It’s the mission, stupid.

So, I've been chatting with folks about the whole social media game, you know? For a business engaging customers/potential customers on social media, does having a massive followers list actually drive revenue? Or is growth more a factor of the type of content you are posting?

In my book, it's all about the content. It's got to be real, and it's got to shout out what your business is all about. If there's no connection between your posts and your brand promise, it's like putting on a circus without the show. No substance.

Let me hit you with an example I love – the @The_KCBOYS on Instagram, formerly Let’s Get Moving. These guys started with a hilarious behind-the-scenes look at a moving crew's daily life. Funny, creative, and real. Plus, it showed they actually cared about handling people's prized belongings properly. I'd hire them in a heartbeat.

I've been following these guys for ages, and their social media game was so on point that they've shifted from moving boxes to becoming successful social media influencers. All thanks to killer content that stays true to their brand mission.

On the flip side, there's this realtor crew out west that I follow. I won't name names, but they're all about the pranks and dances. Sure, it's fun to watch, but it has nothing to do with selling houses. As someone who's bought and sold a bunch of houses, I want a realtor who's focused on marketing, not just viral dances. Their content might be cool, but it doesn't convince me they're the ones I'd trust with selling my home. More creative home marketing, less following the latest dance trend – you catch my drift?

Even though these realtors have a ton of followers, I'm left wondering if it's actually translating into more homes sold. It's like that politician who thought big rally turnouts meant an automatic win. Reality check: it didn’t.

To sum it up in a way that doesn’t sound too fancy: It's not just about the follower count. It's about shouting a message that syncs with your brand, building trust, and, of course, getting results.