Skip main navigation

Follower trends

This step describes ways of analysing the behaviours of your social media followers.

Here we’ve presented the follower trends as a graph (you’ll be able to download a template in the next step). This helps to create an at-a-glance view of the number of followers you have this month, last month and this month last year.

A graph depicting data collected of follower trends.

To download a detailed description of this visual, scroll to the “Downloads” section at the bottom of this step.

It also allows you to account for seasonal trends and steady growth (or decline) in a simple way.

If your follower numbers are declining, you need to work out the trigger. Below are a number of common causes and how you could respond to them:

Your audience is becoming bored with what you are posting:

Look for poor performing content and explore how you can give it a refresh.

A change somewhere which your audience doesn’t approve of:

This is why closely monitored testing of one variable at a time is advisable. If your current test isn’t working, drop it and move on.

A conscious strategic decision to focus on a niche more engaged audience:

Hoorah! It may be working, check your engagement rates to confirm either way. If your engagement isn’t up – try something new to entertain your niche target audience.

The reputation of your brand or organisation damaging your performance:

Have you had a product recall or a PR disaster in the last month? If so, start building a content strategy to rebuild trust. Be transparent about the problem, add some humour if appropriate, and be clear about how you are fixing it.

This article is from the free online

Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education