Research published by Metricool on 29 October 2026 found that directly promotional posts had the lowest engagement relative to each brand’s average. Educational content and posts encouraging community participation performed slightly above average.
The study analysed 3,234 posts from 72 US e-commerce brands during August 2026.
The findings raise a question for managers: should every piece of content be judged by the same measure?
Match the metric to the task
A how-to post helps people understand how to use a product. A question-and-answer post addresses concerns. An offer is expected to help generate orders. If all three are evaluated mainly through likes and comments, teams may prioritise content that attracts reactions over content that supports purchase decisions.
Low engagement does not necessarily mean weak sales performance. This study did not establish an impact on revenue.
Before approving a post, agree whether its job is to improve understanding, build trust or encourage a purchase. Then choose a metric that fits that job.
Which type of content is most often judged by the wrong KPI in your team?
Source: Metricool press release on Social Media Today, 29 October 2026.
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