Unfollows are the instances when users choose to stop receiving posts/updates from a particular social media account or ecommerce company.

Unfollows refer to the direct actions of your social media audience or email subscribers who voluntarily stop following your posts or email updates. They determine your net follower growth when subtracted from new followers. Understanding the rate at which you're losing followers and the reasons for such action can equip you with insights to improve your social media strategy and maintain a healthy rate of follower growth.


Unfollows = (Number of People Who Unfollowed / Total Number of Followers) * 100


If there are 500 unfollows in a month from a total of 10,000 followers, the unfollow rate is 5%.

Why is Unfollows important?

  1. Irrelevant, excessive, or low-quality content
  2. Insensitive or offensive updates
  3. Failure to engage with followers meaningfully
  4. Not meeting the followers’ expectations or needs

Which factors impact Unfollows?

  1. Post Frequency: Too few or excessive posts can lead to unfollows.
  2. Content Quality: Low-quality or irrelevant content can be off-putting.
  3. Engagement: Lack of interaction can cause followers to feel unimportant.
  4. Brand Image: Negative perception can prompt unfollows.

How can Unfollows be improved?

  • Post relevant and high-quality content regularly but not incessantly.
  • Respond to queries or issues promptly and professionally.
  • Establish and maintain a positive, authentic brand image.
  • Regularly assess and adapt your strategy based on follower feedback, social media metrics, trends, and competitor behavior.

What is Unfollows's relationship with other metrics?

  • Reach: Less followers may lead to reduced reach of your posts.
  • Engagement: Fewer followers could mean less engagement (likes, shares, comments).
  • Conversion: With less followers, you may have fewer potential customers, leading to lower conversion rates.

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