Not All Likes Are Equal: Why Social Metrics Don’t Mean the Same Everywhere
As social media has become a business platform for digital creators—and even for some individuals whose hobby is called Instagram—we all feel a bit of severance from time to time when it comes to understanding what really matters in the virtual world. Many of us see others as just another follower on social media, or just a number. So, all we care about often becomes the number of likes, shares, comments, and so on.
The truth is, this creates a big confusion, because algorithms look deeper into who is who among our followers. But how can we do the same?
The Role of Localized Target Groups (and the Proxy Advantage)
One major factor often overlooked is who is engaging with your content and where they’re from. A thousand likes from people halfway across the world may feel flattering, but if those people are outside your target market or have no genuine interest in your niche, the impact is limited. For example, a social media coach noted a theoretical case of a fitness influencer who intended to sell workout courses to housewives, yet by posting flashy bikini photos she would attract “a lot of males from overseas” – an audience with zero likelihood of buying her course. This mismatch illustrates that a large following or many likes mean little if the crowd isn’t the right one. In contrast, a smaller number of likes and comments from your target demographic (people who actually need or want your product/service) can be far more valuable.
This is where localized targeting becomes an invaluable method that marketers know very well. Tailoring content to specific regions or communities ensures your engagement is coming from people who truly matter to your goals. How can individual creators do this, especially if their audience is global? One practical tool is the use of proxy servers to reach and research audiences in different locations. By using proxies — even free proxy services that are readily available — content creators can tap into insights from various locales without leaving home.
This gives you a chance to spot local trends, popular hashtags, and user habits that you might not notice otherwise. Creators can adjust their posts or ads to better fit the local culture and timing, instead of using the same content for everyone around the world.
Crucially, this doesn’t have to be expensive or technical. With a bit of setup, an individual YouTuber or Instagrammer could route their connection through, say, a UK proxy to see what’s trending in London, then switch to a U.S. proxy to research American audience behavior – all for little or no cost.
Algorithmic Differences and the Value of Quality Engagement
Beyond location, quality of engagement beats quantity – and modern social media algorithms reflect this. Platforms have realized that not all likes carry the same weight. A surge of random likes might look good on paper, but what if many are from bots or people with no real interest? As the analysis put it, “a thousand likes from bots won’t move the needle, but a hundred genuine likes from potential customers can be gold”. In other words, context matters: a like is far more meaningful when it comes from someone who is genuinely part of your target audience or likely to take action on your content.
Social networks actively account for these differences. Instagram’s algorithm, for example, has become quite sophisticated in evaluating user engagement. It even recognizes that not all likes are equal – the algorithm looks at who gave the like and their typical behavior. If someone habitually likes nearly every post they see, their like on your photo might be deemed less indicative of true interest. Meanwhile, a like from a user who rarely hits that button (or who consistently engages with a specific topic you cover) could signal stronger interest.
For creators and marketers, the takeaway is to stop treating all likes and follows as equal trophies. It’s increasingly important to gauge which segments of your audience are engaging. Are those likes coming from your intended customer base or just passersby? Is the engagement shallow, or is it sparking discussion and further interest? Successful social media strategy now leans into cultivating meaningful engagement: content that incites comments, shares, saves, and attracts the right people.