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Before reading this, you must remember not to drive your campaigns by using these metrics.
The reason why engagement is in my advanced resources is that it’s either completely ignored or used in the wrong way. Depending on your business type, if you make a mistake with either, you could be dramatically affecting your businesses overall ROI.
Do not overthink this piece, it’s a clear cut yes or no.
Although it would be a complete waste of time and focus trying to build your campaigns by using Vanity Metrics as a base, you might want to consider if your target audience is consumers.
Although business owners understand vanity metrics and it might work against you by making you look desperate for attention, when you are selling products or services to a consumer market, you often need to remember that a lot of the market still favors heavily watched and shared content. This means that you can leverage the low cost of promoting your image, video or text content to pump up the statistics and then use the staged content inside of your advertising campaign.
Social proof, data collection and retargeting is the where you need to focus.
The value you gain from engagement is derived from the data you collect and the social proof provided on your ads. Use an engagement campaign to collect the proof, then use the post id to bring that social proof with you to your ad campaign.
Use video’s to capture attention then use retargeting to get in front of a warmer audience. If your not planning these campaigns out properly, your doing it wrong.
Value will always win the race, do not take this as a replacement to producing high quality content that is not saturated by the majority of advertisers. Although this may give you a better ROI by increasing organic engagement and capturing the audience that cares about the metrics, 100% increase in ROI from 0 is still 0.
Now that the Facebook algorithm has changed, you might have a better chance spreading your video organically if you boost it by using a targeted engagement campaign.
If you are a business that is looking for a clear cut ROI, it is recommended that you focus on building your audience data first as this is the more costly part of building your digital campaigns. Once you can target a specific audience of customers or fans, you have an extremly valuable audience to be running engagement campaigns that makes sure that the people who are most likely to enjoy your content or share it with their counterparts will see it and take care of the rest for you.
If this is something that you are considering, I suggest that you take a look at my Influencer Marketing & Advanced Retargeting articles as they will guide you through where we find the most value today when building audiences. I suggest that if your business has not already done so, that you take a look at what a strategy session would offer to your business for free.