May observed an effect that might be called follower inflation. High follower numbers correlate less and less to actual engagement over time, as the platform’s priorities change and as some active accounts leave, or the same content tricks stop working. It’s a familiar feeling for all of us who have been on Instagram over the past decade. While it might hurt your ego to receive fewer likes on a selfie, it’s a real financial problem when that follower footprint is how a business makes money, whether it’s a café attracting visitors or an influencer selling sponsored content.
