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Dear Entrepreneur: Likes Aren’t Sales. Learn to Sell, Not Just Post.

  • May 26
  • 3 min read

Dear Entrepreneur #7


Dear entrepreneur, Likes Aren’t Sales. Learn to Sell, Not Just Post.Addresses vanity metrics and the illusion of momentum on social media.
Addresses vanity metrics and the illusion of momentum on social media.

Dear Entrepreneur: Likes Aren’t Sales. Learn to Sell, Not Just Post.


In the age of Instagram, TikTok, and Twitter, it’s easy to fall for the illusion that social media engagement equals business success. A thousand likes, a hundred comments and viral reels are proof of social impact. And the fact to entrepreneur: likes aren’t sales. Followers don’t pay your bills and also engagement doesn’t equal income. It’s time to stop performing and start selling.


The Seduction of Vanity Metrics

Vanity metrics include likes, comments, shares, follower counts AND they make you feel good. They’re instant dopamine hits and public signals of “momentum”, but deceptive. While they might suggest popularity, they don't necessarily reflect profitability.

You can have:

  • 100,000 followers and still struggle to break even.

  • A viral video and zero conversions.

  • “High engagement” with no actual business growth.

Then why? Because attention isn’t the same as intention. People like your content without wanting to buy what you offer and that’s normal.


The Illusion of Progress

Social media can make you feel like you’re making progress just because you’re busy by posting daily, spending time to edit videos, and then checking analytics and responding to comments. But this is activity, not strategy. Posting is not the only sales plan and visibility is not a business model. Without a clear offer, sales funnel, and conversion strategy, you’re just feeding the algorithm, that means not your bank account.


Shift Your Focus: From Audience to Buyers

Likes don’t keep the lights on but sales do. Your content should have purpose, which includes three common question:

  • Are you educating your audience about your offer?

  • Are you clearly communicating your value?

  • Are you driving people to take action (click, buy, book)?

If your content isn't helping people move from awareness to purchase, it’s not selling, just scrolling entertainment. But following steps like checking analytics and answering these questions above can help you change your content in a positive way. Posting is easy, seems like everyone can do that with just a smartphone, or small camera,… but shifting your focus to change things, from audience to your potential buyers.


How to Start Selling, Not Just Posting

These are 5 basic parts you need to focus, in case you haven’t realized yet:

  1. Clarify Your Offer

    Be specific about what you're selling: services, fashion, f&b, ect because confused buyers don’t convert. Again: viewers can like your content without wanting to buy what you offer.

  2. Create Conversion Paths

    Every post should have a purpose such as leading to a link, email list, product page, or conversation.

    Why is "Create Conversion Paths" important? There are 3 reasons, helping increase conversion rates, optimizing user experience and guiding users through a clear journey instead of leaving them confused or lost.

  3. Build Trust Through Value

    Educate. Share insights. Show transformation. Help people understand why they need what you provide.

  4. Ask for the Sale

    Don’t just hope people figure it out. Tell them what to do next by following these steps: DM you, book a call, visit your site, check out now. This also means don’t forget your CTA (call-to-action) when you posting your product.

  5. Track Real KPIs

    Sales, leads, conversions. These are your business metrics. Everything else is just a catalyst that supports sales.


Stop Performing, Start Profiting

Social media is a powerful tool, but only if it’s used intentionally. Don’t confuse visibility with viability. You’re not here to be an influencer; you’re here to build a business. So the next time you post, ask yourself:

“Is this helping me sell, or just helping me feel seen?”

Because at the end of the day, vanity metrics don’t pay—value does.


Always have your back,

Wildcats


Are you interested in insights about entrepreneurship? Don’t miss Wildcats’ new blog series, “Dear Entrepreneur,...”. Catch up on previous posts here!


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