Let’s be honest: it feels good when a post takes off. Seeing the view count climb on a Reel or a TikTok gives you that instant hit of validation. But here is the hard question our founder, João C. Silva, poses in his latest piece for Bizpreneur Middle East: Does that view count actually pay the bills?
Unless your business model is literally being an influencer, the answer is probably no.
In his new opinion article, “Marketing is NOT Views on Reels,” João tackles a trap that many modern CEOs and entrepreneurs are falling into: the illusion that visibility equals value. We are seeing too many leaders chasing the algorithm rather than chasing their actual customers.
The “vanity metric” trap
João makes a crucial distinction between activity and impact. It’s easy to get busy making content that gets clicks. It is much harder, but much more rewarding, to build a brand that earns trust. As he points out, a million views from teenagers on TikTok is useless if you are a B2B company trying to sell complex solutions to executives.
Real marketing isn’t about noise; it’s about relevance. It’s about positioning.
Being seen vs. being remembered
The core message of the article is a call to return to strategy. Social media is an incredible tool – we use it every day at Digital Connection – but it is just the delivery vehicle, not the strategy itself.
If you are building a brand for the long haul, you need to trade the obsession with “going viral” for an obsession with being consistent. As João writes, “A relevant article that reaches the right five CEOs may be worth far more than a video that reaches one million strangers.”
It’s time to stop measuring leadership by likes and start measuring it by outcomes. Are you building a brand that people just scroll past, or one that they actually respect and remember?
If you are ready to rethink how you approach your digital presence, this is a must-read.
Read João C. Silva’s full opinion article in Bizpreneur Middle East HERE
