The Real Cost Of Being Everywhere
This op-ed argues that traditional engagement metrics like likes and comments are no longer reliable indicators of brand success on social media. It suggests that passive consumption and 'views' have become the dominant, albeit harder to measure, form of user interaction.
Why it matters
As digital marketing shifts away from visible engagement, businesses must rethink how they measure the effectiveness of their online presence.
In this op-ed, Bread Agency co-founder Amaury Treguer says the days of engagement metrics being a marker of success on social media are over. But is it time to welcome back 'views'.
The piece is an industry-focused opinion article that analyzes marketing trends without political or social bias.
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