The social media metrics that REALLY matter for your next launch
When you’re in launch mode, it’s so easy to get caught up in the wrong numbers.
You know the ones I’m talking about: how many likes your post got, whether your follower count crept up overnight, or if your carousel flopped because it only got five saves.
In this post, I want to talk about the numbers that actually matter during a launch — the ones that tell you whether your content is working, what to tweak, and how to move people closer to buying.
As always, if you prefer to listen to the podcast episode instead of reading this blog post, click on the player below. Follow my podcast on Spotify, Apple Podcasts, Deezer, and all the other platforms to get notified as soon as a new episode becomes available!
When you're putting time and effort into your social media content, it’s natural to want some external validation. But chasing engagement (likes, comments, saves) isn’t the same as having a solid social media strategy.
Especially during a launch, the public-facing numbers can be misleading. The real work often happens in private — in your DMs, inbox, or sales page analytics.
The Real Goal of Social Media During a Launch
Let’s zoom out for a second: The goal of social media during a launch isn’t to go viral. It’s to move people through your funnel.
That means:
Getting eyes on your offer
Sparking curiosity or interest
Starting conversations that lead to conversions
So instead of obsessing over the algorithm or trying to game the system, start paying attention to these three launch metrics:
1. Reach
This tells you: Are enough people seeing your content?
If your reach is low, it might be time to:
Run some well-targeted ads
Mix up your content formats (hint: carousels and Reels reach different audiences)
Collaborate with others to cross-promote
Because before people can buy, they need to know you exist.
2. Traffic (aka Clicks)
Are people actually clicking through to your sales page or link in bio?
This is a great indicator of how effective your content is at piquing interest. I often say: social media is responsible for awareness and interest, not sales. That’s your landing page’s (or emails’) job.
If your post is getting traffic but no conversions? That’s a sales page problem, not a content problem.
3. DMs
Especially if you’re a service provider or selling higher-ticket offers, this is where the conversions actually happen. A DM that starts with “Hey, I’ve been looking at your launch posts — can I ask a few questions?” is way more valuable than a post with 200 likes and no actual interest.
If you're not seeing DMs, ask yourself:
Have I been inviting conversations?
Am I clear about how people can get in touch or ask questions?
Am I hiding behind “engagement” instead of building real connections?
What Doesn’t Matter as Much
❌ Follower count
Sure, it’s nice to see growth. But if they’re not the right people, it doesn’t mean much. New followers probably aren’t warm enough for your offer anyways.
❌ Likes and comments
They can be helpful context, but they don’t tell the whole story. A post with low engagement might still convert like crazy in the background.
I treat these as context metrics — I’ll look at them, but I won’t base major decisions on them.
Final Thoughts:
If you’re in launch mode and starting to spiral because your likes are low or your follower count hasn’t moved, take a breath.
Then ask yourself:
Is my content reaching enough people?
Is it getting them to click or take action?
Is it starting real conversations?
Because those are the metrics that matter.
And if you want help creating launch content that actually does all three? That’s literally what I do — check out my consulting services here. I’d love to help you build a launch strategy that feels good and actually works.