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10,000 views.

12 likes.

That’s not growth.

That’s exposure without impact.

Most creators obsess over views because they’re visible.

But growth is built on engagement.

And the difference between the two changes how you create.

How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.

The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.

Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

What Views Actually Measure

Views measure:

• Exposure

• Initial reach

• Scroll-stopping ability

They answer:

That’s important.

But it’s only step one.

What Engagement Measures

Engagement measures:

• Interest

• Resonance

• Relevance

• Trust

It answers:

Engagement includes:

• Comments

• Shares

• Saves

• Profile visits

• Watch time

These signals tell platforms your content is worth pushing further.

Why Algorithms Prefer Engagement

Algorithms optimize for:

• Time spent

• Meaningful interactions

• Repeat behavior

A post with:

• 2,000 views and 200 saves

  …often outperforms…

• 20,000 views and 50 likes

Why?

Because engagement signals depth.

Depth predicts retention.

Retention predicts growth.

Views Attract. Engagement Converts.

Views get attention.

Engagement builds audience.

Someone who:

• Watches

• Comments

• Saves

• Shares

…is far more likely to:

• Follow

• Return

• Trust

• Buy

Engagement turns viewers into community members.

Why High Views Can Be Misleading

Viral posts often:

• Reach wide audiences

• Generate passive consumption

• Convert poorly

High reach doesn’t mean:

• Clear niche

• Strong positioning

• Loyal audience

Views inflate ego.

Engagement builds leverage.

The Metric Shift That Changes Growth

Instead of asking:

Ask:

Better yet:

Repeat engagement is the real signal.

How to Increase Engagement (Practically)

Focus on:

1️⃣ Clear Opinions

Neutral content gets scrolled past.

Clear takes invite reactions.

2️⃣ Relatable Observations

People engage when they feel seen.

3️⃣ Save-Worthy Structure

Checklists, steps, frameworks.

4️⃣ Direct Prompts

Ask thoughtful questions.

Invite responses.

5️⃣ Emotional Clarity

If it feels nothing, it triggers nothing.

The Long-Term Advantage

Creators who optimize for views:

• Ride spikes

• Chase trends

• Restart often

Creators who optimize for engagement:

• Build loyal audiences

• Create predictable growth

• Monetize easier

Engagement compounds.

Views fluctuate.

The Takeaway

Views tell you you’re visible.

Engagement tells you you’re valuable.

If you have to choose what to optimize for—choose value.

Growth will follow.