In B2B sales, social media is not a broadcast channel
It’s a conversation starter

Yet too many people still judge success by views and impressions, as if LinkedIn were a digital billboard

Big numbers look good on a dashboard, but they rarely move a deal forward

Views are often nothing more than vanity metrics, comforting, but commercially empty

If your goal is revenue, not applause, then lower-volume, high-intent engagement should be the aim

Here’s why

1. Identity Beats Demographics Every Time

The biggest flaw with views is simple: they’re anonymous

A LinkedIn “view” can mean as little as one pixel loading for a fraction of a second

It doesn’t tell you whether someone read your post, understood it, or even noticed it

At best, you might see aggregated data like “CRO, London.” Helpful for ego

Useless for sales

A “like,” on the other hand, has a name attached to it

You know exactly who engaged

You can click through, review their role, their company, their career path, and quickly decide whether they fit your ideal customer profile

A metric has suddenly become a person and people buy, not impressions

2. Content’s Real Job: Building a Bridge to Conversation

In B2B, content isn’t the destination
Conversation is

Twenty likes is not a failure

It’s a gift

That’s twenty identifiable individuals you can realistically engage with

This is where the real value shows up

“Hi Dave, thanks for liking yesterday’s post. We’ve not spoken for ages, fancy a catch-up?”

That message works because it’s contextual

It’s human

And it’s based on something they did, not a cold outreach script

Your content becomes a digital bridge between public insight and private dialogue

That’s social selling in practice

3. The Viral Myth in B2B

Everyone wants to “go viral.”
Very few people stop to ask whether it actually helps

If a post gets 1,000 likes, or 40,000, it becomes impossible to follow up properly

You can’t research every profile

You can’t personalise every message

The opportunity collapses under its own weight

Worse still, viral reach doesn’t equal buying intent

I’ve seen a client generate 6.5 million views and 40,000 likes… and not receive a single inbound enquiry

Because in B2B, nobody buys a complex, career-risking solution because they saw a popular post

They buy because that post eventually led to a conversation with someone they trust

4. B2B Is Not B2C (And Never Will Be)

Views can matter, depending on what you sell

If you’re selling a £29 gadget, high visibility might trigger impulse purchases

But in B2B, the buying question isn’t “what have I got to lose?”
It’s “what happens to my job if this goes wrong?”

High-value, high-risk decisions are made through dialogue, credibility, and trust

Not likes

Not reach

And certainly not virality

Conclusion: Stop Chasing Applause. Start Building Relationships

In B2B sales, 25 likes from the right people are worth more than 1,000 anonymous views

Those likes represent 25 real opportunities to start a relationship, ask a question, and open a door

Success on social media doesn’t come from shouting louder, it comes from recognising who leaned in and having the confidence to continue the conversation privately

Because in the end, deals don’t close in the feed

They close in the conversation that follows