What is Brand Engagement & Why is it Important? 

Have you seen Calvin Klein’s latest Spring 2025 campaign with Bad Bunny yet? It’s a real hit. Shot in Puerto Rico, it quickly garnered 150,000 mentions and 200,000 interactions. Including 25,000 comments, 50,000 shares, and 75,000 likes. The collaboration with Bad Bunny leveraged cultural relevance, boosting brand engagement and demonstrating the power of authentic brand storytelling.

In Calvin Klein’s Spring 2025 campaign with Bad Bunny, the collaboration leveraged cultural relevance, significantly boosting customer interactions, shares, and mentions.

Brand engagement goes far beyond traditional advertising. It’s about sparking meaningful conversations, building trust, and strengthening brand identity. Handled well, it leads to brand success and drives deeper consumer loyalty. 

Establishing an emotional connection with audiences is essential to increase reconhecimento da marca. Whether you’re a large enterprise or a small local business, a strong brand engagement strategy can drive meaningful relationships and long-term success.

What is brand engagement?

Brand engagement is not just about being visible; it’s about creating authentic connections with audiences that drive lasting relationships and build a more credible, trusted brand.

It is all about how users connect and interact with your brand.

It includes online actions like mentions, comments, shares, and likes, as well as offline experiences such as customer service and feedback on your products. 

When considering your brand’s audience, there are two main groups:

External brand engagement

Covers how customers, potential customers, and the general public engage with your brand.

Internal brand engagement

Focuses on the relationship between your company and employees. 

Why is brand engagement important?

If the customer feels welcome, satisfied, and engaged, you are on the right track to maintaining a strong emotional relationship.

It’s like human relationships – when people feel a meaningful connection, they will likely choose a brand again and speak positively about it.

And this is where word-of-mouth marketing comes in. 

No advertisement or campaign can beat the power of a genuine review from friends and family, whom people trust more.

Loyal customers can quickly become your best brand advocates!

How to increase brand engagement? 9 powerful strategies from experienced marketers

Increasing brand engagement is an ongoing process that should always be a priority.

If your audience becomes bored and your brand feels distant, they might quickly forget about you. 

That’s why it’s crucial to remember that when thinking about brand engagement, it’s not about numbers or metrics — it’s about people, their needs, and their satisfaction.

01 Ask your Brand Assistant 

When understanding your audience, a goldmine is waiting to be discovered!

<strong>Assistente de marca</strong> is an AI-based tool that knows your brand inside out. It analyzes data, tracks performance, and provides actionable insights based on real data, not guesswork.

This is the perfect starting point to understand the situation around your brand clearly. This lets me see what’s happening online in just 5 seconds, even on a large scale! 

It helps me:

• Identifies patterns – Recognizes trends and opportunities for engagement.
• Provides recommendations – Adjusts strategies to increase engagement.
• Analyze trends – Tracks what is most important to your audience.
• Monitors sentiment – tracks how your brand is perceived.

All those are key to monitoring the brand, tailoring marketing strategies, and boosting customer engagement based on customer expectations. 

Como fazer isso?

It’s not rocket science! 

1. Set up a project in Brand24 — choose keywords, hashtags, or your brand name to track. There is a trial for free, so don’t miss the chance to check it out.
2. Connect your project with all your social media platforms.
3. Head over to the Assistente de marca com IA guia.

And voilà!
You’ve just unlocked your assistant. Congrats! 

Despite that, I like to use AI Insights to make quick summaries. It gives me a clear overview and shows a pack of key data.

02 Answer to mention

When customers mention your brand, it opens the door to interaction. Jump in! 

When you respond to mentions, you’re acknowledging your customers build trust, and deepening your relationship with them. 

Here’s how it helps:

• Strengthened Relationships – create personal connections.
• Increased Loyalty – Make them feel heard and appreciated.
• Boosted Brand Perception – Shows your brand is approachable, attentive, and customer-centric.
• Enhanced Trust – respond to worries and thank customers for their feedback.

Don’t let mentions go unnoticed. Jump into the conversation, show appreciation, and build stronger relationships with your audience today!

The key is to react not only to negative comments but also to positive ones!

Here, you can read more about como responder a críticas positivas.

Como fazer isso?

Sure, some people prefer to do this manually — and yes, that’s one way! 

