By Jude 
Social media often feels like a never-ending race! Every time you scroll, you see someone with more likes or followers.
It is then easy to assume that growing a massive audience is the only goal worth chasing. However, here is a question that might change your perspective. Do you want more people to see you, or more people to care about what you post?
This is where the concept of social growth vs. social depth comes in! Understanding the difference between the two and choosing your path can be the defining factor in whether your online presence becomes an influence or just another name.
The Appeal of Social Growth
Social growth is what most people think of first. This implies that having more followers, more likes, and more views is the priority, and visibility and momentum are the goals.
Growth is tempting as it feels validating. It can open doors for you in the form of brand deals or partnerships. It is a game of metrics, and yes, these are all important too.
In this regard, there are also tools that can speed this up. Platforms like SocialWick offer social media follower services and let you buy social media followers, likes, or views across various platforms. While some may frown upon the practice, such a tactic may often become essential when impressions and perceptions are formed in seconds.
That extra boost may get someone to stop scrolling long enough to give you a chance and explore more of your content and even follow you if they like what they see.
However, there is a catch! Social growth without depth does not work- it is like shouting in a stadium where no one is listening to you.
The Impact of Social Depth
Depth is about connection, trust, and influence. It is when someone does not just like your post- they feel it too. They remember your name, listen to what you have to say, open your emails, and even leave meaningful comments.
Social depth takes longer than reach. It is slower, but it is also where you earn true loyalty from your followers.
For instance, someone binge-watches your YouTube content for hours or shares your Instagram post in their group chat. This is depth. It may not always be measured in metrics, but it is measured in meaning.
Growth on social media does not always bring depth. You could have 50,000 followers on Instagram but zero conversions. Or, you could have 5,000 followers who trust you and buy from you, support you, and also recommend you to others.
Depth brings conversions, while growth impresses.
Depth vs. Growth- Which One Should You Focus On
When it comes to choosing between growth and depth, there is no standard answer. It all depends on your priorities.
If you are launching a product, starting a brand, or trying to get noticed by the media, you need to focus more on your growth and reach. You need numbers and impressions. You may even resort to buying followers by investing in social media growth services to give your profile that initial credibility.
However, if you are building a long-term platform- like a coaching business, a newsletter, or a community- you must focus on gaining depth. You will need real online engagement and not just likes. You will want people who trust your voice, and not only your content.
And here is something you will experience- the deeper your relationships, the easier growth becomes. People share content that appeals to them or that they can relate to. They tag friends, repost your content, and hence bring others in. So, when you do it right, depth facilitates growth too.
Can You Have Both
The smartest creators in the world focus on growth as well as depth!
They strategize to increase visibility but back it with consistent and valuable content that helps build trust. They experiment with different tactics and focus more on strategies that deliver in terms of driving growth as well as depth.
If you, too, are on the fence about where to focus your effort, you do not have to choose one forever. You just need to know when each is needed and how you can balance them.
Final Thoughts
If you have just started on social media, do not obsess over growth metrics only. Focus on your voice, your story, and your niche, and build depth.
If you are trying to scale, do focus on growth, but make sure what people find when they discover you is worth their time.
At the end of the day, social media is about people. But it is not just about how many people you reach, but also how deeply you can connect with them. So choose your path wisely and build on it.
Sources
https://www.linkedin.com/pulse/depth-vs-width-social-media-vincent-errichetti
https://myfoodjobrocks.com/social-media-and-influencer-strategies-reach-vs-depth/
https://www.linkedin.com/learning/social-media-marketing-trends/focusing-your-social-strategy-on-depth-and-width