Don’t get bogged down by silly, meaningless numbers.

Photo by  on  Unsplash

Photo by on Unsplash

It happens to all of us, and it’s getting a little out of hand.

Follower count, reach, website hits — they’re important to know, but they don’t tell you the whole picture.

I often speak with clients that only care about one thing — followers on their Instagram. Yet when I ask them why it’s important, they can’t answer. It’s the same thing over and over — it’s the only thing they know and therefore the only thing they care about.

In most cases, people need to step back and have a think about why they’re doing what they’re doing. Does having more Instagram followers help the business? Maybe, but not always.


A woodsman was once asked, “What would you do if you had just five minutes to chop down a tree?” He answered, “I would spend the first two and a half minutes sharpening my axe.” Let us take a few minutes to sharpen our perspective.


I worked with a men’s fashion brand with 120k+ followers on Instagram but they couldn’t figure out a way to convert. One quick look and it became pretty apparent. Sure they had a lot of fans, but the 80% of them were female — definitely not their target audience. They were getting more and more fans because that was their only goal, they didn’t spend time thinking about how it would help their business. Turns out, they used a lot of male models on their feed — great content, but they were attracting young girls who wanted to look at pretty boys.

The same thing happens when you look at digital ad buying — people tend to get a lot of traffic but find it difficult to convert. Their immediate reaction is that the platform isn’t working. However, the problem could be the messaging, the website (not matching/relevant to the ads) or even the product itself.

Lazy work = poor results