A friend client hit me up last week, she was very giddy.
“We got 7,000 likes on our Reel!”
She sent screenshots. Fire emojis. Champagne GIFs.
Her product looked amazing, the comments were glowing, and the save count was chef’s kiss.
But there was one problem I noticed: Her sales were only 3.
Three. As in: 1, 2, 3.
Here’s what I told her (and what I’m telling you):
High engagement is not the same as high conversion.
And chasing virality for validation is the quickest way to waste your best content on people who were never going to buy in the first place.
The algorithm loves attention. But your business needs intention.
Currently, many eCommerce founders are developing strategies based on what gets shared, liked, and saved, rather than what gets added to cart.
And I totally get it.
It feels good when something performs. You want to ride the wave.
But here’s the truth:
That trending sound won’t pay your suppliers.
That carousel post? Might just be a dopamine trap.
Your most viral content could be attracting the wrong people.
So, what should you do?
Create short-form content with clear call-to-buy moments
Create landing pages that feel personal, not perfect
Create campaigns that target buyers, rather than browsers
Tracking metrics such as: CTR, AOV, LTV (not just likes)
Likes don’t equal loyalty. Shares don’t equal sales. And sometimes your worst-performing post might quietly be making you the most money.
So yeah, engagement feels nice. But if it isn’t tied to revenue, it’s just noise.
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