3 Social Media Metrics That Matter More Than Likes

As social media users, we’ve all been trained to view “likes” as the most important metric to pay attention to when gauging a post’s performance. But as business owners, there are actually other metrics that are more important to pay attention to than likes. 

These metrics are important because they provide deeper insights into user engagement, customer behavior, and the effectiveness of your content in driving meaningful actions, like visiting your website or making a purchase.

Here are 3 social media metrics that matter more than likes— and why focusing on these can lead to real growth for your brand.

1. Engagement Rate

Engagement rate measures how actively your audience is interacting with your content. It’s typically calculated as a percentage, representing the proportion of people who engage with a post (through likes, comments, shares, saves, etc.) out of the total number of followers or the total reach of the post.

Why It Matters:

Likes may signal that people are enjoying your content, but they don’t tell the full story. Engagement rate is a much better indicator of how deeply your audience is connecting with your content. For example, when people take the time to comment or share, they’re actively engaging and valuing what you’re posting, which reflects the depth of audience connection and offers insights into how well your posts are resonating on a personal level.

Tips for Boosting Engagement Rate:

Boost your content’s engagement rate by asking questions, running polls, and posting content that creates conversation with your followers. When you respond to comments, it both encourages engagement and builds a loyal community. Authentic engagement is key, so make sure to respond to comments thoughtfully, and consider posting content that tells a story or invites your followers to share their thoughts.

2. Impressions

Impressions are the total number of times a piece of content is displayed or shown on a social media platform, regardless of whether it was clicked on or engaged with. Each time a user sees the content, it counts as one impression. This means that if the same user sees a post multiple times, each view is counted as a separate impression.

Why It Matters:

Reach is the number of unique users who see your content, while impressions represent the total times your content is displayed (including multiple views by the same user). Focusing on reach and impressions can show you how far your content spreads and help identify the types of posts that maximize this exposure. By understanding which posts increase your reach, you can tailor your strategy to grow your audience consistently.

Tips for Improving Reach and Impressions:

Experiment with different post types, such as Reels or Stories on Instagram, which often reach more users than static posts. Additionally, collaborating with other users or using trending audio, for example, will push your content beyond your immediate followers. Consistency is also important— so make sure to regularly post content that’s valuable to your audience. 

3. Conversion Rate

Conversion rate measures the percentage of users who take a desired action after interacting with your content, such as making a purchase. It indicates how effectively your content is turning viewers or visitors into active customers.

Why It Matters:

If social media is part of your business strategy, then converting followers into customers or subscribers is an important metric. The conversion rate tells you how effective your content is at inspiring actions that matter. While engagement metrics indicate interest, conversion metrics reveal intent and the real impact of your social media on your business goals.

Tips for Boosting Conversions:

Creating clear calls-to-action (CTAs) in your posts and making it easy for users to take the next step, such as adding links to Stories, using shoppable tags, and periodically promoting lead magnets can help turn engagement into meaningful action. To improve your conversion rate, focus on providing real value to your audience, whether through exclusive content, special offers, or tips that motivate followers to take the next step with your brand.

Want to learn more about growing your social media audience? Learn about my 555 Rule for Efficient Engagement to grow your audience in 15 minutes or less per day. By using this rule, you'll be able to expand your network and keep growing your follower list.