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Beyond Likes: The Metrics That Actually Matter (Organic Social)

By Jomary Jimenez

Beyond Likes: The Metrics That Actually Matter (Organic Social)

What if your most “liked” post isn’t your most successful one? In 2025, we saw algorithms reward consideration over reach, and users crave authenticity over aesthetics. It’s time to rethink what success on social really means. Social media is constantly evolving from a numbers game to a value game, and the brands that adapt fastest will be the ones that actually connect with their audiences.

The past few years have pushed social media beyond surface-level metrics (often referred to as vanity metrics). Likes still matter, but they reveal little about what sparks connection or thoughtful engagement. At 62ABOVE, we’ve broadened our approach to measuring success because we know the metrics we focus on ultimately shape the kind of content we create.

If we only looked at likes or follower counts, we’d be optimizing for quick reactions, not lasting impact. By tracking deeper engagement, we gain a clearer picture of what resonates, sparks conversation, and inspires real-world action, whether that’s a museum visit, a trip booked, or an interest in enrollment.

As platforms like Instagram and TikTok continue to prioritize meaningful interactions over surface-level engagement, brands that chase vanity metrics are already being left behind. In 2025, algorithms began to prioritize quality engagement over quantity. Sprinklr’s breakdown of the Instagram algorithm reveals that its “content score” is now weighted by saves, shares, comments, and likes, indicating that the depth of interaction determines reach. In 2026, this emphasis on authentic engagement will intensify, favoring content that sparks genuine connections over casual clicks.

Here’s what we’re tracking, and why it matters.

Shares

A share is the ultimate indicator that our content resonated. It signifies both endorsement and amplification, as someone deems the post worthy of their audience’s attention. By analyzing sharing patterns, we can identify messages that gain social traction and determine what truly matters to our audience.

 

Saves

Saves are the quiet compliment. When someone taps “save,” they’re telling you the content has lasting value, something they want to return to. High save rates often point to evergreen content themes, how-to posts, itineraries, or inspiration worth repurposing in future content calendars.

 

Reposts

Reposts show brand advocacy in action. They tell us who’s willing to associate their name or profile with our message. We track repost behavior to identify potential partners, ambassadors, or micro-influencers already leaning in organically. When someone shares our post, it’s a clear sign that something clicked, whether it’s the message, the look, or the timing.

Video Views & Completion Rate

A view shows initial interest; completion rate shows sustained attention. Together, they tell the story of how well our creative holds up against the scroll. We use these data points to adjust pacing, captions, and storytelling structure, aiming for videos that not only stop thumbs but hold eyes.

 

Comments

Comments open the window into sentiment. They reveal tone, emotion, and intent (insights no number alone can offer). We analyze comment themes to understand the community’s mood and test the resonance of messaging. In a world of AI-generated content, human response is the new validation metric.

Turning Insight Into Action

Metrics only matter when they lead to progress. Our social team turns these numbers into next steps, leaning into formats that get saved, sharpening hooks that keep people watching, and writing captions that get people talking. Every post teaches us something new, shaping what comes next.

Want to know which metrics actually move the needle for your brand? Let’s talk. Reach out to 62ABOVE to explore how data-backed storytelling can turn your social presence into measurable impact.