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What killed the Like?
It doesn’t seem too long ago that brands were hungry for likes but as we all know, the social landscape changes in an instant. 
Platforms themselves have spearheaded the change. Instagram began hiding public like counts to reduce pressure and encourage more authentic posting. TikTok, on the other hand, never made likes the central metric, focusing instead on shares, watch time, and comments to determine content reach. 
Audiences are evolving alongside the platforms. More people are engaging passively and privately &#8211; saving posts, sharing to DMs, or quietly watching full videos. These silent signals tell a deeper story about how content is resonating, even if it’s not reflected in likes.
Plus, likes can be misleading. They can be fueled by algorithms pushing content to broad audiences or users double-tapping out of habit, not because the content actually resonated. In many cases, likes measure popularity &#8211; not impact.
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What metrics matter?
So, how are we tracking engagement? These are the metrics that brands and creators are shifting to:
Saves and Shares: These are modern signals of value. When someone saves your content, they are making sure they see it again &#8211; a sign it was content they cared about. Shares (especially to DMs or private groups) are even more telling. People don’t forward content unless it feels relevant, entertaining, or insightful.
Comments and Conversations: Forget emojis and people who comment  ‘first’ &#8211; longer comments and genuine back-and-forth are the jackpot. If your content sparks conversation, it’s doing more than catching attention; it’s building connection.
Watch Time and Retention: Especially on video-centric platforms like TikTok and YouTube, how long someone sticks around matters more than whether or not they hit the like button. With shorter attention-spans being the norm, if your content holds attention, the platform will likely reward it with more reach.
Click-Throughs and Conversions: For brands, these are the ultimate indicators of impact. Whether it&#8217;s newsletter sign-ups, site visits, or product purchases, actions taken after someone sees your content speak volumes.
Community Growth and Loyalty: Follower count is surface-level. You could follow an account and see it once or twice in your feed. The question is, are people coming back for more? Are they engaging with multiple posts, replying to Stories, joining comment threads, or showing up in your DMs? That’s the real measure of influence.
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How to adapt
It’s time to shift the strategy and to prioritize content that creates connection or conversation (or both!).
<ol>
<li> Prioritize Quality Over Virality: Viral moments feel good and can spike your numbers, but meaningful content is ultimately what builds a loyal audience. Focus on content that adds value, starts conversations, or makes people feel seen, not just making it blow up.</li>
<li> Design for Shareability: Think about the “why” behind someone sharing your post. Is it funny? Insightful? Relatable? Instead of thinking “Will this get likes?”, ask “Would someone send this to a friend?”</li>
<li> Encourage Conversation: End captions with questions, respond to comments, and create space for your audience to be part of the narrative. Engagement is a two-way street, and brands that listen and respond are the ones that win.</li>
<li> Watch the Silent Signals: Use insights tools to track saves, shares, and watch time. These often-hidden metrics are your best indicators of what’s working &#8211; especially for content that’s not blowing up visibly.</li>
<li> Build a Community, Not Just a Following: The future of social isn’t in mass appeal, it’s in micro-tribes. Niche audiences, private groups, and loyal communities are where long-term value lives.</li>
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Final Thoughts
Likes may have previously been the be-all-and-end-all but as social media has matured, our way of measuring engagement has too. The future belongs to creators and brands who understand that real impact isn’t just found in inflated numbers, but in meaningful engagement, loyal communities, and content that resonates long after the scroll.
So next time a post doesn’t rack up likes, ask yourself: did it make someone think, laugh, save, or share? If the answer is yes, you’re doing more than performing &#8211; you’re connecting. And in today’s digital landscape, that’s just as valuable.
Want to make social content that isn’t just likeable, but is built for long-term engagement? <a href="https://thenewgen.com/contact/send-a-brief/">Chat</a> to NewGen today.

The Death of the Like: How to Measure Social Engagement