Let’s admit it. In today’s India, every brand, from chai startups to tech giants, has one common obsession: engagement. If the post got a thousand likes, it’s a victory. If the reel crossed a million views, it’s a festival in the marketing team’s WhatsApp group. But beneath all that digital celebration hides a tricky truth. Most brands are stuck in what can be called The Great Indian Engagement Trap.
They’re confusing likes with loyalty.
And that’s where the problem begins.
The Illusion of Engagement
A few years ago, “engagement” became the new buzzword. Every marketing meeting, every agency pitch, and every social media strategy deck had it. Engagement meant people were responding, reacting, and relating. It sounded promising.
But here’s the catch: not all engagement is meaningful.
A like is easy. It takes one tap and zero commitment. A share might just be someone sending your post to a friend with the caption, “Look at this nonsense.” Even comments are not always signs of love. Sometimes they’re just arguments in disguise.
In short, high engagement might make your brand look popular, but it doesn’t always make it valuable.
When Vanity Metrics Take Over
“Vanity metrics” is a term used for numbers that make you feel good but don’t actually tell you if your business is growing. Likes, followers, and views often fall into this category.
Imagine this: you run a home decor brand. You post a video of a stunning wall makeover. It goes viral. Everyone’s commenting, “So pretty!” and “Goals!”. You gain 10,000 new followers overnight. You celebrate. But then, sales? Zero.
That’s the trap. You got the applause, not the action.
Brands often mistake popularity for progress. They pour money into influencer collaborations, meme pages, and giveaway contests just to boost numbers. But when the campaign ends, the “engaged audience” quietly disappears because they were never truly customers in the first place.
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The Indian Consumer: Loyal, But Not Easily
(Source – Freepik)
Indian consumers are emotional, value-driven, and fiercely practical. They might adore your posts, but when it comes to spending, they think twice. They’ll like your fashion reel, but buy from whoever offers the best deal or fastest delivery.
It’s not that Indians lack loyalty. It’s just that loyalty in India is earned, not entertained.
And here’s where many brands go wrong. They keep talking at the audience, not to them. They assume engagement equals connection. But real connection happens when people trust your brand, not when they just double-tap your post.
How to Escape the Engagement Trap
So how can brands move beyond the vanity of likes and build genuine loyalty? Here’s how:
- Focus on Conversations, Not Just Content
Don’t just post and disappear. Reply, listen, and engage back. When people see that a brand genuinely responds, they begin to care more. - Value Retention Over Reach
It’s tempting to chase virality, but what truly matters is how many people come back. A smaller, loyal community will always beat a larger, forgetful audience. - Educate, Don’t Just Entertain
The Indian audience loves value. Share something useful, whether it’s styling tips, financial advice, or behind-the-scenes honesty. It makes people feel respected, not marketed to. - Keep It Real
Authenticity is underrated. Use real stories, customer experiences, and even your brand’s struggles. People connect with honesty far more than polished perfection. - Measure What Matters
Track repeat purchases, referral rates, and feedback scores. These numbers reflect trust, not just attention.
From Likes to Love
(Source – Freepik)
Let’s go back to our viral home decor brand. Imagine that instead of chasing views, they start a small loyalty club. They reward customers who share photos of their makeovers, offer personalised advice, and send handwritten thank-you notes with each order.
Now, suddenly, those “pretty wall” admirers turn into repeat buyers. They start recommending the brand to friends. That’s when engagement turns into loyalty.
The brand stops chasing fame and starts building relationships.
Click here: Why UGC Videos Are Becoming the Go-To Marketing Strategy for Indian SMEs
The Bottom Line
Engagement is not the enemy. It’s just misunderstood. Likes, shares, and comments are useful indicators of visibility, but they’re not proof of devotion.
In a country as diverse and digital as India, it’s easy to get lost in numbers. But loyalty is not built on algorithms. It’s built on trust, consistency, and a genuine human connection.
So, the next time your social media manager proudly announces, “We hit one million views!”, ask the real question: “How many of them will still care tomorrow?”
That’s how you know if your brand has truly escaped The Great Indian Engagement Trap.
