Definition
Engagement is a general term for measures of the rate of audience interaction with media content as exhibited through various actions.
For social media, engagement is often measured in terms of associated user activity with published, branded, user-created content including likes, comments, mentions and shares.
For cross-media video, engagement is often measured in terms of clicks, the length of time viewed, and completed view rates.
For traditional print, engagement can be measured in terms of readership, coupon clipping, and QR code scans.
Engagement measures are often seen as precursors of commitment to the featured brand as they indicate a change from passive content consumption to more active involvement with branded content. If the experience is positive, engagement can lead to greater brand engagement.
References
- Common Language in Marketing Project, 2020.