Vanity Metrics on Instagram

business

Feb 16

So when we talk about growth on any platform, it’s inevitable that likes and followers are a part of that conversation. These are vanity metrics.

Vanity metrics are what people want when they start a new profile on a platform. They wonder how quickly they can get to 10,000 followers. Vanity metrics are, simply put: toxic.

I was listening to a conversation on Clubhouse—a new talk-only, invite-only, iPhone-only app that deserves its own article in my future—and I noticed that all of the people in the group had substantial followings on Instagram, at least 40,000. This amount of followers almost serves as a mark of credibility in the online world. There’s even a sense of idealism that comes with the territory of hosting a large online community. I see it in Facebook groups, LinkedIn circles, and Instagram profiles.

The desire that the rest of the population holds for followers (this is the main vanity metric) overwhelms the desire for growth, engagement, or reach. This is problematic for two reasons.

The first is that it’s easy to forget that followers don’t really equate to anything. Your followers don’t mean more money, more reach, more engagement, more views, more sales, or more leads. I would actually argue that they are one of the most meaningless metrics because they equate to nothing. You can have a million followers, but if they aren’t engaging or being shown your content, you might as well have none.

The second reason is that it’s distracting. When you are focused on growing your followers, you are forgetting the important metrics. You are focused on the vanity of the platform and the desire to hold a “celebrity” status. I try and hold myself and my business at the intersection of well-being and marketing, and the drive for followers is not healthy. It brings on insecurity, comparison, and imposter syndrome, none of which I want you to be worried about as a business owner.

Let me break it down into a few sentences

You can monetize your followers at any level.
Your engagement is more important because if your followers aren’t engaging, they aren’t seeing your content anyway.
Buying followers is the most useless thing you can do.
Follows and likes are what you should be the least interested in.
Saves, comments, and messages are what you should be the most interested in.
Celebrities don’t respond to comments or messages… If you want to grow, do the opposite. Startup conversations, respond to questions, and engage with your audience. That pushes the algorithm to show your content to them more.
Don’t get caught up in the glamour of influencer Instagram. You are not an influencer, you are a business owner.
Remember: Instagram is a business tool. Do not flood your feed with people that are not relevant to your business and your goals.

If this made you think about what matters, good. That was the point. If you are confused or unsure of what to do now, please contact me to talk. I have open spots for Instagram consulting where we work together to develop a strategy that will work best for you and your goals. Complete with tangible actions to take and mind-blowing tips!