05/01/2025
Are you on a path to ruin your social media? It’s possible.
Far too often we speak with businesses & brands whose social media focus has disproportionately become being hung up on views, likes, shares, comments & follows instead of generating revenue.
They spend thousands of dollars & countless hours generating content that produces social engagement, but has nothing to show for revenue growth.
When engagement becomes the focus without revenue being the priority, we call this “vanity metrics”. They make you feel good about yourself, but in the end they are meaningless and will destroy your social media accounts.
Why is the focus on vanity metrics harmful to your social following? Simple. You can’t have two “number one” focuses. You can’t serve 2 gods. If you are creating content only to generate engagement, you aren’t creating content to generate revenue.
Don’t get me wrong, the right kind of engagement on social media CAN lead to revenue growth. We’ve cultivated millions of dollars in revenue from social media marketing. But take note, that revenue came from engaging the RIGHT customers, not simply getting engagement from a high quantity of customers. There has to be a balance, and the number one priority has to be on the human, not the engagement.
Focus on creating content that speaks to your best, most ideal customer in a way that isn’t only pursuing a click, like, comment or share and one that creates a meaningful lasting impact to elevate your brand, not simply your social metrics.
