Why "Likes" Are the New Vanity Metric (and What You Should Track Instead!)
- Amanda LePiane
- Apr 21
- 3 min read
If you’re still checking your phone every 10 minutes to see how many "likes" your latest post got, I have a wake-up call for you. 😀
In 2026, a "like" is the weakest signal of interest. It’s passive. It’s a split-second double-tap that someone does while they’re half-asleep scrolling.
If you want to grow your biz and actually see a return on your social media time, you need to stop chasing the "heart" and start chasing intentionality. Let's get into it! 👇
The High-Value Hierarchy of 2026
Not all engagement is created equal. Here is how the algorithm ranks your metrics today.
Shares (DM Sends): The new word-of-mouth and the strongest signal. It means your content was so relevant, someone literally said, "You need to see this."
A share is a direct endorsement. When someone sends your post to a friend via DM, they are doing your marketing for you.
🔹 Small Biz Tip: Create "Shareable" content by being relatable or highly useful. Think: “3 things I wish I knew before [X]” or a funny meme that makes your target client say, "That is so me."
Saves: Your digital bookmark. This signals "Long-Term Value." The user wants to come back to your business later.
Saves are a lead-generation goldmine. When someone saves your post, they are essentially adding you to their "To-Do" list.
🔹 Small Biz Tip: To get more saves, create "Saveable" content like tutorials, checklists, or "How-To" guides. If it’s helpful enough to reference later, they will save it.
Watch Time: Attention is currency. For Reels, how long someone stays is more important than how many people saw it.
If you post a 15-second Reel and people stop watching at 3 seconds, the algorithm assumes the content is boring and stops showing it to new people.
🔹 Small Biz Tip: Focus on your "Hook" (the first 2-3 seconds). If you don't grab them immediately with text on the screen or a compelling visual, you’ve lost the metric that matters most for reach.
Meaningful Comments: Meaningful conversations (not just emojis!) show the algorithm your brand is a community builder.
A "Great post! 🔥" comment doesn't do much. A comment that asks a question or starts a conversation tells Instagram that your page is a destination for community.
🔹 Small Biz Tip: Always end your captions with an open-ended question. Instead of "What do you think?" try "Which of these 3 options would you choose for your home?"
Look at all those SHARES!! Shares bring VIEWS which expands your REACH!
The Bottom Line for Small Business Owners
Stop measuring your success by the "hearts." A post with 20 likes but 15 shares and 10 saves is vastly more successful than a post with 200 likes and 0 saves or shares.
Why? Because those 15 shares just put you in front of 15 new potential customers, and those 10 saves are 10 people likely to buy from you in the future.
✨ Final Thoughts
Want to know if your current strategy is hitting the right metrics? Let's connect for an Instagram audit session!
If you're finding social media overwhelming, or know your social media strategy needs a full overhaul to truly convert, Breeze Social Co. is here to help. We specialize in crafting compelling content and clear strategies that drive real business results.
Book a complimentary discovery call.
I have one roster spot open for monthly management starting in June.
Reach out for a quote!
See you on socials.
With kindness,
-Amanda
Book a Discovery Call! Breeze Social respectfully and gratefully acknowledges that our business is run on the treaty and traditional territory of the Saugeen Ojibway Nation.
We are committed to supporting our First Nations communities.
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