This post is written in collaboration with Logitech G
Applications for the Logitech G Content Creator Academy are currently open. While I’m not involved in the selection process, I was aware that there have been A LOT of entries. There will only be 8 creators selected and while in a meeting with Logitech G about something completely unrelated, we began discussing how we could still provide value to all the people who had taken time to apply. Also, how we could explain what a media kit was. So I offered to write a series of mailers for applicants. One about media kits has already gone out and last week I shared some free tools that content creators could use:
This is the last mailer that has gone out and it is one I wanted to share here because I think it is so relevant to anyone creating content online, gaming or otherwise. Let’s dive into this debate:
This one’s a bit of a controversial one but something important to remember as you continue to create content.
Why you really shouldn’t focus on followers only
One of the biggest traps all content creators fall into is the one that has us focusing on the follower count – whether it be Twitter followers or Facebook fans – we can get bogged down by the numbers. And we really shouldn’t.
You’ve likely already read somewhere that engagement is more important than followers. That’s correct. But the argument is slightly more nuanced than that (oooh look at the big words I’m using). The internet is fickle, which means social proof is a thing. People are more likely to pay attention or consider yours a voice to listen to if they see a larger follower count. However, followers can also be bought, either through dodgy means or via advertising spend on social platforms. So those numbers can’t always be trusted.
The ugly truth is, you do need to build your following. The more people following your content – the more people likely to engage. And as we’ve noted – engagement is good. However, this is where it can get fickle. The easiest way to build a following is to ask your friends and family to follow or to ask your other content creator friends to follow in return for a “follow back”. But the likelihood is that they won’t be as engaged as someone who found your content and loves it, rather than loves the idea that you help increase their follower and engagement numbers.
So you need more followers, but you want them to be engaged, but you want them to be actual humans who love what you’re putting out versus friends just giving you a high five.. But also why can’t your friend just give you a high five?
And so begins your journey down the wormhole of analytics
Is follower count important? Sure. Is engagement important? Sure. But don’t get stuck on the numbers. You need to define who you are and what content you want to create. You need to focus on creating the best possible content you can, that will connect with other people. Maybe it won’t be 10 000 people and only 300, but if you’re creating something that:
Is entertaining
Adds value
You’re proud of
You’ve almost won the battle.
Use analytics as a means to understand who your audience is, where they’re coming from and what they like. Don’t use analytics as a measurement of your own self worth or “failure”.
You’re more than the numbers on the internet.
