Don't Chase the Metrics

Why view counts and follower numbers don’t actually matter for your business

The Biggest Social Media Trap for Business Owners

One of the most common mistakes business owners make with social media is measuring success by what they see online.

You scroll through TikTok or Instagram and see creators getting millions of views. It feels like that must be the benchmark for success.

It isn’t.

The truth is, getting those numbers usually requires one thing: entertainment. Not business value. Not useful insights. Just entertainment.

If you're a business trying to attract real customers, this is the wrong game to play.

When Business Accounts Turn Into Entertainment Channels

Look at ClickUp. They’re a project management software company. But most of their content is parody songs and viral humor. It gets attention, sure. But ask ten people what ClickUp actually does, and most won’t know. If anyone even has a guess, they tend to think it's an HR platform.

The same thing is happening with chiropractors on TikTok doing dance trends. It gets views. But what does that tell anyone about their services?

The content is popular, but it rarely attracts qualified leads.

The Reality for Most Businesses

Let’s say you launch a new accounting firm. You start posting helpful content. You get a few dozen views. You feel like it's a failure.

Then come the excuses:

• “Social media doesn’t work for us.”
• “People don’t understand what we do.”
• “Nobody wants to hear about HVAC or accounting.”

You start believing that your business is the exception.

It’s not.

The goal isn’t to go viral. The goal is to build trust and stay visible. Social media isn’t about chasing views. It’s about showing up consistently for the people who actually need what you do.

What I Focus On Instead

I don’t check my metrics. I don’t care how many views a video gets. It doesn’t change what I talk about.

I’m not creating content to win the algorithm. I’m creating content to build a brand.

The focus is on:

• Clarity
• Consistency
• Staying on message

It’s great when something gets extra views. But that’s not the win. The real win is building long-term awareness and trust with the right audience.

The Only Metric That Matters

There’s only one question that matters: is your content helping the right people remember you?

If you're a local business, B2B company, or anyone who doesn’t live or die by social followers, then metrics are just noise.

Ask yourself instead:

• Is my message clear?
• Am I staying consistent?
• Is this helping someone understand what we do?

That is the path to real growth.

Final Thought

Stop chasing metrics. They don’t close deals.

A single post that helps one real customer is worth more than 10,000 views from people who will never buy.

Focus on being helpful. Focus on being consistent. Focus on showing up where it matters.

That’s the part most people skip. And it’s the part that actually works.