Top 10 Reasons People Follow Brands on Social Media (And Practical Applications for Your Business)

Rethinking Social Media Followers

Do followers really matter, or are they just numbers?” If you’ve ever questioned their value, you’re not alone. Many small businesses see social media as a one-way promotional tool, but the truth is, your followers are more than just stats—they’re future loyal customers, brand advocates, and engaged community members ready to support your business.

The real challenge isn’t gaining followers—it’s giving them a reason to stay. A staggering 64% of consumers say they follow brands on social media to feel connected to them (Sprout Social). Ignoring what your audience truly wants risks losing engagement, trust, and sales. Let’s dive into the top 10 reasons people follow brands and how you can turn casual scrollers into lifelong customers.

Why Understanding Social Media Followers Matters

Think of social media as a digital handshake. Followers don’t just want discounts—they crave value, community, and authenticity. Misreading their motivations leads to:

• Lost sales: Posting generic ads without strategy drives followers away.
• Damaged trust: Failing to engage or address complaints publicly harms your reputation.
• Missed opportunities: Ignoring trends like user-generated content or FOMO (fear of missing out) leaves money on the table.

For example, a bakery that only posts product photos might struggle to stand out. But one that shares how their sourdough is made (hint: #6 on our list) builds a story customers want to be part of.

The Top 10 Reasons People Follow Brands on Social Media

Here’s what your audience really wants—and actionable tips to deliver it:

1. Exclusive Content or Offers

People love feeling “in the know.” Followers expect perks like:

• Limited-time coupon codes (e.g., “SUMMER20 for 20% off”).
• Early access to sales or new products. Actionable Tip: Run a “Followers-Only Flash Sale” and promote it via Instagram Stories or email.

2. Value-Driven Content

Educate, entertain, or inspire. A plumbing brand sharing DIY leak-fixing tutorials positions itself as a trusted expert. Actionable Tip: Create a weekly “Tip Tuesday” series with quick, helpful videos.

3. Community and Shared Values

60% of consumers prefer brands that take a stand on issues like sustainability (Edelman). Patagonia’s environmental activism resonates with eco-conscious buyers. Actionable Tip: Share your brand’s mission consistently—don’t just slap a rainbow logo on during Pride Month.

4. Customer Support

44% of users say they’ve DM’d a brand for support (Twitter/X). Responding quickly to complaints (like airlines resolving booking issues) builds loyalty. Actionable Tip: Use chatbots for FAQs, but keep human support accessible.

5. Product/Service Updates

Tech brands like Apple thrive on hype by teasing new gadgets. Followers want to be first in line. Actionable Tip: Post countdowns or sneak peeks before launches.

6. Behind-the-Scenes Access

Humanize your brand. A bakery showing its sourdough process or introducing team members fosters trust. Actionable Tip: Film a “Day in the Life” reel of your team.

7. Social Proof and FOMO

Fear of missing out drives 60% of millennial purchases (HubSpot). Fashion brands like Zara highlight “selling fast” alerts. Actionable Tip: Share customer testimonials or low-stock warnings in Stories.

8. Influencer or Celebrity Endorsements

Gymshark’s fitness influencer partnerships help them dominate a niche. Followers trust personalities they admire. Actionable Tip: Partner with micro-influencers (1K–10K followers) for authentic reach.

9. User-Generated Content (UGC)

GoPro reposts customer adventure videos, turning followers into co-creators. Actionable Tip: Run a UGC contest with a branded hashtag (e.g., #MyBrandStory).

10. Entertainment and Engagement

Duolingo’s viral TikTok mascot, “Dulingo Owl,” proves humor works. Polls, quizzes, and memes keep followers hooked. Actionable Tip: Jump on trending audio clips or challenges (but stay on-brand!).

Transactional vs. Relational Strategies Social Media Post: Which Works Best?

While promotions drive quick sales, relational content (like behind-the-scenes stories) keeps followers engaged for years. Balance both!

Real-World Examples to Steal

• Patagonia: Shares environmental documentaries and repair guides, aligning with its eco-audience.
• Duolingo: Uses humor and trending memes to make language learning fun (and viral).
• Sephora: Rewards Beauty Insider members with exclusive discounts, blending exclusivity with community.

Turn Followers Into Fanatics

Social media isn’t a megaphone—it’s a conversation. By focusing on the top 10 reasons people follow brands, you’ll build a community that buys, shares, and advocates for you. Start with one strategy (e.g., posting weekly tips or sharing UGC) and scale from there.

Your Next Step: Audit your social media feed. Are you giving followers a reason to stay? If not, pick 2-3 tactics from this list and test them this month.

Need help? Kevin Toney, the Marketing Coach for a FREE 40-Minute social media strategy session. Let’s turn your followers into your biggest asset!

Kevin Toney, the Marketing Coach who helps small businesses & sales professionals attract new customers, boost repeat business, and generate a steady flow of referrals. 𝐒𝐜𝐡𝐞𝐝𝐮𝐥𝐞 𝐲𝐨𝐮𝐫 𝐅𝐑𝐄𝐄 𝟒𝟎-𝐦𝐢𝐧𝐮𝐭𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐬𝐞𝐬𝐬𝐢𝐨𝐧 𝐭𝐨 𝐮𝐧𝐥𝐨𝐜𝐤 𝐲𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬’𝐬 𝐡𝐢𝐝𝐝𝐞𝐧 𝐠𝐫𝐨𝐰𝐭𝐡 𝐩𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥.👉 www.MarketingCoaching.ca | 1-204-783-6342