If you want to avoid reporting on vanity metrics, take these steps:
Posted: Tue Dec 17, 2024 7:17 am
The truth
Vanity metrics aren't always engagement metrics. They can b japan phone number list e any number that looks impressive on paper but doesn't provide actionable insights or meaningful results for your social media strategy.
For instance, if one of your TikToks suddenly reaches five times more people than usual but there's no clear reason why, that spike in views might be interesting but not necessarily valuable — making that impression count a vanity metric.
If you dismiss all engagement metrics as “empty,” you’ll miss out on valuable information that can shape your brand's success on social media. First off, if top-of-funnel activities like awareness or community building are your goals, these metrics serve as important indicators of your social media's effectiveness. Secondly, engagement metrics are big algorithm signals. The more engagement a post receives, the more likely it is to get boosted by a platform’s the algorithm. That’s data you’ll want to study.
The takeaway
Start by clearly defining your social media goals (like brand awareness, community building, or conversions)
Choose metrics that directly tie to those goals — your KPIs (for example, if brand awareness is your goal, focus on follower growth rate and engagement)
Track how these metrics influence each other to gain insights into tactical shifts (are higher impressions actually leading to more followers?)
How social media goals translate to KPIsHow social media goals translate to KPIs
Let's say you're getting millions of impressions but seeing minimal follower growth or engagement. Those impressive view counts aren't helping you achieve your goals — making them vanity metrics. Instead, focus on metrics that show real progress toward your objectives, like:
Engagement rate
Follower growth rate
Share rate
Comment sentiment
The key is measuring what matters for your specific strategy, not just what looks good in reports. Remember: A metric's value isn't in its size — it's in how it helps you make better marketing decisions.
Myth 4: Short-form video is the only content worth creating
"If it's not a TikTok-style video, don't bother posting it."
Vanity metrics aren't always engagement metrics. They can b japan phone number list e any number that looks impressive on paper but doesn't provide actionable insights or meaningful results for your social media strategy.
For instance, if one of your TikToks suddenly reaches five times more people than usual but there's no clear reason why, that spike in views might be interesting but not necessarily valuable — making that impression count a vanity metric.
If you dismiss all engagement metrics as “empty,” you’ll miss out on valuable information that can shape your brand's success on social media. First off, if top-of-funnel activities like awareness or community building are your goals, these metrics serve as important indicators of your social media's effectiveness. Secondly, engagement metrics are big algorithm signals. The more engagement a post receives, the more likely it is to get boosted by a platform’s the algorithm. That’s data you’ll want to study.
The takeaway
Start by clearly defining your social media goals (like brand awareness, community building, or conversions)
Choose metrics that directly tie to those goals — your KPIs (for example, if brand awareness is your goal, focus on follower growth rate and engagement)
Track how these metrics influence each other to gain insights into tactical shifts (are higher impressions actually leading to more followers?)
How social media goals translate to KPIsHow social media goals translate to KPIs
Let's say you're getting millions of impressions but seeing minimal follower growth or engagement. Those impressive view counts aren't helping you achieve your goals — making them vanity metrics. Instead, focus on metrics that show real progress toward your objectives, like:
Engagement rate
Follower growth rate
Share rate
Comment sentiment
The key is measuring what matters for your specific strategy, not just what looks good in reports. Remember: A metric's value isn't in its size — it's in how it helps you make better marketing decisions.
Myth 4: Short-form video is the only content worth creating
"If it's not a TikTok-style video, don't bother posting it."