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Chasing Likes Won’t Build Your Brand—Here’s What Will

Gina Ludwig

Social media is a beast. Let’s just acknowledge that up front. With 95 million posts going up on Instagram every single day, it can feel like you’re screaming into the void, hoping someone—anyone—will notice. And while the world tells you to chase likes, comments, and followers, I’m here to tell you something different: the real power lies in what you don’t see.


That’s right. It’s not about the double taps or the emojis in your comments section (though, let’s be honest, those are nice). It’s about the quiet observers. The ones who land on your profile, take a good look around, and make a snap decision about who you are, what you stand for, and whether they want to stick around and find out more. These people? They matter. A LOT!


 

Beyond Vanity Metrics: What Really Matters

Let’s break this down. Social media platforms are crowded, chaotic, and overwhelming. Instagram alone sees over 95 million pieces of content posted a day! Yes...Million!


To truly make an impact, you need to go beyond surface-level content. It’s not just about catching someone’s eye; it’s about hitting them on a deeper level—enough for a total stranger to pause their scroll, notice you, and decide you’re worth following. Sure, my Aunt Carol is going to like every post I make (thanks, Aunt Carol!), but strangers? Earning their attention takes something special.


And here’s the thing: every stranger who chooses to follow, like, or comment on your content is a huge win. That’s not something to gloss over or take for granted. It shouldn't be an expectation—it should be considered an achievement. These total strangers could be following anyone out of the millions of accounts out there, but they chose to connect with you. Instead of constantly wondering why there aren’t more, take a moment to acknowledge and appreciate the ones who are already here. That’s where the real magic happens.


For wedding and beauty brands (our specialty), this couldn’t be more true. Think about your ideal audience: brides-to-be carefully planning their dream wedding, or clients searching for a stylist who just gets their unique vibe. These people aren’t just casually scrolling—they’re window shopping. When they land on your profile, they’re asking themselves:


  • Who is this brand?

  • What are they all about?

  • Do they truly get me?

  • Out of everyone else I could choose, are they the right one for me?


The reality? Most of these people won’t like, comment, or follow—but that doesn’t mean they’re not paying attention. They’re watching, they’re evaluating, and they’re forming an opinion about your brand. The impression you leave on these silent observers matters more than you realize.


Here’s the bottom line: the way you show up determines whether you’re just another option in a sea of possibilities—or the option they can’t ignore!


 

Consistency Speaks Volumes

Here’s the thing about social media: it’s a platform to tell the story of who you are as a brand. It’s not just about posting whenever inspiration strikes—it’s about creating a consistent, cohesive narrative. Posting sporadically or leaving long gaps between posts sends a message you might not intend. It can make potential clients wonder, “Are they serious about what they do?” “Will they even be around when I need them?” or, worst of all (a question I’ve asked myself when I see an inactive account), “Are they even still in business?”


On the flip side, consistency sends a clear message: “You can count on me. I’m here for the long haul, and I take this seriously.” Even if someone doesn’t follow you right away, your consistent presence makes it easier for them to remember you later. And that’s the goal—to stay top of mind, so when the time is right, you’re the first one they think of.


But let’s be real: consistency doesn’t mean flooding your feed with mediocre content just to stay active.


Which brings me to the next point...


 

Quality Over Quantity, Every Time

Anyone who knows me or has worked with me knows this is one of my mantras. High-quality, curated posts that tell the story of your brand will always outshine a dozen rushed, forgettable ones every time!


Think about it: when someone lands on your profile for the first time, what do you want them to see? A cohesive, beautiful representation of your brand that pulls them in—or a chaotic mix of random posts that leaves them confused or uninterested?


Your goal is simple: make it easy for someone to answer those three critical questions (Who are you? What are you about? Are you for me?) in seconds. And if they don’t immediately scream “YES!” to the third question, at least leave them intrigued enough to stick around and learn more.


 

The Silent Deal Breaker

Now, here’s the part no one talks about: the potential clients you lose. You might not know who they are, but they exist. Maybe they were ready to book, but when they visited your Instagram, they saw inconsistent posting, low-quality images, or a profile that didn’t reflect your expertise. That snap judgment? It can cost you, big time.


And here’s the thing—you’ve worked way too hard on your business to let a messy Instagram be the reason someone looks elsewhere.


I’m not here to scare you—but this is why quality and consistency are everything. You don’t have to be perfect. You don’t have to chase every trend. But you do have to show up and put your best foot forward, because people have too many other choices not to.


 

Forget the Trends and Focus on What Matters

In a world obsessed with trends and algorithms, it’s easy to get distracted. But chasing fads won’t build your brand. What will? Showing up consistently, posting quality content, and telling your story in a way that resonates with your audience.


So, the next time you’re tempted to stress over your like count or follower numbers, take a deep breath. Remember the hundreds—or thousands—of silent observers who are watching, judging, and deciding whether you’re the one for them. Focus on leaving a lasting impression that makes them say, “Wow, this is exactly what I’ve been looking for,” or at the very least, “I need to learn more about this brand.”


 

The Real Power of Visibility

Here’s the truth: You’ve worked way too hard on your business to let likes and followers dictate your success. Social media isn’t about instant gratification—it’s about the long game. It’s about the impression you leave on every single person who comes across your content, even if they don’t like, comment, or follow.


Focus on creating a feed that you can be proud of. One that, when you look at it, makes you say, “This is who I am. I’m proud of the story I’m telling, and I know it will resonate with my ideal client.” Getting there may take some trial and error, but once you’ve built a feed that clearly communicates your brand, stick to a plan. Commit to posting quality content consistently, and then trust the process.


Your patience and persistence will pay off in the long run. Building a brand isn’t about chasing trends or quick wins—it’s about leaving a legacy. And when you focus on telling your story with intention and consistency, you’ll create something that not only resonates but lasts.


 

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