When we're told that numbers matter on social media, we're technically not being lied to. In many ways, numbers DO matter. Higher follower and view counts mean your content is more likely to reach a larger audience. Bigger reach increases your chances of getting partnerships, brand deals, and more. Growth can become exponential -- that is why you have to measure your progress with analytics whether you want to or not.
This really only becomes a problem when you let your numbers impact your self-worth as a creator. I know that might be getting some eye rolls from some of you out there, but let me ask you this: Has content you've published not performing "well" ever put you in a bad mood? Has it ever made you feel as though what you're making isn't worth it, or good enough -- and therefore neither are you?
Over the past six months, I have watched engagement on my podcast drop significantly -- and not for any noticeable reason, either. The posting schedule, content quality, and format have all stayed mostly the same. But the show has stopped growing. Each week, I have found myself disappointed by the numbers I see on my screen. The more often I check, the worse I feel.
It has taken a lot of work -- on top of the hours of work I already put into producing the show weekly -- to remind myself, over and over, that the numbers don't matter. By that, I mean I'm constantly telling myself that lower numbers do not mean I'm not doing a good job. They don't mean that my show isn't as good as it used to be. And they definitely don't mean that I'm somehow less than because some numbers on a screen aren't what I expected them to be.
We have to try to remind ourselves to stop obsessing over the numbers and start obsessing over the people those numbers represent. What do they want out of our content? Why did they show up here in the first place -- and how can we reach more of them? Creating content, in many ways, is a service. It has to be about the people you're serving, whether you want to phrase it that exact way or not.
Seeing numbers go down on social media will never feel good. But remember that numbers are not always the most important thing. You, and the people who follow you, will always matter most.