Stop chasing likes. There’s a new metric to watch for now

Nothing.
No likes.
It’s gutting.

But hope is not lost.

Likes are becoming even more redundant as a metric now.

Because this is the era of the SHARE!

It’s Good To Share

Have you been posting and gotten nothing for your efforts?

Think it’s all the algorithm's fault?

Feel alone in your thoughts wondering why your marketing isn’t working?

Well you’re not alone, it is the algorithm (partly) and your posts may not be getting likes, but shares are where the effort should be.

It’s not because you’re bad at content. 

It‘s because the way people are using social media has changed, and the platforms are now rewarding those that adapt to the change.

And that change is that people don’t just want to blindly consume meaningless doomscrolling as much any more.

They want something to dig their metaphorical teeth into.

The Feed Fatigue

Widespread "feed fatigue" is real. 

The endless doomscrolling, the endless posting, people are tired of performing publicly, and users prefer interacting in private, interest-based chats.

In fact, that’s why Instagram's head, Adam Mosseri, explicitly confirmed this summer that the algorithm now weighs "Sends" (shares via Direct Message) significantly higher than Likes, Comments, or Watch Time. 

And TikTok’s algorithm has followed the exact same path.

LinkedIn does this (which is why Carousels are popular as a format).

You can now afford to post less frequently so long as you create something worthy of sharing instead of passively liking.

A cute photo may get a few polite likes, but something that’s relatable, hits home, makes the viewer/reader think “Oh my god that’s so true”, that then becomes the gold standard.

That post gets shared, spread around, becomes the beginning of “viral” content.

It’s also the one people are likely to remember and take action with.

Or at the very least, follow you for more of the same.

Less Is More Is Now Achievable

For years the pressure of posting every day or multiple times daily became the focal point of every social media “guru” out there.

Just do more. Post more. Be more consistent. Show up every day. No days off.
It’s exhausting and easily leads to burnout.

It’s not necessary.

But what is achievable and good for your business is to post regularly in good quality.

Could be twice a week. Thrice a week. Or even, if you’re really wanting to be minimalist, once a week (although we don’t recommend that last one).

But the pressure of trying to post so much all the time is still present. So what’s the remedy?

Instagram’s New Focus

Instagram's Adam Mosseri explicitly confirmed that the algorithm now weighs "Sends" (shares via Direct Message) significantly higher than Likes, Comments, or Watch Time. 

AND TikTok’s algorithm has followed the exact same path.

This is now branching into the world of dark social, where it become harder to track those metrics.

But if IG and TikTok are tracking them and prioritising them, then elements like a carousel which can pack a lot of content and info into a single post… well, it’s stupid not to use such a valuable tool.

20 Slippy Slides!

Carousels have always been popular on a platform like LinkedIn, but now… they’re popular on other platforms again too.

If you are going to focus on high effort, high value, shareable content that people actually want to save and share, Instagram has just handed you the ultimate tool.

Instagram recently doubled the maximum capacity of its carousel posts, allowing users to upload up to 20 photos or videos in a single post.

This is a huge change for marketing on the platform, as you can focus on more in depth content that provides real value without needing to break it up.

Not only this, carousels have another amazing benefit.

They naturally encourage people to spend more time on your post. Even the time it takes to swipe a few of the slides is enough to get people hooked on the rest of your post.

Dwell time is the new currency for if content is being engaged with and active actions like shares being prioritised show it.

If people linger on your post to swipe through all 20 slides, the algorithm actively promotes you. 
If they bounce away quickly, you're toast.

But at least you’ve learned what not to put out.

You no longer have to squeeze your story into a few frantic frames. 

You can show off more of your catalogue of products and services rather than constantly saying "Link in Bio". 

Platforms like Instagram and TikTok now account for over 60% of product discovery, officially surpassing Google. People want to shop and browse directly in the app. Carousels like this make it possible.

Treat Content Like a System, Not a Mood

The businesses actually winning on social media right now have stopped treating content like a fleeting creative mood. Instagram is no longer a photo album or scrapbook. TikTok is not just for silly skits and dances.

These platforms have real business value, for almost every business.

Those that succeed on the platforms treat social media like an operational system, with a clear process for creating fun and engaging content (that they can have fun and find engaging too).

You don’t need to reinvent yourself or overshare (although that still happens a lot).  And you certainly don’t need to post EVERY SINGLE DAY.

Focus on making your content of a high quality and valuable. 

Sometimes, keep it short, other times, make it long.

But most of all keep it human and keep it useful.

Give people something worth sending to their group chat, give them a mini-catalogue worth swiping through, and watch your socials transform.

If social media has felt like hard work for far too long, you’re not failing. You’re just ready for a better way of doing it.

Or if this sounds like all too much, or you’re a bit burnt out from trying to do it all yourself, why not give Jem a quick buzz to talk about what we can do?