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Why "Engagement" is Killing Your Content Strategy

Author

Areeb Mirza
October 15, 2025

I had a client once who was obsessed with engagement. Every post needed 50 comments. Every video needed hundreds of likes.

By social media standards, his content was performing great. But his business? Nothing.

No leads. No sales. No ROI.

Another client on the other hand gets 10 to 15 likes per post, maybe one or two comments, but he closes six figures a month from that “low engagement” content.

The difference is simple. One was optimizing for vanity. The other was optimizing for business.

When you chase engagement, you start creating for reactions instead of results. You start posting controversial takes that have nothing to do with your business or engagement bait questions that bring in the wrong people.

Your analytics look great. Your bank account doesn’t.

I’ve seen accounts with 100K followers that can’t close a single deal, and I’ve seen small pages with 2K followers doing multiple six figures a year.

Engagement is a vanity metric pretending to be a business metric.

Big Hint: Run Ads Early to Solve this

Yes, it cost more
Yes, Money will leave your bank account
Also…
More High Intent People will discover you
You Will Make more money
You can always scale ads once you’ve analyzed and tracked every data there is to track
Your Content will become a machine.

People will spend 5 years in school to become something, and 2 months on marketing with a budget of $500 a month to grow their business to a million dollars. Just a thought

Anyways..

What You Should Track Instead

  • Reach and impressions: how many people are actually seeing your content

  • Saves and shares: are people keeping it or spreading it

  • Profile visits and website clicks: are they researching you after watching

  • DMs and inquiries: are people reaching out to work with you

Create content that educates your ideal client. Talk about the problems they don’t realize they have yet.

Stop posting “What’s your biggest challenge? Comment below.”

Start posting “Here’s the challenge you don’t realize is costing you money.”

Stop creating content for everyone. Create for someone specific.

Your job isn’t to entertain everyone. It’s to educate the people most likely to buy.

Engagement feels good. Revenue feels better.

The people winning with content aren’t the ones with the most likes. They’re the ones with the most leads.

Stop optimizing for applause. Start optimizing for appointments.

Engagement gets you followers. Strategy gets you customers.

My Offers:

Content Machine: We’ll create you 90 pieces of short form content and setup/build your Meta Ads (Done For You)

Funnel Build Out for Paid Advertising: We’ll Build you a Paid ads funnel from start to finish.