At Goldbug, we talk about engagement a lot – whether that’s for employees or external audiences.

Yet when we looked into how it’s measured, there was no satisfying solution.

So we decided to find out for ourselves.

The Engagement Index is a report in partnership with Opinium that provides valuable insight into what makes people stop scrolling and start engaging.

We tested how 50 engagement moments performed against different criteria, from simplicity and relatability to education and amusement.

Our report reveals how the mood of the nation is having a huge influence in the type of content that’s most engaged with by both internal and external audiences.

It’s the first index of its kind that helps communicators better understand the key drivers of engagement, so you can brief content, stories and campaigns with more confidence that they’ll hit the mark, tone and engagement levels you need.