Vanity metrics are feel-good nonsense

I was chatting with an entrepreneur earlier this week.

I asked why she cared so much about reading her Instagram insights.

When you look at your Instagram insights what do you think?

Should it be:

“How many of my followers are engaged?”


“Is my content making an impact?”

In fact - there is just one thing that any entrepreneur should be asking themselves.

It is:

"Did I make a sale?”

I’ve co-founded or founded four businesses so far.

I know why I joined my first startup.

It was because I wanted to be part of a business.

That was pretty much it.

Yes, there as a market opportunity, it was technology, based in California, checking all the cool boxes.

But frankly, I think I was more motivated on just being part of a startup more than anything else the business could impact or do.

Forgetting what the real point of business was.

To make sales.

The business didn’t last long and famously crashed after one year.


This chat from earlier this week reminded me that just being in a business is not enough.

Business is about sales.

It is important to remember why we use tools like Instagram.

We use tools like Instagram not for the feel-good vanity metrics like likes, comments, and followers.

We use tools like Instagram to make sales.

- Marc

Marc A. Ross is the founder of Caracal Global and an advisor and connector working at the intersection of globalization, disruption, and politics. Ross specializes in helping entrepreneurs and thought leaders make better connections and better communications.

Marc Ross

Based in Washington, DC, I specialize in thought leader communications and global public policy for public affairs professionals working at the intersection of globalization, disruption, and politics.

Clients hire me to ghostwrite, engage influencer networks, manage media relations, produce events, audit their communications infrastructure, consult on hiring, provide issue briefs and news generating talking points, as well as manage end to end communications projects where I assume a role of project leader and general contractor.

I work independently but provided access to a substantial global network of collaborators with expertise in websites, graphic design, audio, video, polling, data analytics, and research.

Using the latest tactics of an American political campaign with expertise shaped by being a practitioner of global business communications, I help clients tell their story and build trusted relationships with all necessary stakeholders.

Successful communications are all about STOCK = strategy, tactics, organization, consistency, and know-how.