Social media marketers are not big fans of buying fake followers on social media such as Facebook. They not only deem it as poor practice but unnecessary. According to them, only genuine followers with the same genuine interest will lead to a potential purchase from the brand.
The question is how does a huge follower base attract growth in authentic followers?
Popularity results to more popularity. We have all been witnesses how people tend to follow big groups and how these larger groups use and take advantage of their popularity. This trend explains how things rise in popularity, the same way as things fall in popularity.
There’s no need for a genius explanation here. The more copies of something there are, whether it’s a photo or a hyperlink, the more we stumble upon them and the bigger chance we copy or follow it. There are two ways to respond to that photo or hyperlink. One is if you’re making your own choice about the stimulus and the other if you’re just copying the behavior of other people before you.
The Bass Diffusion model explains how the popularity of something gets bigger in proportion to its current popularity among people who have not yet copied or adopted it. Simply put, as the popularity of that thing grows, there will be fewer new adopters which can result for the trend to fade again.
Popular Facebook profiles are on the verge of experiencing this; their social media popularity will eventually fade as the number of potential new followers declines and as other profiles take over the popularity.
Fake popularity can sometimes be used as a stepping stone for a group of followers to determine if someone is good or popular enough to follow. It can even speed up one’s future popularity.
To answer the question, yes, it’s a good start to have a high number of followers on social media sites such as Facebook (regardless if they are fake or authentic followers) to attract and potentially increase followers. However, the problem here now is how to turn the passive followers into active assets that can help you recruit others to your page. When it came down to this, having a huge volume of followers is not enough.
It should also be noted that there should be a balance somewhere because sometimes becoming too popular can trigger the start of decline in one’s own popularity. Some people cannot be encouraged to join the trailing end of a declining trend.
These days, many brands don’t want their products or services to appear to be too popular. All things can be said to be authentic because they are perceived as original, until their overpowering popularity starts to unpick that. Social media marketers can concede that social media following can be an advantage, but then again, sometimes, too much is not a good thing. As they say, when you’re at the bottom, there’s nowhere to go but up. Same thing with a peak, ironically, where not all things can remain on top; decline tends to follow suit.