Buying social media followers for your business might sound a bit risky. Isn’t B2B social media meant to build genuine connections with real business owners and help solve their real problems?
While buying followers isn’t illegal, it’s usually just a shortcut to make your business look more popular. However, it can sometimes backfire and even harm your real audience.
Let’s explore the idea of buying followers (and why it’s been in the news lately) to see if it’s really a smart move for your B2B business.
Purchasing Followers on Social Media
There are several ways people buy social media followers – some involve real people, while others use bots. Some companies sell fake accounts directly to those who want more followers, while others take a more hidden approach.
In January 2018, a small company made headlines for selling fake followers (bots) created from real social accounts, including some owned by minors.
The clients included PR firms and celebrities, who paid small fees to increase their Twitter followers or YouTube views. When asked, many of the company’s customers dismissed it, saying, “Everyone does it.”
However, just because many businesses are buying followers doesn’t mean it will truly benefit your B2B business or provide a solid return on investment.
The Pros and Cons of Buying Followers
The main reason for buying social media followers is to make your brand look more popular or influential. People are often more impressed by a large follower count, so having thousands of followers, even if some are fake, can make a stronger impression on potential customers, clients, and employees.
Sometimes, having more followers even if some are fake can increase engagement from real users. In industries like social media management or marketing, this could even help attract new clients.
However, there are many potential downsides to buying followers. First, it’s hard to know if your bought followers are genuine people or bots, and bots won’t buy from you. Even if they’re real people, they may not match your target audience. For example, when Chef Michael Symon bought followers in 2014, he ended up with bots and random people who weren’t interested in his content, which didn’t help his engagement or traffic. In B2B, connecting with the right people at relevant businesses is crucial, so random followers are unlikely to help.
An Alternate Way to “Buy” Social Media Followers
Instead of paying for a set number of new followers, here are other ways to grow your social media platform:
- Use an app to manage who you follow: Instead of checking each profile one by one, use an app or service to follow relevant users and unfollow those who don’t follow back.
- Hire a social media manager: You don’t need to be an expert at everything. A skilled social media manager or agency can help grow your followers naturally. While it may take longer than purchasing followers, the benefits are more lasting and impactful.
- Use a social media management tool: If keeping up with regular posts is tough, try scheduling tools. They make it easier to post consistently across channels.
- Use paid ads: Most social media platforms offer advertising options for brand awareness, gaining followers, or sales. Paid ads let you reach a targeted audience who may choose to follow you.
Finally, while most social media platforms don’t allow fake accounts, they still benefit from having more users – real or not.
