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What is engagement, how to measure it and why is it so relevant to your digital

Within the digital world there are mobile number database many words that we have imported from English, for lack of an appropriate translation for what they represent. One of these, and which is really important for digital marketing, is engagement, whose literal translation would be: commitment or bonding,  as we prefer.

mobile number database, this translation is somewhat general since engagement refers to the level of commitment of a consumer or user to a brand. This goes beyond purchases, and also mobile number database takes into account interactions, customer identification with what the brand represents, etc. That is why we wanted to talk about the importance of engagement, the types and what and how it is measured.

Why is engagement so important?
Engagement is not something that happens overnight. This concept grew and expanded thanks to digital transformation and, especially, social networks and other media that allow constant interaction with users. It is a consolidation that brands achieve after multiple strategies and actions aimed at conquering, captivating and eliminating annoyances or points of friction with users.

Among other things, it encompasses constant interaction, trust and even empathizing with its values, perceptions and messages . This translates into long-lasting, sustainable and deep relationships, based on sensitive purchasing experiences.

Types of engagement
We can talk about the following types of engagement when we are in the digital and business environment:

Employee, or employee engagement: reflects the relationship between a company and its employees occurs when there is such enthusiasm that it is reflected in a work commitment mobile number database that goes beyond what is expected and translates into a performance that is outside the norm.
Customer, or customer engagement : it happens when a consumer or customer becomes a promoter of a brand or product at any stage of their buyer cycle.
In marketing, or marketing engagement: it refers to the actions that a brand includes in its strategy to increase the engagement it has with its customers and followers.
User, or user engagement: it talks about the interactions that people have in the different digital channels that exist with a brand or product.
Of social networks, or social engagement: it focuses on the communication that is promoted in the social network profiles and its performance.
One of the environments in which the term is used the most is precisely this, around social networks, where it reflects the communication relationship between the mobile number database brand's profiles in each social network and its followers . In the case of eCommerces, this occurs when a consumer becomes an active promoter of the brand, that is, when they have a certain level of confidence in it and make it known.

Although it may sound abstract, this factor can be easily measured, with different metrics that vary according to the platform, social networks, blogs, stores, etc. It is even possible to measure it in email marketing strategies or in advertisements, as we explain in this video.


Just as it is possible to measure it in each of these sectors of the digital landscape, the aspects to take into account for the measurement also vary . For example, to measure the engagement of a banner metrics are taken as the  t handle bounce, session length, page views, comments mobile number database delos users, mentions the brand and backlinks , since these are the ones that more accurately reflect the interaction of the user within this type of platform.

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How to calculate engagement
Currently, the most widespread way to calculate engagement is the one published in 2012 by SocialBakers , this proposes the sum together of the number of likes, comments and shares of a publication among the number of followers and is the formula used by most agencies and digital marketing tools.


In this formula, the same value is being assigned to all interactions , when each of them presents a different level of relationship with the user. For example, sharing a publication implies that the user approves its content and endorses it to show it to others and a like or like, simply mobile number database something of interest about it. A few years ago, with the beginning of the digitalization and social media boom, IAB Spain proposed a system to weigh the weight of interactions , which is still in force today.

However, as a simpler model and at the same time more effective than the sum of the interactions, we bring this other formula, in which we weight each type of interaction . In this also, the total value of followers is discarded, because even if there is a large number, it is not always possible to reach everyone with the same content.


In this way, having a specific value for each interaction and contrasting it with the number of people who have seen the publication, it is possible to achieve a more realistic result on engagement. With this said, it only remains to give the necessary impulse for the interactions to take place.

And be careful, because in each social network there will be a different objective to achieve: while on Facebook and Twitter, a good engagement ratio would be between 0.5 and 1%, on Instagram if you have those numbers you can burst into tears. On Instagram his thing is to have between 3.48 and 6.67% engagement percentage.

mobile number database to improve engagement?
It is necessary to know that the term engagement goes beyond social networks, so we should not only emphasize our social networks if what we are looking for is to create a strong link or commitment on the part of our followers towards our brand.

Some actions used to improve engagement are the following:

Encourage, encourage and challenge them to participate and be interactive with your brand
Surprise them with actions or things that would not be expected of you, do not stay only on social networks.
Always respond to their questions or comments.
Try to have the best solution for mobile number database your incidents or doubts, with the aim of always having them pleased
Encourage user-created content.
Measure the results. To really progress in your engagement, you will have to ask yourself what your goals are and translate them into a series of key metrics or KPIs .
Currently, social networks provide many opportunities to interact between a profile and its followers, which increases the chances of achieving better engagement. For that, it is good to use participatory content , which invites the user to an action, such as trivia or contests. It is also good to be attentive to comments, personal responses are a great incentive for the relationship with users.
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