Followers are the underlying factor of every social platform. Without followers, what is the point in creating content in the first place? The basic need of any influencer is to get followers who consume this content and engage with the channel. It might seem very basic and needless to define the follower concept, but it is important to have a very clear definition and exact knowledge on the concept of followers and its relevance for both influencers and companies engaging in influencer marketing. Followers are far more than just a number – although it might seem advantageous to have a tremendous amount of followers, we have to take a closer look at the composition of this metric. Instagram will serve as an example for this article to explain the mechanics of followers, although the concept itself can be transferred to any social platform.