Users’ engagement with online content goes beyond just passive consumption. It is a multi-dimensional process that includes various ways of interacting with the content, beyond a simple ‘like.’ This interaction can take different forms, such as sharing informative articles, saving content for future reference, and participating in discussions through comments. This diversified engagement shows a more profound and meaningful connection with the content, revealing valuable insights into users’ preferences and engagement levels.
Unpacking Multi-Dimensional Interaction
Multi-dimensional interaction could manifest in various forms, such as:
- Engagement through sharing and liking: A user might express admiration for content by liking it and further amplify its reach by sharing it within their network.
- Participation through commenting and bookmarking: Engaging in content through comments and saving for future reference indicates a deeper engagement.
- Connection through viewing and subscribing: Watching a piece of content and subsequently subscribing to the content creator’s channel signifies a commitment to ongoing engagement.
The Value of Multi-Dimensional Interaction
Enhanced insight into user engagement
Diverse interaction modalities offer a richer understanding of user engagement. Analyzing these interactions allows content creators to determine not just the popularity of their content but the depth of its impact on the audience.
Refined content strategy
Identifying patterns in multi-dimensional interactions can provide valuable feedback for content creators, enabling them to tailor their content more effectively to meet audience preferences and stimulate further engagement.
Fostering community engagement
Multi-dimensional interactions facilitate the development of vibrant online communities. By engaging in discussions and sharing content, users contribute to a dynamic exchange of ideas, fostering a sense of belonging and community.
Strategies for Cultivating Multi-Dimensional Interaction
Promoting Varied Forms of Engagement
Creators should encourage users to engage with content in multiple ways, such as prompting users to share their perspectives in the comments or to share content that resonates with them.
Recognizing and valuing user engagement
Acknowledging users who consistently engage with content in diverse ways can motivate further interaction.
Analyzing engagement trends
Employing analytics tools such as ACUA to monitor and understand the nuances of user interaction can offer critical insights. This data-driven approach can inform content strategy adjustments to better cater to audience preferences.
Register to ACUA and try it out yourself! Acua: Audience, customer, and user analytics (qcri.org)
More reading:
Aldous, K., An, J. and Jansen, B. J. (2019) View, Like, Comment, Post: Analyzing User Engagement by Topic at 4 Levels across 5 Social Media Platforms for 53 News Organizations. International AAAI Conference on Web and Social Media (ICWSM2019), Munich, Germany, 11-14 June, 47-57.
Aldous, K, An, J, and Jansen, B. J. (2022) What Really Matters?: Characterizing and Predicting User Engagement of News Postings Using Multiple Platforms, Sentiments, and Topics. Behaviour & Information Technology. https://doi.org/10.1080/0144929X.2022.2030798