Meaningful engagement is more than brief attention paid to a social media post. Content must build "attention momentum."

Producers who embrace our multi-disciplinary research know
content can capture brief attention but sustaining it is key.

1. Clickbait no longer produces the most clicks.
2. Content is no longer exposed to only a "target audience."

3. Users don't always have time to consume content of interest.

4. "Likes" and "shares" aren't the best measures for meaningful engagement.
5. Social media provide a potential "reach" for content, not always engagement.

Our research combines journalism, cognitive psychology and
human-computer interaction to update digital practices.