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Signal key

avg_engagement_change

Category

Activity

Source

Company Professional Network page (engagement metrics), rolling baseline.
Average post engagement shifted significantly.

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When it fires

Trigger condition

Average likes plus comments per post in the last 30 days changes by ≥ 30% versus the rolling average.

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Stored fields

This signal persists the following metadata you can read downstream:

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Magnitude

Moderate (30% threshold).
For the full bucket definitions used across percentage-based signals, see Magnitude buckets.

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Why it matters

Engagement swings reflect changing market attention. A 30%+ shift in average engagement, up or down, indicates the company’s content is resonating more or less, which tracks brand momentum and audience interest.

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How to use Avg Engagement Change Signal?

The setup. You run GTM at an employee-advocacy platform; your product turns a company’s employees into its distribution channel. Your sale has a peculiar shape: you are not selling social media, you are selling rescue or amplification of a social investment the buyer has already made. The pitch depends entirely on which of those two moments the buyer is in. What you want. To know, per target account, whether their content engine is compounding or stalling, because the same product gets bought for opposite reasons at those two moments. The signal fires. avg_engagement_change fires twice in the same week, in opposite directions. Juno Freight’s average engagement per post has fallen hard despite steady posting; Ottavia Labs’ engagement has jumped well above baseline. Reading it. Engagement-per-post is the honest metric behind the vanity ones: it measures whether anyone actually cares. Juno is shouting into a thinning room, a team posting diligently while the algorithm and audience drift away, frustration building at every marketing review. Ottavia has the opposite condition: content that works, constrained only by reach. One needs a lifeline; the other needs a multiplier. Your product is both, but the email that wins each is entirely different. The play.
  1. Split your sequences by direction of change; a single generic pitch wastes both moments.
  2. To the declining account, sell rescue: posting hard with falling engagement usually means distribution, not content, is broken, and employee networks reach five to ten times the company page.
  3. To the rising account, sell leverage: their content earns attention, and advocacy pours fuel on what already burns.
  4. In both cases, cite their actual trajectory, buyers trust a pitch that demonstrates you watched before you wrote.
Automate it. A weekly Company Signals API pull on avg_engagement_change, bucketed by direction, feeds the two sequences automatically. Why it lands. Most vendors pitch a product. You are pitching an answer to the exact chart their marketing lead stared at this Monday.

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How to read it

Attention shift

Engagement tracks how much the market is responding.

Read the direction

meta.direction shows whether interest is rising or falling.

Momentum proxy

Sustained up-shifts reflect growing brand pull.

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Outreach playbook

Momentum context. Up-shifts pair well with funding or launch signals.

Posting Activity Increase

The company is posting noticeably more on social.

Followers Spike

Follower growth ran sharply above the company’s recent baseline.

Post Topic Shift

The dominant topic of recent posts changed.

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