As an advertising agency, or a brand, or an influencer, with every platform, everyone tends to focus on the followers and likes to measure their engagement. However, when it comes to reaching out to more people, social media is more vital than that.
With the tools available within the platform and externally too, there are insights which show impressions and people reached and profile visits, which shows the impact you’re making with your content.
The number of views and impressions should matter more because, from the long-term perspective of brand-building, these same people will see your content again and again, and eventually attract to it, if they’re your target audience.
Thus, initially, one’s focus should be on reaching out to more people, simultaneously creating genuine content which holds value to them, eventually building a community for your brand.