Why you shouldn’t focus on social media engagement

The Powerful Content Podcast

Do you believe that engagement is the most important thing when it comes to your social media content?

Well, despite what you may have been told, it’s not.

In this episode of the Powerful Content Podcast, Mel Daniels challenges the common belief that social media engagement is the most critical metric for business success.

She argues that while engagement—likes, comments, shares—is often touted by experts and algorithms, it does not necessarily translate to increased clients and revenue. Focusing on these 'vanity metrics' can distract from creating a holistic content strategy that leads potential clients through a journey to conversion.

The episode includes insights on why seeking validation through engagement is misleading, highlights the low engagement rates of successful businesses, and encourages a shift towards metrics that reflect meaningful actions, such as landing page visits, downloads, and sales. Mel also announces her upcoming masterclass, ‘Clicks to Clients,’ aimed at providing strategies to create content that converts. Tune in to learn why it's time to move beyond social media engagement and focus on what truly drives business growth.

[00:00] Introduction: Debunking the engagement myth

[00:50] Welcome to The Powerful Content Podcast

[01:02] Acknowledgement to Country

[02:22] The misconception of social media engagement

[04:15] Why engagement doesn't equal business success

[05:36] The psychological and social factors of engagement

[07:37] The misleading metrics of social media

[11:05] What to focus on instead of engagement

[12:11] Conclusion and upcoming masterclass

[12:47] Connect and work with me

Links mentioned in this podcast

• Masterclass Clicks to Clients
• Engagement Reel on Instagram

If you enjoyed listening to this episode, then you’ll also love:

• Episode 8 – Simple social media plan sorted
• Episode 45 – From big ideas to actionable social media content

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