For the success of a business or enterprise, effective marketing is indeed needed even though quality products already exist. Too many focus on the number of followers without considering actual engagement. It does require the right strategy to reach the right buyers by promoting good products.
The thing is that, once most persons notice you don't have large followership on social media, the product your marketing becomes less attractive to them, that's is a why a lot of them fall for scammers, because scammers will just use bots to increase their number on social media followers thereby attracting the attention of the people with that mindset of large followership determines authentication or validity.
Having large number of followers on social media is good, but most persons should always go the extra mile of authenticating the handlers by doing a personal verification before going ahead to buy any product.