I was talking with a commercial real estate broker earlier this week.
They were worried about the LinkedIn algorithm.
AI-generated content.
Analytics.
Reach.
The usual suspects.
When we looked at the numbers together…
They were actually doing really well.
The Numbers Weren't the Problem
Their organic reach was in the high 40s.
For context, that’s impressive.
Organic reach is calculated using impressions, reach, followers, and engagement to show how much of your audience is actually seeing your content.
Depending on the report you read, most social platforms average an organic reach somewhere between 1.5% and 6%.
That’s not much.
LinkedIn even reported a few years ago that nearly 70% of all content on the platform receives no likes, comments, or shares.
WOOF.
Stop Chasing Impressions
Instead of worrying about impressions…
Ask yourself a different question.
What impact is your content making?
Are people mentioning your posts?
Sending you direct messages?
Texting you?
Emailing you?
Starting real conversations because of something you shared?
Those are the metrics that matter.
Relationships Create Business
Impressions are nice.
Relationships are valuable.
I’d rather have five meaningful conversations with people who could become clients than 50,000 impressions from people who will never transact with me.
Yes, 50,000 people might see your post.
But once they keep scrolling…
They’re gone.
The right conversation can last years.
Build a Community, Not Just an Audience
Social media isn’t a popularity contest.
Even though it sometimes feels like one.
It’s about building trust.
Creating relationships.
Growing a community that believes in what you do.
The people who recommend you.
Refer you.
Defend you.
Celebrate your success.
That’s far more valuable than chasing another viral post.
Impact Will Always Outperform Impressions
Vanity metrics feel good.
Relationships build businesses.
Every conversation.
Every reply.
Every direct message.
Every referral.
Those are the moments that actually move your business forward.
Because impressions don’t pay the bills.
Relationships do.
Ready to Build Relationships Instead of Chasing Metrics?
If your marketing is generating impressions but not meaningful conversations, it may be time to rethink the strategy behind your content.
Book a free Marketing Audit with MoVO. We’ll help you build a content strategy that creates visibility, strengthens relationships, and supports real business growth—not just bigger numbers on a dashboard.
Deuces,