Why You Should Stop Focusing on Likes

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When you communicate bolder, you communicate better.

We all have a friend who goes above and beyond to please other people. But, I think most would agree that an obsession with being ‘liked’ isn’t a strong indicator of someone who feels confident in who they are and what they represent.

So why, then, are marketers so concerned with “likes”? We glorify them! Analyse them! Spend money on them!

Whilst this might have been a worthwhile venture in the past, social media likes are no longer the stamp of approval.

Let’s take BeReal as an example - the latest social media app with 2.93 million daily users, up 29,200% in the last year. The catch is that likes don’t even exist on this social network!

When we look at what really resonates with people it’s not often the clickbait* headlines. People are becoming less swayed by what others think and more moved by brands that stand for something that resonates with them. For example, 78%** of consumers would not switch to a cheaper brand if its company values were not aligned with their own.

I believe, authenticity is here to stay and vanity metrics*** are becoming less and less important.

Social Media Content Takeaways

When you’re building a brand, honesty and credibility is king. So, if we really want to be authentic (and effective), we should start thinking about what we’re saying and how we’re saying it…

  1. Get authentic. Base your content on real conversations that your audience are interested in. When we step back and look at what’s happening in the world, we see that people care about having the hard conversations. Be honest and up-front when you talk about your products and services or people will be quick to thwart the promises they know you can’t keep.
  2. Be relevant. Find new, fun ways to involve people with your brand - social media live sessions, shareable facts and stats and new product launches are all great ways of showing that your brand listens.
  3. Take a stand. What should your business care about? If you’ve built your business on selling healthy food, you should be prepared to speak up about the nutritional and mental health benefits of leading a healthy lifestyle, where you source your products from and how you’re making sure your business promotes inclusivity and diversity from field to food. Is it time to evolve your values and take another look at that social media strategy?

Nobody is looking for perfection. This era is all about getting real, and talking about where you are and what you are trying to achieve is a great place to start.

Ask yourself: “Why do we exist?” and “What can we add to this brave new world?”

If you look at your BRND strategy as an infinite game, it will become a journey that will continue to grow and evolve with you. This is not the time to stand still or opt for quick-fixes to impress the majority. This is the time to take action, communicate your message to the world and stay true to your brand purpose.

When you communicate bolder, you communicate better. So, if you’re ready to take a stand, let’s talk!

*clickbait is content whose main purpose is to attract attention and encourage immediate reactions e.g. via people clicking or liking something.
**Source: Retail Economics, Squire Patton Boggs
***In social media terms, vanity metrics are a superficial way of reporting the performance of your brand. While they may look nice on a post, there are more important metrics that actually mean something to look at.