Moving Away from the Metrics – Letting the Content Matter Instead of the Numbers on Social Media

Published June 5, 2025
Making Content Matter Instead of Metrics on Social Media

Instagram released a feature that allows users to hide the view counts on their social media content like reels and posts, meaning no one else can see how many times your video has been watched. For some, this might seem like a small update. But for marketers and businesses, this change opens the door to a bigger conversation when creating and posting content: Does hiding your view counts help or hurt your brand?

At True Fit Marketing, we’re all about helping businesses make smart, authentic, and strategic decisions online. So let’s break it down as to why a business might choose to hide their view counts, and what are the potential upsides and downsides?

Why Would a Business Want to Hide Reels View Counts?

1. To Control Brand Perception

Sometimes, great content that had a lot of time spent making it doesn’t get the traction it deserves thanks to unpredictable algorithms or timing. Hiding view counts can keep your audience focused on your message, rather than distracted by a number that doesn’t tell the whole story. 

2. To Minimize Pressure and Comparison

Smaller businesses or newer accounts often feel discouraged when their views don’t measure up to bigger brands. You have to start somewhere, but in the social media world, sometimes that somewhere needs to grow faster than it is actually growing. Removing that visible comparison can create a more level playing field and encourage growth without the intimidation factor.

3. To Test and Experiment Freely

When view counts are hidden, there’s less fear around trying new content styles, messaging, or formats. You’re more likely to take creative risks without worrying that low views will reflect poorly on your brand because no one except for your business will see the number! You never know what will happen when you just let the creative juices flow freely!

The Pros of Hiding View Counts

  • Shifts focus to quality content and engagement, rather than just numbers.
  • Reduces social proof pressure, especially for smaller or growing brands.
  • Encourages experimentation in tone, visuals, target audience, and storytelling.
  • Minimizes judgment from audiences based on perceived performance.

The Cons of Hiding View Counts

  • Reduces transparency – some audiences like to see the “social proof” that others are watching or engaging. If the social proof is eliminated, they can make their own decisions of whether to like or not.
  • Can limit credibility if you’re using views to showcase popularity or ROI to potential clients or partners. This is also a great way to have the conversation that views don’t always tell the whole story.
  • May seem like you’re hiding poor performance, even if that’s not the case. Open and transparent conversations should still be happening between marketing agencies and clients to make sure agreed upon goals are still being met.

The Bottom Line

Like many things in marketing, there’s no one-size-fits-all answer. If your reels are still gaining traction or you’re experimenting with new content, hiding views might give you the breathing room to grow without the pressure. On the other hand, if your reels consistently perform well, those numbers could work in your favor by building credibility and trust.

Our advice? Test it. Try hiding view counts on a few posts and compare how your audience responds, not just in views, but in comments, shares, saves, and overall engagement. Remember that likes is only one piece of the puzzle. Continuing to have genuine interactions and engagement with your followers will help immensely, no matter how many likes your post has!

Want help deciding what’s best for your business? We’re here to help you develop a strategy that fits your brand, audience, and goals. Let’s talk Reels, content strategy, and how to make every post count, even if the count is hidden.

Why Being Present—Not Just Visible—In Social Media Community Groups Can Be a Serious Power Move for Your Business

Published May 28, 2025

As a marketing team always on the lookout for the latest and greatest, it is easy to focus on the flashy stuff with tangible results — ads, reels, videos, posts, etc. There is something to be said about being active in community networks on social media.

We’re talking about local Facebook groups, LinkedIn communities, Reddit threads, and other local forums where real people connect with local business owners. This is a space where real conversations can happen, where questions are asked and solutions are provided. If you’re a business owner, being active in these spaces can do more for your brand than you might think.

Here’s why being present, not just visible, in community groups can be a serious power move for your business.

Trust is Built in Social Media Conversations, Not Campaigns

People are tired of being sold to. Commercials are on repeat everywhere. We see the same ads on our newsfeeds constantly. People are craving connection, and when that can’t happen in person, an active social group might be a good option.

The first thing to remember when being active as a business owner in a group is that anyone can see what you write. Our best advice is to steer clear of conversations that don’t have anything to do with your business. Avoid personal conversation and conflict. Instead, offer honest input, helpful advice, or encouragement on posts that relate to your business.

Position yourself as a trusted local resource offering friendly help or advice, not just someone trying to make a sale. Conversation leads to name recognition, thus leading to future business opportunities. 

