The Engagement Paradox: How Chasing It Can Make You Lose It

Engagement should be the key indicator of a customer's authentic interest in the content presented to them.

But

When you optimize for engagement, you often end up reducing it. Here’s why.

When most people think about engagement, they picture activity—clicks, likes, comments, or shares. Engagement is often calculated as the number of interactions divided by the number of views. This definition equates engagement with action, implying that the more someone interacts with a piece of content, the more engaged they are.

According to Webster’s Dictionary, engagement is defined as “emotional involvement or commitment.” So, who’s right? Is engagement about measurable actions, or is it an internal emotional experience? Let’s dive deeper.

The History of Engagement: A Short but Rich Story

In Western thought, the concept of engagement has a surprisingly brief history. The first philosopher to use the term explicitly was Jean-Paul Sartre in the mid-20th century. Sartre defined engagement (l’engagement) as a conscious commitment to action. For Sartre, engagement was about knowingly choosing to act or commit.

Sartre’s ideas were influenced by Martin Heidegger, who introduced the concept of being-in-the-world (Dasein)—a state of meaningful, active participation in life. Interestingly, Eastern philosophy had addressed engagement centuries earlier. Zen Buddhism, for example, encourages mindfulness and full immersion in the present moment, offering a timeless perspective on what it means to engage truly.

Engagement vs. Interaction: The Goodhart’s Law Problem

If engagement is about emotional involvement, why do we measure it by counting interactions?

This discrepancy can be explained by Goodhart's Law, which states: “When a measure becomes a target, it ceases to be a good measure.” Metrics like clicks, likes, and shares were originally proxies for engagement because they were easy to track. However, optimizing for these metrics has led to strategies that inflate numbers without fostering genuine emotional connection.

Why Metrics Fall Short

While interactions provide a starting point, they fail to capture the depth of engagement:

• Emotional Depth: A like or comment doesn’t necessarily reflect true emotional involvement. It might be habitual or fleeting.
• Silent Engagement: People can be deeply engaged without outward interaction, as seen in real-life scenarios like a family watching a game or someone admiring art.
• Superficial vs. Authentic Engagement: Metrics like clicks often reflect curiosity or algorithmic nudges, not genuine connection.

By optimizing for these metrics, we risk improving KPIs while failing to drive actual outcomes like loyalty, sales, or meaningful participation.

How to Foster Real Engagement

We need strategies that cultivate genuine emotional and social involvement to move beyond surface-level metrics.

1. Focus on Emotional Resonance

• Create stories, visuals, and experiences that evoke emotions like curiosity, joy, and awe. Emotional content fosters deeper, longer-lasting engagement.
• Barbara Fredrickson explains that emotions like joy and awe expand our focus and help build meaningful connections.

2. Create Opportunities for Shared Experiences

• Engagement often thrives in social contexts. Whether it’s group discussions, live chats, or collaborative activities, designing moments for connection amplifies engagement.
• Lev Vygotsky emphasized how social interaction deepens learning and engagement, while Albert Bandura highlighted the role of observation and group dynamics in fostering collective purpose.

Conclusion: Engagement Is Emotional and Social

Engagement is far richer than the number of clicks or comments a piece of content generates. It’s an emotional and often social experience that can be just as powerful when quiet or introspective.

The next time you evaluate engagement—whether in a meeting, an event, or a social media campaign—look beyond the numbers. Consider the depth of connection and the emotions sparked. Sometimes, the most engaged person in the room isn’t the one talking but the one who’s truly listening.