We could define the term engagement as the user’s commitment or loyalty to the brand beyond the purchase of its products or services. 

It is a word that is gaining value in companies, as it is closely related to a strong and long-lasting relationship with their followers. The creation of relevant content, as well as the number of interactions with it. Many companies do not know how to measure user engagement  with their content. That is why, at Easymailing, we want to answer all the doubts generated by the word engagement so that you can use it in your digital marketing campaigns.

What is engagement, meaning of engagement

What is engagement?

The word engagement is gaining value in companies, as it is directly related to the involvement of users with their content. Engagement is used, among other things, to measure the number of followers or the number of likes on social networks. This establishes a strong and lasting relationship that goes beyond the acquisition of our company’s products or services.

Engagement could be explained as an emotional connection with our brand and the commitment that is established between the user and our brand. It also improves our organic positioning.

Types of engagement

We can identify one type of engagement for each of the relationships that exist in our company:

Customer engagement

It is the relationship we have with our customers and the commitment that is established with our brand, beyond purchases. Within this category we could include the Buyer Journey

Employee engagement

It is the relationship that unites  our employees with the brand, beyond an employment relationship. For example, they feel identified with the values of the brand and pass them on to customers.

User engagement

The term User engagement is used to know the user’s response to our content: if they like it, if they share it and if they recommend this content. Branded Content is a good way to build your brand image and to be followed for it, beyond advertising posts, thus improving your engagement level.

Social networks engagement 

This term refers to a quantitative and qualitative assessment of user interactions with our content on different social networks.

How to measure  engagement

Engagement is a KPI in our company, it is a very broad term that we can divide into different categories:

Social networks engagement 

Social networks have become the main channel of communication with our customers.

Engagement in social networks is very easy to control as the interaction with our content is almost constant.

Even the algorithm of some social networks such as Meta (formerly Facebook), Instagram and even TikTok help us to have a greater reach among users.

An almost universal formula for measuring engagement on social networks is known as Engagement Rate, which relates the number of interactions to the number of posts in a period of time. This is then divided by the number of followers and this amount multiplied by 100 gives us the percentage of engagement we have had.

ENGAGEMENT RATE= [(Interactions/postings)/no. of followers]*100

You should also evaluate the quality of interactions and not just the number of “likes” or followers.

Engagement on our blog

The Google Analytics tool allows you to visualise in an ordered way the main KPIs of your blog, the ones you should pay more attention to are:

• Bounce Rate: A low bounce rate means that you have a good level of engagement and that users are visiting other pages of your content.
• Session duration: The length of time a user spends on your blog is also synonymous with your content “engaging” them as long as this duration is linked to visiting different pages.
• Pages visited per session: The number of pages a user visits on your blog, along with the appropriate duration is also a sign that they like what you do.
• Conversion rate: This KPI is closely related to the world of sales and digital marketing. In the case of blogs we could talk about subscriptions or if they share their data with us.
• Mentions of the brand: When our article is shared in the form of a mention, new users come to us through that recommendation. It does not always come from Dark Social as we will see in the previous section, but from a visit to our blog from a third party.
• Dark Social: These are visits that we cannot identify their origin and we have already dedicated an article to them in this area.
• Comments: As in social media, comments are important, as users are looking to interact with us directly.

Customer Engagement

• Monthly active users: Refers to the number of users who interact with the brand. This KPI must be monitored month by month to see its evolution.
• Frequency of use: Refers to the number of times they interact with a product or service such as a mobile application.
• Brand mentions: Refers to how much your brand is talked about on Social Media as well as Google reviews.
• CLV: It is the value that a customer brings to your brand, both economically and the times they interact in the different media.