Social Media Management

Follower growth measures how fast an audience is expanding. To understand whether that growth creates value, two further questions are needed: how stable it is over time and how relevant it is to the audience the brand wants to build.

What Instagram is in 2025: a redefined platform Instagram is a visual social media platform owned by Meta Platforms, launched in 2010 and acquired by Facebook for one billion dollars in 2012. Over fifteen years of evolution, it has gone from a photo app with filters to a complete multimedia ecosystem: feed, Stories, Reels, Shopping, … Read more

A follower signals a potential relationship with a profile, but the number alone does not measure attention, awareness or commercial value. Reading it correctly requires reach, engagement, audience quality and conversions.

Instagram engagement rate is the percentage of interactions a piece of content generates relative to the number of people who could have seen it. The interactions counted are likes, comments, saves and shares; the denominator can be the number of followers, actual reach or views, and the choice of denominator changes the result more than … Read more

In B2B, LinkedIn engagement measures attention. Reading it properly requires accurate benchmarks, the audience reached and the impact on brand consideration.

There was a time (quite a long time, come to think of it) when numbers mattered more than substance. Well, that time is over. Online, at least. American Eagle has launched a paid Substack. Walmart is following its best creators onto Discord and Reddit. And like them, many other organisations are doing the same. The … Read more

Engagement: what is it really, and how is it measured? In this guide we explore the meaning of engagement in marketing, the formulas for calculating engagement rate, benchmarks by platform and how to read the figure without being misled. We will also look at how engagement differs across social media, website, CRM and B2B, and where to start in order to grow it.

Offline is the new luxury, people have been saying for a while now.A phrase that has been circulating on social media for some months as a critique, and that sounds like a genuine paradox in these interconnected times. And yet it is true: in 2026, being offline is a luxury few can afford. Disconnecting from … Read more

A gennaio 2026 la piattaforma di Meta ha superato X negli utenti attivi giornalieri su mobile. On 3 January 2026 Mark Zuckerberg announced that Threads had reached 320 million active users, overtaking X. According to Similarweb data, on mobile Threads reached 141.5 million daily active users against X’s 125 million. In December 2025 alone, more … Read more

Il feed si è trasformato in un canale, che le nuove generazioni stanno spegnendo. In 2024, for the first time in the history of the internet, traffic generated by bots overtook traffic generated by humans. And by no small margin. Automated traffic now accounts for roughly half of everything that moves online. What does this … Read more

Come il romanzo più radicale del Novecento spiega cosa succede quando un brand smette di sapere chi è. With Instagram filters, it is hard to imagine any of us still has a nose that tilts. But let’s suppose that’s the case. Let’s imagine, one morning before leaving for work, looking at ourselves in the mirror … Read more