Do you think engagement metrics like ‘likes’ and ‘shares’ are overrated compared to conversions?

At the end of the day, you need to pay bills. You can't eat from likes. It may help with purchases and publicity, but it won't pay for your apartment and bread.

These maybe useful indicators of reach and brand awareness. But I dont think they make up into tangible results. Conversions should be the ultimate goal, as they reflect real business impact. However, engagement can play a critical role in building trust and driving potential leads into the funnel.

For B2C: Likes and shares can provide social proof, which can lead to conversions. However, they are vanity metrics, and I'd not place too much emphasis on them. I'd treat them as data points. For B2B: While likes and shares can offer some value, they’re less likely to directly drive conversions. A solution oriented product combined with a targeted sales outreach strategy would be more effective. Even in industries that might seem "boring" online, businesses can still see strong conversions despite having minimal social engagement.

I agree that engagement metrics like 'likes' and 'shares' are often seen as the main success indicators

While 'likes' and 'shares' are fun to track they don't always correlate to actual sales or customer loyalty

Likes and shares can give me a sense of popularity.

Do likes and shares even matter? I thought they are just vanity metrics.

I've been guilty of chasing likes and shares because they're easy to track and feel rewardng