When the Numbers Lie
We Need to Get Something Off Our Chest
We’re not here to call anyone out. But we’ve been in this industry long enough to know when something doesn’t sit right.
Recently, we worked on a project with a company that pushes a lot of content online. Some of the people we collaborated with were great — generous, collaborative, talented. But the decision makers behind the scenes made choices that left us frustrated.
After the video went live, we watched the numbers climb. Within hours, it had tens of thousands of views. But the interaction was empty. No comments. No real conversation. Just a huge view count and silence.
This wasn’t a content hit. It was artificial inflation.
It’s Not Just About Numbers
What bothered us wasn’t just the view count itself. It was the intent behind it.
These inflated numbers are used as proof of success. They’re shown to brands and partners as evidence that a campaign worked. That people watched. That the content made an impact.
But it didn’t. Not really.
When the numbers are fake, everything downstream is built on a lie.
And while it might work in the short term, eventually it catches up. Because real people don’t respond to illusions. They respond to work that feels honest. Work that is made with care.
We Try to Be the Opposite of That
At Monolith, we don’t cut corners. We don’t game the system. And we don’t pretend that volume equals value.
Whether we’re working with a massive brand or a small independent artist, our goal is the same — make something real. Something that feels like it was made by human beings. Something that respects the viewer’s time and the client’s trust.
We’re not trying to hack our way to success. We’re trying to earn it.
To the Clients Who Trust the Process
If you’re a brand spending real money on production, here’s what you should be asking:
Are these views coming from real people?
Is this performance organic or purchased?
Am I being shown the truth, or just what they want me to see?
You deserve honest answers. Not inflated dashboards. Not vanity metrics. You deserve a team that cares about your message, your audience, and the integrity of how it’s all delivered.
Why It Matters
We believe real connection is still possible. That people can tell the difference between genuine and artificial. That the best creative work comes from being thoughtful, not manipulative.
So no, we’re not here to brag about numbers. We’re here to build something lasting. Something honest. Something that actually moves people.
And if that resonates with you — then we’re the right partner.
