Happy Wednesday! Welcome back to another loaded edition of The Social Media Journal.

For the longest time, I’ve always said that followers and impressions are “vanity” metrics. Yeah they look good on an analytics report you send to your boss/client, but are they really doing anything for you?

The metric I’ve always paid more attention to is engagement rates. Are people actually interacting with your posts? That’s what really matters. But we can break down engagement even further now. It’s not just how many likes you get, it goes much deeper, and that’s what I’m covering in this week’s newsletter!

Behind the Vanity Metrics: What Engagement Really Means in 2024

Remember when we all obsessed over Instagram likes like they were digital gold? Those were simpler times. Now, as we navigate the increasingly complex landscape of social media, it's time to ask ourselves: what does engagement actually mean when half your likes might be coming from bots with a peculiar interest in cryptocurrency?

Let's get real about what matters in 2024's social media landscape, where the rules of engagement have shifted faster than a TikTok trend.

First things first: engagement isn't just a numbers game anymore. Sure, your latest post might have racked up 10,000 likes, but if your comments section is empty, we need to talk. The new currency of social media isn't just about collecting virtual high-fives – it's about creating ripples of genuine human connection in an increasingly AI-dominated space.

Here's what actually moves the needle in 2024:

The rise of "dark social" – those private shares, DMs, and saved posts that never show up in your public metrics – is becoming the true indicator of content that resonates. When someone takes your post from their feed into their private sphere, that's not just engagement; that's endorsement. It's like being invited from the party into someone's living room for a real conversation.

Comment quality has become the new north star. A simple "great post! 🔥" doesn't cut it anymore (sorry, engagement pods). We're looking for conversations that could rival a coffee shop debate – thoughtful responses that show your content isn't just being consumed, it's being digested.

Then there's the holy grail: community-initiated conversations. When your audience starts tagging their friends or sharing your content with their own unique take, you're no longer just creating content – you're sparking movements. It's the difference between throwing a party and starting a revolution.

But here's the plot twist: the most meaningful engagement might not even happen on your posts. When your audience creates content inspired by your ideas, when they reference your work in their own spaces, when they build upon your concepts – that's when you know you've transcended the vanity metrics game.

The truth is, meaningful engagement in 2024 looks less like a popularity contest and more like a town hall meeting. It's messy, it's authentic, and it can't be manufactured with a bot or bought with a credit card.

So, the next time you're tempted to chase those flashy metrics, ask yourself: would you rather have 10,000 silent admirers or 100 passionate advocates who treat your content like the start of a conversation rather than the end of their scroll?

Because in the end, the most valuable engagement isn't measured in likes or shares – it's measured in the moments when your content stops being content and starts becoming conversation.

Now that's a metric worth chasing.

Platform Updates

• Snapchat Introduces a Unified Monetization Program for Creators

• Threads Adds New Way to Re-Share Media While Crediting the Creator

• Top 5 B2B Marketing Predictions for 2025

• Instagram Adds New Features for the Holidays

• X Gains a Faster Grok Model and a New ‘Grok button’

This Week’s Social Media Meme

Biggest red flag when working with a new client. Let’s make an oath to stop chasing the vanity metrics!

Is Organic Social Media Dead?

Let’s be honest: if you’ve been running social media for your business, you’ve probably felt it—the suffocating squeeze of dwindling organic reach. Once upon a time, you could post something on Facebook or Instagram and watch the likes roll in like crazy. Now? You’re lucky if your post reaches 5% of your followers. It feels unfair, almost personal, like the platforms are holding your audience hostage until you pay the ransom (spoiler: they kind of are).

So, is organic content dead? Not even close. In fact, businesses that abandon organic strategies are shooting themselves in the foot—while handing the gun to their competitors.

Here’s the thing: paid ads are flashy, but they’re transactional. Sure, they can bring people through your virtual door, but then what? When those curious clicks land on your profile, they’ll be greeted by… what exactly? A few recycled ad creatives? A tumbleweed? Organic content is what fills the gaps, turning fleeting attention into meaningful connection. It’s your brand’s personality in motion—a living, breathing portfolio of your values, expertise, and, yes, quirks.

Organic content is also where authenticity thrives. It’s how businesses show up consistently, not just to sell but to serve. The comment threads where you answer a follower’s question? Organic. The behind-the-scenes story that humanizes your brand? Organic. Those unscripted moments of humor or insight that make people feel something? Organic.

And here’s a plot twist: some platforms still reward organic creativity. TikTok, for instance, is practically built for the little guy to break through. And LinkedIn? A goldmine for thought leadership when you share ideas that resonate.

Then there’s the strategy piece. Organic content is your testing ground, your laboratory. Why throw ad dollars at an idea you haven’t tested yet? Organic posts let you experiment with messaging, visuals, and offers. When something clicks, you’ve got a ready-made blueprint for your paid campaigns.

But let’s zoom out for a second. Organic content isn’t just about algorithms or ROI—it’s about relationships. It’s the thank-you card to your loyal followers, the open door to new ones, the proof that your brand is more than a sales machine. The businesses that win on social media aren’t the ones who spend the most; they’re the ones who connect the deepest.

So yes, the algorithms are brutal, and no, you won’t reach everyone. But who needs everyone when you’ve got the right people? Organic social isn’t about quick wins—it’s about the long game. And the long game, as every great business knows, is where the real victories are.

Organic isn’t dead. It’s evolving. And those who embrace its evolution will find themselves building something far more valuable than views: a community that sticks around.

Looking For More?

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