Measuring Realness: Engagement Isn’t Everything
You post something thoughtful, vulnerable, and genuinely helpful. Three likes. Two generic comments. Meanwhile, someone's picture of their lunch gets 200 likes and dozens of fire emojis.
The message feels clear: your meaningful content doesn't matter. Your authentic voice isn't valuable. Your genuine expertise can't compete with whatever the algorithm is rewarding today.
But here's what I need you to understand: Engagement is a vanity metric disguised as a success indicator.
High engagement doesn't mean high impact. Viral doesn't mean valuable. And building something real requires measuring different things entirely.
The Engagement Trap That's Hijacking Your Strategy
Somewhere along the way, we let platforms convince us that engagement equals success. More likes means more influence. Higher reach means higher value. Better engagement rates mean better content.
This obsession with engagement has twisted social media into a performance where the goal isn't connection—it's attention. We optimise for clicks instead of conversations, reactions instead of relationships, virality instead of value.
The engagement obsession makes us chase algorithms instead of serving audiences. We start asking "What will get likes?" instead of "What will help people?"
It turns us into content slot machines. We're constantly pulling the engagement lever, hoping this post will be the one that hits the jackpot of likes and shares.
It makes us compare our authentic content to engagement bait. Your thoughtful business insights will never get as many likes as someone's controversy or clickbait—and that's actually a good thing.
It reduces complex human connections to simple metrics. Someone might read your post, have a breakthrough, and change their entire approach to their business, but if they don't like or comment, it doesn't "count."
What Engagement Actually Tells You (And What It Doesn't)
High engagement can mean:
Your content hit the algorithm lottery
You posted at peak scrolling time
You used trending hashtags or topics
You triggered an emotional reaction (not always positive)
You asked a question that was easy to answer
Your audience happened to be online and active
What it doesn't necessarily mean:
Your content was valuable
People took action on your advice
You're building trust with your ideal clients
Your message resonated deeply
You're moving closer to your business goals
Low engagement can mean:
The algorithm didn't favor your post
Your audience was busy or offline
Your topic required thought instead of quick reaction
Your content was so complete it didn't need a response
People saved it to read later instead of reacting immediately
What it doesn't necessarily mean:
Your content was bad
People didn't find it valuable
You're failing at social media
Nobody cares about your message
You should change your approach
Metrics That Actually Matter
Instead of obsessing over likes and comments, track the indicators that align with your real goals:
Quality of responses, not quantity. One thoughtful comment showing someone understood and appreciated your content is worth more than fifty fire emojis. Look for responses that show genuine engagement with your ideas.
Saves and shares over likes. When someone saves your content, they're saying "this is valuable enough to reference later." When they share it, they're putting their reputation behind your message. These actions indicate real value.
Direct messages and conversations. The people who message you privately about your content are often your most engaged audience. They're thinking deeply enough about what you shared to start a conversation.
Referrals and mentions. When someone recommends you to a friend or mentions your content in their own posts, that's influence in action. Word-of-mouth growth beats algorithmic reach every time.
Website traffic and email signups. If your social media is driving people to your website or email list, that's engagement that actually builds your business. These people are moving from casual followers to genuine prospects.
Client inquiries and bookings. The ultimate metric: are the right people finding you through your content? Quality leads matter more than quantity followers.
How to Measure Real Social Media Success
Alignment over algorithm optimisation. Does your content reflect your values and expertise? Are you attracting people who share your perspective? Success is being found by the right people, not being seen by everyone.
Sustainability over short-term wins. Can you maintain this approach long-term without burning out? Are you building systems that serve you, not enslave you to posting schedules? Sustainable growth beats sporadic viral moments.
Relationship building over reach expansion. Are you developing genuine connections with your audience? Do people feel like they know you? Are you known for something specific and valuable? Deep relationships beat wide reach.
Business impact over social metrics. Is your social media contributing to your actual business goals? Are you getting better clients, more referrals, increased revenue? Social media should serve your business, not become your business.
Personal satisfaction over public validation. Do you feel good about what you're sharing? Are you proud of your content? Does your online presence reflect who you actually are? Your satisfaction with your own content matters more than anyone else's reaction to it.
Building for Impact, Not Algorithms
Create for your ideal client, not the masses. Your goal isn't to appeal to everyone—it's to deeply resonate with the right someones. Niche content that serves your people will always outperform generic content that serves no one.
Prioritize value over virality. Ask yourself: "Will this help someone?" not "Will this get likes?" The content that truly serves your audience may not get immediate engagement, but it builds long-term trust.
Focus on starting conversations, not collecting reactions. Ask meaningful questions. Share thought-provoking perspectives. Create content that makes people think, not just react.
Build for the long game. Consistent, valuable content compounds over time. Someone might discover you months later and binge your entire feed because every post adds value. This beats getting temporary attention from content that doesn't represent your best work.
Trust your expertise over trending topics. You know your field better than the algorithm does. Share what you know, what you've learned, what you're passionate about—not what's trending this week.
The Permission You Need to Stop Chasing Engagement
You have permission to create content that gets low engagement if it serves your people well.
You have permission to ignore viral content formulas that don't align with your values.
You have permission to measure success by business impact, not social metrics.
You have permission to prioritize depth over reach, quality over quantity, authenticity over algorithmic optimisation.
Your worth as a business owner isn't determined by your last post's performance.
What Actually Matters: The Real Social Media Goals
The real goal of social media isn't engagement—it's connection. Not followers—it's relationships. Not viral content—it's valuable content. Not algorithm optimisation—it's authentic communication.
Success looks like:
The right people finding you and feeling understood
Building trust with potential clients before they ever contact you
Being known for your expertise and perspective
Creating content you're proud of, regardless of its performance
Using social media to support your business goals, not replace them
Stop measuring your social media success by metrics that don't matter to your business.
The most successful people I know don't have the highest engagement rates—they have the strongest relationships with their communities. They're not optimising for likes—they're optimising for impact.
Your thoughtful, authentic content might not go viral. It might not get hundreds of likes. But it will reach the right people, build real relationships, and create lasting value.
And that's worth more than all the engagement in the world.
Ready to build a social media strategy focused on impact over engagement? Let's create an approach that serves your business goals, not just the algorithm. Book your Rhi-Power Hour today.
