Audience engagement is all about the connection your audience feels with your brand and the actions they take as a result of it. In general, audience engagement, and social media engagement in particular, isn’t easy to come by. Social media users’ feeds are flooded with content competing for their attention. But when you hit the right chord, you can expect increased brand health, higher-quality leads and an active social following.
In this article, we’ll explore audience engagement benefits and strategies. Plus, we’ll show you some shining examples of what audience engagement looks like.
What is audience engagement?
Audience engagement is any interaction between your target audience and your brand. When an audience is fully engaged, they don’t sit back and passively scroll through your social posts. An engaged audience takes action, which can include clicking on a link or sharing content with a friend. This action furthers their connection with your brand.
If your audience doesn’t engage with your brand, it may be a sign that your content does not resonate with them. It’s vital to track audience engagement so you can be sure your content interests the people who matter most to your organization.
Types of audience engagement
There are several different ways audiences can engage with your brand on social media. Some forms of engagement require little effort, while others are much more involved. Here are some examples of common types of audience engagement:
Likes and reactions
Likes and reactions are one of the simplest ways for an audience to engage with your brand on social media—all your target audience has to do is click or tap a button. But when your audience does so, their followers see it in their feeds, which exponentially increases your brand’s visibility. That’s why likes and reactions are important metrics to consider when analyzing your content performance.
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