It’s Market Research… Without the Price Tag

“My neighbor’s lawn looks nice and green but mine is not. Help!”

“I have wasps flying around my house and am finding some inside it too. What can I do to mediate the problem?”

“I have family members coming into town for the weekend and want to take them to a nice, local restaurant that has something for everyone. Where should we go?”

Do these statements sound familiar to you if you are a part of local groups? When fellow followers reply to these questions, you really get to know what people think. Each example could be a great segway into a conversation with someone if your business specializes in a solution for them.

Landscaper reply – “Sorry to hear your lawn isn’t looking great yet this year. It still might be early in the season though. Give that grass some time to grow and allow the Earth to do it’s thing before putting chemicals into the ground.” 

Pest Control Business reply – “Those wasps can be scary, especially if you have kids running around during this awesome weather! Do you know where the wasps are hanging out? Can you see a nest?”

Local Restaurant Owner reply – “Isn’t it awesome that we have so many great restaurants in town to choose from? I personally love taking out of town guests to XYZ, or ZYX.”

By paying attention and chiming in on these conversations, you’re gathering first-hand, real-time feedback that you can use to improve your messaging, your offerings, even your customer experience. Don’t speak initially from a business perspective. Speak from a neighbor talking to a neighbor offering FREE advice. Yes, free.

It Opens the Door to Meaningful Collaboration

Other business owners hang out in these spaces too and will see what you are saying. Whether they are competitors or just fellow business owners, you never know what will happen!

The restaurant owner reply above is a great example of a competitor giving a recommendation to another restaurant in town. Why wouldn’t a restaurant owner just say, “Come to my restaurant,” but instead is suggesting somewhere else?

The more you’re seen supporting others, the more support that can also come your way. Restaurant owners go out to eat at other restaurants. They enjoy the experience at other places, so it makes sense when Local Restaurant A says we love going to Local Restaurant B. In return, when Local Restaurant B owner wants to go somewhere, they will think of Restaurant A since they sent them some business! 

Partnerships, joint ventures, event invites, and referral relationships all grow from mutual visibility and engagement.

Referrals Happen Where Relationships Live

The more value you add to a community, the more others will start to recommend you. Think of the businesses in your community that support youth sports. The team parents are more likely to suggest one of their team sponsors over someone they don’t have a relationship with because they help out locally. 

If you’re active and helpful with a group, organization, team, guess what? You’re getting tagged so others can support you in return. That’s powerful and valuable because organic word-of-mouth marketing is truly something you can’t buy.

Why being present not just visible in social media community groups can be a serious power move for your business

Position Yourself as an Expert

As a business owner, it can be hard to turn off the sales pitch. But when you offer advice as the expert, without the sales pitch, you can become the natural go-to in the community. People notice these things. Your name will stick and when they need a product or service like yours, you’re top of mind.

That kind of authority can’t be faked—it has to be earned. No commercial or reel can portray authentic knowledge without the call to action. Community involvement helps you share your knowledge and earn the respect without the call to action.

The Bottom Line

There are many different ways to get your business name into the community. Local community groups on social media is just one way that you can position yourself as the expert. It can be time consuming, repetitive and can often times feel like you are just giving away advice for free, but that is the point!

We believe that no business grows in isolation. The brands that win long-term are the ones who build relationships, not just followers. Take a look at who sponsors the local youth baseball team, who buys pizza for the lady’s group in town, or sponsors the summer concert series that everyone likes to attend. Community networking is a strategy and is one of the most authentic, cost-effective ways to grow your business in today’s digital age.

If you’re not sure how to show up in your local or industry communities, we can help guide your strategy. Reach out to learn how to make your presence count.

20 Years of YouTube: Changing the Way Video is Consumed

Published May 12, 2025
20 Years of YouTube with hand holding up a laptop

Twenty years ago, wait…research that number again. Yep, it has been 20 years since YouTube began as a simple video-sharing site with this video, and now it stands as a global powerhouse that has transformed how we consume content, tell stories, and market ideas. Does it make us all feel old that YouTube is 20? Of course! 2005 doesn’t seem that long ago, but from what it was to what it has became and will still become, YouTube has revolutionized what it means to be a digital video creator—and from a marketing agency’s perspective like True Fit Marketing, it’s one of the most influential tools of the digital age.

What Was Before YouTube?

