✉️ Welcome to the BPM Newsletter

Business, Performance, Marketing insights for DJs and creative entrepreneurs​
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THIS WEEKS INTEL

Instagram quietly deleted millions of followers this week. Kylie Jenner lost 14 million in a few hours. Most accounts dropped around 2%. And honestly? It's the best thing that's happened to your numbers in years.

Here's what actually went down. On May 6th, Meta ran a sweep. Inactive accounts, bots, ghost followers, all gone. They're calling it routine. The scale tells a different story. For DJs and creators, this matters more than you think.

For years we've been judged on follower counts. Promoters check it. Brands check it. We check each other. But that number was always a lie. A chunk of it was bots. Dead accounts. People who followed you in 2019 and never opened the app again.

Now the number is getting closer to the truth.

This means your engagement rate just went up. Not because you did anything different. Because the denominator got smaller and more honest. 1,000 followers where 800 are real and active beats 5,000 where 4,000 are ghosts. Every single time.

This is what I've been telling clients for years. The metric that gets you booked isn't followers. It's engagement. Promoters can spot a padded account in thirty seconds. They want to see comments. Saves. Shares. Real humans actually caring about what you do.

The DJs who panicked this week were building on sand. The ones who shrugged it off already knew their real audience was intact. A smaller, cleaner number is a stronger position. It means every follower you gain from here is more likely to be a real one. That's not a setback. That's a reset.

Practical takeaway

This week, stop checking your follower count. Check your engagement rate instead. Take your last 9 posts. Add up the likes, comments, and saves. Divide by your follower count. Multiply by 100. Anything above 3% is healthy. Above 5% is strong. That's the number that actually tells you if your brand is working.

Click the link below to watch the Reel I made about this announcement

STATE OF SOCIAL EPISODE 5

DJs don't have a talent problem. They have a distribution problem. In this episode of State of Social, I'm walking you through my new book, The AI DJ Playbook. What's actually inside it, who it's for, and why I believe every working DJ needs to read it this year.

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ONE LAST THING...

If your engagement rate is lower than you'd like, the fix isn't more followers. It's better content built on a stronger foundation. That's exactly what Amplify does. Four video modules, a 30-day content plan, and three BrandOS Audit credits. £127. Built for DJs and creatives who want to attract real fans, not pad a number.

See you next Thursday.

Paul

Rockin Social Media. Estepona, Spain. Alcazaba Lagoon, Estepona, Malaga, Spain
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