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The End of 'Likes', 'Reach' & 'Impressions': Trust Is the New Metrics Brands Care About
This episode explores one of the most profound shifts happening in marketing and media today — the collapse of traditional vanity metrics like likes, views, and impressions, and the rise of trust as the defining measure of influence.
The discussion begins by unpacking the saturation of the digital world — endless content, AI-generated posts, and consumer fatigue leading to widespread skepticism. Audiences are overloaded, advertisers are frustrated, and the old playbook of counting followers or measuring reach no longer works. The hosts follow the data trail, revealing how metrics once treated as gold standards have lost credibility, and how brands are rewriting the rules to focus on authenticity, measurable trust, and real-world results.
Through research and case studies, the episode explains how marketing has evolved from a volume game to a value game. It outlines the collapse of engagement fraud — bots, purchased followers, and artificial likes — and details how brands now demand hard ROI metrics such as ROAS, CPA, LTV, and conversion per follower (CPF). The conversation highlights why smaller, trusted creators often outperform massive influencers and how transparency, credibility, and audience belief have become the ultimate differentiators.
Listeners also learn how the new “Modern Metrics Toolkit” works — analyzing comment authenticity, sentiment scores, saves, shares, brand lift, and Net Promoter Scores to quantify trust in action. The episode dives into how performance-based contracts, retention metrics, and brand sentiment tracking are redefining success across industries — from fast-moving DTC brands and fashion to long-cycle B2B deals.
CHAPTERS
00:00 The Economy of Attention
03:05 The Breakdown of Vanity Metrics
05:59 The Shift to Trust as a KPI
09:06 Measuring Trust and Influence
12:07 The Modern Metrics Toolkit
15:04 Engagement Quality and High-Intent Actions
18:00 Conversion Rates and Performance Metrics
21:09 Long-Term Relationships and Customer Loyalty
24:11 Brand Sentiment and Advocacy
27:03 Industry-Specific Metrics
30:06 The Future of Trust in Marketing
Connect with Michael Wildes
mikewildes.com
LinkedIn: Michael Wildes
X: @Captainwildes
YouTube: @MichaelMJWildes
Learn more about your ad choices. Visit megaphone.fm/adchoices
View all episodes
By The Frequency Network: The WaveThis episode explores one of the most profound shifts happening in marketing and media today — the collapse of traditional vanity metrics like likes, views, and impressions, and the rise of trust as the defining measure of influence.
The discussion begins by unpacking the saturation of the digital world — endless content, AI-generated posts, and consumer fatigue leading to widespread skepticism. Audiences are overloaded, advertisers are frustrated, and the old playbook of counting followers or measuring reach no longer works. The hosts follow the data trail, revealing how metrics once treated as gold standards have lost credibility, and how brands are rewriting the rules to focus on authenticity, measurable trust, and real-world results.
Through research and case studies, the episode explains how marketing has evolved from a volume game to a value game. It outlines the collapse of engagement fraud — bots, purchased followers, and artificial likes — and details how brands now demand hard ROI metrics such as ROAS, CPA, LTV, and conversion per follower (CPF). The conversation highlights why smaller, trusted creators often outperform massive influencers and how transparency, credibility, and audience belief have become the ultimate differentiators.
Listeners also learn how the new “Modern Metrics Toolkit” works — analyzing comment authenticity, sentiment scores, saves, shares, brand lift, and Net Promoter Scores to quantify trust in action. The episode dives into how performance-based contracts, retention metrics, and brand sentiment tracking are redefining success across industries — from fast-moving DTC brands and fashion to long-cycle B2B deals.
CHAPTERS
00:00 The Economy of Attention
03:05 The Breakdown of Vanity Metrics
05:59 The Shift to Trust as a KPI
09:06 Measuring Trust and Influence
12:07 The Modern Metrics Toolkit
15:04 Engagement Quality and High-Intent Actions
18:00 Conversion Rates and Performance Metrics
21:09 Long-Term Relationships and Customer Loyalty
24:11 Brand Sentiment and Advocacy
27:03 Industry-Specific Metrics
30:06 The Future of Trust in Marketing
Connect with Michael Wildes
mikewildes.com
LinkedIn: Michael Wildes
X: @Captainwildes
YouTube: @MichaelMJWildes
Learn more about your ad choices. Visit megaphone.fm/adchoices