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What is the difference between Engagement and Interactivity AND why you should care?

Social media engagement is a measure of how people are interacting with your social media accounts and content. The term social media engagement includes a variety of actions across all social platforms. Such as

Yes, there is some overlap in the two, but interactivity is like taking your engagement one (or two) steps further. Such as using your social media content to engage, activate and build relationships with consumers.

Interactivity, however, is slightly different.

Interactivity is a combination of content engagement and how interactive (or actionable) your followers are with that content. 

For example: Clicking on a link, viewing your profile and following or emailing you, clicking to view your website, playing the video all the way through, reviewing a reel or tape, honing on a story and more.

Why it Matters

Yes, there is some overlap in the two, but interactivity is like taking your engagement one (or two) steps further. Such as using your social media content to engage, activate and build relationships with consumers.  

As Facebook explains:

“ Our team’s mission is to help you have deeper, more meaningful interaction with people you care about.” Facebook uses a process called “ranking” to help them do this. Ranking is tracking a user’s interactivity to determine what kind of content to show them. 

“Interacting with people is associated with a greater sense of well-being.”

There also is a focus on content that makes users feel like they are having a connection with others. Therefore, Facebook rewards content that assists in building relationships and leaves users feeling as though they participated and interacted with others while on the platform.

Actions that are considered interactive tell the platforms your content is MORE than just engaging. By now digital marketers and special media users alike know engagement is based on vanity metrics, not true engagement and interactivity.

Interactive content shows the platform you want that content. You are completing the KPI’s and calls-to-action. So, they prioritize and award you for creating and sharing interactive content. 

While these may SEEM similar it’s important to understand there is a difference between interactivity and engagement. Not sure how to encourage interactivity with your content? We have you covered, here are 10 ways to do just that!

Connect with us today to get started with your interactive social media content plan. 

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