The Hierarchy Of Content Engagement

As someone who’s worked in social media and content strategy for nearly five years now, one of the questions I’m frequently asked is: “How do I make engaging content?” Follow up Q’s are normally: “How can I tell if its successful?” and “What is content success?”

I have much to say on this topic and at some point can layout a broader framework to use, but for today I’ll leave you with a simple hierarchy I’ve created that’s often overlooked despite its potential ramifications. The following list is a ranking of how deeply a person in your audience is engaging with your brand. (1=highest engagement → 5=lowest engagement)

tl;dr:

Interacting offline (i.e. attending events & shopping IRL)Sharing your content (Broadest Reach)Commenting on your content (Medium Reach)Liking your content (Low Reach)Viewing your content (Minimal Reach)