Let’s be real... everyone wants more followers. If you say you don’t care about that number at the top of your Instagram profile, you’re probably lying. It feels good to see a big number. It makes you look authoritative. It gives that “people must really like what I’m doing” kind of validation.
And I get it. Having a large following can help build credibility. But here’s my question for you:
Would you rather have 10K followers with minimal sales, or 1,200 loyal followers who regularly comment, share, save your content—and most importantly—purchase your products, book your services, or reserve tables at your restaurant?
I’m guessing you’d pick the second one. And if you wouldn’t… let’s talk.
Because at the end of the day, vanity metrics—like your follower count or how many likes you get—don’t pay the bills. Engagement, conversions, and community do.
The Vanity Metrics Trap
One of the most common things I hear in consultations is: “I just want to grow my following.” And while, yes, having more eyes on your brand is great, I promise you there are way more important numbers that actually impact your business.
Here’s the reality:
Followers don’t mean anything if they’re not engaged. You can have 50K followers, but if none of them interact with your posts or buy from you, does it really matter?
Likes aren’t a strong indicator of success anymore. People double-tap all day, but that doesn’t mean they’ll ever turn into customers.
Views can be misleading. Just because someone scrolled past your Reel doesn’t mean they actually watched or cared about your content.
Instead of chasing numbers, focus on the metrics that actually attribute to your succcess:
Shares & Saves – Adam Mosseri (Head of Instagram) has said it himself: these are the new currency of Instagram. If people are saving your post, they find it valuable. If they’re sharing it, they’re spreading the word for you.
Comments & DMs – A high follower count is cool, but real conversations and relationships with your audience? That’s what builds trust and, ultimately, sales.
Website Clicks & Bookings – Are people actually going from your content to your website, online store, or reservation page? That’s what matters.
Repeat Engagement – If the same people keep coming back to your page, interacting with your content, and buying from you… you’ve built a loyal audience, which is way more powerful than a big, silent crowd.
What This Means for Your Social Media Strategy
Growing your brand on social media isn’t just about getting more followers—it’s about building a community that wants to engage with you, trust your brand, and, ultimately, convert into customers.
So next time you catch yourself obsessing over that follower count, ask yourself:
Would you rather have big numbers with no impact or a smaller, engaged audience that actually drives your business forward?
I know my answer.
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