Does having lots of followers on social media mean you’re going to be successful?

For a long time, follower count has been seen as the main measure of success on social media. The more followers, the better: more visibility, more impact, more relevance… or so it seemed.

If we look at the most followed accounts on Instagram — Cristiano Ronaldo, Messi, Selena Gomez or Kylie Jenner — it’s easy to assume that having millions of followers is synonymous with absolute success. Figures reported by Anuncios.com can feel almost unreal: hundreds of millions of people following a handful of global stars and brands. But does having that many followers really determine success on social media?

The myth of “success by follower count”

It’s easy to fall into the trap of thinking that more followers equals more success. However, many accounts with millions of followers generate very little interaction. Posts with thousands of likes but few comments or shares suggest that the audience is there… but not always truly engaged.

We also tend to focus heavily on the algorithm: what to post, when to post it, how often. And while the algorithm does play a role, it’s not the real driver. Platforms have long rewarded the same thing: content that sparks genuine interest. Rather than creating content “for the algorithm”, it makes far more sense to create content for people, because when interaction is real, the algorithm tends to follow naturally.

At the same time, there are profiles with much smaller communities that achieve the opposite: meaningful comments, messages, shares and a genuine sense of closeness. That’s where the real difference lies. Not in the size of the audience, but in the relationship built with it.

Social media is, above all, about people. And this holds true whether we’re talking about brands or creators. Success isn’t so much about how many people follow you, but about how they relate to you.

A connected community feels part of the conversation. It responds because it’s interested, shares because it recognises itself in what you’re saying, and returns because it finds value. That connection is built through honest content, consistency and, above all, listening.

Creative influence: when content truly connects

In an environment increasingly saturated with messages, the difference is not made by who has the most reach, but by who manages to say something meaningful. Today, influence does not depend solely on the number of followers, but on the ability to create genuine content, with a unique perspective and aligned with what a brand or creator truly is.

For Keepers, this is where creative influence comes in: it’s not about repeating formulas that already work, but about building a recognizable, honest, and consistent narrative over time. Content that doesn’t seek to please everyone, but to truly connect with those on the other side of the screen.

Because when content is authentic, the connection isn’t forced: it just happens. And then, followers cease to be just a number and become a real community with which to grow, converse, and build something long-term.