This story from last month, about an Instagram “influencer” with 2.6 million followers on the platform who failed to sell just 36 shirts has stuck with me for a while now. For those keeping score at home, she couldn’t even reach a 0.001% conversion rate. I’m fairly certain that commonplace email scams perform better.
Being able to attract attention is easy. The superpower is holding it.
That’s why distribution is a critical part of any content strategy. You can’t expect something to be released into the ether and catch on – you’ve got to push it.
In the case of Arii the Instagrammer, she had content that performed well for the algorithm as evidenced by her follower count and engagement, but it wasn’t attached to any sort of conversion funnel. She was getting likes and comments but didn’t drive her fans to owned audiences like a website or an email list. In fact, they weren’t her fans at all, they were Instagram’s.
It’s once again, a devastating reminder that tech platforms’ interests rarely align with marketers’ interests.
Too many candidates and organizations just think in order to do “digital,” they merely need to have a presence on social platforms and measure success based on the vanity metrics of likes and shares. But vanity metrics don’t drive outcomes and don’t matter.
The bells and whistles of online metrics have completely distracted us from the point of campaigns, which is to win elections. The winner of the election isn’t necessarily the candidate with the most social media followers, but if they have a devoted following and turn them into volunteers and donors via a conversion funnel, they will have a huge advantage over their opponent.