There are many strategies and theories being thrown about these days on the best way to grow your following on Facebook and Twitter. Some people, along the way, even fall prey to “Black Hat” marketing techniques that are founded on the false concept that you need followers in order to get followers. For websites like Twitter, these Black Hat techniques will only cost you your money (and a bit of your pride), but for others like YouTube and Facebook, it could cost you your account.

The Misconception

Black Hat marketing isn’t the only problem for misguided entrepreneurs, however, because even some White Hate marketing is founded on the ideology of quantity and simply isn’t effective. I’m talking the quality of your followers over the quantity of your followers. The Sergeant Merrell brand, for example, currently has over 3,000 followers on Twitter; and I’ve acquired this number over the course of two years.

In the beginning, I concerned myself with strategies to see that number grow. I did giveaways, I did gamefication, I tirelessly incentivized my YouTube following; which was exponentially larger than my other social media followings. And for a while, I did see significant growth. What I didn’t see, however, was significant engagement. I found it difficult to trigger engagement from followers that were only there as a result of low hanging fruit, and also found that they didn’t stick around for long; especially after the original incentive was gone. Also, putting all my efforts into growing my following (albeit using legitimate White Hat methodology) seemed to leave me with less time to interact with my following.

It was here that I began to learn the value in slowing down and realizing the ultimate purpose of Social Media for brands like “Sergeant Merrell.” It’s not about how many followers you have – despite the misguided sense of influence that’s currently attached to it – it’s about the quality of the followers you currently have. I like to call them “Organic Followers.”

What is an Organic Follower?

An organic follower is someone who has found your social media account naturally. They weren’t told to go there. They weren’t tricked, or given anything; they came by it honestly. They were likely searching for content on a particular interest, found your account, liked what they saw, and followed. Boom. Organic follower.

They follow you because they are generally interested in your content, and want to see more of it. Not because they expect a giveaway, or that following you rewards them in an unrelated way. Organic followers are the people you want; they are the number that really matters. Why? Because they are the people who are most often going to engage with your brand. They are the people who are going to reply to messages, share your content with friends, give you new ideas, critique you when you need it, and ultimately grow your brand into a real community; not just a collection of mannequins and faceless followers.

How do I get Organic Followers?

Simple. Provide a consistent flow of the quality content that is associated with your brand. With “Sergeant Merrell,” that content is videos and information on gaming and firearms (particularly when both are combined.) In that content, make it easy to find your social media outlets — don’t be overbearing in presenting them, just make it easy to find if people are looking for it. So, if at any point during a consumer’s engagement with your content, they ask themselves “I wonder if this brand has a Twitter or Facebook,” they can easily access it.

Meanwhile, your social media outlet should reflect access to your brand’s content, but also engage followers at the same time with a human touch. People can tell when your Twitter is simply an automated RSS feed. Link people to your content, but engage them at the same time. Ask them what they think. Create a conversation. Build a community around your content.

Because, in the end, that is what matters. Having 300 organic, loyal fans will give you infinitely more brand influence and awareness than 30,000 silent, lifeless duds.

@sergeantmerrell Black Ops 2. Then battlefield on the weekend

— Colin(@RangerCLZ) April 10, 2013

• Halo (all versions)
• Forza Motorsport (all versions)*
• Fable (all versions)
• Kinectimals
• Kinect Adventures
• Kinect Joy Ride
• Age of Empires (all versions)
• Flight Simulator (all versions)*
• Kameo
• Perfect Dark Zero
• Project Gotham Racing (all versions)*
• Shadowrun
• Viva Piñata

The new website increased their traffic by about 1,200% (and growing), and gave them a way to interact with their fanbase that wasn’t possible before.  After seeing the success with the site, Game Theory came back for round 2: giving their social media some serious firepower. We did a complete social media overhaul for YouTube, Twitter, Facebook, and Twitch.

YouTube:

Twitter:

Facebook:

Twitch:

In addition, we also put them in contact with our friends over at Machinima to receive a partnership with YouTube, and Twitch to start acquiring advertising revenue on their channel. When you come to Merrell Works, recruiters know that not only will you set yourself apart with outstanding designs, but that your investment with us means that you’re in it for the long run — they tend to take you much more seriously as a result.  We are proud of our work with Game Theory, and we’re thrilled to see them finally spread their wings.

If you’re looking to do the same and aren’t quite sure where to start, go ahead and send in for a quote request and we’d love to help.

Logo Progression:

Final Logo:

Lower Third Overlay:

Title Card:

Full Episode with Intro:

If you’re looking to spice up your own video series, be sure to drop us a quote request.

Everything was illustrated from scratch and then digitally enhanced with Adobe Photoshop and Illustrator.

We were able to craft a concept that wow’ed Blue Monkey Animations with just one draft. Final files included JPG’s, PNG’s, and a limited PSD to make any changes necessary in the future.

Moving forward, James and his team over at Blue Monkey Animations have an outstanding brand that is sure to set itself apart.  T-shirts, bumper stickers, you name it — these guys have a brand that we are excited to see excel!

If you’d like to have a custom illustration of your own, be sure to drop us a quote request to get started.