Engagement. It’s one of those words that gets thrown around a lot in marketing meetings. Beyond the buzzword status, what does it actually mean? You can’t spend likes, right?
In a digital landscape where attention is fleeting and audiences are savvier than ever, engagement is what separates noise from impact. Done right, it’s not just about visibility – it’s about connection, conversation, and conversion.
But let’s be honest, most brands get engagement wrong. They focus on chasing likes and shares instead of strategic interactions towards a set goal.
So, what actually works?
A Case Study in Doing Engagement Right: Aldi’s #FreeCuthbert Masterclass
Back in 2021, Aldi found itself in a legal spat with M&S over their rights to sell a caterpillar cake. Instead of panicking, they leaned into their mischievous brand personality and turned it into a viral moment.
What Happened?
💡 Aldi’s response: The now-iconic #FreeCuthbert campaign—a cheeky, irreverent social media blitz poking fun at M&S while rallying their audience behind them.
💡 The result: A full-blown engagement storm.
✅ M&S purchase consideration dropped by 2.72%
✅ Aldi’s increased by 6.8%
✅ Google searches for “Cuthbert Cake” exploded 100x
✅ Demand was so high they launched a charity edition of the cake
But what functionally occured to make this happen? What is the value of engagement on social media?
What Actually Counts as Social Media Engagement?
Engagement refers to the ways in which audiences interact with your content. That might mean clicking a link, sharing a post, leaving a comment, or tagging a friend. It’s the digital equivalent of a nod, a laugh, a question asked back—and it matters more than you think.
It could be:
- Comments and replies
- Shares or reposts
- Click-throughs
- Mentions (tagged or untagged)
- Use of branded hashtags
- DMs and saved posts
How Engagement Fits into the Marketing Funnel
Engagement is valuable at every stage of the customer journey, especially when you use a model like RACE (Reach, Act, Convert, Engage).
Here’s what that looks like in practice:
1. REACH – Get on the radar
Use engaging content to introduce your brand. The goal? Awareness.
📝 Example Post: A bold, humorous take on a trending topic that fits your brand’s voice.
2. ACT – Encourage interaction
Now that they’ve noticed you, spark action. This could be clicking a link, watching a video, or tagging a friend.
📝 Example Post: A short-form video that ends with a question or call-to-comment: “Which one are you? 👇 Team Espresso or Team Flat White?”
3. CONVERT – Guide toward decision
This is where trust built through previous engagement pays off. Provide clear, helpful, relevant content that supports conversion.
📝 Example Post: Information on promotions.
4. ENGAGE (Post-purchase) – Create loyalty and advocacy
Keep the conversation going. Post-purchase engagement helps turn customers into fans, and fans into advocates – creating a brand community.
📝 Example Post: User generated content, customer reviews.
So… What Kind of Content Actually Drives Engagement?
The short answer? It depends on your audience, your platform, and your tone of voice. But a few golden rules apply:
✔️ Personality-led content
People follow people, not faceless brands. Whether it’s humour, honesty, or opinion—bring your brand voice into everything you post.
✔️ Content designed for conversation
Ask questions. Share opinions. Invite feedback. Engagement is a two-way street—so leave space for your audience to talk back.
✔️ Storytelling and human moments
A behind-the-scenes clip. A “day in the life.” A customer journey. These resonate more than slick product photos.
✔️ User-generated content (UGC)
UGC builds trust and extends your reach. Encourage it, share it, and credit it. Make your audience feel seen.
✔️ Content with clear value for the channel
Educational tips, mini-guides, how-tos, checklists. Helpful is shareable.
The Risks of Engagement – and How to Manage Them
Let’s be honest—when you invite conversation, you invite critique too. That’s not a bad thing. But you do need to be ready for it.
⚠️ Risk 1: Negative feedback
When engagement turns sour, don’t panic.
Do: Have a plan in advance for this. Respond calmly, empathetically, and quickly.
Don’t: Ignore it or go silent. That’s a trust killer.
⚠️ Risk 2: Going viral for the wrong reasons
Not every brand is built for banter. If humour or edginess doesn’t fit your brand identity, forcing it can backfire.
⚠️ Risk 3: Chasing vanity metrics
Stick to measurements that are acurately reporting on progress towards your strategic goals, not just what performs best in the moment. Yes it’s nice to see an aspect of engagement go up, but if it’s not helping you achieve your goals, what’s the point?
Manage risk by having clear tone-of-voice guidelines, escalation plans for backlash, and a healthy dose of self-awareness.
How Social Media Lets Brands Get a Bit…Human
Social media gives brands a rare opportunity: the chance to show up as more than a company. You’re no longer just a logo, you can be a personality, a voice, even a character.
This alternate brand personality isn’t about being fake. It’s about being authentic in a way that fits the platform. Where your website might be polished and professional, your Twitter (X?) account can be playful, witty, or bold. And that’s often what gets engagement.
Take brands like:
- Duolingo: Sass and memes, without losing their educational mission.
- Ryanair: Deliberately contraversial and confrontational in the face of negativity.
- Monzo: Clear, transparent comms with a side of human.
Value on social = entertainment, usefulness, or relatability. Take advantage of the conventions and expectations of each channel and bring your brand to life in a way that earns its place in someone’s feed, with the opportunity for a tweaked brand identity.
Final Thoughts: Make Engagement Work for You
Engagement isn’t the end goal, it’s the vehicle. It’s how brands build relationships, earn trust, and move people to act. But it only works if it’s intentional.
✅ Start with a clear understanding of what engagement means.
✅ Use it strategically across the customer journey.
✅ Lean into the human side of your brand.
✅ Focus on content that encourages action—not just attention.
✅ Be ready for the risks, and plan for them.