What campaign objective should a brand choose to enhance engagement with their posts on Instagram and Facebook?

Choosing the engagement campaign objective is optimal for a brand looking to enhance interaction with their posts on Instagram and Facebook. This objective is specifically designed to maximize actions such as likes, comments, shares, and overall engagement from the audience. When a brand selects the engagement objective, the platform prioritizes delivering their content to users who are more likely to interact with it, thereby increasing visibility and fostering a community around the brand.

Engagement campaigns can help brands build a deeper relationship with their audience by encouraging conversations and reactions to their content. This is essential in social media marketing, where brands seek not just visibility but also a vibrant interaction with their followers that may lead to customer loyalty and advocacy in the long run.

Other objectives like conversions or lead generation focus more on driving specific actions like sales or collecting information, which, while important, do not directly target the goal of fostering engagement with content. The traffic objective tends to prioritize attracting users to external links rather than encouraging them to interact with posts within the social media platform. Thus, selecting engagement as the objective aligns perfectly with the goal of increasing post interactions on Instagram and Facebook.