Justin Bieber Owes His Success To Vanity Metrics
Q. Make a case for why a brand’s fans/followers aren’t just a vanity metric. Show some brand examples to support your argument.
A brand’s followers are not just a vanity metric. While at first it is just a number on a screen, it is what is done with this information that creates and generates value.
One main reason followers are not just a vanity metric is due to their production of action. The release of endorphins. The desire it creates to see the numbers continue to grow. While numbers do not determine revenue as the engagement of these followers can fluctuate, it is the happiness one feels seeing growth that can spur action. Sure, it could be completely meaningless, but I can guarantee you that a brand will put more effort into their Instagram game for example if their follower rate continues to rise, whether or not these numbers actually convert to something meaningful.
Look at Google Analytics, a powerful tool used by many brands who value tracking engagement metrics. Looking closer, what metrics are present on one’s dashboard? Vanity metrics! In my opinion, I see it as a little boost to the ego before getting into the gritty details of the metrics. It can set a positive tone and encourage meaningful action.
Additionally, followers can often be the reason engagement metrics can be attained. For example, musicians (who can be considered brands) often rely heavily on vanity metrics in order to make a breakthrough in the industry. They indicate potential, which for many can be enough to risk further investment on. Look at the world’s greatest musician currently, Justin Bieber (lol). His YouTube page was enough for huge music leaders such as Usher to take notice in him. While there were no customer or conversion metrics, the numbers were tremendous enough to forecast his potential.
This idea is actually used quite often, and more so now in brand relationships with social media stars. Often times many of these celebrities have nothing but vanity metrics, but that is often times enough for a brand to take a chance on them. For example, American Eagle has recently partnered up with many online stars for their recent campaign. Many of them do not have developed actionable metrics behind them besides their vanity follower counts. However, those numbers proved enough for American Eagle to take notice and desire the potential audience those stars have compiled. While I cannot prove that this campaign was successful for not having access to American Eagle’s metrics, I do perceive it as successful as they began this campaign last year and it has grown into what is now called the #Weallcancampgin, in which their use of ‘social influencers’ has grown.
Simply, it is what you do with vanity metrics that makes them more than just that. Vanity metrics enable a brand to be noticed and get their foot in the door. If they are a smart brand, they know that these numbers can only provide them security for so long before having to dive deeper and really analyze them. But they are a great starting point and can provide opportunity and positivity, and thus, the ability to succeed and be motivated to do so.
References:
“Metrics, Metrics On The Wall, Who’s The Vainest Of Them All?” Kissmetrics, 2012. https://blog.kissmetrics.com/vainest-metrics/. Accessed 13 Mar. 2017.