"Likes don't matter" is the "money won't make you happy" of social media

Part 1 in a series on brand metrics, emotion, and how perception drives $$.

The lie we tell ourselves: “Vanity metrics suck. I couldn’t care less about impressions or likes.”

They’re meaningless. They’re for cringey influencers. They inflate egos. They don’t convert.

That’s what we say right before we refresh the feed on the post that seems to be randomly taking off to see how many more likes it got then add it to our Stories and…