Do you ever wonder what the value of paid media engagement is with regard to digital marketing? When we talk to marketers, they often tell us that their ads aren't bringing in many leads or sales but that the ads are getting a lot of engagement. They're getting a lot of likes, comments, shares, and/or video views, but not enough business. But is there not any value in these engagements?
A lot of people think about paid media engagement as a vanity metric. 'It's great that people are interacting with our ads,' they'll say, 'but we need to see results. We need leads or sales from our ad campaigns, or at least some indirect result of our efforts.'
What this approach overlooks is that paid media engagement is really valuable as a data signal to be used for remarketing. For example, an engagement could be someone following your TikTok account. This person may then be the prime audience to serve an ad to asking them to work with you. In short, engagement is a really high-fidelity way of understanding if people are interested in your products or service.
