Instead of writing off vanity metrics as a whole, brands must evaluate which metrics matter to them and build relevant marketing strategies.
Marketers generally dismiss vanity metrics like likes, shares, comments and followers, given that they may not lead to the outcomes desired. Sitting tight on top of the marketing operations funnel, these metrics are considered far from other more complicated KPIs that measure evaluation and conversion.
However, writing off metrics on top of the funnel may seem illogical, given that they pave the way for the rest of the funnel. Without awareness and attention, marketers may have little to work on when it comes to consideration and conversion.
Vanity metrics help brands determine the actual impact on other KPIs. Similarly, like brand awareness, website engagement and conversions increase, audiences may head to the brand’s social media account even more.
[6 minute read]