In a world where quantity often trumps quality, it can be easy to think that more followers on LinkedIn automatically equals success for your business. But here’s the reality—having 100,000 followers might not be helping your brand as much as you think. In fact, it could be doing more harm than good.
It’s Not About Numbers, It’s About Relevance
When your audience isn’t relevant to your industry or field, you run the risk of damaging your reach. LinkedIn’s algorithm works in a specific way: it first shows your content to your 1st-degree connections. If they don’t engage with it—whether by liking, commenting, or sharing—it signals to LinkedIn that your content isn’t valuable. As a result, your posts get buried in the sea of content that flows through the platform every day. If your followers aren’t engaging with your content because it’s not aligned with their interests, that interaction rate plummets. Eventually, LinkedIn will start classifying your posts as "not good" content. This decreases your overall reach, leaving even your most relevant followers out of the loop. Worse yet, over time, your profile itself may be seen as less valuable.
Access to Decision-Makers
LinkedIn allows you to connect directly with C-level executives, directors, and managers who make purchasing decisions for their companies.
The Risk of a Bad Engagement Ratio
Let’s say you have 100K followers, but only a small fraction engage with your posts. This could result in an engagement ratio that’s too low for LinkedIn’s algorithm to promote your content to a wider audience. A smaller, more engaged following—let’s say 10K relevant connections—is far more powerful. The quality of engagement drives your content further, increasing visibility and establishing credibility.
How to Retarget B2B Leads Effectively Get Inside Your Audience's Head
Avoid Getting Buried in the Algorithm
The goal isn’t to chase high numbers—it’s to create a follower base that’s genuinely interested in your insights. If your audience doesn’t find value in what you’re sharing, even your best content will go unseen. By focusing on audience quality over quantity, you ensure that your content reaches the right people, and your voice doesn’t get drowned out.
Chasing follower numbers may look impressive, but in the long run, a smaller, more engaged audience will bring greater success. Instead of aiming for more followers, aim for the right ones—those who will consistently engage and amplify your content.