But honestly, a lot can slip through the cracks while scrolling through notifications, especially if you’re an enterprise or managing multiple channels.

That’s why check this out!

You can filter mentions by sentiment, importance, influence score, and intent on the right side.

I usually check the most influential ones and the un-tagged ones. Why? It could be a creator, influencer, or other influential review that I wouldn’t want to miss!

Another option is to ask the Brand Assistant. I’ve found this especially helpful during big-scale campaigns, where plenty of mentions are.

03 Post at the proper time

It’s all about good timing. 

Some target groups are more likely to scroll during their morning coffee, others during their lunch break, and still others relax on social media at night. If your target audience is busy, it is more likely that they will miss your post.

Therefore, there is no universal “best time” to publish posts – it depends on the audience and the product. 

But there are still many benefits to optimizing the best time to post for your target audience:

• Engagement and Reach – Posting at optimal times increases interactions and potential conversions.
• Increased Visibility – More engagement signals the algorithm to promote your content to a broader audience.
• Improved Brand Awareness – Consistent visibility ensures your audience recognizes and remembers your brand.
• Boosted Conversions – Greater visibility and engagement increase the likelihood of driving sales.

Como fazer isso?

There are two options: You can either use native platforms like Instagram Analytics and Facebook Insights or opt for advanced tools that consolidate data from all platforms in one place.

I prefer the second option and highly recommend getting a comprehensive view of all your social media activity in one dashboard.

For example, on Brand24, I checked what time people usually mention Calvin Klein — making it easier to spot patterns and optimize timing.

04 Be in the right place

Reach your audience where they spend their time.

If your customers prefer Instagram over TikTok (which could be influenced by age or cultural factors), running a campaign on the wrong platform will only waste your budget.

Benefits of Choosing the Right Platforms:

• Increase Engagement – Content resonates when the right people see it.
• Maximize ROI – Resources are better spent where they deliver the highest return.
• Strengthen Brand Loyalty – Consistent, targeted messaging builds trust and recognition.
• Enhance Strategy Efficiency – Understanding the platform’s specifics helps refine your content and outreach.

Como fazer isso?

Start by generating a list of the most active sites in Brand24 to see where your brand gets the most mentions and engagement.

You can also analyze specific pages for deeper insights or generate quick reports for a clear overview of your brand’s performance across platforms.

05 Diversify your content marketing

Just as eating pizza daily can become monotonous, relying on only one type of content can lead to audience fatigue.

Mixing things up makes things exciting, engaging, and more likely to attract attention. 

Think of it as a variety of dishes. Each one meets different tastes and preferences. Whether it’s a blog post for deep thinkers, a video for visual learners, or an interactive quiz for those who like a challenge.

Types of content to apply:

• Conteúdo gerado pelo usuário (UGC)
• Polls & Q&A
• Live Streams
• Stories & Reels
• Educational Posts

Despite the power of user-generated content, your content strategy should also include employee engagement. 

Encourage employees to share their ideas, experiences, and insights about your brand. Listen to their perspectives, feature their stories, and don’t forget to share their brand mentions—they likely talk about your company!

06 Participate in trending topics 

Trends change in just a day or two! This constant change makes it challenging to create fresh and engaging content. However, it’s a challenge worth tackling.

When you participate in what’s currently trending, you tap into real-time conversations, enabling your brand to connect with a potential customer. 

How this helps me:

• Stay up to date: Responding quickly keeps your brand at the forefront.
• Identify key insights: Find meaningful consumer feedback amongst the noise.
• Engage authentically: Create content that resonates.
• Get ahead of the competition: Act quickly to stand out and connect.

Find an essential topic for your audience to resonate and vibe with them!

The key? Finding trends that actually matter to your audience.

Como fazer isso?

A special tab is prepared to categorize all buzz around your brand into specific categories. 

This will give you a clearer picture of how the public perceives these topics and help you decide if jumping on the trend aligns with your brand values.

What I like most about AI topic analysis is that it captures and categorizes all mentions, providing insights into popular keywords and patterns. 

People are loving the new Calvin Klein campaign! The buzz online is huge, with tons of positive mentions and excitement.

07 Track events in your niche

If people are talking about something, it means it’s important to them. An event floods the internet with interest and discussions when it goes viral. 

This is the perfect moment to join the conversation, amplify your brand’s voice, and establish authentic connections with your audience.

