The average person scrolls through hundreds of posts a day, double-tapping out of habit more than intention. For brands and mission-driven organizations, that can feel like progress until it isn’t.

Engagement used to occur the moment a message met meaning. A quote, a photo, or a story resonated with the person coming across it.  Today, it’s often reduced to a metric, another spike on a dashboard, briefly celebrated before disappearing beneath the next post.

But real engagement isn’t about reach. It’s about resonance.  Rather than a chase for attention, it’s become an opportunity to build authentic connection.

The Economics of Emotion

A 2018 study tracking over 100,000 customers found that those with an emotional connection to a brand spend twice as much as those who are merely satisfied. That’s not just a marketing data point; it’s a human one.

People invest more deeply - financially, intellectually, and emotionally - when they feel connected to a cause, brand, or mission. When someone’s connection transcends performance and becomes personal, the dynamic evolves from one of transaction to one of loyalty. It can add, even, to how a person sees themself.

Engagement, at its best, is not a tactic, it’s an entire economy.

The Algorithm Paradox

Social media promises exposure but rewards conformity. The very systems designed to connect us now mediate and often dilute the authenticity of connection itself.

Algorithms privilege predictability: consistent posting, recognizable formats, engagement “hacks.” They learn what works and replicate it. But what works for visibility isn’t always what works for meaning.

That’s the paradox organizations face: the need to perform authenticity within systems optimized for sameness. To break through, the answer isn’t louder content - it’s truer content.

Audiences can sense sincerity, even through a screen. A genuine story told with clarity and care can still cut through the noise. The key is to treat social platforms as a starting point for discovery, not a destination for depth.

Designing for Depth

Lasting engagement happens in a more direct, less distracting space: an email that feels written by a person, not a platform; a chatbot conversation that feels curious rather than scripted; a survey that asks not just what people think, but why.

These touchpoints build a kind of digital intimacy. They remind supporters they’re not just part of a campaign, they’re part of a conversation.

And while every organization’s toolkit looks different, three approaches consistently turn attention into affinity.

1. Personalized Communication

Personalization is the modern equivalent of eye contact. Segment email lists by interest, offer updates that feel relevant to each reader’s world, and use conversational tools like chatbots or custom surveys to listen in real time. Asking thoughtful questions—and responding to the answers—creates a feedback loop that builds trust.

2. Content Diversification

Engagement thrives on variety. Blend formats to meet different needs: in-depth guides for the deep thinkers, live sessions for the joiners, interactive challenges for the doers. Share behind-the-scenes footage, impact stats, or supporter spotlights—content that doesn’t just inform but invites participation.

3. Community Building

Belonging doesn’t happen in the comments section alone. Host small virtual gatherings, Q&As, or forums where supporters can connect with each other. Reward your most active members with early access or personal shoutouts. Recognition is one of the most powerful engagement tools there is—it turns audiences into advocates.

What AI Teaches Us About Human Engagement

As AI becomes more integrated into communication, one insight stands out: algorithms learn faster than people, but they don’t feel faster.

What we see across data systems, from predictive analytics to natural language processing, is that the most effective engagement tools don’t replace human empathy; they scale it. They make it possible to personalize at scale, to listen at volume, and to respond in ways that feel individual.

The irony is that the more technology evolves, the more audiences crave something human on the other side of the screen. That’s the future of engagement, not automation for efficiency’s sake, but intelligence that amplifies care. As Packy McCormick says, “the most human wins.”

The New Currency of Connection

We’ve entered an era where every organization competes not just for visibility, but for meaning.  The next wave of engagement will favor those who understand that every interaction - every single open, click, or chat - is another opportunity to build trust.

Metrics matter, but so does memory.  When people remember that you made them feel curious, understood, and included, this is what leads to a real, genuine community that lasts. .

Engagement is no longer about the algorithm.  It’s about the algorithm’s oldest teacher: human connection.