Likes Are Cute, But They Don’t Pay The Bills.
Cora Pursley via Dupe
Look, we love a good vanity metric as much as the next person. When a Reel pops off or a post racks up likes faster than we can refresh, it feels great. Dopamine? Delivered. But here’s the thing: likes don’t pay invoices and views won’t keep your business well, businessing.
When it comes to using social media as a business tool (which, hello, that’s the whole point, right?), there are metrics that actually matter—and then there are the ones that are just there to fluff our egos. And honestly? It’s time we all got a little more honest about the difference.
So, What *Actually* Matters?
We’re glad you asked. As much as we’d love for Instagram to just hand us a “Sales from This Post” stat (please and thank you, Zuck), the reality is a little messier. You won’t always see a clean, direct line between content and conversions—but you can track things that signal buying intent and purchasing behavior.
Let’s talk about:
Profile visits
Where to find it:
Tap “View Insights” under any post (business or creator account only).
Scroll to the “Profile Activity” section.
Link clicks (from bio + stories)
Where to find it:
For Stories: Swipe up on a story and check the “Link Clicks” stat (only visible while the story is live).
For Bio link: Go to your Insights > Accounts Reached > “Profile Activity” and look for “External Link Taps.”
Bonus points if you have a Linktree and can look even further in-depth there!
DMs, comments or replies sparked by content
Where to find it:
This one’s manual, but worth tracking. Start paying attention to how many DMs or story replies you get in response to certain content. Plus, you can see comments on each post individually!
Saves and shares (aka “I might come back to this later” behavior)
Where to find it:
Tap “View Insights” under any post, then check the “Saves” and “Shares” stats.
These are the quiet indicators that your content is working. That someone’s actually interested—not just double-tapping because they liked your outfit and moving on.
A PSA About Story Links
We know. We know. Using story links can feel a little “salesy” or pushy. But we’ve got news for you: People don’t know what you offer unless you tell them.
And Instagram Stories? They’re literally the only place—aside from your bio—where you can add a clickable link. Let that sink in. No forms. No funnels. No 12-step navigation. Just one tap to get people exactly where you want them.
And here’s the best part: stories disappear after 24 hours. So it’s the lowest-risk way to test what works. Talk to camera. Use a graphic. Be casual, be direct, do whatever. Play around with format and tone, and watch what gets clicks.
Is it the story where you showed your face? Or the one where you spelled it out with text? Whatever it is, the only way to know is to keep testing.
TL;DR: We’re Not Anti-Likes — But We’re Pro-Results
At the end of the day, we’re not here to chase the algorithm. We’re here to grow businesses. So keep posting content that’s fun, scroll-stopping, and very on-brand. But also? Start tracking the numbers that tell the real story.
✨ Profile visits
✨Link clicks
✨ Website traffic spikes
✨ Inquiries that start with “I saw you on Instagram”
Because that’s the stuff that matters. And trust us, your bank account will thank you for paying attention.
