The Day I Realized My 10K Followers Were Worth Less Than My Competitor’s 500

This story is going to make you rethink everything you know about social media success.

Two months ago, I was at a local business networking event. I met two women who run similar businesses - both in the fitness coaching space, both targeting women in their 30s.

Sarah: 10,000 Instagram followers, gorgeous feed, posts twice daily

Priya: 500 Instagram followers, simple photos, posts 3 times a week

Guess who was making more money?

Plot twist: Priya was earning 3x more from her social media than Sarah.

I almost choked on my coffee when they shared their numbers.

The Follower Count Illusion

Here’s what Sarah didn’t realize (and what most business owners don’t): She had 10,000 followers, but they were the wrong 10,000 people.

Her audience was mostly:

• Other fitness coaches (her competitors)

• People interested in fitness content but not ready to hire a coach

• Random followers who followed her for motivation but lived in different cities

Meanwhile, Priya’s 500 followers were:

• Local women actively looking for fitness solutions

• People who had actually considered hiring a coach

• Referrals from existing clients

The Quality vs. Quantity Revelation

When I dug deeper into their strategies, here’s what I found:

Sarah’s approach:

• Posted motivational quotes and workout videos

• Used broad hashtags like #fitness #motivation

• Focused on gaining followers

• Never mentioned her actual coaching services

Priya’s approach:

• Shared client transformation stories

• Posted about common struggles her ideal clients faced

• Used location-based hashtags

• Regularly talked about her coaching programs

The Engagement Math That Changes Everything

Let me break down the numbers that blew my mind:

Sarah: 10,000 followers × 2% engagement = 200 engaged people per post

Priya: 500 followers × 15% engagement = 75 engaged people per post

But here’s the kicker:

Sarah: 200 engaged people × 0% local/qualified = 0 potential customers

Priya: 75 engaged people × 80% local/qualified = 60 potential customers per post

See the difference?

The Targeting Strategy That Works

After studying Priya’s approach, I realized she was doing something brilliant without even knowing it. She was attracting the RIGHT people instead of MORE people.

Her content strategy:

• Monday: Client success story with specific results

• Wednesday: Common mindset block her ideal client faces

• Friday: Behind-the-scenes of her own fitness journey

Every post was laser-focused on women who might actually hire her.

The Uncomfortable Questions

I want you to really think about these:

1. If you could only keep 100 of your followers, which 100 would you choose?

2. How many of your current followers could realistically become customers?

3. Are you creating content for people who will buy from you, or people who will just follow you?

The 500 Ideal Followers Strategy

Here’s what I now recommend to all my clients:

Instead of trying to get 10,000 random followers, get 500 ideal ones.

How?

• Use location-specific hashtags

• Share content about problems your ideal customer faces

• Engage with accounts your ideal customers follow

• Talk about your services/products regularly

• Share testimonials and results

The Mindset Shift That Changes Everything

Stop asking: “How can I get more followers?”

Start asking: “How can I attract people who actually need what I offer?”

This shift changes everything about your content strategy.

Sarah’s Transformation

After sharing Priya’s approach with Sarah, she made some changes:

• Started using location-based hashtags

• Shared more client stories and results

• Talked about her coaching services in every 3rd post

• Engaged with local wellness accounts

Three months later:

• Her follower count dropped to 8,500 (and she celebrated!)

• Her engagement rate doubled

• She got her first 5 clients from Instagram

• Her revenue from social media increased by 400%

Your Action Plan

This week, I want you to:

1. Audit your followers: Are they your ideal customers or just random people?

2. Review your hashtags: Are you using broad tags that attract everyone, or specific tags that attract buyers?

3. Check your content: Is it designed to get likes, or to attract customers?

Next week:

• Start using more specific, niche hashtags

• Share content that speaks directly to your ideal customer’s problems

• Include a soft pitch for your services in every 3rd post

The Bottom Line

1,000 engaged, local, ready-to-buy followers will always beat 10,000 random followers who will never purchase from you.

Question for you: Would you rather have 10,000 followers who never buy anything, or 500 followers who regularly become customers?

Let me know in the comments - and be honest about whether you’ve been chasing numbers or chasing the right people!

Quality beats quantity every single time. 💪