By monitoring mentions, you can enhance customer satisfaction and protect your brand from a crisis by spotting early warning signs.

Key Benefits of Tracking Viral Events:

• Increased Visibility: Stay relevant by joining viral conversations.
• Stronger Loyalty: Quick responses build trust and customer satisfaction.
• Crisis Management: Spot negative sentiment early to protect your brand.
• Better Engagement: Real-time interactions deepen audience connections.
• Enhanced Authority: Show your brand is in tune with current trends.

Como fazer isso?

On the main mentions dashboard, I check the chart showing the volume and reach of mentions. This helps easily spot anomalies or spikes in interest around the brand.

See that little exclamation mark? It’s a quick AI-generated note explaining the reason behind the buzz and linking to the most influential mentions.

Next, I switch to the sentiment view above the chart to see how brand perception has shifted over time. Helping me understand the feelings of the audience and track changes.

08 Loyalty program

Nothing boosts brand engagement like a solid, exclusive loyalty program. It’s one of the best ways to keep your audience connected, engaged, and valued by your brand.

A loyalty program can turn casual buyers into loyal advocates when done right. It’s about building that emotional connection with your customers, showing them they matter, and, in turn, increasing their lifetime value.

The goal? Turn those one-time buyers into brand advocates who keep coming back!

Como fazer isso: 

Start by defining your rewards – think points for purchases, exclusive discounts, early access to new products, and even special events. 

• Make the program easy to join and even easier to use. 
• Personalize the experience by customizing rewards based on customer behavior and preferences. 
• Excite them about regular updates, surprise bonuses, and milestone rewards.

The goal is to make customers feel like VIPs – the more they feel appreciated, the more likely they will stick around and promote your brand.

09 Use trending hashtags 

Hashtags are still going strong! They play a vital role in social media SEO, boosting visibilidade da marca and shaping the customer experience across platforms.

More than just a trend, hashtags help your content get discovered by the right audience, making it easier for potential customers to find you and engage with your brand. Keep an eye on trending hashtags to stay relevant and amplify your reach!

How it helps me:

• Easy Content Discovery – Hashtags make it simple for users to find content that interests them.
• Geo SEO – Localize your reach by using location-based hashtags.
• Expand Your Reach – Hashtags help increase your audience and encourage hashtag use

Como fazer isso:

Foco on the ones you are already using naturally to match your brand and niche rather than just generic, popular ones. 

For example, I checked out the most popular hashtags around Calvin Klein and discovered some nice insights! 

The trending hashtag “elcojamelo” (meaning “Bad Bunny” in Spanish) is a great opportunity for Calvin Klein to engage with Spanish-speaking audiences. It’s a great chance to boost engagement and help track UGC content.

How to measure brand engagement?

Want to know if your brand engagement is on point? Keep an eye on the right metrics!

Some tools offer options to check social media engagement, such as Brand24, which can help you analyze brand engagement rates for specific brands.

• Volume de mentions: likes, shares, comments, and tags all reflect how much your audience is vibing with your content.
• Análise de sentimento: Your secret weapon. Are people loving or hating your content? Tools like Brand24 give you real-time insight into whether the buzz around your brand is positive, negative, or neutral.
• Pontuação de presença: Brand24’s unique metric rates your brand’s online visibility from 0 to 100. The higher the score, the stronger your brand’s footprint.
• Análise do site: Track page views, bounce rates, and time on site to see how engaged your visitors are. If people click away too quickly, it might be time to adjust your content strategy.

More about customer engagement metrics you can find aqui.

Conclusão

Brand engagement isn’t just a task to check off. It’s an ongoing process of staying connected with your audience!

Building meaningful relationships with your audience requires constant attention, tracking key metrics, and adapting to changing customer preferences. The key is to approach it strategically while staying authentic.

Considerações finais:

• Seja natural – Keep your communication authentic and relatable. People connect with brands that feel human.
• Visão abrangente – Monitor all touchpoints, from social media to website interactions, to get the complete picture of brand engagement.
• Experimento – Try different content types and strategies to see what resonates most with your audience.
• Use ferramentas de IA – Leverage AI-driven insights to track performance, understand trends, and refine your strategy in real time.

Now you are prepared to build strong brand engagement. Congrats! Sign up for Brand24’s free trial period and see how this tool will help you in the process!