In a world where social media metrics often define success, it’s easy to get caught up in the chase for likes, follows, and shares. But what if we told you that these vanity metrics aren’t the real key to growth?
At DGMxVYZ, we believe that social media was originally developed to serve the community first, with brands coming second. Yet, over time, the industry has veered away from this original purpose, bombarding users with ads and trying to force brands into every scroll. But here’s the thing — social users didn’t sign up for a platform just to be advertised to. They’re there to connect, engage, and share. And when brands remember that, real connections — not just numbers — are made.
This is why genuine engagement matters. It’s about creating meaningful interactions that resonate with your audience, something Instagram’s Adam Mosseri has recently championed. Mosseri has consistently stated that Instagram’s focus is on fostering real relationships and prioritizing content that sparks authentic conversations — not just chasing after the superficiality of likes and followers.
Why Genuine Engagement Matters
At its core, genuine engagement is about building real relationships with your audience. It’s about creating a space where your followers feel seen, heard, and valued. Whether it’s responding to a comment, liking someone’s post, or sharing something that resonates with your audience, every small action can build trust and loyalty.
Mosseri himself has said, “If your content resonates with someone and sparks a meaningful interaction, it’s much more valuable than simply getting a bunch of likes.” This shift in focus is all about quality over quantity — an idea that’s starting to shape how social platforms, especially Instagram, measure success.
Moving Beyond Vanity Metrics
While likes and followers are fun to track, they don’t necessarily tell you how deeply your audience connects with your content. Genuine engagement, on the other hand, can provide invaluable insight into what your audience truly cares about.
When you focus on fostering conversations, responding to DMs, and creating content that encourages real dialogue, you’re building an engaged community that will be more likely to support your brand, share your message, and convert into loyal customers.
This kind of engagement doesn’t just make your brand feel more human; it strengthens the relationship between you and your audience. And in today’s oversaturated digital space, authenticity is what stands out.
The Long-Term Benefits of Building Relationships
Genuine engagement isn’t a quick fix — it’s a long-term investment. By taking the time to build real connections with your audience, you’re creating a foundation for sustainable growth. When your followers feel like they’re part of something larger than just a transactional interaction, they’ll be more likely to stick around and advocate for your brand.
Mosseri has been clear that the future of Instagram (and social media in general) is all about serving communities. When your audience feels like they’re part of something meaningful, they’re more likely to interact, share, and show up for your content. In turn, that can lead to a more engaged, loyal following and, eventually, business growth.
How to Foster Genuine Engagement
Now that we’ve established why genuine engagement is crucial, let’s talk about how you can make it a part of your social media strategy:
- Be Authentic: Share content that aligns with your brand values and speaks to your audience’s interests. Authenticity is key to building trust.
- Respond and Interact: Engage with your followers by responding to comments, messages, and mentions. Make sure your audience knows you’re listening.
- Encourage Conversations: Ask questions, run polls, and host interactive content that invites your followers to participate.
- Show Appreciation: Acknowledge and thank your followers for their support. Recognition can go a long way in building loyalty.
- Create Shareable Content: Make content that resonates so deeply that your followers want to share it with their own communities. This amplifies your message while creating genuine connections.
Genuine engagement is the heartbeat of any successful social media strategy. It’s not about chasing numbers or chasing trends — it’s about creating lasting connections and building a community around your brand. As Mosseri has highlighted, the future of social media isn’t about showing off vanity metrics; it’s about fostering real relationships with real people. And when you put the focus on authentic interactions, the results speak for themselves.
Next time you post, remember: it’s not about how many likes you get, but how many meaningful conversations you spark. Keep it real, keep it raw, and watch your community thrive.