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[laurafaritos]

HDMS058. Impressions Are Fool’s Gold — Here’s What to Measure Instead

You ever go viral and feel… nothing?

You check your notifications, your views hit six figures, your mom even texts you “saw your little skit!” — and yet… your ticket sales don’t move. Your inbox is dry. Your website’s still a ghost town.

That’s because impressions ≠ impact.

This week’s HDMS post is about measuring earned media without losing your damn mind — especially when you’re a comedian, creator, or indie producer trying to do it all without a marketing degree. We’re breaking down why impressions are the fool’s gold of digital marketing, what actually counts, and how to build a measurement system that doesn’t rely on vibes alone.

This module straight-up dragged the fantasy that impressions = results. Turns out? You can’t measure success by vibes and vanity metrics alone.

Earned media sounds sexy — like, "we got featured!" — but unless it moves people, drives action, or builds long-term trust, it’s just noise. Here’s what I learned:

Impressions are fool’s gold unless they connect to something meaningful (like site visits, sign-ups, or sales).

Self-selection and homophily mess with your data: most people who engage with your earned media already liked you or were in your bubble. That doesn’t mean your brand awareness grew — it might just be echoing in your own hallway.

Most brands can’t track exact causation, so they look at correlation: like “we got mentioned in Fast Company, and then clog sales went up 30%.”

Big brands track stuff like:

Organic website visits

Google search trends

UGC (user-generated content)

Loyalty signups

Earned Media Value (aka: how much ad spend would’ve been needed to reach that many people)

But even then, not all buzz is worth bragging about. Darren from OOFOS said it best: a Slide #53 mention in a Yahoo listicle might have "2M impressions" on paper... but it doesn’t move real people.

Instead, OOFOS puts more weight on small, focused articles that talk about their actual value pillars — recovery, tech, and trust. The goal isn’t to go wide — it’s to go deep with the right people.

This module confirmed something I’ve been feeling for a while: I don’t want to chase hype — I want to build trust.

There’s a huge difference between being seen and being understood. I’ve had content “pop off” before, but unless I had a clear system behind it (like a strong CTA, a lead magnet, or a next step), that moment never turned into anything tangible.

Going forward, I’m focusing on:

Tracking what actually moves people — like link clicks, replies, email signups, and time spent on my site.

Creating a “gut-check” system for myself: Did this post create conversation? Did someone reach out after seeing it? Did it lead to a new connection, ticket sale, or subscriber?

Putting more weight on context-rich moments (like podcast features, comedy roundups, or curated press) instead of viral fluff with no follow-through.

Choosing signal over noise — even if that means fewer likes but better conversion.

As someone who’s self-employed and neurodivergent, I need systems that don’t make me spiral. So if a post gets 500 views and leads to 5 DMs from people who want to work with me? That’s a win. I’m no longer counting “likes” — I’m counting leverage.

If this week’s HDMS post taught me anything, it’s this:

Not all buzz is worth chasing. Impressions are cute, but they don’t pay your bills unless you’ve got strategy behind them. Whether you’re a comedian, creator, or producer — focus on what builds real trust, not just what gets seen.

Measure the stuff that actually means something. Clicks, conversations, conversions. Forget going viral — aim to be remembered.

I hope this post was as helpful to you as it was to me.

Tchau tchauuu!!!

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