How to Decide Between Engagement and Views
As a marketer, you must be bombarded with information about how to attract visitors online. You need to create great content, make sure it is optimized, and promote it properly.
This brings up the question: should you focus on views or engagement? Whether your content is on Facebook, Instagram, or elsewhere, this is a question that often comes up.
To clarify: views, or reach, measure the number of people who have seen your post. And engagement refers to not just views, but the clicks, comments, likes, and shares your post gets.
Clearly, you want your content to be seen. But you also want to make sure people find it valuable and interact with it.
There is no simple answer that works across all conditions. The way out is to look at the context of the content.
Table of Contents
The Aim of Your Content
Before posting content, you should be clear about the goals you want to achieve. This will help you in choosing the right metrics to track it. The main goals are:
- Brand Awareness: to make the consumer familiar with your offerings and recall them at the right time.
- Brand Loyalty: to create long-term relationships with consumers and stakeholders.
- Education: to establish thought leadership and to make your voice one that is trusted and relied upon.
- Objectives such as generating leads, creating an email subscriber base, and building a social media audience.
Here’s a helpful way to break it down. Your content can fall into one or more of these areas:
- It can entertain
- It can inspire
- It can educate
- It can convince
Further, the tone of the content can be rational or emotional, with the aim of creating awareness or driving a purchase.
It’s only after you’ve decided on the above that you should choose metrics that show you if your content is working. Many times, engagement will be important. At other times, it’s views that you should go for.
The Platform Matters, Too
Studies show that engagement is highly context-specific. As the researchers put it: “it comprises various types of experiences on each social media platform such that each is experienced in a unique way.”
This shows that when you’re measuring for views or engagement, a broad statistic may not reveal the entire picture. Facebook and Instagram, for example, could be designed for more engagement, whereas Twitter could be better for views.
A recent social media industry benchmark report showed that the average engagement rate on Facebook was 0.09 percent. For Instagram, it was 1.6 percent. Whilst Twitter’s engagement was only 0.5 percent.
Across platforms, another way to gauge whether you should go after views or engagement is by sentiment analysis. This is the process of recognizing customers’ emotions and their feelings towards your brand, expressed online.
Then, there is a customer engagement platform. This stores customer databases and interactions to deliver automated personalized messages through multiple channels and devices.
All of this gives you an invaluable deep dive into how your content is performing and the way ahead in terms of views and engagement.
The Metrics Make A Difference
Nowadays, analytics platforms can track audience metrics in sophisticated ways. For a start, users can be classified by demographics and location. Other metrics can track online behaviour.
- Which site do visitors come from? Does this influence how long they stay on your site?
- If a visitor arrives via a search platform, do they interact more with content?
- Are some areas of your website more sticky than others?
- What are the virality rate, amplification rate, and conversion rate?
These data analytics platforms offer fine-tuned and granular ways of judging views and engagement. They are meant to help marketers fine-tune their content and optimization strategies.