If you want a piece of content for your business to generate a billion views, you probably don’t understand the purpose of that content or whom it was really created for. Engagement and connection with your niche are more important and far less costly to generate.

“Vanity metrics” like social media followers, subscribers or clicks don’t always correlate with sales, profit or reputation. They don’t measure engagement or trust, they simply show how many people took some form of marketing bait.

Build relationships with those individual customers who are already listening, following or buying. Having 100 passionate fans of your business who are eager to buy anything you release is exponentially more effective than having 100k followers who simply follow your business to win something like a free iPad.