Where Numbers Don’t Matter

Take two businesses from the same industry, and put them on social media.

On one hand, you have one of these businesses building a huge audience using funny lines and idiotic YouTube content – sorry, I don’t know what else to call it. And you have the other business, with about a couple of hundred followers interested in what they’re doing.

Now, logic would say the business with the largest audience would make the most money. Well, chances are logic is wrong.

The business building its audience on fun and games is just bringing in people who have time to waste. They are not interested in investing in what you offer. They’re just looking for something funny on the Internet, and they’re providing it.

Unless you’re in the entertainment industry, this will not translate to revenue.

The other business, which has a more concentrated audience, is building its social media community using service-oriented content, which shows the people who are interested in buying your product. Those who watch what you offer are looking, needing, or desiring your service, and they will spend the money when asked for it.

The lesson to learn is that when it comes to social media, the quality of your audience is more important than its size.