Before a customer calls you, walks through your door or spends a penny, they nearly always do one thing first: they look you up. Usually that means checking your social media. And what they find in those few seconds quietly decides whether they trust you, or move on to someone else. 📲
So which parts of your online presence really sway that decision, and which barely matter? Here's the honest ranking, from the thing that counts most down to the one people worry about far too much.
🥇 1. Whether you show up at all
This is the big one. Sprout Social's 2024 Consumer Trends Report found that around 74% of people look at a business's social media before they decide to buy or visit. So if someone goes looking for you and finds nothing, it does more than lose you the chance to impress, it makes them wonder whether you're still going at all. Simply being there, on the platforms your customers already use, is what gets you into the running in the first place.
🥈 2. Whether you look active
Turning up once isn't enough. If your last post was eight months ago, that tells its own story, and it's not a good one. People often check you out more than once before they decide, and a page that's clearly been left to gather dust makes you look neglected, or even closed down. A page that's posted to regularly says the opposite: you're open, busy and doing good work right now.
🥉 3. What other people say about you
Once they can see you're active, people look for reassurance from others like them. BrightLocal's 2024 Local Consumer Review Survey found that around 75% of people "always" or "regularly" read online reviews when checking out a business, and only about 3% never do. A real review, a tagged photo or a genuine comment counts for far more than anything you say about yourself. It's what turns a "maybe" into "yes, let's go with them".
✨ 4. Whether it looks professional
People make their mind up fast, and a tidy, consistent page quietly does a lot of that work for you. Matching colours, a clear profile photo and a recognisable style aren't about showing off, they simply say "this is a proper business that takes itself seriously". A messy, thrown-together page suggests the opposite, even when the work behind it is brilliant.
🔻 5. How many followers you have
Here's the one that catches people out: how many followers you have matters least of all. A big follower number with no likes, comments or replies impresses nobody, people can spot an empty audience a mile off. A smaller group who genuinely like and share your posts is worth far more than thousands of silent followers. Aim for the right people paying attention, not the biggest number.
🎯 The takeaway
The pattern is clear. Showing up, keeping it current and looking trustworthy do nearly all the work, while the follower count everyone frets about barely matters. A steady, active presence isn't a nice extra, it's the quiet difference between being chosen and being scrolled past.