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The Value of a Follower for Your Site

addthis-value-follower

Just how valuable are followers to your content strategy? We did some research to look at different kinds of engagement behaviors—such as scrolling, clicking, and sharing—and how they correlate to increasing followers and conversions. We also looked for a connection between where a visitor came from (for instance, a search or social “click” referral) or what device they used. Followers proved to be of tremendous value for websites.

Followers engage with content at a substantially higher rate than typical web users.

  • In desktop browsers, followers scrolled 11 times and shared 30 times more often than the average web visitor
  • If a follower came from a shared link—a “social referral”—that number jumped to 100 times more frequently on desktop and 28 times more on mobile browsers
  • While sharers did not significantly convert at a higher rate, followers in desktop browsers converted 2.4 times more often than the web average; in mobile browsers, this number increased to 3.6 times more frequent

The bottom line? While sharing behavior correlates well with clicks and other behaviors that get you more traffic, followers are far more likely to engage deeply and convert. This is the value of a follower, and just one of the reasons why we offer a suite of tools for both basic and Pro users, each serving its role to increase traffic and engagement for your site. Start activating those tools!

  • This article was great, getting followers on your site is hard work. But if you can crack it, then its well worth its weight in gold.

  • Phil Holding

    In your view, what is the actual difference between a
    customer clicking on a “Share” button from a website which takes them
    to a facebook page, compared with a “follow” button which still takes
    them to a facebook page.

    Plus – your first sentence in the blog mentions ” followers to your
    content” – are you suggesting its possible to gain followers to a website
    rather than just followers to a facebook page, using Add This buttons?

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  • Jim Lane

    Hi Phil, I’ll start with the less interesting technical difference: Typically, sharing something to Facebook happens right there on the page, via a popup, div, or even just a click – the idea being not to interrupt the user’s flow by taking them to Facebook. Following can sometimes be accomplished the same way with services such as Twitter, it just depends on what that particular service’s APIs support – for Facebook, the viewer needs to go to the page and click the Follow button.

    The more interesting difference lies with the intent of the viewer. Sharing tends to be non-committal. A viewer might not even read much of a page before sharing it; perhaps the title was interesting enough that the viewer thought his or her friends would enjoy it. Following, on the other hand, conveys a much stronger intent and association with the site or brand. Subsequently, followers have a much higher tendency to return, share content, convert, etc. across the board – for your site and others. Followers are (very very) highly engaged Internet users, compared to the average.

    Regarding your second question, social media followers can absolutely help to drive traffic to your site provided you are using those channels to accomplish that goal. That means ensuring that your social media profiles include links to your site, and cross-posting content on those social networks that push traffic back to your domain. Think of your social networks as distribution channels, just like an email newsletter or paper mailing list.

    I hope that helps answer your questions. Thanks for commenting!

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  • Jack Marco

    oops! The cycle goes round the path for all the business
    aspects and acquiring the target audience is not an exception.

    Jack

    Bizbilla b2b portal

  • Good work on this article. I was in the mindset that followers and web visitors are the same but after reading your article, I am a changed man. With this kind of thinking, knowing that followers are more involved with the website content, I believe it is best to stay connected with them as well. Get in touch, get involved and collect ideas. This will show them that they are valued. Much like Invisume, which is a website I joined recently.I have been wondering for quite some time now if I still have the edge over my competitors or people in my field and their website offered me a great deal. Sign up and its free plus you can check and evaluate yourself, your market value.

  • Good work on this article. I was in the mindset that followers and web visitors are the same but after reading your article, I am a changed man. With this kind of thinking, knowing that followers are more involved with the website content, I believe it is best to stay connected with them as well. Get in touch, get involved and collect ideas. This will show them that they are valued. Much like Invisume, which is a website I joined recently.I have been wondering for quite some time now if I still have the edge over my competitors or people in my field and their website offered me a great deal. Sign up and its free plus you can check and evaluate yourself, your market value.