We used to chase likes like our lives depended on it. Follower counts were currency, and a polished feed was everything. But the social game has changed. Fast-forward to now and brands aren’t just after pretty, they want performance. ROI isn’t just a buzzword anymore. It’s the metric that keeps campaigns running, content creators rebooked, and agencies like us accountable.
Still… let’s not pretend vanity doesn’t matter at all.
Some metrics may not directly drive conversions, but they still shape perception. In a world where users judge you in three seconds flat, appearances count and affect that ROI at the end of the day.
Here’s why vanity metrics still have a place and how to use them wisely.
Vanity Metrics Had Their Era (And They Ruled)
There was a time when marketing teams would green-light influencer campaigns based purely on how big someone’s follower count was. Likes and comments meant your content was working regardless of whether anyone actually clicked or bought.
It worked… for a while. But then came fake followers, bot comments, algorithm changes, and a growing frustration from brands who couldn’t see the ROI.
The Shift to ROI (and What That Actually Looks Like)
These days, brands are smarter. Metrics like:
Cost per click (CPC)
Click-through rate (CTR)
Return on ad spend (ROAS)
UTM-tracked link traffic
Actual sales, downloads, or signups
…are what matter most.
We’re no longer just creating for applause, we’re creating for action.
But Here’s the Thing: Follower Count Still Matters
Yes, the industry has matured. Yes, we want results. But a solid follower count still plays a role in brand perception.
When someone stumbles across your profile for the first time, the number next to your handle gives instant cues:
✅ Are you legit?
✅ Do people trust you?
✅ Are you worth following?
It’s not shallow, it’s psychological. People follow what others follow. It’s social proof in action.
The Vanity Metrics That Are Still Worth Watching
Not all vanity metrics are created equal. Here’s what we still keep an eye on (and why):
Follower Count → Builds trust and legitimacy at first glance.
Saves → Indicates value; content people want to come back to.
Shares → Organic amplification and endorsement.
Comments → Shows emotional connection, feedback, and interest.
Profile Views → Means your content is working it’s making people curious.
These metrics might not be your end goal, but they’re still signals of content health and audience behaviour.
It's Not Either/Or—It’s Both
Looking good and delivering results isn’t a contradiction. It’s the brief.
At Loft Social, we believe in creating brands that show up with substance and style. That means understanding how to track ROI, but also how to build a brand people want to follow, tag, and talk about.
Yes, we care about link clicks. But we also care about first impressions. That’s how you build a social presence that doesn’t just convert but actually lasts.
The Takeaway
Vanity metrics aren’t dead. They’ve just grown up.
They’re not the full story but they’re still part of the story. The trick is knowing when they’re helping and when they’re just fluff.
At the end of the day, your follower count might not pay the bills, but it might just be the reason someone stopped scrolling long enough to find out what you really offer.
And that’s a metric worth watching.