Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
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Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Redefining Creative Excellence
Insights
Insights
Insights
Insights
Insights
Insights
Insights
Insights
Insights
Insights
Is Engagement Always the Goal?
Why Not Every Post Needs to Go Viral—And That’s Okay
In an age of metrics dashboards and dopamine-fueled scroll culture, it's easy to equate success with double-digit engagement rates. But here's the uncomfortable truth for many social media teams: not every post is designed to entertain, inspire, or go viral.
Sometimes, content just needs to inform. Period.
Understanding the Content Spectrum
Think of your content as a spectrum. On one end: entertaining Reels, interactive polls, and behind-the-scenes clips—highly engaging, designed for visibility. On the other end: public service announcements, deadline reminders, policy updates—necessary, but not inherently “fun.”
Both are essential. The danger is in measuring them the same way.
Misaligned Metrics, Misguided Decisions
Using likes and shares to evaluate an emergency update is like rating a fire extinguisher on its color scheme. Informational content may not rack up hearts, but it might prevent confusion, reduce calls to customer service, or help people comply with important procedures.
Setting Intent Before Publishing
At NAAS Digital, we advocate for an “objective-first” content strategy. Every piece should start with a clear answer to: What is this post trying to do?
Inform?
Educate?
Correct misinformation?
Drive clicks?
Build trust?
Once the intent is clear, only then should the success metrics be defined. This keeps expectations realistic and reporting meaningful.
NAAS Insights
We often help teams set up content taxonomies within their calendars—each post is labeled by type and goal. This helps stakeholders understand why some posts look “boring” and why that’s sometimes the point. It also ensures the right analytics are being tracked for the right reasons.