Featured image by Karola G

Let’s be honest, vanity metrics can feel great. Watching the likes roll in on a post, hitting a new follower milestone, or seeing your video views spike overnight can certainly boost your ego. But therein lies the problem. While these kinds of numbers are not inherently bad, they can lead us astray if we don’t understand what they’re really telling us and feel like we’re performing better than we actually are. 

So what exactly is a vanity metric? 

In the simplest terms, vanity metrics are the numbers that look good at first glance – likes, views, followers – but don’t always reflect meaningful engagement or business results. They’re easy to track and even easier to celebrate. But when it comes to making smart, strategic decisions? They don’t always carry the weight you think they do. 

 

Why Vanity Metrics Can Be Misleading 

Let’s look at views, for example. A post may rack up thousands of views, but if none of those viewers click your link, join your list, or engage with your brand in any real way, what did that number actually do for you? The same goes for likes. A high like count might feel like a win, but if it came from people who quickly scrolled past or aren’t even your target audience, it’s not moving the needle. 

And followers? Everyone loves watching that number climb, but a large following doesn’t guarantee success. Especially if it’s filled with bots, inactive accounts, or people who followed you for that one viral moment and never looked back. 

It’s possible to buy likes, comments, and views as well. You’ve likely noticed when a company is doing this: you see an account with thousands of followers that only gets a few likes per post. There seems to be a disconnect. 

In short, big numbers aren’t always the same as big impact. 

 

But Don’t Write Them Off Just Yet 

Here’s where it gets interesting. While vanity metrics can be misleading, they’re not entirely useless. 

Sometimes a follower count does matter – especially when those followers are finding you organically, sticking around, and actively engaging with your content. These are the people who can turn into loyal customers, brand advocates, or collaborators. 

And yes, views and likes can help you track patterns such as: 

• What topics is your audience most interested in?
• What kind of content gets the most interaction (photos, videos, infographics)?
• What platform seems to drive the most visibility? 

In many ways, vanity metrics are a first impression. They help you spot trends, test new formats, and create momentum. The key is not stopping at the surface. 

The reality is that people in your company will also want to see a good ROI, and vanity metrics will likely not be enough to cut it. Use them as a starting point, then pair them with more meaningful data (like conversions, saves, comments, shares, or time spent on page) to understand what’s actually resonating with your audience. 

 

The Bottom Line 

Vanity metrics might not tell the whole story, but they still play a role in it. Think of them like the cover of a book: it might catch your eye, but it’s the content inside that determines whether it’s a bestseller or a one-star flop. 

It’s worth mentioning that you should also be paying attention to what’s commonly referred to as the opposite of vanity metrics: actionable metrics (those which measure specific and repeatable activities directly impacting your business goals and performance). 

So go ahead, celebrate the likes, enjoy the views, and welcome the new followers. Just don’t let them drive your whole strategy. Instead, use them as part of a bigger, smarter measurement plan that looks at both visibility and value. 

Want to learn more about what metrics actually matter for your social strategy? NISM’s Social Media Strategist certification can help you go beyond the surface and dive deep into the numbers that make a difference.

 

Author Bio:

Cassandra Hultgren was an intern at the National Institute for Social Media, where she gained experience in social media strategy and began pursuing her Social Media Strategist certification. She graduated from Luther College in 2024 with a degree in Communications and French, which means she can explain a branding campaign and order croissants correctly. Now based in sunny Arizona, when she’s not crafting content or juggling hashtags, she runs a coloring book business and explores her love for all things visual communication—markers and metrics included.