๐ The social media "like" is dead.
AI Summary
Jack Appleby argues the social media 'like' is dead, citing sharp declines in likes and comments on Instagram and TikTok from Gabriel Davis and SocialInsider data. He says algorithms now prioritize passive consumption signals such as watch time, completion rate, and dwell time, so brands must shift their focus away from engagement metrics like likes and comments. The newsletter also includes a sponsored promotion for Navan Edge, an AI business travel assistant.
Key Facts
Author Takes
Social media engagement metrics
Likes and comments are dead; brands should stop optimizing for them and focus on watch time and completion rates.
Community building on social media
Most brands claiming to build community are just collecting comment sections of randos talking to the brand, not real communities.
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