The Futur with Chris Do

Episode 417: Why Chasing Metrics Ruins Your Content w/ Chris Do

January 31, 2026

Main Theme

In this solo episode, Chris Do delves into the pitfalls of obsessing over social media metrics and performance when creating content. Drawing from his decade-long experience and the success of The Futur’s multi-million dollar brand, Chris offers hard-earned truths and actionable advice for creators who feel lost or unfulfilled chasing numbers. His central thesis: content creation should be driven by intention and self-expression, not external validation or algorithmic trends.

Key Discussion Points & Insights

1. Stop Treating Content as a Scorecard

• Metrics Don’t Define Your Worth

  • Social media fosters unhealthy attachment to numbers: likes, impressions, comments, growth.
  • Chris warns against using these as a measure of personal value or success.
  • Quote: "If you're using social media as a scorecard, you're playing the wrong game." (00:07)

• Emotional Consequences

  • Obsessing over performance ties your self-esteem to the unpredictable swings of algorithms and audience reactions.

  • Example: Feeling elated or depressed depending on post performance is a sign of misplaced self-worth.

  • Quote: "If you wake up one morning and you look at the performance of your post and you feel high, high, or conversely, if you feel like this bottomless amount of depression and anxiety, it's a sign that so much of your self value and your self worth is is placed in the hands of strangers." (05:33)

2. Create for Authenticity and Understanding

• Intention Over Outcome

  • Chris never chased algorithms, optimal posting times, or formulas – he created because it ‘felt right.’
  • Content is a vehicle for self-discovery and clarity.
  • Cites David C. Baker: "You gain clarity through articulation." *(07:18)Math
  • Quote: “For me, creating on social media is just to learn about who I am and what my thoughts and ideas are.” (02:13)

• Feedback as a Tool, Not a Judgment

  • Negative feedback is an opportunity for better articulation, not a personal attack.

  • Quote: "Just the way I interpret that is I'm not being clear or I should have been more careful with the words and the way I frame the conversation. Because my intention is not to make you upset. I'm trying to help." (03:18)

3. The Power of Unpredictable Impact

• Let Go of Control

  • Content may reach and influence people in ways creators can’t anticipate, sometimes years later.

  • The most meaningful feedback often comes from unexpected sources and at unexpected times.

  • Quote: "Sometimes you'll make something that feels relatively insignificant, obvious to you, but you hear days, weeks, months, years later, that has hit someone and has changed their lives for the better. And this is the best feeling in the world..." (10:06)

4. Authenticity vs. Agenda

• Be Honest About Motivation

  • Encourages creators to be transparent about their intentions.

  • Warns against masking calls to action within content or seeking praise disingenuously.

  • Example: Instead of vaguely fishing for praise, admit if you're seeking support:
    "Hey, y'all, I'm feeling really down right now and I'm asking for your help because I'm a little lost in the sea right now and I would love it if we could have a conversation..." (12:50)

  • Order of Communication Matters

    • Load the ask upfront to prevent manipulative undertones.

    • Quote: "There's a simple solution for this. Load the ask up front and then give the compliment or tell the story." (16:50)

5. Content Doesn’t Always Need a Lesson or Call to Action

• Create Freely

  • Every piece of content does not need a takeaway, advice, or a CTA.

  • It's okay to post just for humor, transparency, or catharsis.

  • Quote: "You don't need a call to action every time you post. Not everything you publish has to teach, convert, or call someone to action. And you can post without a takeaway. Yeah, I know. You can write without packaging the insight." (18:45)

• Show Your Unfiltered Self

  • Vulnerability and authenticity foster real connection and resonance with the audience.

  • Quote: "People just sometimes want to see you unfiltered and unplugged. And those in between takes are what allows them to see that side of you." (21:08)

6. The Real Reason to Create: Connection

• Connection Drives Community

  • The best content serves to relate to others and empower those who need permission to speak up.

  • Quote: "You create to connect with people through your content. Content is about Connection, and sometimes polish gets in the way of that." (22:12)

• Remember the Beginner

  • Don’t let experience blind you to the needs of beginners. Share your journey to help others move faster past their struggles.

  • Quote: “When you share something that you've learned, you're basically giving someone the Express Pass to move past the trials and tribulations of what you had to go through and you expedite the outcome a little bit faster for them.” (24:10)

7. Avoid Creating from Insecurity

• The Futility of External Validation

  • Likes and audience approval cannot fill internal, unresolved insecurities.

  • Quote: “No amount of likes will fix insecurity. The Internet can't validate what you haven't accepted in yourself. If you're chasing attention to fill a gap, you'll keep chasing even when you succeed.” (27:37)

• Find the Source

  • Chris suggests questioning what you’re truly seeking and who you want validation from—a parent, mentor, or someone from the past.

  • Seek Self-Work

    • Recommends therapy and honest introspection to resolve deeper approval-seeking behaviors.
    • Quote: "Tell your truth so that you can work through this problem." (31:50)

8. Final Word: Ignore Rules, Focus on Feelings

• Success Isn’t Algorithmic

  • Chris never optimized for trends but focused on honest self-expression.

  • True connection and brand equity come from realness, not tactics.

  • Quote: "There's a tone of voice that you share. There's a sense that you care about them and that you're being genuinely vulnerable and not performing for an outcome." (33:08)

• Self-Alignment First

  • Be right with yourself, and the audience will follow.

  • Quote: "So get right with yourself and the audience will get right with you." (34:00)

Notable Quotes & Memorable Moments

• "If you're using social media as a scorecard, you're playing the wrong game." (00:07)
• "For me, creating on social media is just to learn about who I am and what my thoughts and ideas are." (02:13)
• "You gain clarity through articulation." — quoting David C. Baker (07:18)
• "Sometimes you'll make something that feels relatively insignificant... but you hear... that has hit someone and has changed their lives for the better." (10:06)
• "No amount of likes will fix insecurity. The Internet can't validate what you haven't accepted in yourself." (27:37)
• "So get right with yourself and the audience will get right with you." (34:00)

Timestamps for Key Segments

• 00:00–07:00 — Why Metrics Are a Trap; Chris’s philosophy of content creation
• 07:00–11:00 — The real purpose of creating content and listener feedback
• 11:00–17:00 — Authenticity, intention, and the dangers of masked calls to action
• 18:45–21:00 — Not every post needs advice, a CTA, or a lesson
• 21:00–25:00 — Vulnerability, connection, and remembering to help beginners
• 25:00–32:00 — Insecurity and the cycle of chasing validation online
• 33:00–End — Ignore the rules, focus on feelings, and summary advice

Conclusion

Chris Do dismantles the belief that successful content creators must obsess over metrics and algorithms. Instead, he urges creators to center content on honest self-expression, reflection, and genuine connection. Real value comes not from performance—but from vulnerability, intention, and serving others. Whether you’re struggling with low engagement or feeling trapped by social media’s numbers game, Chris’s hard-won insights offer a liberating alternative: focus on authenticity and let the right audience find you.