Stating that use of the term “engagement” is prevalent in social media and marketing is an understatement. In fact, it is so widely used that many of its references seem somewhat misplaced, simply because this term is used to cover an exceedingly vast territory.

When we examine the term “engagement” with precision, I argue that it’s only a component of what brands ultimately want from their audiences. If I’m engaged – it might mean I’m tuned in, focused, and interacting with an entity (i.e. brand) at a particular point in time. But there’s nothing inherent in the term that’s indicative of anything enduring. For instance, it is possible that one engages with a particular brand – only from point A to point B – but fails to expand beyond this small window of interaction.

Aiming for “Increased Brand Engagement” is important; yet brands should also think multiple steps ahead – and aim for Brand Endurance. This allows one to zoom out, position our thinking steps ahead of particular tactics of engagement and treat the brand as an entity with long-term, evolving qualities. In essence, Brand Endurance encompasses Brand Engagement within its own concept; since for the brand to endure over time, its audiences must be engaged. Brand Endurance transcends various particular instances of interactions, or engagement, all leading to greater brand affinity.

Jesse de Agustin

@JdeAgustin