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In the last blog, we explained dwell time from the audience’s side—why people keep seeing the same kind of content, and how their behaviour shapes the algorithm. Now let’s flip the view. As a content creator or advertiser, dwell time is one of the most important metrics you’re not tracking—but should be. It influences reach, relevance, and results—especially in a feed-driven world.

If your feed feels repetitive—same topics, same formats, even the same creators—it’s not a coincidence. The reason often comes down to one thing: dwell time.

If you run a small business and feel like social media isn’t working, you’re not alone. You might wonder why videos get more views than photos, why your posts don’t get much traction, or whether you should invest in ads at all.

Many small business owners dive into social media without a plan. They start posting based on trends, copying what others are doing, or simply sharing what feels good in the moment. After a few weeks, when nothing changes—no increase in sales, no real engagement—they get frustrated.

QR codes can be a useful tool for small businesses when placed thoughtfully. However, putting a QR code on social media graphics is rarely effective. Most people view these posts on their phones, making it impossible to scan a code displayed on the same screen.