Why Vanity Metrics Don't Matter

If you’ve ever felt discouraged—or simply stopped posting—because you weren’t getting the engagement you were hoping for, this post is for you.

Here’s a real-life example from me and my content:

I’ve been posting almost every single day on platforms such as Twitter, Instagram, and LinkedIn since the beginning of August.

I’d never created content professionally before, but I had a strategy and knew what I needed to do to execute on it.

Of course, things started out slow. Posts on Instagram would only get a couple of likes, no one would comment on LinkedIn posts, etc.

Now in the past month, I’ve had 2 people reach out and say something along the lines of “I’ve been following your content for a while and I love the way you explain things . . . I have a couple questions I was hoping you could answer”

The funny part is they’ve never interacted with my content.

They’ve been watching from the sidelines, just absorbing.

And to top it off, one of them is set to become a client soon.‍

Now, here’s the hard part.

When you’re just getting started, you probably won’t have a lot of engagement so it’s difficult to determine if your content isn’t good, or if you just haven’t been building your brand long enough.

And touching on brand, I believe just about every piece of content you create is tied to your brand. Brand is simply what people think about when they see your name.

You never know who’s watching.

I recently added tax prep & filing as a service through a partner CPA firm and the way I met the owner was through my content.

He saw several of my posts on LinkedIn over a several-week period and reached out because he said he’d never content and graphic design like that from a financial advisor before.

Think about how many advisors aren’t running their own RIA, and are stuck with posting a weekly stock market commentary link from their firm that they didn’t even write…

You can easily stand out amongst your network by:

• Posting consistently so you remain top of mind (and top of the feed)
• Creating content that speaks to your target audience through life experiences & stories
• Creating content that shows you have the solution to their problems

Post intentional content consistently, don’t worry about vanity metrics, and watch what happens.