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The word engagement refers to the degree of interaction, participation and commitment that users have with a brand, content or online community. This can manifest itself through various actions, such as comments, likes, shares, reactions, responses to surveys, participation in contests, among others.

Engagement is an important KPI in digital marketing and social media, as it indicates the level of emotional connection and the depth of the relationship between the brand and its audience. The higher the engagement, the more active and engaged the community of followers will be, which can lead to an increase in visibility, brand loyalty, and ultimately greater business success.

User-generated content (UGC) plays a crucial role in engagement as it encourages active audience participation by allowing them to contribute their own ideas, opinions, photos, videos and experiences.