-quality content and community building. She interacts with followers, she answers questions, she runs interactive polls, and the result is loyal clients who rave in comments, share her posts, and return for regular appointments.
It's a classic case of quality over quantity, because Sara may not have millions of followers, but she has built a strong, engaged community that fuels her business growth. So I always say social media is for nurturing your audience. Don't focus on that vanity number of how many followers you have.
Instead, focus on creating real relationships with those who follow you. This is a great example of why you need to know who your ideal client is, because when you know who your ideal client is, you know how to market to them. You know what kind of posts are going to generate engagement.
You know exactly what they're looking for, and you can create that content for them that's going to get them to engage. So how can we shift our focus to engagement? So here are just a couple of practical tips.
When you post consistently and authentically, share valuable content that resonates with your target audience. Like I said before, when you know exactly who you're talking to, you can create that content that they want to see. You know what's going to get them engaged.
Now, when I say posting consistently, this doesn't mean posting every single day. Now, if that is the schedule that you would like to have, that is perfectly fine. But you can create your own schedule of consistency.
If that means you only post every Monday, Wednesday, Friday, Tuesday, Thursday, Saturday, that's okay. But keep it consistent. Pick a schedule, plan your content, and schedule out the posts so they go out on those days that you have chosen for your consistency.
You also want to ask questions and respond to comments. So you want to get that engagement. Make sure you have a call to action, a CTA, in all of your posts, your social media posts, your social media, your reels, your stories.
Have a call to action. Ask questions, get engagement, post a link. That's where you get the interactions.
So spark those conversations and show that you care. You can do lives in host Q&A questions. So create a personal connection with your audience.
Show up live. Now, I know this can feel really scary, and some people don't want to show their face on social media, but I will say, if you are a solo service provider, solo entrepreneur, I hate to break it to you, my friend. You are the face of your brand.
You are your brand. So you have to show up. You have to show your face.
You have to create those personal connections. They want to see you. Clients are coming to see you.
So showing up live, creating a personal connection with your audience, hosting Q&A's, is a really great way to build that know, like, and trust with your followers. Now you will also want to track your analytics and adjust your strategy accordingly. So you want to track your comments, your clicks, all of those things to see what's working and what's not working.
And if you have, there are platforms I use Meta Business from Meta, Facebook and Instagram. I use them. It's free and it tracks all of those analytics.
So you can look at your specific post and see how many views you got. You can look at the shares. You can look at, you know, all the comments, all of that to see what posts are working and what isn't working.
Just remember that social media is about building relationships. It's not about chasing numbers. So focusing on creating a community of engaged followers who love you and your business and its values.
When you do that, the success will follow naturally. So that's it for this episode of Spa Business Building. If you found this information helpful, don't forget to subscribe, leave a review, and share it with your fellow Beauty and Wellness experts.
Until next time, stay inspired, stay fabulous, and happy business building.
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