Brands moving away from vanity metrics must transform their current social strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 14, 2019, 10:33 AM UTC

Hidden vanity metrics will level the playing field for all businesses.

The author notes Instagram’s move towards hiding Like counts on the platform as a possible first step to ending vanity metrics on social media. The article looks at the pros and cons of such a scenario and its impact on businesses on the platform.

Phasing vanity metrics out would level the playing field for all brands trying to reach and engage connected consumers in an authentic manner. Hiding vanity metrics will push companies to transform and evolve their current social strategy.

One disadvantage for companies could be a possible negative impact on engagement. It will also make it harder for marketers to convince decision-makers to continue investing on social platforms with hidden metrics. Such a scenario may push marketers to consider “less-nuanced” networks.

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[5 minute read]