Chasing the rush: finding balance between short- and long-term success

As any social media professional will tell you, the online landscape is always shifting. What worked last month might fall flat today, and everywhere you turn, there’s a new set of “top tips” and best practices. So how can we possibly measure impact in a space defined by change?

In both organic and paid social, we’re often met with questions like “How many likes should we aim for?” or “How soon will we see ROI?” But are those really the right questions to ask? Let’s explore which metrics—and timelines—actually matter.

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Chasing the dopamine rush – are quick likes more than that?

There’s a certain thrill that comes with the first wave of likes after hitting "post." A surge of validation, a quick dopamine hit. Likes mean it’s working... right?

While early engagement can signal momentum—and it’s true that initial traction may help posts avoid the algorithmic void—it shouldn’t be your north star. Likes are generally considered a soft metric. They hint at surface-level interest but rarely tell the full story of a post’s impact.

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Viral moments vs. consistency 

Virality is often seen as the ultimate win. The more eyes on your content, the better... right?

Not necessarily. A viral post can bring a spike in attention, but without relevance, it doesn’t equate to value. What’s the benefit of 1,000 likes if only 25 come from your target audience? Or 500 comments, when most are irrelevant and add nothing to the conversation?

Long-term brand strength isn’t built on spikes - it’s built on rhythm. That rhythm looks different for every organisation, but it’s always rooted in sustainable consistency. It’s not about ticking off a set number of posts or tags for the sake of it, but about showing up intentionally over time.

Remember, thanks to how algorithms work, not all followers see every post. Each piece of content is served to different audience segments - including non-followers. That’s both a challenge and an opportunity.

It means:

• Posts can (and should) be repurposed.
  
  
• Core topics can be revisited from new angles.
  
  
• No single post will tell your full story - and it shouldn’t.

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What Does Long-Term Success Look Like?

“Success” is a fluid concept, shaped by your goals and the purpose of your organisation. 

Focused on raising awareness? Growth in reach and impressions might be your key KPIs.

Want to make community your priority? Follower quality, engagement rate, and meaningful comments may carry more weight.

But across all goals, one truth holds true: growth takes time. A single well-performing post is a win, but it’s not a strategy. Sustainable impact is the result of layered effort over time. This is why KPIs should not only include platform metrics but also measure output. How many posts are being published, what type of posts are being prioritised and how the community is responding are all important aspects to track. 

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Conclusion

Whilst quick boosts of engagement are always a welcome surprise (or calculated strategic move according to some), it’s consistency that truly makes an impact. Effective communication on social media isn’t a popularity contest, but an opportunity to communicate your purpose and create a community around shared values. 

This isn’t done by chasing the next viral moment or expecting to see meaningful results within a matter of weeks. Building a truly strong brand takes strategy, patience, experimentation and consistent efforts. It’s a marathon, not a sprint. 

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