The Hidden Hit - Why your social media posts matter more than their likes suggest
How many likes did your last social media post get?
Were you thrilled, disappointed, or somewhat apathetic?
Our natural reaction is to look at that thumbs-up and the number beside it, then make an instant judgment about how well our post has performed. A bigger number brings a little dopamine hit. But such a rush of satisfaction may be short-lived as we then move on to the next post and hope it does just as well, if not better.
I recently chatted to a candle maker who was becoming more and more frustrated with algorithms and the ever-changing platforms but was finding she was having some success by utilising her mailing list and email newsletter. And she isn't alone.
The more I speak to small business owners, the more I find myself encouraging them to think of their social media platforms more as a portfolio than a sales tool. Undoubtedly, some people will need Instagram et al. as more of a selling platform than others, but for many of us these channels can act almost as a character reference.
Who knows who may be talking about us at a networking event, weeks, maybe even months after we sent that post that got 10 likes, that post that originally left us deflated after hours of thought and effort. Your accountant, web developer, associate, or client may be chatting to someone they have just met who really needs (insert your product or service here).
Two things happen here. First, your associate recommends you — and one of the most powerful marketing tools there is, word of mouth, comes into play.
Then, the person gets home and checks your LinkedIn, Instagram, etc. That's when your portfolio comes into its own. They see that well-crafted post, recognise the sincerity and expertise behind it, and feel reassured that they're considering the right person for the job. That's a much more valuable outcome than another thumbs-up.
Changing our perspective on what we are posting and thinking of it in this way relieves SO much pressure and overwhelm. You are curating a virtual CV, not a like-inducing sales pitch.
It has been suggested that organic reach for Facebook business pages can be as low as 2–5% of followers. MailerLite reports average email newsletter open rates in the region of 40–50% (although I guess they would say that, wouldn't they!).
These figures aren't a direct comparison, and email open rates don't necessarily mean every email has been read. But they do illustrate why it's worth building an audience you can communicate with directly, rather than relying entirely on social media algorithms.
If you have 500 Facebook followers or 500 email subscribers, the number of people who see or engage with your content can be very different. And with an email list, people have actively chosen to receive your updates — which gives you a valuable opportunity to build a relationship with them.
So the next time you post and maybe it doesn't get as many likes as you hoped or expected, just imagine that someone is looking at your content, having just spoken to someone who was singing your praises. No algorithm worries, no thumbs-up obsession.
Just you, being viewed for what you do and how well you do it.
Want to change the way you think about social media? Not sure whether your 'portfolio' truly reflects all your hard work and commitment?
My Marketing Reviews can help you take a fresh look at your marketing, understand what's working, and identify where you could make improvements.
Why not book yours now?
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