Impressions vs. First Impressions - Which Matters More?
A few months back, I had a "solution provider" reach out to me to tell me she could get me more Impressions on my LinkedIn posts. She said she averaged 3,000 impressions per post and she could get me that, too.
Firstly, she didn't ask me if I was interested in getting more impressions. She just assumed I needed more. First strike.
But I decided to check out her profile anyway. He had a handful of engagements on here posts. So then I wondered, what's the point of getting thousands of impressions if no one is engaging with your content. Strike two.
I guess technically she has one more strike available, but I wouldn't know. Because I already don't trust what she's selling me.
So, you tell me? Which is more important? Impressions? Or first impressions?
Let's Talk the Technicalities of Impressions
On LinkedIn, an Impression is the number of times your post is visible for at least 300 milliseconds with at least 50% of the post in view on a signed in member's device screen or browser window.
That's 0.3 seconds.
Just for a fun reference, it takes me almost 1.5 seconds to SAY the word Impressions.
So really what it's telling you is how many people OPENED your post (because most posts won't have 50% of the content in view in a scroll).
That seems like one sentence posts could then get WAY more impressions, as people wouldn't have to open it...hmmm, something to test 💡
But that's not the point. The point is that, if people have to OPEN it, it's actually a more accurate measurement. But remember also to look at Unique Impressions, otherwise it's counting the same people multiple times 😉
Now, I don't have any actual data on this, but who's content are you most likely to engage with on LinkedIn?
Someone you know?
That's 98% of the content I engage with. The content from people I know.
Know, I know each human differently. Some are closer. Some are more professional. Some are industry experts I respect. Some are people challenging the status quo. Some are fellow basketball players, or Start Wars fans.
The point is, I know SOMETHING about them.
Something that makes me WANT to read their content.
And that doesn't happen if your first impression is 👎
The Power of First Impressions
When researching this article, I read a line in a Psychology Today article about First Impressions:
Positive first impressions lead to COHESION; negative first impressions lead to BIASES and social prejudice.
In my experience with the LinkedIn solicitation, it led to a bias that this person was flippant, selling things that aren't important. Which isn't necessarily true, although I wouldn't know because after the first impression I had no desire to give her a second one.
So, what IS the power of a first impression?
Simply put, a GOOD first impression gets you additional impressions.
And each "touch" is a potential first impression.
So make the best of it 😊
Making The Best First Impression
Since I've been having so much fun with my friend Perplexity AI, I asked it: how can I make the best first impression?
Specifically, I want to address some of the more branding related responses.
Be Yourself - what does this even mean in today's world? I mean, on social media you COULD really be anybody. What happens if I "be myself" and no one likes it? First of all, is that really true? Would NOBODY like it? There will always be SOME people who don't like you, but who can manage relationships with all of the living human beings anyway? But more importantly, the more time you spend with someone, the more likely your true self is going to show. And it's a LOT of work to keep that hidden.
P.S. But it's also not the easiest to just "be yourself" if you don't know what that looks like. Another challenge for another article.
Make Eye Contact - when do you find yourself making the most eye contact? For me, it's when I'm comfortable and confident. So, what are the things that make you comfortable and confident? And are you tapping into them?
Smile - this is one of Dale Carnegie's Golden Rules that I love. Why? Because when you are giving a smile, people interpret you as friendly and giving. And if that's true, it's the easiest way to communicate it 😊
P.S. But if you are NOT friendly and giving, or don't want to be, people will see through your fake smile. Just FYI.
Be Open & Confident - I once had an prospective employee come back for 3 rounds of interviews completely due to the fact I couldn't figure out who she really was. Sure, she was capable, but by not being open and confident in the interview, I couldn't figure out if we wanted her on the team or not. Similar to the comments above about eye contact, find the pieces of you that you can be open about and confident in, and people can get to TRUST faster.
Show Interest in Others - this is another one of Dale Carnegie's Golden Rules, although he adds "genuine interest" to the equation. This is not about pretending to be interested in someone long enough for them to buy something from you. And it's definitely not about "guessing" that you can help people. It's about turning on your natural curiosity to see what you can learn!
Choose Your Words Wisely - this is one that can't be ignored. Why? Because people can feel things in your words that you don't necessarily mean. Now, this is NOT about censoring yourself to "walk on eggshells" around other people. But it is about defining what you're willing to stand for. If you're going to say something, make sure you mean it. And not so that you can defend it later, but so when people challenge your perspective, you have enough confidence in it NOT to question yourself 💖
What It All Comes Down To...
If you didn't notice, these are all personal development opportunities, folks!
So, how are you being received by the market?
In the sample scenario here, this was my experience:
❓Be Yourself - I don't know. Maybe this person was being themselves, but I didn't experience them as authentic, so I guess I'll never know.
❌Make Eye Contact - our only interaction was a pre-recorded loom video telling me what I was doing wrong, so NO, not even a personal experience.
❌Smile - again, not that I could see, although they did SEEM to be trying to be helpful.
❌Be Open & Confident - I didn't get this from the "Sales first" style of the communication. If you're trying to sell me something, at least tell me so I can say no in advance.
❌Show Interest in Others - this was a HARD NO, as she didn't even try to initiate a conversation with me prior to the "solution" being provided.
❓Choose Your Words Wisely - I don't know. My guess is that she's worked long and hard on "creating a funnel" that shows the value in her solution. And maybe those words resonate with the right people. I'm just not them.
So, What's YOUR Way?
There isn't ONE way to do all of these things in a first impression, but I'll tell you what I do:
I show up LIVE.
As myself. With a smile. Making, minimally, ZOOM eye contact. Being totally open (which means sometimes I'm more or less confident, but always authentic). I allow myself to get curious about my peeps. And I choose words that are focused on empowerment (which may or may not ALWAYS empower others, but I'm learning and growing).
I choose to show up live because I KNOW it's harder to fake these things live. And I don't WANT to fake them. So, for better or for worse, you get authentic Tracy. And I can either help you, or I can't.
Which doesn't mean it wasn't worth the connection 💖
Your First Impressions Online Matter
They're either MAKING your brand or BREAKING your brand.
If you want to make sure they're MAKING it, let's chat.
