How to Build a Social Media Following Without Buying Followers

For individuals and businesses alike, having a large number of followers brings opportunities. Celebrities, athletes and musicians can build their own brands or earn money for promoting a product or event. For a business or organization, more followers means reaching new potential customers, clients, donors or business partners. Social media is one of the easiest and most effective ways for a brand to reach and communicate with its target audience. While it can be tempting to take the shortcut and buy more followers to reach the masses, earning them will prove more beneficial for your business in the long run. Here are some tips on how to build a social media following without buying followers. 

Create Quality Content

Before you can earn more followers on Facebook, Instagram, Twitter, LinkedIn or any other social media platform, you must first prove why someone should follow you. This is where you get to be creative and share the message of your brand to your target audience. From videos and blog posts to graphics and articles, there’s no shortage of content to share on social media, so don’t limit yourself to just one medium.  

Your social media posts should also include a call to action. For the purpose of gaining more followers, encourage users to share the post or tag friends in the comments. Every time your content is shared by someone else, it allows your brand to reach a wider audience that may not have otherwise seen it. However, it all starts with the quality of your content to give people a reason to follow your business and share your posts with others. 

Be Engaging

Just as social media is your company’s greatest tool to reach your target audience, it’s also their most effective way of communicating with you. The more followers you get, the more likely that someone is going to comment on a post or send a message. Engaging with members of your audience is essential to growing your following. Nothing will turn people away from your brand like the perception that they are being ignored. 

Of course, it’s easy to engage when someone is saying nice things about your business. However, social media also provides an outlet for those who are not as fond of your brand. Baseless trolling can (and should) be ignored, but any legitimate complaints of your business warrant a response. Owning up to mistakes and offering apologies shows your company’s transparency and encourages others to follow you. 

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Be Consistent

Have you ever felt the pain of falling in love with the first season of a new TV show only to have it not be renewed for a second season? That’s how it feels when someone follows a business on social media because of a post they saw, and then the brand doesn’t post again for days or even weeks. Consistency is the key to attracting and retaining followers on your company’s social media accounts. 

Consistency doesn’t mean you have to drop your other responsibilities and devote all of your efforts on your social media accounts. Something as easy as one post a day on each of your social platforms is all it takes to have a presence. Scheduling posts is an easy way to ensure that you’re delivering consistent messages, but be sure to keep an eye on any active posts for potential engagement opportunities.   

Implement a Unique Brand Voice

Standing out in a crowd as vast as social media can be a challenge to say the least, but establishing a brand voice is one of the most effective ways to differentiate your business and communicate value to your target audience. Your brand voice is how you inject the personality of your company into the content you share. While you can portray many different tones, it’s important to find a few that represent you best and develop a style that is consistent. When done right, this uniformity paves the way for a deeper connection with your followers.   

An authentic brand voice is one that is a reflection of the business or organization it represents. We’re likely all familiar with brands that have a funny presence on Twitter or Facebook. That tone works for them because they have established it as part of their brand voice, and just because it works for them doesn’t mean it’s going to work for you. Rather than trying to mimic other successful brands, focus on implementing a tone and style that is unique to your company and its mission. 


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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position