Not long ago, the social media success metric was simple: followers. The more you had, the more “successful” your brand appeared. But in 2025, that number at the top of your profile means less than ever.
What really matters now? Engagement – specifically: likes, shares, and saves. Social media engagement will need to be your focus in 2025 and beyond.
For small-to-medium brands and businesses, understanding this shift can mean the difference between stagnant social posts and content that drives community, visibility, and revenue.
The Follower Count Trap
Let’s be real – everyone has chased followers at some point. It feels good to see those numbers climb. But here’s the problem: having a huge audience doesn’t guarantee your content is seen or your products are sold.
That’s because today’s algorithms – on Instagram, TikTok, Facebook, and others – don’t reward follower count. They reward engagement.
If your audience isn’t actively liking, commenting, sharing, or saving your content, the algorithm assumes it’s not worth showing to more people. And that’s the end of the road for reach.
Worse? Many followers are either inactive or simply not interested in your content anymore. And bots? Still a thing.
Why Engagement Is Everything in 2025
Here’s what platforms do care about:
- Likes – Still valuable, especially as a quick signal that your content is resonating.
- Shares – Indicate your content is good enough that people want to pass it on. That’s a form of digital word-of-mouth – and platforms eat it up.
- Saves – Arguably the most powerful of all. Saves show that someone wants to revisit your content later, which signals real value and long-term interest.
Each of these actions tells the algorithm: “This is quality content. Show it to more people.”
That means more reach, more visibility, and more chances to convert new customers – especially for visually-driven, lifestyle-first categories like D2C and pet care.
Why It Matters {especially} for D2C Companies
If you sell directly to consumers – you’re in one of the most emotionally driven sectors on social media.
Your customers are making purchase decisions based on trust, relatability, and community. That’s why engagement-first content works so well.
- A post about “How to Clean Your Dog’s Ears Safely” will likely get saved.
- A behind-the-scenes video showing how your cat treats are made? That’s highly shareable.
- A relatable meme about dog park drama? Tons of likes and @ incoming.
Engagement doesn’t just drive reach – it creates bonds with your audience. And in categories where loyalty matters, that’s everything.
How to Shift from Follower-First to Engagement-Driven
Here’s how to start leaning into what really works in 2025:
1. Create “Save-Worthy” Content
Think evergreen value. Educational carousels, helpful how-to videos, or even quick tips that solve small problems are gold. Saves tell platforms your content is high quality – and they keep your brand top-of-mind for the user.
Use-it-today takeaway: “3 Simple Ways to Help a Nervous Rescue Dog Feel at Home”
2. Encourage Shares with Emotion and Utility
People share things that make them feel something – or help someone else. Shareable content is either relatable, beautiful, or genuinely helpful.
Use-it-today takeaway: A testimonial story that tugs at heartstrings, or a quick checklist post with a CTA: “Share this with a fellow dog parent!”
3. Update Your CTAs
Instead of “Follow us for more,” use calls like:
- “Save this so you don’t forget”
- “Tag a friend who needs this”
- “Share with someone who’s been there”
These subtle shifts increase engagement and help your content travel.
Great examples of call-to-actions in social posts
4. Post for Connection, Not Just Reach
People don’t connect with perfect brands. They connect with authentic ones. Show your process. Spotlight your customers. Share your story. The more human your brand feels, the more people will engage, not just scroll.
Metrics That Actually Matter in 2025
Stop tracking vanity numbers. Start measuring performance with purpose. Here’s what to focus on:
- Engagement Rate per Post (likes + comments + saves + shares ÷ impressions)
- Saves and Shares per 1,000 Followers Normalizes your engagement, even if your audience is small.
- Story Interactions & DMs Especially on Instagram – these signal real interest.
- Click-Through Rate to Shop or Site The end goal is still conversion. Don’t lose sight of that.
Recommended Tools: Instagram Insights, Later, Buffer, Sprout Social, Notion + manual tracking
Don’t Chase Followers – Earn Attention
Followers are just a number. What truly grows your business is engagement, comments, likes, shares, and selling your product on the storefront.
Because when people save, share, or comment, they’re doing more than interacting – they’re investing in your brand. They’re saying: “This matters to me.”
That kind of attention? That’s what builds loyal communities and drives actual sales.
So here’s your next step: Go back and look at your last 10 posts. How many likes? Shares? Saves?
If you’re not seeing the engagement you want, it’s time to rethink your content with connection in mind. Because followers are out. Engagement is in.
TL;DR – Why Followers Don’t Matter (Much) in 2025
- Algorithms prioritize engagement (likes, shares, saves), not follower count.
- Saves = value & purchase intent, Shares = influence, Likes = quick validation.
- D2C and pet brands thrive on relatable, helpful, and emotional content.
- Focus your strategy on creating content that encourages meaningful interaction.
- Track the metrics that reflect true performance—not vanity numbers.
Use-it-today takeaway: Audit your last 10 posts. Which ones drove real engagement? Double down on what works.
Frequently asked questions about social media engagement
- Why do followers matter less in 2025?
- Because algorithms prioritize engagement over audience size—engagement signals content quality.
- What is the most important metric on Instagram now?
- Saves. They’re a strong signal of value and long-term interest.
- How can small businesses increase engagement?
- Post helpful, relatable content
- Ask questions
- Go behind the scenes
- Double down on what people react to
- Use polls or quizzes
- Create shareable checklists
- Jump on trends – where it makes sense
- Ask your network for helpful engagement – where it makes sense