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Despite being a term originally from English, the concept of engagement has moved beyond its original scope and is widely used in marketing and social media-related contexts. You may have heard it more than once, but what exactly is engagement in marketing? We can say that it is an indicator used to determine the relationship a brand establishes with its audience.
Brands, communication, and marketing teams increasingly pay more attention to engagement because it is associated with a brand’s “good health,” its strong positioning, and efficient brand management.
However, achieving it can be challenging without implementing specific practices to encourage greater customer commitment to the brand. Furthermore, the industry undergoes constant change, and marketing teams may face challenges with engagement due to continuous changes in social media and its algorithms.
To provide you with a clear understanding of engagement, we have put together this article covering various aspects, from the basics and definition of engagement to the types of engagement that exist, how to measure it, and tips to improve your social media account.
What is Engagement?
Engagement can be defined as the level of commitment the audience has with a brand. It goes beyond just purchasing products or services; it includes trust, continuous interaction, and alignment with the brand’s values and messages. Why is it so important? Because this is how deeper, long-lasting relationships with significant benefits are built.
It is essential to keep in mind that engagement doesn’t happen overnight; a brand won’t gain the trust of its entire audience overnight To consolidate it, it is important to create a well-planned strategy and actions aimed at captivating the audience, engaging them, and addressing any doubts they may have before contracting or purchasing.
Engagement has become a concept of great importance, especially with the rise of social media, which has led companies to transform their communication to reach their target audience. On social media, engagement is tangible, continuously stimulated, and measurable using account statistics, analyzing metrics and interaction quality.
How to Measure Engagement in Marketing?
As mentioned earlier, promoting and measuring engagement is essential to understand what is being done right, what needs improvement, and what can be changed. One of the great benefits of social media is that it allows us to measure . engagement by reading certain metrics and indicators
However, engagement encompasses various points of digital interaction and the relationship the audience may have with a brand. Let’s see how we can measure engagement in different channels and contexts.
Engagement on Social Media
For many brands, businesses, and enterprises, social media is the driving force behind their strategies. This is practical because the relationship with the audience can be measured – each interaction is recorded and becomes part of statistical information.
Certain social media platforms, like Facebook, further help us calculate this indicator to expand the reach of our published content, displaying updates, profiles with more followers, and more.
The most traditional formula for calculating engagement on social media is called the “engagement rate”. How do we calculate it? We divide the total interactions during a specific period by all the posts and content uploaded during that period. We then divide the result by the number of followers and multiply by 100.
This allows us to know how relevant our brand, company, or enterprise is on that social media platform. While there are ways to delve deeper into the analysis, having this indicator as a general parameter is beneficial.
It is also essential to evaluate the characteristics of interactions, such as measuring “likes” received by posts, comments, whether many people save the content, view our stories, etc.
Engagement on a Blog
If you have a blog and want to measure engagement, it is highly recommended to use tools like Google Analytics. These tools provide data and metrics that will help us understand what is being done right and what needs improvement.
Engagement Indicators
Bounce Rate
What do we call a bounce? This refers to when a person enters our site and leaves after viewing only one page without generating any interaction. . The smaller the bounce rate, the better it is for engagement
Session Duration
This refers to the average time a person spends browsing our website. A longer duration signifies that our blog is interesting to the audience, indicating that we are doing a good job.
Pages Per Session
Given that most websites have multiple pages, this indicator shows us how many pages users visit when on our blog. If this number is high and added to the session duration, it is a good indicator that our blog is interesting to the target audience.
How to Improve Engagement
One of the fundamental points to consider in improving our engagement is to question how we communicate with our audience through different media. Each social media platform has its characteristics and way of communication. Depending on the platforms, we will apply different content strategies, considering the audience, age, preferences, values, etc.
Here are some recommendations to apply today:
- Surprise your audience.
- Encourage interaction.
- Always respond to your customers’ questions or comments about your product, be present.
- Gather feedback from your audience to understand what can be improved.
- Listen to your audience and motivate their participation.
It is crucial to remember that engagement goes beyond social media. they are just the means If you have a company, business, brand, or work with one, this will help you establish a more loyal and lasting relationship with your audience. And that’s always important.
