Not Every Post is a Main Character, But They All Have a Role (And That’s the Point)
Image courtesy of Franziska Deus on Dupe Photo
We hate to break it to you, but not every Instagram post is going to blow up with views, comments, and a bunch of saves. And that’s okay… because if every post was meant to go viral, none of them would do the real work of turning casual scrollers into loyal customers.
Here’s a hot take: every post you share should have a job. Not every job is glamorous, but every job matters. (Kind of like how no one notices your WiFi until it stops working.)
So let’s talk about setting the right expectations and goals for your content, based on what it’s actually supposed to do.
There’s a marketing funnel at play here, and your content should be walking people down that path from “Huh, who are they?” to “I love them and I want to buy everything they sell.”
Let’s break it down:
1. Awareness Posts = Views
Think: Reels, trending audios, relatable content.
These are your attention grabbers. Their job is to stop the scroll and make someone say “Wait, who is this?” You’re not necessarily trying to educate or convert yet — you’re trying to be seen. Period. Your goal here is to maximize reach, which means your KPI for these posts are views.
2. Interest Posts = Likes, Comments, Shares
Think: Educational carousels, storytelling, value-packed tips, thought-provoking captions.
This is the middle of the funnel — where people decide if they like you enough to stick around. You’re sharing your expertise, building trust, and inviting people into conversation. Your goal here is get people engaged—ideally sharing the post with a friend or saving it for later. These are your relationship builders.
3. Sales & Conversion Posts = Profile Activity
Think: Event reminders, product launches, “Book now” promos, feature shout-outs.
These posts often get the least love on the surface — and the most impact where it counts. Don’t expect thousands of likes. Do expect profile clicks, DMs asking for more info, website visits, and the right people taking action. These are your quiet MVPs
The Bottom Line?
If you judge a sales post by its likes, it’ll always come up short.
But if you zoom out and build your strategy knowing which post is supposed to do what, you’ll stop chasing vanity metrics and start creating content that actually works.
So next time your Reel goes viral, celebrate the awareness win! When your educational carousel gets saved 10 times, pat yourself on the back. And when your “Book Now” post flops in likes but gets two DMs and a client inquiry? Pour yourself some champagne — that’s the real win.
