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Why Likes, Comments & Shares Don’t Matter (As Much) When Building Your Personal Brand

"I posted something valuable and got only 12 likes. Maybe I should stop."


When trying to build their personal brand, creators and professionals often fall into this mindset.


We live in a world that’s obsessed with numbers. More views. More likes. More followers. But when it comes to building a long-term personal brand, these numbers are often deceptive.


Let me break down why engagement metrics aren’t the most reliable indicators of success and what truly matters instead.


1. The Engagement Illusion: Vanity vs. Value

Let’s start with a hard truth: engagement metrics are not always correlated with credibility, impact, or influence.


A post with 1,000 likes doesn’t necessarily build trust. A post with just 10 likes might land a consulting gig, spark a career opportunity, or initiate a life-changing collaboration.

Here’s what we need to distinguish:

Vanity Metrics

Value Metrics

Likes, comments, shares

Saves, DMs, referrals

Follower count

Newsletter signups

Viral views

Reputation and recall

Emojis and applause

Conversations and conversions

Stat to consider: According to a 2023 Edelman Trust Barometer study, 76% of people trust content shared by “people like them” more than content shared by brands. But trust is built through consistent value — not viral popularity.

2. Credibility is Built Quietly

One of the most overlooked truths in personal branding is that credibility is built quietly.

The most important people are watching silently.

A potential employer might bookmark your post for a future position. The potential client who clicks through to your profile but doesn’t engage. You receive an invitation from a podcast host who has been quietly following your content for months.


Just because they’re not liking or commenting doesn’t mean they’re not observing.

In fact, a large part of your audience is passive. Studies show that only 1–10% of your audience will actively engage, while the rest simply absorb.


So while your post might get only 15 likes, it might have:

  • Reached 800+ impressions

  • Been screenshotted and shared on Slack

  • Sparked a silent “aha!” moment in someone’s mind


3. Content Quality > Content Performance

Here’s what truly matters in your content:

  • Is it solving real problems for your audience?

  • Does it showcase your thought leadership or unique perspective?

  • Is it aligned with the reputation you want to build?


Consistently publishing thoughtful, helpful, and honest content will position you as a trusted voice—even if it doesn’t always trend.


Consider the long term: your personal brand is not a one-time success. It’s a body of work. Your personal brand is a digital footprint that reflects your identity, values, and unique contributions.


4. Personal Branding Is a Long Game

Too many creators give up too early. They think one viral post will change everything.

But the truth is, personal branding is like planting a garden.

You:

  • Plant seeds (create content)

  • Water regularly (stay consistent)

  • Stay patient (build trust over time)

And eventually… you grow a thriving ecosystem.

“Don’t post to go viral. Post to be remembered.” – someone wise on LinkedIn

5. Real-World ROI > Algorithmic Validation

Here’s a better way to measure your personal brand’s growth:

  • Are you getting meaningful DMs from people who want to connect or collaborate?

  • Are your posts generating inquiries or referrals?

  • Is your name showing up in rooms you’ve never been in?


In a 2024 study by Orbit Media, 54% of B2B professionals said their biggest ROI from content came through direct conversations rather than public engagement.


This means the real value often happens outside the feed, in inboxes, meeting rooms, and networking circles.


Build Like a Gardener, Not a Performer

Performers chase applause. Gardeners focus on the roots.


When creating content for your personal brand,

  • Focus on depth, not reach.

  • Focus on trust, not trends.

  • Focus on being known for something valuable, not just being seen.


So the next time a post doesn’t perform, don’t quit.

🔥 Keep showing up.

🔥 Keep sharing.

🔥 Keep serving.


The correct individuals are keeping a close watch.


And one day, they’ll show up too.

Download my free LinkedIn Profile Audit Guide, your first step toward becoming visible, valuable, and unforgettable on LinkedIn.


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