ROI is not likes: why your 5-like post might be your most profitable one

Somewhere along the evolution of social media, we collectively decided that likes equaled success. As if the person who double-tapped your post at a red light somehow influences your revenue projections.

Let’s be clear: in B2B, professional services, creative industries, tech, and any complex business model, likes are attention metrics, not decision metrics. They measure visibility, not impact. The two are not the same. Not even close.

Digital-behavior research shows that around 90 percent of users consume content silently, without interacting at all. This phenomenon—known as the participation inequality principle—becomes even more pronounced among decision-makers. The CEO who never likes your posts may be reading them religiously. The operations manager who is “invisible” online might be forwarding your insights to her team. The investor who never comments might be evaluating you for a partnership.

In B2B, buyers move quietly.
They observe.
They evaluate competence.
They look for consistency.
They analyze your thinking.
They watch how you frame your value.
Then, one day, they send a message that begins with: “I’ve been following your work for a while…”

This is not accidental.
It is how humans make complex decisions—slowly, cognitively, and privately.

Different types of content serve different strategic roles.
Awareness content captures attention.
Educational content builds credibility.
Consideration content reduces uncertainty.
Conversion content supports the final decision.

Expecting all content to behave like a viral video is like expecting every employee to be the sales department. It misunderstands the system.

A post with 7 likes that clarifies a key concept for the right person can accelerate a deal faster than a post with 70,000 views. A precise thought leadership statement can position you as the safest choice. A clear explanation of your process can unlock a 12,000 euro contract. Quietly, efficiently, without applause.

The mistake many founders make is evaluating content as entertainment rather than strategy. If you’re trying to go viral, yes, likes matter. If you’re trying to grow a business, the metrics that matter are:
lead quality, conversion speed, brand authority, inbound inquiries, decision acceleration, trust signals, and revenue.

Likes are public.
ROI is private.

A mature content strategy is not chasing the algorithm. It’s supporting human decision-making. It’s shaping perception. It’s anchoring authority. It’s creating clarity.

The clients you want—the serious ones, the long-term ones, the high-ticket ones—do not care how many likes your post had. They care whether you understand their problem and whether you can solve it with intelligence.

When content is built for impact instead of applause, the results look very different.
Quiet.
Consistent.
Profitable.

And, often, far more impressive than anything the algorithm could ever measure.

If you need help with that, book your free first session at info@theinmediato.com