If You’re a Business Owner Discouraged by Your Social Media Stats, Hear This...

As a business owner, it’s easy to get discouraged when you don’t see the likes, comments, or engagement you expect on your social media posts. Maybe you’ve been putting in the effort, posting regularly, and crafting the perfect content, but when you check the stats, the numbers don’t reflect the time and energy you’ve invested. It can feel frustrating, especially when you're trying to grow your business and build a loyal customer base. But here's a little reality check: just because you don’t see the likes or comments doesn’t mean your audience isn’t paying attention to your content.

First things first: likes and comments are vanity metrics - empty numbers that might make you feel good in the moment but don’t necessarily lead to real business outcomes. These metrics are often a false sense of validation, and while they can be nice to see, they don’t equate to actual sales, bookings, or ROI. It’s time to shift the focus away from these numbers and start looking at the bigger picture.

Social media isn’t a direct sales platform. Unlike a website or a sales funnel where people come to buy, the buying journey on social media is a completely different experience. People don’t go on Instagram, Facebook, or TikTok to shop - they go to escape, to be entertained, to keep up with their friends and family, or to learn something new. It’s a much more laid-back space than a traditional retail environment.

So, what does this mean for you as a business owner? Often, the eyes you want to capture are the ones that don’t “like” or comment. The accounts you want to capture are the ones quietly visiting your profile, scrolling through your content, past and present, and deciding whether you’re the right fit for them. These accounts are actively in the buying mindset, doing their research just before the point of sale.

Takeaways? The goal of social media isn’t to get every person to comment or like your post; it’s to build trust, showcase value, and give people a reason to keep coming back. Stay consistent, keep sharing your message, and don’t be discouraged by vanity metrics. You never know when your account and marketing messaging will land on the right screen. The sales, bookings, and conversions you desire may just be around the corner.

Keep going, and remember: real connections are often built behind the scenes.