Why Losing Followers Isn’t a Bad Thing, And What Actually Matters for Growing Your Brand

If you’re active on social media, you’ve probably had this moment:

You’re scrolling through your insights, feeling good about your recent content… and then you spot it.

A little red arrow.

A number with a minus sign.

“Unfollows: 30 in the last 28 days.”

For a lot of creators and small business owners, this is where the panic sets in. But here’s the truth:

I’m not worried, and you shouldn't be either.

In fact, losing followers can actually be one of the healthiest signs of real, sustainable growth.

Let’s dig into why.

Unfollows Are Normal, And Often Have Nothing to Do With You

Here’s something many people don’t realize:

Most unfollows have absolutely nothing to do with your content or your value.

People unfollow because:

• They’re cleaning up their feed

• They’re pivoting into a different interest

• Your content reminds them of something they’re not ready to face

• They followed you randomly months ago and finally decided to tidy their list

• They’re taking a break from social media altogether

Their decision is about their season, not your worth.

And here’s the kicker: unfollows actually help your algorithm. When people who never engage leave, your engagement rate goes up, not down.

Follower Count Doesn’t Pay the Bills... Engagement Does

Yes, it feels good to see numbers climb. Hitting milestones is fun!

For example: I’m currently just 19 followers away from 1200, and I’m excited about that. 🤩

But even then, I want something more important than a high follower count:

➡️ I want followers who feel they’re getting value.

➡️ I want people who genuinely show up, comment, respond, learn, and connect.

➡️ I want relationships, not random numbers.

Because whether you’re monetized or not, one truth remains:

Engagement > followers.

A business with 500 engaged followers will outperform a business with 5,000 passive ones every single time.

Unfollows Actually Help You Grow in the Right Direction

Think of unfollows like pruning a plant.

When you trim away what isn’t thriving, the healthy parts can flourish.

Unfollows do the same for your audience. They:

• Clarify your niche

• Reveal your true core audience

• Improve content performance

• Make your messaging stronger

• Attract people who actually want what you offer

If your content is getting clearer, more valuable, or more niche-specific, you should expect some unfollows. That’s not a problem... that’s alignment.

The Creators Who Grow Long-Term Understand This

So many creators melt down when they see unfollows.

But here’s what the successful ones know:

➡️ Bigger isn’t better... better is better.

➡️ Connection matters more than reach.

➡️ Sustainable growth > viral spikes.

➡️ Content that resonates beats content that pleases everyone.

If you’re building a business, a brand, or a community, you don’t need everyone to like you.

You just need the right people to stay.

The Mindset Shift That Changes Everything

Here’s the mindset I use, and the one I encourage every creator, entrepreneur, and small business owner to adopt:

Unfollows are not rejection.

They’re refinement.

They’re clarity.

They’re growth.

They mean you’re speaking to your people, and repelling the ones who were never going to engage, buy, or stick around anyway.

That’s not a loss.

That’s strategy.

Celebrate the Right Numbers

Sure, I’m excited to be so close to 1200 followers.

But here’s what I’m celebrating even more:

• The people who comment on every post

• The clients who find me through educational content

• The people who message to say a tip helped them

• The community that’s growing with me

Those are the numbers that matter.

Followers will come and go, but value, connection, and engagement are what truly build a brand.