In the context of marketing, what does the term 'engagement' refer to?

In marketing, 'engagement' specifically refers to the interactions that users have with content. This encompasses a wide range of activities, including likes, comments, shares, retweets, and any other form of response that indicates a user is not just passively consuming the content but actively participating or reacting to it. Engagement is crucial because it reflects the interest and connection that users feel toward a brand's content, which can lead to building relationships, brand loyalty, and ultimately driving conversions.

While impressions indicate how many times content has been viewed, they do not account for meaningful interaction. Similarly, the frequency of content publication involves how often a brand shares content but doesn’t measure user reactions. Traffic to a website is about the number of visitors, but without engagement metrics, it doesn't provide insight into how users are responding to the site’s content. Thus, focusing on interactions aligns directly with the essence of engagement in a marketing context.