Demonstrating ROI Through Engagement Metrics: The Importance of Providing Entertaining Content on Social Media

In the ever-evolving world of social media marketing, brands are constantly striving to demonstrate a return on investment through engagement metrics. However, what happens when you’re giving the audience exactly what they don’t want to engage with? This dilemma has left over two-thirds of social marketers concerned about the ROI of their social activities.

According to a recent survey by Hootsuite, the most commonly used metrics to demonstrate ROI include engagement, impressions/views, followers, clicks/traffic, leads, sales/revenue, time spent on site/app, sentiment, share of voice, pipeline, and survey-based brand awareness. With engagement being the top metric, it’s clear that brands are clinging to this measure to showcase their success.

In 2024, brands that focus on publishing entertaining content on social media are predicted to succeed in capturing the attention, engagement, and eventually market share away from competitors. The key to this success lies in providing enjoyment to the audience, whether that be through inspiration, excitement, emotional connection, or learning something new.

To effectively engage with your audience, it’s important to be authentic and relatable on social media. Instead of pushing a promotion-heavy strategy, focus on building brand awareness, affinity, and long-term relationships through engaging and entertaining content. This approach may not yield immediate results, but it lays the foundation for sustainable growth and customer loyalty.

When creating content, it’s essential to follow your audience’s lead and adapt based on their preferences. Conduct polls, Q&As, and experiments to understand what resonates with your followers and adjust your strategy accordingly. Remember that social media is a long game, so prioritize building authentic relationships over quick wins.

Ultimately, the key to demonstrating ROI through engagement metrics lies in measuring the impact of engagements beyond social media and aligning them with larger business goals. By focusing on customer value and fostering genuine relationships, brands can showcase the true value of their social media efforts.