What is engagement?

I hear the word engagement used more than any other ‘buzz’ word when it comes to social media content. So I wanted to take a quick minute to talk about what it means and how you can get generate more of it from your audience (customers).

​First, when you hear someone talking about engagement, what do they mean? Simply put, in the context of digital content, engagement is the measure of how successfully you’ve captured your audience’s attention. There are a lot of metrics available on Facebook and on Instagram to measure engagement including total views, the average watch time for video content and even audience demographics. In short, you can easily see if people looked at your content and acted on your post.

Ok, so now that you know what engagement is and you’ve looked at your metrics to get a baseline idea of how engaged your customers are, the question becomes, how do you increase engagement? I think the best place to start, without getting mired down in details, is to simply tell a story. Tell your customers who you are, why you started your business, what drives you to do what you do, and of course, where and when they can find your products and/or services.

The entire point of this, and the point of telling your story, is to get your audience to care about you, your business and your product. Because, once they care – once they are emotionally invested in you, you’ve begun to build loyalty, and if you can build loyalty then you can build a successful business.

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