Vanity Metrics Are Not Important (But Here’s How to Get More Followers Anyway)
The numbers game
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“Vanity metrics are not important.”
“Hey, look, I have 20,000 followers.”
“Here’s a course on how to gain followers.”
“But wait… vanity metrics are not important?”
This cycle of contradiction is one of the great “mysteries” of the digital age. Boy, have we come a long way…
Influencers, marketers, and business gurus constantly remind us not to get caught up in the numbers, yet every second post seems to be about growing your follower count.
So, what’s the deal? Are followers meaningless, or do they actually matter?
Why Vanity Metrics Seem Important
Social media thrives on visibility. We all know that.
And numbers make that visibility tangible. At first glance.
The bigger your following, the more “successful” you appear. It’s a psychological game—people assume that a high follower count means you have something valuable to offer.
I think we’ve all fallen to this logic once or twice in our time.
In business, vanity metrics can be leveraged for social proof. A consultant with 100,000 LinkedIn followers seems more credible than one with 500, even if those numbers don’t directly translate into conversions.
Brands want influencers with big audiences because more eyes mean more potential customers (or at least, that’s the assumption).
So yes, numbers can open some doors.
But of course, big numbers don’t always equal real impact.
The Problem With Vanity Metrics
Vanity metrics—likes, shares, follower counts—are often a deceptive measure of success.
Here’s why:
1. Engagement Doesn’t Equal Conversion – Having 50,000 Instagram followers is great, but if only 1% engage with your content, is it really valuable? A smaller, more engaged audience often outperforms a large, passive one.
2. Fake Followers and Inactive Accounts – It’s easy to buy followers, but bot accounts won’t engage, buy your products, or recommend you to others. Even organic growth can include people who followed you once and never looked back.
3. Algorithms Don’t Care About Vanity – Platforms prioritize engagement, not numbers. A smaller account with higher engagement will often outperform a large account with a disengaged audience.
4. Followers Do Not Equal Authority – Some of the most insightful thinkers have tiny audiences, while some of the biggest names in social media peddle surface-level content.
This isn’t to say that numbers don’t matter at all. They can serve as credibility boosters, open doors to sponsorships, and provide a sense of social proof. But focusing purely on numbers instead of genuine engagement and value?
Why?
Why Everyone Still Wants More Followers
Despite the arguments against vanity metrics, we still chase them.
Why?
Social Validation – Humans crave recognition. A high follower count feels like validation, even if it doesn’t translate into tangible success.
Monetization & Sponsorships – Brands often judge creators by their audience size, so growing followers remains a strategic business move.
Opportunities & Perception – People assume that bigger means better. A person with a large following may get more speaking gigs, partnerships, and opportunities—even if their engagement is mediocre.
This creates this strange vanity metrics don’t matter, but they do situation.
They may not define actual success, but they influence perception, which in turn creates opportunities.
And we all still want vanity metrics, even if we think and say we don’t. I could show dozens of examples where people go on about how vanity metrics don’t matter and a few posts later they show their follower count, or their likes, or their stats (usually to sell you something or to prove a point).
I am not any different. I’ve done this. Many times.
How to Grow Your Audience (Without Chasing Vanity Metrics)
If follower counts do matter (to some degree), the key is to grow them the *right* way, right?
Right!
Instead of chasing empty numbers, we focus on building an engaged, meaningful audience. At least, we try. And it can take a while.
At this point, all the boring, ever-repeated advice comes in:
1. Quality Over Quantity
Don’t aim for more followers—aim for the *right* followers. A small but engaged audience will bring more value than a large but indifferent one.
Create content that solves real problems.
Be authentic and human in your interactions.
Engage with your audience instead of just broadcasting.
It’s still hard AF because tens of thousands of people do the same thing each day.
2. Value-Driven Content
A big term. Very desirable.
Does this help my audience?
Does this spark a conversation?
Is this content worth sharing?
But most of what you could say has already been said. Countless times.
The more valuable your content, the more naturally your audience will grow. Maybe. Still hard AF.
3. Engage, Don’t Just Post
Social media isn’t a one-way street. Instead of just pushing content, interact with others. Honestly, I struggle with this the most.
Reply to comments.
Join relevant conversations.
DM people genuinely (not just to pitch something).
Ditch the last one. I hate DMs.
But in general, real engagement should lead to organic growth.
4. Leverage Other Audiences
Collaborate with others in your space.
Guest posts, interviews, podcast appearances, and shoutouts help you reach new audiences in an authentic way.
5. Be Consistent, But Not Spammy
Posting regularly keeps you relevant, but spamming stuff every day is not the way to go in most cases, in my opinion.
So, yeah, balance is a b*tch.
6. Experiment & Adapt
Test different formats—long posts, short posts, video, audio, images. See what resonates and refine your strategy accordingly.
I’ve tried a lot of stuff. Hated most of it. So, I write.
So, Do Followers Matter or Not?
Boring answer: yes and no.
They *matter* in terms of perception, credibility, and business opportunities.
They *don’t matter* if they’re empty numbers with no real engagement or impact.
The goal isn’t just to have more followers—it’s to have the *right* followers who genuinely connect with your content and brand.
If you’re playing the long game, an engaged, loyal audience will always outperform a disengaged one, no matter how big the number looks.
So, should you take that course on gaining more followers?
Probably not!
The real lesson? Build something valuable, and the right numbers will follow. Or not. The harsh truth is, we can’t all make it. And followers won’t help with that.