Likes Don’t Matter (But This Does): What Service Businesses Should Actually Track on Social Media
Most business owners look at their social media posts and immediately check one thing:
Likes.
Did it do well?
Did people like it?
Should I delete it and try again?
But here’s the reality:
Likes don’t tell you if your content is working.
They tell you if someone paused for half a second and double-tapped.
And for service-based businesses, that’s not the goal.
The Post That “Flopped”… But Made Money
I had a client recently who was frustrated with their social media performance.
They told me their post wasn’t doing well.
Why?
Because it had barely any likes.
But when I looked at the actual data, here’s what I saw:
500+ reach
20+ engagements
2 SALES (over $10k!)
Let’s be very clear:
That post made money.
People didn’t stop to like it.
They clicked.
They read.
They took action.
And that’s exactly what your content is supposed to do.
Why Likes Are a Vanity Metric
Likes feel good. They’re visible. They make a post look popular.
But they don’t tell you if someone is actually interested in your business.
Especially if you’re a service provider.
If you run an HVAC company, a plumbing business, or a painting service…
People are not following you for entertainment. Read that again!
They’re not refreshing their feed hoping to see your latest post.
They are searching for you when they need you.
That means your content has a different job.
It’s not there to go viral.
It’s there to convert.
What Actually Matters: Engagement
If you want to know whether your content is working, you need to look at engagement.
Not likes. Engagement.
But what does that actually mean?
Engagement is when someone interacts with your content in a way that shows interest.
That includes:
Watching more than 50% of your video
Leaving a comment
Sharing your post
Saving it for later
Clicking your link
These actions take effort.
They show intent.
And intent is what leads to sales.
It Takes More Than One Post to Convert
Here’s another piece most people miss:
People rarely take action the first time they see your content.
On average, it takes multiple touchpoints—often around 7 or more interactions—before someone is ready to take action like booking a service or making a purchase.
That means:
They might see your post…
Scroll past it…
See another one later…
Click your profile…
Watch a video…
Visit your website…
And then decide to book.
So if your post didn’t get a ton of likes?
That doesn’t mean it failed.
It might be part of the reason someone chooses you a week from now.
How Service Businesses Should Think About Social Media
If you’re a service provider, your content strategy should follow a simple path:
Be searchable
Be easy to understand and trust
Lead people to take action
That’s it.
You don’t need thousands of followers.
You don’t need viral content. I mean… are you really wanting to drive to Maine to work when you live in Arizona? I thought so…
You need the right person to find you at the right time…
And feel confident enough to click your website and book.
Because when someone needs a plumber, a painter, or HVAC help…
They’re not browsing for fun.
They’re looking for a solution.
Your content should make it easy for them to choose you.
Stop Chasing Likes. Start Watching What Matters.
If you’re judging your content by likes, you’re looking at the wrong scoreboard.
Instead, start asking:
Are people clicking through to my website?
Are they watching my videos?
Are they engaging with my content?
Am I getting leads or sales from this?
Because at the end of the day…
200 likes don’t pay your bills.
2 sales do.
FAQs
Do likes help with social media growth?
Likes can help with visibility, but they are one of the weakest signals. Platforms care more about watch time, shares, and meaningful engagement.
What is considered good engagement for a small business?
Good engagement includes comments, shares, saves, and link clicks. Even a small number of these can outperform a post with high likes but no action.
How many times do people need to see my content before taking action?
It typically takes multiple interactions—often around 7 or more touchpoints—before someone is ready to book or buy. And the more expensive your services (roofers, construction, etc.) the more time they will take to think about it. Consistency matters more than any single post.
