Lets get straight to it - The importance that people and brands place on follower counts and the "impressions" their content receives is grossly overvalued.

I can’t say numbers don’t matter 100%, but I can say that the value everyone places on these numbers needs to be reconsidered. There is just too much emphasis on the width of engagement—how many potential connections they make—rather than the depth of those interactions which, in my eyes, is far more important.



Personal example - When we partnered with Redbull on the pool party series 3 years ago, we hit over ONE MILLION media and logo impressions over a 3 party summer series. They were ecstatic with these metrics, but when it came down to it - practically - I knew it didnt mean shit. 

Lets think of it a different way:
If a body of water is a mile long and an inch deep, and hits a city block - what is the effect it will have? Will anything / anyone even be effected? Probably not. BUT - on the other hand, if a body of water hits a city block at 10 ft wide and a MILE DEEP - Its going to absolutely devastate everything it hits. 

Its not your reach that matters in the market - its your depth. 

Not only can "impression counts" be misleading, but it may not even reflect a positive consumer engagement. There are companies I will absolutely never buy from again because their pop-up ads annoyed me so much—you know what Im talking about, the ones that have hundreds of extra “clickthroughs” because someone accidentally clicked on it 8 times because the “close window” icon was too small. While those extra clicks look like engagement, they were only expressions of frustration with the brand. That context gets lost when we are playing in a world that treats impressions as a be-all, end-all.









Bottom line: Quality over quantity. Depth over width. Reach does not equal value, and follower count doesn’t mean people are listening. We need to stop focusing on optimizing the number of views and instead concentrate on making each one of those viewers care about your brand. Because, at the end of the day, that’s the only way you’ll drive results to your end goal.



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