Bradmarke | Branding, Advertising, and Marketing Solutions

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Bradmarke Interactive, G.R.A, No. 60 Isaac John St, Ikeja GRA, Ikeja 101233, Lagos, Nigeria.

Bradmarke Interactive, No. 39 Ikot Ekpene Rd, Opposite Chicken Republic, Uyo, Akwa Ibom State, Nigeria.

Likes Don’t Pay the Bills

Why chasing engagement metrics misses the bigger business picture

There’s this joke we crack back home: “If likes were money, influencers would be billionaires.” And yet, brands and businesses still obsess over those little hearts and thumbs-up emojis. Don’t get me wrong—engagement feels good. But here’s the hard truth: likes don’t pay rent, and they definitely don’t keep your business afloat.

If you’re chasing vanity metrics without focusing on the bigger picture, it’s time to pause and rethink.

The Engagement Trap

Think about it: have you ever scrolled through Instagram and liked a photo of some random dog in a Halloween costume? Did you then go out and buy that costume for your dog? Exactly. Engagement doesn’t always translate to action.

Too many brands are busy creating viral moments that don’t convert. Why? Because they’re focused on entertaining the crowd instead of solving real problems.

Fix It:

Focus on metrics that matter: sales, leads, website traffic, and customer retention.
Ask yourself: “What’s the goal of this post? What action do I want my audience to take?”

Virality Isn’t a Business Plan

Remember when the ice bucket challenge took over the world? It was fun, it was viral—but unless your business revolves around ALS awareness, mimicking that kind of moment won’t pay your bills.

Chasing virality is like trying to catch a cloud. It’s fleeting, unpredictable, and often unsustainable. What you need is consistent, meaningful growth.

Fix It:

Create content that builds trust, educates, or solves problems.
Think long-term. Viral moments might come, but they shouldn’t be the backbone of your strategy.

Metrics vs. Money

Here’s a quick story: I once worked with a small business owner who was obsessed with boosting their Instagram engagement. They spent hours creating reels and obsessing over likes—but their sales stayed flat. Why? Because they were talking at their audience, not to them.

Here’s the truth: your audience doesn’t care about how trendy you are. They care about how you can improve their lives.

Fix It:

Invest in understanding your audience’s pain points.
Build campaigns that guide your audience toward making a purchase or booking your service.

Engagement Should Be a Bridge, Not the Destination

In Ghana, there’s a saying: “You don’t build a bridge and then sleep on it.” Engagement metrics are like that bridge—they’re a step toward your business goals, not the endpoint.

Your content should drive people to something bigger: your website, your store, or a meaningful interaction.

Fix It:

Always include a call-to-action (CTA). What do you want people to do after engaging with your post?
Track your metrics beyond likes: email sign-ups, product inquiries, or completed purchases.

Be About the Value, Not the Clout

Let me tell you about a bakery I stumbled upon in Johannesburg. They had no Instagram page, no TikTok dances—just a small, handwritten sign outside their shop. And yet, the place was packed daily. Why? Because their pastries were that good.

Clout is nice, but substance wins every time. If your product or service isn’t delivering real value, no amount of likes will save you.

Fix It:

Focus on making your product or service irresistible. Marketing amplifies quality; it doesn’t replace it.

Now So What?

Engagement metrics are great for stroking your ego, but they won’t pay the bills. Likes, shares, and comments are only valuable if they lead to meaningful business results. So, stop chasing clout and start building a brand that lasts.

Want to turn your likes into leads and sales? Let’s help you craft a strategy that actually works.. Let’s Talk!