If you’d rather listen to these insights, see episode 124 of The Powerful Content Podcast 

The engagement myth: Why social media likes don’t matter 

Seeing a post we’ve created with lots of likes and comments makes us feel good. It’s rewarding. It makes us feel validated that people like us. However, this pursuit of validation can lead us down a path where we focus more on engagement numbers than on creating content that genuinely serves our audience. This blog post explores why this chase for likes may not be as beneficial as we are led to believe. 

The illusion of validation 

Every time you see those little red hearts multiply on your social media post, you get a dopamine hit. It’s an immediate reward mechanism that social media platforms are designed to exploit. Acknowledgement of a post makes us feel appreciated and acknowledged, and it’s easy to get hooked on this fleeting sensation of validation. The real issue arises when the pursuit of high engagement becomes more important than the actual content you’re creating. 

Why engagement isn’t everything 

There’s definitely a place for engaging posts in a content strategy. However, making engagement the primary focus can be misleading and counterproductive to achieving your long-term goals. Take, for example, a recent Instagram reel where I spoke about having low engagement. Ironically, although it was designed for engagement, its true intent was to empathise with my audience and explain why low engagement doesn’t bother me. 

Engagement as a tool, not the goal 

It’s important to note that engagement can be a useful tool. Posts that gather likes, comments, and shares can help you reach a wider audience. However, this should be used strategically and not as an end in itself. Focusing on genuine interactions and creating meaningful content that leads your audience towards a journey of conversion should be the primary focus. 

A journey, not a transaction 

Viewing your clients as individuals rather than numbers to be boosted is a fundamental shift that can dramatically change how you approach content creation. The goals for small business owners is to strive to build authentic relationships. It’s not about pushing people through a funnel but guiding them through a meaningful journey. 

The trap of algorithmic expectations 

Experts and algorithms constantly feed us the idea that engagement should be our absolute focus. However, getting too caught up in trying to please the algorithms can make your content start to feel inauthentic. Algorithms change, and what pleases them today might not have the same result tomorrow. Your best bet is to remain true to your values and the value you provide your audience. 

Personal reflection and authentic content creation 

Reflecting on your motivations and the value you’re delivering can help in creating more authentic content. Ask yourself: Are you posting to serve your audience, or just to chase likes? Personal anecdotes and experiences can be powerful ways to connect with your audience on a deeper level. 

Beyond the likes 

Understanding that your content’s value lies beyond the mere number of likes and comments is crucial for a more fulfilling and effective content strategy. It’s about creating a journey for your audience that is enriching and leads to genuine connections. By focusing on being empathetic, genuine, and nurturing, you can guide your audience in a way that builds authentic relationships and respects them as individuals. 

Remember, you’re not just building a business; you’re building a community. And real engagement, the kind that leads to meaningful relationships and conversions, goes much deeper than social media likes. 

Find out more about why the engagement train is not worth catching in my new Masterclass Clicks to Clients held live on Tuesday 23 July. Register here. 

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