Why Engagement Metrics Undermine Brand Trust (And What to Do Instead)

Brands chase high engagement because it feels measurable. But what if engagement is misleading you?

Engagement metrics incentivize short-term thinking: viral moments, inflated follower counts, and superficial interactions. This strategy inevitably weakens customer trust and undermines long-term loyalty.

Here’s how engagement metrics hurt brands:

• Transactional mentality: Brands prioritize instant clicks rather than lasting relationships.
• Inauthentic influencer deals: Creators juggling too many unrelated brand deals become less trustworthy to their audience.
• Short-lived loyalty: High engagement rarely translates to repeat business or deeper connections.

The better way: focus on brand adjacency and alignment.

Instead of measuring likes, measure trust. Look at the brands your customers already trust and align with. If a creator’s audience resonates strongly with brands that complement yours, that alignment is more valuable than any engagement spike.

Brands like Glossier or Our Place build powerful communities precisely because they understand their customers' brand ecosystems. Engagement is a nice bonus, but brand affinity and genuine community-building should be your true north.

Stop chasing engagement. Start chasing alignment.