Generate more engagement on social networks why social media engagement matters engagement can be defined as the interest of users in content, expressed through actions such as "likes", comments, shares, retweets... But why is it so important for the success of your strategy? There are 3 main reasons: if you don't have engagement, you don't exist. Or put another way, engagement is key to ensuring the visibility of content. And it is that the algorithms of social networks reward the content that is most attractive to users, and the way to measure that attractiveness is precisely engagement.
This is especially key in the case of facebook, where organically sneaking into users' feeds is particularly difficult. Engagement provides social proof. As much as it is difficult for us to admit it, human beings are influenced by others, often more Image Masking than we think. It's one of the oldest psychological tricks in marketing: if you want to make a product desirable, convince people that everyone else is using it. Well, the same thing works with social media engagement. If a post has a lot of likes, comments and shares, it has many more numbers for users to read it... And in turn, also leave their feedback. See what i mean by the snowball effect? Engagement is virality.
And finally, one of the greatest virtues of engagement is that it promotes virality. By clicking on "share" or "retweet", the user is not only showing their approval of content, but also making it reach more and more people. For all these reasons, engagement is one of the kpis to follow to measure the success of your social media strategy. For this, there are many metrics that can be useful, such as the engagement rate or the average number of actions per post. You can even look for custom metrics that take into account the impact of each action (for example, to make comments count more than likes).