Are You Focusing on Outputs or Outcomes?

Plant seeds that actually get results

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It’s easy to get caught up in the numbers. You posted five times last week. Your email campaign reached 10,000 people. Your team delivered a polished report ahead of schedule. Those are your outputs—the tangible actions you take. But here’s the real question: What did those actions actually accomplish? Did they engage your audience, inspire change, or move the needle on your goals? That’s the outcome.

In storytelling, business, and especially on social media, we can’t afford to confuse outputs with outcomes. Focusing on outcomes ensures your efforts actually matter and drive meaningful results. Here’s how to make the shift, with actionable tips to measure your social media metrics more effectively.

1. Understand the Difference Between Outputs and Outcomes

Think of it like planting a garden. The output is planting 50 seeds. It’s measurable and feels productive. But the outcomeis whether those seeds grow into healthy, thriving plants. Outputs are what you do. Outcomes are the results that matter.

On social media, your output might be publishing daily posts, while the outcome could be increased engagement, website traffic, or conversions. The former is activity; the latter is impact.

Try it:​
When planning your social media strategy, identify what outcomes you’re aiming for. Is it growing your audience, driving traffic, or increasing sign-ups? Start with the end goal in mind and let your outputs serve those results.

2. Shift from Vanity Metrics to Value Metrics

It’s tempting to focus on likes, shares, and follower counts. While these vanity metrics can feel gratifying, they don’t always reflect meaningful impact. Value metrics, on the other hand, focus on outcomes like audience engagement, click-through rates, and conversions.

Try it:
Now that you know what the goal is, pick the metric that shows movement towards the end game:

• Engagement Rate: Are people commenting, sharing, or saving your posts?
• Click-Through Rate (CTR): Are people taking the next step, like visiting your website or signing up for your newsletter?
• Conversion Rate: Are your social efforts leading to tangible actions, like purchases or sign-ups?

Shift your focus from “How many people saw this?” to “What did they do after seeing it?”

3. Tell Stories That Resonate With Your Audience

Outputs often focus on what you want to share. Outcomes require you to think about what your audience needs to hear. It’s about crafting stories that connect emotionally and inspire action.

Try it:
Use storytelling techniques to elevate your social media efforts:

• Focus on Emotion: Highlight how your product or message solves a problem or fulfills a desire.
• Include a Call to Action: Make it clear what you want your audience to do next.
• Test and Learn: Experiment with different formats and messages to see what resonates most with your audience.

Remember, your goal isn’t just to post—it’s to connect and inspire action.

4. Use Outcomes to Refine Your Strategy

One of the biggest benefits of focusing on outcomes is that they provide valuable insights into what’s working—and what isn’t. If your posts are getting lots of impressions but low engagement, it’s a sign your content needs more resonance. If your click-through rates are high but conversions are low, it’s time to refine your landing page or offer.

Try it:
Review your social media performance regularly and use outcome-based metrics to tweak your strategy. Ask:

• Are we reaching the right audience?
• Is our messaging clear and compelling?
• Are our calls to action effective?

Data-driven storytelling is key to driving results.

5. Outcomes Tell the Real Story

At the end of the day, outcomes are what create impact. Your audience won’t remember how many posts you published last week, but they’ll remember how your message made them feel and what it inspired them to do.

Try it:
When analyzing your social media efforts, ask yourself, “What’s the story behind these numbers?” Did your campaign make your audience feel seen, understood, or inspired? Did it move them to take meaningful action? That’s where the magic happens.

Ready to Shift Your Storytelling to Outcomes?

I'm Erin Peterson, part of the team at Scout Stories. Think of us like a therapist, but for stories.

We listen and get the details out.

Provide perspective.

But most importantly, we teach you to create connections, build relationships that attract the right kind of attention.