Beyond engagement: the future of social metrics between time, depth and quality

For years, the engagement rate — based on likes, comments and shares — has been the benchmark for evaluating the effectiveness of a social strategy.

Today, however, the context has changed: users’ attention is more volatile, platform algorithms are constantly evolving, and the success of content increasingly depends on the ability to generate dwell time and authentic interactions.

We have entered a new phase where social metrics can no longer be limited to measuring the quantity of clicks or hearts, but must integrate depth indicators and qualitative KPIs: data that tells the story of quality and the perceived value of the digital experience.

From engagement rate to attention time

Average viewing time is now one of the most strategic metrics for understanding the relevance of content.

Platforms like TikTok have built their success on this principle, also pushing YouTube to introduce Shorts and Meta to invest in Reels.Attention is no longer measured in the initial “click,” but in the ability of content to retain, stimulate and leave a mark in user’s memory.

Time thus becomes the new unit of measurement for narrative quality, and pushes us to distinguish between distracted and immersive consumption: a key step in overcoming vanity metrics and valuing what truly matters.

From surface to depth

Reach — the number of people reached — is no longer enough.

What matters today is how content is consumed.
A save, a prolonged visit to a link, a repeated return to the same post or video are signals of a more intense relationship with the brand.

These indicators tell the story of the depth of the experience, revealing not only exposure but also the user’s willingness to extend contact and transform it into action.

The quality of interactions

Quality is not an abstract concept, but a dimension that is now measurable.

Thanks to artificial intelligence, sentiment analysis makes it possible to distinguish between positive, neutral or negative interactions, providing valuable insights into the real perceptions of a brand.

Quality also emerges through user experience: authentic conversations, spontaneous shares, offline behaviors generated by content — such as visiting a store or contacting a company — become qualitative KPIs that express impact beyond the digital dimension.

New technologies and emerging trends

The analytics ecosystem is constantly evolving.

Solutions based on AI and machine learning make it possible to identify consumption patterns, predict the relevance of content over time and interpret user behavior in a predictive way.

New social listening tools analyze cross-platform conversations, offering a contextual map of brand and competitor mentions.

At the same time, neuro-insights and biometric technologies, still niche but growing, open up scenarios where real emotion becomes a concrete metric of success.

From quantity to quality: a paradigm shift

We are experiencing an epochal transition: from the “cult” of vanity metrics to the valorization of real experience.

Social success is no longer measured only in likes, but in time lived, depth of interactions and quality of relationships built.

For brands, this means evolving: capturing clicks is not enough, you need to tell stories capable of winning attention and trust, building lasting and meaningful connections.

The new role of data: insights for authentic relationships

The real goal is no longer “how much” you interact, but “how” and “why.”

In a content-saturated landscape, the companies that can read the human complexity behind the data will be those capable of building valuable digital experiences.

For marketing professionals, this means:

• redefining KPIs, including metrics of attention, depth and quality;
• integrating quantitative and qualitative analysis, combining data and insights;
• investing in experiential content, capable of generating authentic and lasting engagement.

Ultimately, the most powerful metric will remain the least measurable: trust.

Knowing how to build it through consistent, emotional and relevant digital experiences will be the true competitive advantage of the future.