17, July 2025

Is Social Media a Game of Numbers or Connections?

Reach will get you seen. Connection will make you remembered.

You posted. You got 112 likes.
You posted again. 11 likes.
Same format. Same time. Same voice.
What gives?

Welcome to social media in 2025 – where the algorithms are moody, the likes are fleeting and chasing reach can leave your brand feeling like it’s shouting into the void.

So let’s ask the real question:
Do you want likes, or do you want loyalty?

What Metrics Can (and Can’t) Tell You

The problem with metrics is that we treat them like meaning.
But 10,000 impressions don’t mean 10,000 impressions.
And a like doesn’t mean someone liked you.

Vanity metrics (likes, views, follower count) are great for dashboards and investor decks.
But they rarely tell you if your content actually connected.

If you’re building a B2B brand, here’s what you should pay more attention to:

  • Saves → People want to come back to you.
  • Replies and DMs → They see you as approachable.
  • Shares → They trust your POV enough to spread it.
  • Shared Language → Are people quoting your phrases? Using your framework?

These are the slow metrics. They don’t spike overnight, but they stack. And when they do, they build a community, not just an audience.

Content That Builds Trust vs. Content That Rides Trends

Do trends work? Yes.
Do they build loyalty? Rarely.

B2B brands that earn real engagement aren’t just jumping on reels or remixing trending audios.
They’re the ones:

  • Saying what others are scared to
  • Showing process, not just polish
  • Educating, without being condescending
  • Showing up the same, week after week

Small Following. Big Energy.

Here’s the fun twist:
Some of the most impactful Indian B2B brands don’t have massive followings.
But they have fierce fans.

Papergrid Industries

A notebook manufacturer that doesn’t chase flashy trends, but wins on consistent, honest storytelling. Their posts focus on process, team pride and steady business values – building quiet loyalty over loud numbers.

Open Financial Technologies

A neobank for SMEs that uses social content to simplify finance without dumbing it down. Their voice is clear, content is human and trust is a long game they’re winning.

Protonn (now shut down, but left a mark)

A short-lived B2B SaaS company that stood out for its bold design choices and storytelling-led product launches, proving that even early-stage Indian brands can lead with clarity over clutter.

The Whole Truth Foods (honorable mention)

Not B2B, but their radical transparency model and consistency in tone is a masterclass in building connection-first content – something every B2B brand can learn from.

So is social media a game of numbers or connections?

Numbers can get you noticed.
But connection? That’s what gets people to stay, buy, refer and remember.

Chase resonance. Not just reach.