8 Tips to Build Your Social Following in 2019

If you’re a small business with a great product or service offering, how do you get the word out? Social media is fantastic way to update customers and prospects about your products or services. It's not as simple as posting just for the sake of it, you need an interested audience in order for your business to gain recognition and build that dedicated following. If you’re looking to build up your following in 2019, look no further! Here are 8 tips to help you build your social following:

1. Set Goals and Objectives

Creating a social media presence is no easy feat! It can take a long time to fine tune your messaging, and overall strategy, however, it’s important to nail down a few attainable goals in order to motivate yourself and have something to work towards.

For example: A great starting goal would be to increase your social media following by 15%. Having a set goal will help to inform your social media strategy and whether or not you reach that goal, you will know whether or not the goal you have set is realistic.

Other goals could include increasing brand awareness, community engagement, content distribution, lead generation, and improving online customer support.

2. Perform a Social Media Audit

It’s so important to consistently check in on your social media efforts to analyze their performance. Which social networks had the most engagement? Which posts were the most successful in terms of reach, engagement, and likes? When you start to take an in-depth look at past posts’ performance, it can really inform your social strategy going forward.

If you do something that works, keep doing it! Posting high performing content is a sure way to extend your reach, engagement and following!

Check out our article on how to run a social media audit in 4 simple steps here.

3. Seek Out Conversations

A great way to create a community across your social channels is to seek out conversations through hashtags or with relevant users in the same industry. Doing these proactive activities will extend your reach and will allow for others who share similar interests that are aligned with your brand to discover your page.

Managing your online community is an important activity, especially when building your following, that will allow you to connect with your customers – helping you to shape your brand and understand what your customers want.

Examples of community management include:

  • Responding to any customer inquiries and complaints on your social channels (Facebook, Instagram, Twitter, etc).
  • Actively participating in conversations with audiences and like-minded brands.
  • Recording and monitoring the reach and return of your efforts to make educated improvements.
  • Thinking of new strategies or tactics to grow your following or engagement levels.

4. Look at Your Competitors

If your competitors have been existing in the digital space for a long time, they will likely have their own social accounts that you can pull inspiration from. Pay attention to what kind of content they’re posting, how often, and how they interact with other brands and influencers online. Your competitors are an excellent learning resource so don’t miss out!

Tip: If your competitors have established a substantial following already, take a look at their followers and follow them! Notice any key engaged users on their feed? Engage with them - they may be interested in your content too!

5. Follow The Right Accounts

When you’re creating your own brand identity and voice across your social platforms, it’s important to follow accounts that are in line with what you want your brand to convey to your followers.

It’s important to follow influencers that you feel capture the voice that you want people to associate with your brand. Repost influencer content when it’s especially relevant, but always make sure to tag the account for credit! This is another great way to have more eyes on your brand and ultimately gain more followers.

6. Post Consistently on Relevant Platforms

One thing that we cannot stress enough is that contrary to belief, you do not need to be everywhere. Focus on the social channels that make sense for you and your business. For example, a B2C Jewellery company likely doesn’t need to be on LinkedIn, but should definitely be on Facebook, Instagram, and potentially Pinterest – visually focused channels that make sense for the brand. Focus on the channels where your customers are and create engaging content on those channels alone.

This is arguably the most important part. Social media is most effective when you post engaging content consistently. But that doesn’t mean you have to be churning out content every single day! Focus on posting high-quality, engaging content 3-4 times a week and stick to that schedule. This way, you won’t clutter the feeds of your followers, and you won’t experience social media burnout! Being on the most relevant platforms is a sure way to grow your following.

7. Build Trust & Authority

On your social channels, you want to build yourself up as the expert on the service you are offering. You also want to build a relationship with your audience that allows you to foster a sense of trust between consumers and your brand.

When you’re posting, you want your brand to be as authentic as possible and be transparent in interactions with customers. If non-followers discover your content, your brand’s authenticity will make people more likely to make the move to follow your account.

8. Mix Up Content

While you want your social channels to be used as a tool to promote your products and services, you also want people to enjoy your content. It’s important to create a blend between informational posts and just-for-fun posts that still relate to your business whether it be a funny quote or a meme, or highlighting fun holidays like Valentine’s Day or the Fourth of July weekend.

One helpful tip to utilize is to organize a month’s worth of posts into a content calendar. By planning your content a month in advance, it allows you to take a birds eye view of the month and get a sense of how much informational and promotional content you’re posting vs. light entertainment content.

Check out our social media calendar template to get you started on planning ahead!


Developing a social media presence is an absolute must for small businesses. By building and maintaining a social media following, you will be able to establish a brand voice and reputation, easily accessible to existing and potential customers.

By creating a social strategy that includes attainable goals, active community engagement, a comprehensive review of your competitors, and regularly posting great content, you set yourself up in the best possible position to increase your social following.

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