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What 12,000 Likes Taught Me About ROI?

If I had a dollar for every time someone liked or reacted to my post, I'd have 2700 dollars this week.

If likes were leads, I'd be drowning in deals!

If likes were.... okay, I am already out of ideas. So, back to business.....


There’s a certain thrill that comes with every “like” on your latest post.

A rush of dopamine. A flash of validation.
You feel seen. Heard. Maybe even a little bit famous.

But here’s the punchline:
Likes ≠ Leads.
Viral ≠ Valuable.
Views ≠ Revenue.

(Unless you’re monetized. And even then, that’s a whole other game.)


The Post That Went "Viral" (and Brought In Nothing)

A while ago, I ghostwrote a post for a client. Within 48 hours, it exploded.

12,000 likes. Countless comments. It got shared in groups we didn’t even know existed.

Naturally, I expected leads. Some DMs. Inquiries. Calendly pings.
Nothing.

Crickets. Not a single conversion.
Not one person asked, “How can we work together?”

That moment hit me like the Ice Bucket Challenge on a December morning.

I was chasing applause, not action.
They were measuring reach, not return.
We all mistook visibility for value.


The Dangerous Seduction of Vanity Metrics

Look, I get it.

The platform wants you to care about likes.
It rewards content that gets engagement.
The dopamine loop is designed to keep you coming back.

But unless your goal is to become an influencer…
you’re not in the content business.

You’re in the conversion business.

We’ve started optimizing for performance signals that make us feel productive but don’t do anything productive for the business.

That’s not strategy.
That’s theater.


Intent Over Impressions: The Metrics That Matter

Every piece of content should have a purpose, not just a punchline.

Here’s how I help clients (and myself) escape the vanity trap and refocus on what actually moves the needle.

🔹 Trust Metrics: Are you being remembered?

  • Are your ICPs (Ideal Client Profiles) commenting thoughtfully?

  • Are people referencing your ideas in DMs, Slack channels, or Zoom calls?

  • Are you becoming a go-to voice on a topic?

These are signs your content is creating mental real estate, and that’s currency.

🔹 Conversion Metrics: Are you driving action?

  • Are people saving your post for later?

  • Are they sliding into your DMs, signing up for your newsletter, or booking calls?

  • Are they asking, “How can we work together?”

If they’re not moving, your content isn’t converting.

🔹 Reputation Metrics: Are you becoming “the one”?

  • Are you getting invited on podcasts or panels?

  • Are you being recommended in comment sections or WhatsApp chats?

  • Are people saying, “You need to talk to them”?

Reputation is the compound interest of consistency + credibility.


The Real Flex? Business Impact.

Sure, likes are nice. They might even make you feel like a thought leader for a day.

But real leadership?

That comes from loyalty, leads, and legacy.

Before you post next, pause and ask:

Did this serve the algorithm… or my actual business?
Because one pays in dopamine.
The other? In dollars, direction, and demand.


“If your content isn’t tied to a goal, it’s just noise that feels productive.”


Here’s Your Reality Check

  • Stop chasing applause. Start designing for action.

  • Replace likes with leads.

  • Swap visibility for value.

  • Measure impact, not impressions.

And if you’re unsure where your content stands? 

DM me on LinkedIn (https://www.linkedin.com/in/mutahirafzal/) or email me at mutahirafzal767@gmail.com. I am happy to help. 

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