Engagement metrics – such as likes, shares, comments, or views – are not reliable indicators of content quality. Social media and messaging applications make it really easy to share information quickly to large groups of people. In addition, AI-powered technology can also be used to create fake profiles and promote false or inaccurate content, making it go viral with very little authentic sharing.
A viral post may generate a lot of likes and shares, but the content could be misleading. Content that triggers strong emotional reactions (e.g., outrage, shock, or humor) tends to generate more engagement, regardless of its factual accuracy or overall quality. Engagement metrics can be influenced by strategies that don’t reflect content quality. For example, bots or fake accounts can artificially inflate engagement.
Not all high-quality content leads to high engagement. In-depth articles might be highly informative and valuable, but the audience for it may be smaller than for short, snappy posts designed to go viral.
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