Is it worth doing if it doesn’t get likes?

I’ve seen many people post things on LinkedIn that are useful that don’t get likes. After a while, they stop doing them. So, is it worth doing if it doesn’t get likes?

For me the answer is obvious, likes are a bad metric. The presence of them certainly means you are doing something right to get attention, but the absence of them doesn’t mean people are necessarily not seeing you, especially if your work isn’t for the masses.

The percentage of people that click like for any post are tiny compared to the number of people whose feed a certain post is shown in. So, if you are starting with a niche expertise, you already are at a massive disadvantage for seeing the likes rack up. However, if 30 of the right people are seeing your work daily, but aren’t in the habit of clicking that button, it clearly may feel like what you are doing isn’t working. You aren’t getting the quick, measurable feedback you expect. However, this is the way the world was for all of history until the last couple of decades!

Most of the successful people you know today that became so before the social media age, shipped work for years not knowing if it’s working. If you serve the masses these days, and you aren’t getting feedback, then I would be concerned because big markets require big attention and that should equal massive engagement. In smaller, niche areas, this isn’t true. The old model of shipping work for years before knowing if it is working is still the model.

Here’s a secret: many people get discouraged by not understanding what you just read. If you do understand it, you have a massive advantage in doing your work, maintaining motivation, and waiting for years to get the positive results that you know you are achieving even if it’s not getting daily likes to let you know you’re on the right path.