The follow-unfollow tactic: why it hurts a business

Key takeaways

The follow-unfollow strategy, following hundreds of accounts to get follow-backs then unfollowing them, builds a follower count of people who followed out of politeness, not interest. Platforms limit accounts that follow and unfollow in bulk, and people notice. Follow accounts you genuinely want to engage with, and keep them.

• Follow-backs come from courtesy, not interest in buying.
• Mass following and unfollowing can trigger platform limits.
• People notice being unfollowed after following back.
• Following local and partner accounts genuinely does help.

What is the follow-unfollow tactic?

The follow-unfollow tactic is following large numbers of accounts in the hope they follow back, then unfollowing them to keep your following count low. Follow-for-follow is the same idea agreed openly. Both aim to grow follower numbers quickly.

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Why does it hurt a business?

It hurts because the followers it brings are not interested in what you sell, so engagement per post drops and platforms show you to fewer people. It also takes time, risks limits on your account and annoys people who notice the unfollow.

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What should you follow instead?

Follow accounts you want to engage with for real: customers, local businesses, suppliers, partners, industry bodies and local news. Engage with their posts. Some will follow back because they value the connection, and those followers matter.

Is following people ever a good tactic?

Yes, when it is genuine and targeted. A local cafe following nearby businesses, or a consultant following buyers in their sector and commenting on their posts, builds real relationships. The difference is intent and staying power.

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How do you spot follow-unfollow effects on your account?

Spot the effects by checking your follower list and insights. Many followers outside your area or market, follower counts that rise and fall in waves and low engagement from new followers all suggest past follow-unfollow activity. Platform warnings about limits on following are another clear sign.

• Followers outside your market.
• Follower counts rising and falling in waves.
• New followers who never engage.
• Warnings about following limits.

What does this look like in practice?

A pattern we see: an account that grew fast through follow-unfollow and now has thousands of followers abroad and almost no local engagement. Rebuilding means stopping the tactic and following and engaging with local accounts that matter.

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Following checklist

• Stop follow-unfollow and follow-for-follow.
• Follow customers, partners and local accounts.
• Engage with the accounts you follow.
• Do not mass unfollow.
• Judge growth on relevant followers.

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Next step

Follow ten local or partner accounts this week and leave a useful comment on one post from each.