The End of Engagement: Why Connection Matters More Than Clicks
The Hollow Metrics
For over a decade, engagement was the north star. Likes, shares, comments, and impressions were treated as proof of relevance. But these signals have been steadily devalued. A like is effortless, a share can be accidental, and a comment may not reflect sentiment at all. The numbers still look impressive in dashboards, but they rarely translate into loyalty, advocacy, or sales. In other words, the surface looks alive while the substance remains untouched.
“Clicks are cheap; connection is priceless.”
From Engagement to Connection
Connection is harder to measure but infinitely more valuable. It shows up in repeat visits, in community-led conversations, in users who defend your brand without being asked. Connection means resonance beyond the post, carrying into people’s daily lives. Where engagement chases fleeting moments, connection builds lasting relationships. And while one can be automated, the other must be earned.
