Why people unfollow your brand and top tools to track Twitter unfollowers

You probably familiar with this unpleasant situation when you notice that the number of your Twitter followers not increases but decreases instead. When you are using Twitter for business, an annoying thing is that you frequently can’t understand what users exactly are leaving your account and can’t figure out why they suddenly have lost interest in your brand.

So how do I find out who unfollowed me? Though you can set up email alert to be notified when someone follows you, you can’t do the same with somebody unfollows your brand. In order to be in known what kind of Twitter users unfollow your brand you can use special tools.  Below is the overview of several free social media tracking tools we tested on Promodo account and found quite information and helpful.

Unfollowgram is a simple tool to check lost / new followers statistics and see the list of your recent unfollowers. However, it has some disadvantages as  you can’t get emails automatically notifying you about new unfollowers.  That is why you need to continuously visit the site.

Who.Unfollowed.Me  is another straightforward tool to find out what followers your brand has lost.  After signing in with your Twitter account, you get access to the information about unfollowers. Good thing that in case your brand is following the user who has just left you, you can unfollow him without leaving the site. Among disadvantages is the same absence of email option, which requires you to regularly check the site.

Qwitter is quite convenient if you don’t want to bother yourself with checking the website regularly.  In a week after you signed up for the service, you will get the email telling you about your recent unfollowers.  There is also a Pro account with more features available.  On the minus side is that information is updated once a week only.

Unfollowers.com is, probably, the most helpful among Twitter unfollow tools to get insights about your account unfollowing. For one thing, you receive daily emails notifying who unfollowed your Twitter account. It is also has quite a large base of information concerning your Twitter following and followers if you go to the website.

An advantage of this tool over other listed above, is that there is analytics available and graph visualization of the statistical data. You can compare unfollowers and followers trends, new following and unfollowing, etc.  You are also able to check followers vs unfollowers share.

To get the most out of this data we advise you to compare unfollowers number with the posts you did on this day on Twitter.  Twitter Analytics is acceptable tool for this matter. It lets you see the fluctuation of unfollowers/followers volume and right in the same window check the tweet you posted on a particular day.

Choose the tweet

See the corresponding level of interactions on Twitter

Hoover over the particular date to see the exact number of unfollows

Having done this simple analysis you will be able to figure out what kind of posts influences on your Twitter followers negatively and to what content policy is better to stick to in order to increase your Twitter followers.

It is always useful to know the most common reasons which make people click the button “Unfollow”.

Numerous studies have been done on this subject and here are the most popular reasons which users mention:

  • Too many tweets per day
  • The repetitive and boring content
  • Brand posts too much marketing and self-promotion tweets
  • Company posted too frequently Not interesting enough
  • Tweets look like automatic posts
  • No conversational tweets

Some users treat social media as a channel of customer support or Q&A section.  In this case they may follow the retailer on Twitter in pursue of more information about product charactertics or how to use the product or service.  That is why among other reasons user named was lack of useful product related information.

Interestingly, such factors as too many retweets and hashtags abuse were just at the bottom of the list.

In short, it turns out that people follow the brands for brief, useful and accessible information as well as for the opportunity to interact with the brand. The resolutions which you can make for your Twitter account in this case may be:

1)       Post concise tweets which bring the value and something interesting for the users in 140 characters. People are more and more inclined to consume the information in small bits, and that is one of the reasons of Twitter popularity.

2)       Be aware of the fact that users as never before are bombarded with enormous amount of information. They will read only the posts which are really relevant for them and interesting. So when composing a tweet, try to follow a win-win rule, the post may promote your brand or goods, but it also should appeal to the reader.

3)       If you see that users are likely to seek conversion with the brand when follow it on Twitter, give them this opportunity. Make sure to provide relevant links, organize Q&A chats, run polls and respond to their questions in timely manner.

4)       Avoid suspicious partnerships and content promotion services which make you flood the Twitter feed with irrelevant posts that often looks like spam

5)       Identify the optimal variant of tweets frequency and posting time. It is a tricky question because there is no definite rule which would guarantee you the best results, too much depends on the industry,  type of audience, target regions and so on. The solution is to test different variants and find out which one works the best for your case.

To know what to start with, you can check the article on Huffingtonpost giving out lots of interesting statistics as to the social media users’ activity and engagement on different days of the week and during certain period of time.

Some statistical facts we will provide here: according to Simply Measured, 42% of top 100 Interbrand companies post from 1 to 5 tweets per day, while 56% of the Forbes 100 Best Small Companies posted less than one tweet per day. In another study Brandwatch  selected top popular brands including Dell, NBA, and Facebook, and found out that 57% of the companies studied tweeted more than 30 times per week.

Finally, it is important to say that people might unfollow you not only because of the irrelevant content. Before you get disappointed, check the profile of a person or a company who has unfollowed you. Are they active on Twitter? Do they look like real people?  Or whether they seem like somebody who could potentially become your engaged reader and an active user? If not, don’t make rush actions to alter your content policy and publishing frequency. Keep in mind that some Twitter accounts trying hard to enlarge users’ base and stick to the rule “if you follow me, I will follow you back”. With the time, such accounts use special tools that automatically unfollow users who are not following you back.

Hope these tips will help your avoid a pity situation when unreasonable high number of people start unfollowing you. Also the mentioned above strategies should help improve your content strategy on Twitter and find the ways to acquire new loyal fans of your brand. If you use any other tools to track and analyze unfollowers, please share with us in the comments below.    

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