TL;DR: Low likes and comments doesn’t mean your content sucks. People are just consuming social media a bit differently now. Viewers are lurking, not engaging. Here’s what that means for your business and how you can engage differently…
Have you noticed your engagement on Instagram and TikTok isn’t what it used to be? That it’s a bit harder to get engagement, even with great content?
According to a few social media experts and platforms (Sprout Social, Social Insider), it’s because many people have become “lurkers”— users who scroll, consume, and move on without actively engaging. You might get thousands of views on a reel but only a handful of likes or comments. It’s not always that your content isn’t landing; it’s likely that your (potential) audience has changed the way they want to interact.
The data tells a clear story
We’ve seen social media change over the last few years, from very open to closed and private. From posting and engaging lots to quietly supporting, and only engaging when it’s really aligned. There’s been a big move from posts to stories, which is where a lot of quiet engagement comes.
And the data backs that too:
- 67% of TikTok users never post
- 92% of TikTok interactions are passive views
- Instagram Story completion rates are much higher than like rates
Why is this happening?
Social media fatigue is real. Feeds constantly change, sponsored content is everywhere, and algorithms now prioritise passive consumption. Platforms like TikTok and Instagram now reward watch time over meaningful interaction, training users to consume rather than engage.
This doesn’t mean your content isn’t valuable. It means how people engage has changed. Understanding this helps you create content that works for lurkers, not just the vocal few.
What you can do
- Track the right metrics
Don’t just look at likes and comments. Keep an eye on saves (hugely valuable on Instagram), story completion rates, shares to DMs, and profile visits. These quieter signals often indicate deeper engagement than a quick double-tap.
- Use low-pressure engagement tools
Not everyone wants to leave a comment, but they might tap a poll, emoji slider, or quiz in your Stories. Make engagement easy and explore other quiet ways to support.
- Create for connection, not metrics
Think about how your content makes someone feel or what they learn from it. Just because someone doesn’t engage publicly doesn’t mean you’re not making an impact. Share stories and insights that resonate. Even if lurkers don’t engage, they’re still watching. And sometimes showing your message to the right person at the right time is enough.
- Diversify your community spaces
Public feeds are getting noisier, so create spaces for deeper engagement: email newsletters, private groups, broadcast channels, or WhatsApp communities. These feel safer for your audience.
- Start being a loud engager
If you want community engagement, the best place to start is being an active contributor in that community. Comment, share, like. Provide feedback when they ask. You’ll soon call in your audience of loud supporters, along with the quiet ones.
Wrapping up
Low likes doesn’t mean your content isn’t good enough, it may mean people are consuming it differently.
Lurkers are still part of your audience, even if they’re not the loudest. They’re watching, learning, and connecting with you in their own quiet way.
So instead of chasing numbers, focus on creating content that adds value and makes it easy for your community to connect in ways that suit them. If they see it, great! The algorithm will keep changing, but people’s need for connection and relatable stories won’t.
And hey, perhaps you’ve caught yourself lurking too!
Our wero to you is to start connecting and being part of the community. You know, what social media was originally designed for.