If you’ve ever posted something on social media that blew up with views but only received a handful of comments, you might’ve felt like you missed the mark. In reality, a lack of visible engagement doesn’t tell the full story.
We recently came across a reminder from Liquid Death CEO Mike Cessario about the “90-9-1 rule” of social media. In short:
- 90% of people are lurkers — scrolling, watching, and absorbing without ever hitting a button
- 9% will toss you a casual like or maybe hit share
- Just 1% are the chatterboxes leaving comments and starting debates
As Cessario puts it, letting that vocal 1% dictate your strategy is like letting the heckler at a comedy show speak for the whole crowd.
What This Means for Brands
1. Measure what really matters.
Instead of judging success by how many people comment, focus on metrics that reflect real reach and impact. A few ways to optimize:
- For reach: Lean into formats the algorithm prioritizes (short-form video, carousels) and post consistently.
- For shares: Create content that’s useful, relatable or funny enough people want to pass it along. Think checklists, quick tips or “you’ve got to see this” moments.
- For watch-through: Pay attention to pacing. Hook viewers in the first three seconds, keep the energy moving and end with a payoff that makes them glad they stuck around.
2. Rethink engagement rate.
Engagement rate is usually calculated by taking interactions — likes, comments, shares, clicks — and dividing them by reach or impressions. That made sense when social content was mostly shown to your existing followers.
But today, algorithms on every major platform prioritize serving content to new audiences. A single post can reach thousands (or millions) of people who’ve never followed your brand. In that context, engagement rate doesn’t always tell the full story.
That’s why looking at averages across views, watch time, and shares is a better way to measure momentum. These numbers reveal whether you’re:
- Grabbing attention beyond your follower base
- Keeping people engaged long enough to absorb your message
- Creating content people find valuable enough to pass along
If those averages are trending up, it’s a strong sign your content is gaining traction with a broader audience — even if the comment section looks quiet.
3. Keep perspective on comments.
Comments are still worth monitoring — they can flag questions, spark ideas or highlight issues. But they’re a focus group, not a census. Customers may never type a word, yet chances are they’re still seeing, remembering and acting on what you post.
The Bottom Line
The quiet majority is stronger than the loud minority. So, the next time your post racks up high views but few comments, don’t sweat it. Silent scrollers are still customers — they’re just not the type to shout about it in the thread.
INSIGHTS
Your Target Audience Might Never Comment (and Why That’s Okay)
If you’ve ever posted something on social media that blew up with views but only received a handful of comments, you might’ve felt like you missed the mark. In reality, a lack of visible engagement doesn’t tell the full story.
We recently came across a reminder from Liquid Death CEO Mike Cessario about the “90-9-1 rule” of social media. In short:
As Cessario puts it, letting that vocal 1% dictate your strategy is like letting the heckler at a comedy show speak for the whole crowd.
What This Means for Brands
1. Measure what really matters.
Instead of judging success by how many people comment, focus on metrics that reflect real reach and impact. A few ways to optimize:
2. Rethink engagement rate.
Engagement rate is usually calculated by taking interactions — likes, comments, shares, clicks — and dividing them by reach or impressions. That made sense when social content was mostly shown to your existing followers.
But today, algorithms on every major platform prioritize serving content to new audiences. A single post can reach thousands (or millions) of people who’ve never followed your brand. In that context, engagement rate doesn’t always tell the full story.
That’s why looking at averages across views, watch time, and shares is a better way to measure momentum. These numbers reveal whether you’re:
If those averages are trending up, it’s a strong sign your content is gaining traction with a broader audience — even if the comment section looks quiet.
3. Keep perspective on comments.
Comments are still worth monitoring — they can flag questions, spark ideas or highlight issues. But they’re a focus group, not a census. Customers may never type a word, yet chances are they’re still seeing, remembering and acting on what you post.
The Bottom Line
The quiet majority is stronger than the loud minority. So, the next time your post racks up high views but few comments, don’t sweat it. Silent scrollers are still customers — they’re just not the type to shout about it in the thread.
Alex Joseph