Today, many entrepreneurs, CEOs, and business leaders are more focused on chasing likes and views on social media than on building real marketing strategies. Somewhere along the way, “going viral” became the goal, and short-term engagement on TikTok or Instagram started to be confused with actual branding and positioning.
The truth is simple: marketing is not views on Reels.
The Illusion of Instant Results
It’s easy to understand why leaders fall into this trap. Social media platforms make engagement visible and addictive. When a video racks up thousands of views in a few hours, it feels like progress. But visibility does not equal influence, and engagement does not equal sales.
If you run a business, ask yourself: what does a million views on a Reel actually mean for your bottom line? Unless you are an influencer, YouTuber, or content creator whose business model depends on views, the answer is usually: nothing.
A strong brand is not built on a viral clip—it is built on a foundation of purpose, consistency, and strategic positioning. And that requires patience, not instant gratification.
Branding Beyond Vanity Metrics
Real branding goes far deeper than the vanity metrics of likes, comments, or shares. Branding is about shaping how your stakeholders—customers, employees, partners, and investors—perceive and trust you. It’s about creating an identity that people can connect with, respect, and remember.
Likes are temporary. Positioning is permanent.
Unfortunately, too many executives today are running their businesses with a “social-first” mindset: if the engagement is high, they believe the brand is strong. But what happens when the algorithm changes, when the trend passes, when attention shifts? A brand that depends only on social media virality is a fragile brand.
Social Media as a Tool, Not the Strategy
Don’t get me wrong: social media is a powerful tool. It allows us to build communities, connect with stakeholders, and amplify our message. But the platform is only the channel. The question is: what is the message?
Impactful marketing means filling a space in the market, solving a need, or delivering a value that no one else is. It means aligning your content with your brand purpose and long-term strategy. It means asking not “how many people watched?” but “did the right people listen?”
If your business is B2B, what good is a viral TikTok viewed by teenagers? If your service targets a niche audience, what matters is not the engagement rate, but whether your message reached the decision-makers who can actually buy from you.
The obsession with instant engagement is creating too much noise and too little relevance. Every day, we see CEOs and founders producing content for the sake of staying visible. But leadership is not about being everywhere—it’s about being meaningful where it counts.
Instead of chasing likes, leaders should focus on:
- Purpose – What role does your brand play in people’s lives?
- Relevant Content – What insights, expertise, or solutions can you offer that truly matter to your audience?
- Reaching the Right Audience – Who are the stakeholders that need to hear your message, and how can you reach them effectively?
- Building Trust Over Time – Are you consistent in delivering value, or just following trends?
This is the difference between a reel that entertains and a strategy that endures.
The digital world has conditioned us to think in terms of clicks, likes, and shares. But in business, success is not measured in views; it’s measured in outcomes. A relevant article that reaches the right five CEOs may be worth far more than a video that reaches one million strangers.
A purposeful keynote at an industry event can establish your credibility in ways no viral meme can. A thoughtful LinkedIn article that resonates with your peers can position you as a leader, not just a participant in the social media race.
True marketing is about connecting with the right people at the right time, with a message that builds credibility and drives results. Everything else is noise.
What I see too often are leaders who confuse short-term activity with long-term impact. They believe that because they are producing reels, they are building a brand. But building a brand is like building a company—it requires vision, patience, and strategy.
Social media trends will change. Algorithms will change. But a brand with purpose and relevance will remain.
So here is my message: don’t reduce your marketing to views on Reels. Don’t measure your leadership by vanity metrics. Instead, focus on creating a brand that has meaning, credibility, and impact over time.
Because in the end, marketing is not about being seen—it’s about being remembered.
