The Day a ‘Low-Performing’ Post Changed My Perspective
A while back, I posted something on social media that I thought would do incredibly well. It was well-designed, provided valuable insight, and was something I was genuinely passionate about.
Then, the moment of truth came: only a handful of likes.
I felt disappointed. 🤔 Did my audience not care? Was my content ineffective?
💬 Then, something interesting happened. A few days later, someone messaged me:
"Hey, I saw your post, and it really made me think. I’ve been struggling with this exact problem, and your perspective helped me shift the way I approach my business. Thank you."
💡That’s when it hit me: Social media isn’t about numbers—it’s about impact.
Yet, many people judge their content’s success based on how many likes they get, forgetting that likes are vanity metrics, not indicators of real engagement.
🧠 And neuroscience proves it.
Case Study: How Invisalign Built a Multi-Billion Dollar Brand by Focusing on Engagement, Not Vanity Metrics
When Invisalign first entered the market, they were competing with traditional braces—a solution that had been trusted for decades. They weren’t just selling clear aligners; they were selling confidence, self-esteem, and transformation.
Instead of focusing on promotional, sales-heavy content, Invisalign leveraged neuroscience-backed engagement strategies to build trust and social proof.
What Invisalign Did Differently:
✅ Leveraged Patient Storytelling – They created content around real patient transformations, highlighting the emotional benefits of a better smile.
✅ Encouraged UGC (User-Generated Content) – Patients were encouraged to share their before-and-after journeys, which increased engagement and trust.
✅ Focused on Conversations Over Vanity Metrics – Instead of chasing likes, Invisalign measured comments, shares, and DMs, knowing that real conversations lead to brand loyalty.
The Result?
🚀 Millions of shares and patient testimonials, leading to a multi-billion-dollar brand.
🚀 A powerful “Invisalign Smile” movement on social media that made clear aligners aspirational.
🚀 A brand built on trust and real engagement, not just viral posts.
Why ‘Likes’ Are a Vanity Metric That Can Mislead You—A Neuroscience Perspective 🧠
📌 Neuroscience research shows that receiving a "like" on social media activates the brain's reward center—the same area triggered by pleasurable activities like eating or winning a game.
This dopamine hit makes likes feel important, but it doesn’t mean they are actually building long-term trust, engagement, or business growth.
Here’s why likes don’t equal real success:
✔ Likes don’t measure real trust. Someone can double-tap and move on without truly connecting.
✔ Likes don’t equal conversions. A post with thousands of likes doesn’t always lead to clients, sales, or brand loyalty.
✔ Likes can be misleading. Some posts attract attention but don’t spark deeper engagement or meaningful relationships.
Meanwhile, real conversations—comments, shares, and DMs—are where the magic happens. 🪄
Neuroscience proves that deep emotional connections, not shallow digital validation, drive real loyalty and engagement.
So, would you rather have 1,000 likes from passive scrollers or 10 deep conversations that lead to new clients, partnerships, or loyal brand advocates? 🤔
The Shift: From Vanity Metrics to Meaningful Engagement (Backed by Neuroscience Marketing)
❤️ Instead of chasing likes, focus on how your content engages the brain and creates human connection. Social media is about people, not algorithms—and neuroscience marketing shows that the most effective content:
✅ Triggers Emotional Responses – Content that evokes emotions like joy, empathy, curiosity, or inspiration is more likely to be remembered and shared.
✅ Activates the Mirror Neuron System – When people see real-life relatable content (such as storytelling), they feel a deeper connection to the person or brand behind the post.
✅ Encourages Social Proof & Reciprocity – When content sparks meaningful interactions, people feel inclined to engage further—leading to conversations, trust, and loyalty.
How to Create Social Media Content That Engages the Brain & Builds Real Trust
1️⃣ Share Stories, Not Just Statements (Storytelling & the Brain)
🧠 Why It Works: Neuroscience research shows that stories engage multiple areas of the brain, making them more memorable and emotionally impactful than facts alone.
💡 Example Post:
❌ "Engagement matters more than likes. Focus on building trust."
✅ "A post of mine flopped on likes, but a DM changed my perspective. Someone told me it made them rethink their approach. That’s when I realized that likes don’t matter—impact does. Have you ever had a post like that?"
👉🏼 Why? This shifts from a statement (which people scroll past) to a story (which sparks conversation and deeper cognitive engagement).
2️⃣ Create Content That Invites a Response (Activating the Brain’s Reward System)
🧠 Why It Works: The brain loves participation. Open-ended questions and interactive posts stimulate the prefrontal cortex, prompting users to engage rather than passively consume.
💡 Example Post:
❌ "Stop chasing likes—focus on meaningful engagement."
✅ "What’s one post you thought would do well but flopped on likes? Did it actually help someone anyway?"
👉🏼 Why? Open-ended questions increase mental stimulation and encourage real dialogue.
3️⃣ Measure the Right Metrics (Trust & Engagement Over Vanity)
📌 Instead of likes, measure what actually matters:
✔ Comments & DMs – Are people responding, asking questions, and starting conversations?
✔ Shares & Saves – Are people finding your content valuable enough to share or save?
✔ Client & Business Growth – Is your social media leading to meaningful connections, partnerships, or conversions?
💡 Neuroscience Insight: When people engage actively (commenting, sharing, discussing), their brains develop stronger neural connections to the brand—making them more likely to trust and remember you.
When you start measuring the right things, you realize that likes were never the goal—they were just a distraction.
Final Thoughts: Create Content That Matters, Not Just Content That Performs
If you’re measuring success by likes, you’re missing the real power of social media.
📌 The goal isn’t vanity—it’s connection.
📌 The goal isn’t algorithms—it’s trust.
Next time you post, ask yourself:
✅ Does this content trigger an emotional response?
✅ Does this invite a real conversation?
✅ Am I creating deep connections, or just seeking validation?
Because at the end of the day, it’s not about the numbers—it’s about the people behind the screen.
