Are you making this big mistake on social media?


When you create a business account or page on Instagram or Facebook, what’s the first thing your gonna do? Is your answer to invite all of your friends and contacts?


While that is really tempting it’s not a good idea. In fact, you’re actually doing more harm than good and inviting everyone you know could actually lead to a couple of big problems.

Problem 1: You get less engagement

Facebook and Instagram are social media platforms. They likes us to be social.

Therefore, if there’s a post on your page/feed that’s getting loads of comments and interaction, the algorithm will show that post to more people.

However, if your feed is followed by all of your friends, there’s a fair chance they will have followed you just because they want to support you (which is nice). But that can have a damaging effect on the performance of your posts.

Let’s say, for example, you run a radio station that plays back to back ABBA, 24/7 to people living in Scunthorpe. Not all of your friends will like ABBA (hard to believe we know), they may not live in Scunthorpe either. Therefore they won’t be the people you ultimately want t reach out to. So they will be less interested in the content on your page and less likely to interact with your posts.

Upshot is your post gets fewer comments and a lower organic reach which means Facebook/Instagram is less likely to serve your posts up to the people that do matter and the people of Scunthorpe won’t get to enjoy Dancing Queen every day.

Problem 2: You reach fewer people

Facebook and Instagram learn from the information you give them. So give them the right information.

PM2 MediaIf your followers are mostly ABBA fans from Scunthorpe then Facebook/Instagram will suggest your stuff to more people who have shown an interest in ABBA and live in Scunthorpe.

If however the friends on your page are mostly from Kent and like Metallica then Facebook will serve your page up to more people like that instead. Result, your reach goes down and so does the audience of your radio station because your serving content about ABBA to Metallica fans.

You’re also less likely to get good growth in subsequent follows and likes because Facebook/Instagram is offering your stuff to the wrong people, and less of them (see point 1).

The upshot is, inviting your friends to like your page, has a negative impact on your page’s performance.

What’s the solution? … Relevancy

So how do you get followers on your new, shiny page that won’t hurt its future performance?

The answer: its all about maximising relevancy!

1. Invite the right friends

It’s all about hitting the right people with your product or service. If you only populate your page with ABBA fans from Scunthorpe from the get go, Facebook/Instagram is more likely to find you more of the same. So, if someone on your friend list does not fit the bill, don’t invite them.

2. Share your page organically

There are lots of ways you can do that. Put a link or button on your website, share your page via other social media platforms or share it within Facebook on groups. The golden rule though is however you share your page, make sure you only share it with people who would be interested in what you have to offer.

3. Offer content that will engage with your audience

If you have a page filled with the right people, offer them the right content. Press the right buttons and their lights will come on. Give your audience reasons to comment on and share your posts. This in turn will attract more like minded people and boom! You have a successful radio station and your advertisers are happy.

The golden rule with successful marketing on social media is not about getting the most amount of likes possible. It’s about getting likes from the right people who will turn into customers and buy from you.

With all that in mind, we post tips like these ones all the time on our own social media channels. If you’re not part of our little social world already come and say hi.

Click here to visit us on Facebook.

Click here to visit us on Instagram.