Your Audience is Bigger Than You Think! The Power of Lurkers and Views

The Limitations of Likes and Shares

Let’s be honest: those little thumbs-up and hearts feel darn good. They’re like the little gold stars of the internet. Likes, comments, and shares can be validating because they show visible proof that your content resonated. And yes, engagement does matter—social media platforms reward it by showing your posts to more people.

But here’s the thing: low engagement doesn’t equal failure. A post with only a couple of likes (or even none at all!) isn’t wasted effort. It doesn’t mean people didn’t see it—it just means they’re interacting with it in quieter ways.

Meet the Lurkers

Enter the lurkers. These are the folks who scroll, read, and absorb your posts without ever clicking like, comment, or share. And spoiler alert: there are way more of them than you think (In my personal accounts – I’m a total lurker!)

Why? Well, think about the last time you engaged with a post. Maybe you liked a recipe video, only to have your phone start buzzing with notifications because Barbara from Cleveland and 300 other folks liked it too. Or maybe you commented on Taylor Swift and Travis Kelce’s engagement announcement, and suddenly Carl and 40 strangers are blowing up your notifications because they liked your comment. Sometimes it’s just easier—and less overwhelming—to scroll in silence.

The point is, lurkers are still paying attention. They’re learning about your services, remembering your clinic’s name, and building trust with your brand… all without leaving a digital trace.

Privacy and Social Media Behavior

On top of that, more and more people are becoming protective of their privacy online. They don’t necessarily want their activity broadcasted on public pages—especially with businesses. So even if your followers don’t want to “out” themselves by liking your vet clinic’s latest dental month promo, they’re still reading it.

This is a growing trend: people are consuming content without engaging. And that’s okay. It means your message is still working, even if you can’t see it in the engagement numbers.

Views as a Key Metric

This is why it’s important to look beyond likes, comments, and shares. Views (also called reach or impressions) are a powerful metric because they tell you how many people actually saw your post.

Think of it this way: a post that gets only 2 likes may still have been viewed by 30 people. That’s 30 sets of eyes on your message, 30 reminders of your brand, and 30 opportunities for someone to think of your clinic the next time their pet needs care.

Likes, comments, and shares are helpful—they can boost visibility and encourage the algorithm to push your content further—but views show the quiet, behind-the-scenes impact.

What Veterinary Clinics Should Focus On

So, what does this mean for your clinic’s social media strategy? Balance is key. Instead of putting all your energy into chasing likes, look at the bigger picture:

Remember the lurkers. The quiet scrollers may be the ones booking appointments, recommending your clinic to a friend, or thinking of you first in an emergency.

Track multiple metrics. Keep an eye on views, reach, engagement, and clicks. Each tells part of the story.

Stay consistent. Posting regularly keeps your clinic top of mind for clients and potential clients.

Think brand-building, not popularity contests. Social media is about visibility, awareness, and trust—not just what can get the most comments, likes, or shares.