This is a YouTube video titled "Content Strategy Why Some Posts Don't Get Engagement" containing a monologue or talk from January 31, 2025, discussing the impact of different types of content on engagement metrics and the importance of aligning post intentions with appropriate performance measures.
Yes, there's going to be ripple effects of different pieces of content. Some will be designed to do different things or the same things. But what I have noticed is that oftentimes a promotional piece of content does not have as much engagement. Doesn't mean it doesn't matter. It does matter and it is needed. It just doesn't have as much engagement, which isn't a bad thing. However, when people are not sure what the intention is of their post, they tend to measure performance based on metrics that don't match. So a client will say to me oh this post doesn't work and when I'm looking at the post I'll see oh, that's because you asked them to make a buying decision and then you are determining that it doesn't work because you didn't get the reach and the likes and the engagement. So you are using engagement metrics to determine the performance of a buying post.