Before YouTube, video production and distribution were dominated by TV networks, film studios, and major media corporations. Sure there were people out on the streets with their own cameras recording things, but the world typically didn’t get to watch those (except, say, The Blair Witch Project…). Viewers mainly watched videos on their own television or at a movie theater. Now, anyone with a camera (or a phone!), an internet connection, and a story to tell can become a content creator and post their videos on YouTube. With the potential to reach millions of people all over the world, musicians, comedians, educators, beauty gurus, gamers, and everyday people suddenly had access to a global stage. And audiences responded, big time!

Merging with Marketing

For marketing professionals, YouTube became a platform to share brands and their products and services. Brands began to recognize that they no longer needed million-dollar ad budgets to make a commercial, unless it is for the big game (you know what we are talking about). Brands could reach their customers (or potential customers) literally right in their own hands! And when people liked what they saw and shared it, even more people could see it! Suddenly, collaborations started to happen and now a trusted YouTuber is now partnering with a well known brand reaching both of their loyal followings. Marketing genius has been born!

20 Years of YouTube

We See What You Are Watching

YouTube is the home for DIY, education, and see it for yourself content. The platform’s search engine allows for it to be a research tool and an entertainment hub all in one. But remember, YouTube knows what you are watching! So then in turn, marketers can see what their audience is watching, searching, and responding to. Analytics, comments, and real-time feedback give marketers more insight than ever before. The platform’s ad targeting made it easy to reach exact demographics with precision. 

The Bottom Line

What more can come from YouTube? In the last two decades, YouTube has redefined the idea of sharing video content and brand storytelling. Long-form videos, shorts, behind-the-scenes footage, live streams and much more allow brands and everyday people to engage with audiences in dynamic, interactive ways. And it’s not just about promoting products—it’s about building brand loyalty through transparency, value, and consistent content.

As we celebrate YouTube’s 20th anniversary, we’re reminded that this platform didn’t just give individuals a voice—it gave marketers a new playbook. We learned that authenticity beats polish, communities matter more than clicks, and that anyone—yes, anyone—can go viral with the right message at the right moment.

Here’s to 20 years of creativity, connection, and content—and to all the everyday creators who turned YouTube into the world’s biggest stage.

Prioritize Real Conversations Over Content Dumping on Social Media

Published April 23, 2025
Image of a male looking at a social media post with a conversation. True Fit Marketing blog.

No matter who you ask or what you read, everyone has their own opinion on how much to post on social media channels. What we are here to talk about is that just because someone says to post 2-3 times a week on a channel, it doesn’t mean you should just content dump to hit a certain post amount. 

We understand it can be a challenge to constantly post good, creative content. However, brands that focus solely on content dumping without engaging their audience are missing out on the real power of social media – real conversations! Learn how to build natural, authentic engagement and have real conversations to increase your success on your social media channels.

The Shift from Advertising to Engagement

Think back to the beginning of social media. Brands used their channels as one-way communication tools, pushing out promotional messages in hopes of capturing attention. Sell, sell, sell! However, this outdated approach no longer delivers results. Consumers don’t necessarily want to be sold to anymore. Consumers today crave authenticity, personalization, and two-way interactions with the brands they follow.

Social media platforms are evolving to prioritize content that sparks meaningful discussions and drives engagement. Comments, shares, and conversations are weighted heavily by algorithms no matter the social network. So, the brands that actively engage with their followers will have a greater opportunity to see a larger organic reach than those simply posting content and moving on. 

Green background with adult male looking at faux social media post, with a conversation happening under it.

