What does social media engagement refer to?

Social media engagement refers to interactions between a brand and its audience, encompassing a wide array of activities that demonstrate how users connect with content. This includes likes, shares, comments, and direct messages, reflecting the level of interest and involvement that audience members have with the brand's social media presence.

Focusing on interactions helps brands gauge their effectiveness in communicating and resonating with their audience, as well as building relationships. Engagement is a critical metric for understanding audience behavior and preferences, informing future marketing strategies.

The other options describe more limited aspects of social media presence, such as likes or followers gained, without capturing the breadth of interactions that define true engagement. Market reach refers to how far a brand's message spreads but does not necessarily indicate how effectively the audience is engaging with that message.