Instagram and TikTok give creators 30+ metrics per post. Only three predict long-term growth. The rest are vanity metrics that mislead more than they inform. Here's how to focus on what counts.
The setup
Every creator has felt it: you post something, refresh the app, and get hit with a wall of numbers. Views, likes, saves, shares, profile visits, engagement rate, and more. It's overwhelming. Worse, it's distracting. Looking at thousands of posts across Instagram and TikTok, we've found that most creators focus on the wrong metrics. They chase engagement rates (which can be misleading, as we've explained here) or obsess over views without considering reach or retention.
The problem isn't just noise. It's opportunity cost. Time spent analyzing irrelevant metrics is time not spent creating better content. Creators who grow consistently don't track more metrics, they track smarter ones.
What's actually happening
Instagram and TikTok's algorithms prioritize one thing: keeping users on the app. They achieve this by serving content that maximizes watch time and engagement. Here's how it works: after you post, the platform shows your content to a small test audience (usually 1-5% of your followers). If those viewers watch most of the video, like it, or share it, the algorithm expands the audience. If not, it stops promoting the post.
Key signals include completion rate (what percentage of viewers watch the whole video), share rate (how many people send it to friends), and retention (how long viewers stay). These metrics are predictive because they show how likely the algorithm is to push your content further. Metrics like likes and comments, while visible, matter less because they don't directly correlate with retention or reach.
Understanding baseline performance is crucial. A post with 10,000 views might seem successful, but if it reached only 5% of your followers, it underperformed. Conversely, a post with 5,000 views that reached 50% of your audience is a win.
The 3 metrics that matter (and 4 you can ignore)
1. Completion rate
This is the percentage of viewers who watch your entire video. A high completion rate (70%+) tells the algorithm your content is engaging. Example: a TikTok with 100,000 views and 80% completion outperforms one with 200,000 views and 50% completion.
2. Share rate
Shares indicate that your content resonates enough for viewers to recommend it. Even a small share rate (1-2%) can significantly boost reach. Example: a Reel with 10,000 shares often goes viral, even with modest views.
3. Retention
Retention measures how long viewers stay. Short videos should keep viewers hooked until the end. Longer videos (60+ seconds) need strong retention in the first 10 seconds. Example: a YouTube Short with 90% retention in the first 3 seconds performs better than one with 50%.
What to ignore:
1. Engagement rate
Engagement rate divides likes and comments by followers. It's misleading because it doesn't account for reach or retention. A post with a 10% engagement rate that reaches only 10% of your audience is worse than one with a 5% rate that reaches 50%.
2. Likes
Likes are easy to get and don't predict reach. A post with 10,000 likes but low shares or retention won't perform well.
3. Comments
Comments can inflate engagement metrics but don't correlate with watch time or retention. Example: a controversial post might get tons of comments but fail to retain viewers.
4. Profile visits
Profile visits don't guarantee new followers or engagement. A post that drives profile visits but lacks retention or shares won't grow your account.
Where most creators get this wrong
The biggest mistake creators make is comparing metrics across platforms. Instagram Reels and TikTok videos look similar, but their algorithms prioritize different signals. For example, TikTok rewards completion rate more heavily than Instagram, which emphasizes shares. Comparing views or engagement rates between the two platforms is pointless, it's like comparing apples to oranges. Instead, focus on understanding how each platform works and optimize for the metrics that matter there.
Another common error is focusing on vanity metrics like likes or follower count. These numbers might look good, but they don't predict growth. A post with 50,000 likes but low retention won't help you build an audience. The right move is to track metrics that align with the algorithm's goals: retention, completion, and shares.
What to do this week
- Check your last five posts. Note completion rates, share rates, and retention. Identify patterns in your best-performing content.
- Test one change to improve retention. Example: add a hook in the first 3 seconds or cut unnecessary intro footage.
- Ignore likes and engagement rates for a week. Focus on shares and completion instead.
- Compare your reach to your views. A post that reached 50% of your followers is better than one that reached 10%, even with fewer views.
Track what counts. Ignore the noise. Your analytics will thank you.