How to Build Authentic Engagement

  1. Respond to Comments and Messages
    Engagement is a two-way street. No one likes to have their comment or DM ignored. Replying to comments, answering DMs, and acknowledging your audience’s contributions foster community and trust. “Thanks for sharing!” or “Great question!” can go a long way in making followers feel valued. The tricky part right now is all of the spam bot DMs. The best advice we have is to report and delete. Report so the social network knows they are illegitimate and don’t dock your engagement because of the spam.
  2. Start and Join Conversations
    Instead of waiting for users to engage with your content, be the first to speak. Think of it like dating. Sure, it is scary to talk to that person at first, but when you ask that first thought-provoking question, try to get their opinion on something, and participate in trending conversations relevant to your industry. By actively contributing, your brand becomes part of the discussion rather than just a distant observer. A prime example of many brands coming together is when Duo from Duolingo “passed away”. Go back to Duolingo’s socials to see what we are talking about!
  3. Leverage User-Generated Content (UGC)
    Free content is the best content! When your followers give feedbacks, share results, tell their story when it comes to using or being a part of your brand, share that out! It provides high-level social proof for others and can help drive engagement. People might have similar results, similar stories and will want to give their two cents. 
  4. Adapt Your Tone to Fit the Platform
    Every social media platform has its own culture and communication style. A formal tone may work on LinkedIn, but a playful and casual approach might be more effective on TikTok or Instagram. Not to keep harping on Duolingo, but we have been studying the brand as a social team and have found they get it! Check out the differences between their social media pages.
  5. Experiment with Different Content Formats
    If the option to try something is available, try it! Experimenting with new content allows you to potentially find a new audience but also grow the relationship with your current followers. This can take time, but guess what? When you find something that works, social media will change it all up again anyway! Be open to new things!

The Bottom Line

Keep engagement at the forefront of your mind with every social media post. If there is nothing to say about the post, why post it? By prioritizing engagement over content dumping, your brand can build a loyal community, increase organic reach, and stay ahead of digital trends. Instead of simply talking at your audience, start talking with them—because real conversations drive real results.

Diversifying Your Online Presence

Published March 10, 2025
A digital graphic with the headline "DIVERSIFYING YOUR ONLINE PRESENCE" in bold, colorful letters. Below, a subtext reads, "If you are already successful on one platform, you will at least have the basic knowledge of how to expand and grow on another!" To the right, a large blue megaphone emits colorful icons representing social media, including speech bubbles, hearts, stars, cameras, and video play buttons. The "True Fit Marketing" logo is displayed at the bottom.

If there is one thing everyone can learn from the TikTok shutdown of 2025, it is that we all need to diversify our online presence. Just like when financial people say to diversify your money, we all need to diversify where our income streams are. This means we need to flexible about where our content lives, what the content is (videos versus blogs for example) and how we share out information. There are many lessons we can all learn from this, which begins with obtaining your own space on the Internet.

Create Your Own Website

Many major companies and brands have websites that correlate with their social media, but if you are a social media influencer or a small business that uses just social media, you may not currently have a website. It would behoove you to build something sooner rather than later.

Sure, building and maintaining your own website might be an expense, and initially a major time sucker, but if all social media platforms were to shut down, at least you would still have all of your content posted to your website. 

A website can also help build your credibility, help with SEO when people are searching for you or something you have posted about, provide a space for you to sell, and give you the space to share what you want without the threat of the ever-changing algorithms or rules of social media. 

While you most certainly can try to build your own website, we suggest working with a team who can help to bring your vision to life and tie all of your current Internet spaces together.

Speaker with social media images coming out of it. If you are already successful on one platform, you will at least have the basic knowledge of how to expand and grow on another!

Start a Newsletter

An important part of your website should be a space for people to provide their information to you to stay connected. A great way to stay connected with your followers is to create a newsletter. Building your own email list will allow you to share anything you want with your followers, and it will go directly to them. Sure our inboxes are cluttered, but at least you know it is getting to them and they have the choice to open it!

A newsletter could also be monetized and allow you the opportunity to share exclusive content, updates, sales, promotions, or whatever else you’d like to have seen by your followers. Constant Contact, MailChimp, and Substack have great platforms and are very user-friendly.

Find Where Else Your Followers Go For Content

This goes along with the saying, “Don’t put all of your eggs into one basket.” There are plenty of social media platforms and user-generated content websites like Substack or Reddit, on which people can follow you. And new ones are popping up daily (hello Rednote). This is where diversifying your content helps. 

Make sure you let your followers know where else you are. That way, if a social media site gets shut down, your followers can still follow you elsewhere. And if you are starting from scratch on a new platform, try to collaborate with people who already have a large following in your same niche so you can grow your following faster. 

Don’t Be Afraid to Diversify and Try Something New

There are so many different ways to be found on the Internet. Beyond social media like TikTok, Facebook, X and Instagram, there are podcasting sites, YouTube platforms, sites like Etsy to sell your products on, and many other ways to get your name, brand and products out there.

The Bottom Line

If you are already successful on one platform, you will at least have the basic knowledge of how to expand and grow on another. Don’t be afraid to reach out to other influencers or small businesses to see how they are diversifying, what is working for them, and most certainly, what is not working. Building relationships offline can help you maintain those online relationships too!