What action does a business want its customers to take if it selects Engagement as its campaign objective?

When a business selects Engagement as its campaign objective, the primary action it desires from customers is to interact with its content, which often translates to actions such as liking a post. The aim is to foster a sense of connection and involvement with the audience, encouraging them to respond positively to the content shared. Engaging customers in this manner helps to build brand loyalty and can lead to increased visibility on social media platforms, as engagement actions often trigger algorithmic boosts that display the content to a wider audience.

Other actions, such as making a purchase, remembering an ad, or visiting a website, are typically associated with different campaign objectives focused on conversion, brand awareness, or traffic generation, respectively. While these outcomes are valuable, they align with different strategic goals beyond just fostering engagement.