Social media marketing typically isn’t about engagement. Most marketers strive to optimize link clicks or impressions.
Link clicks can drive sales, while impressions increase brand awareness.
With this in mind, engagement is typically not in the forefront for most marketers.
However, engagement is extremely important.
Engaging content will not only reach more people (impressions), but it will also lead to a higher click-through rate (CTR).
Think of a social media post that has no engagement. It’s somewhat siloed to only your followers.
Once one of your followers likes, shares, or comments on (engages with) your post, it will be extended to their audience thus increasing the reach.
The more people that engage with your post, the greater potential reach it will have.
On a historical graph, that looks like this:
You’ll notice as engagement increases, so do impressions. The more engaging your post is, the more people you’ll reach.
The effects of social validation
The other effect of posting engaging content is social validation.
If a post has a lot of positive feedback, people are more likely to click on the link supplied which increases website traffic and hopefully increases sales.
Using dynamic content has proven to have an 89% higher engagement rate.