Engagement – as defined by an online interaction with the target audience -- is overrated. Expression is what matters. The goal is to effectively express a brand by telling its story.
When you communicate the “soul” of a brand you attract consumers to you. This is the best way to earn our business.
As the seller, it is better to attract then to sell. As the buyer, it is better to fall in love than to be sold. The only engagement that matters is the sale.