Abstract Objectives: This study examines the effectiveness of organic marketing campaigns on the social medical platforms like Facebook, Instagram, and YouTube to understand the correlation between higher engagement and the superior commercial outcomes. Methods: A total of 120 organic campaigns were conducted and resulted in more than 10,000 impressions. We analyzed the complete performance data from the respective platform dashboard. The key metrics analyzed were reach, impressions, follower growth, engagement rate, click-through rate (CTR), and sales conversions. A cross-platform comparison framework was applied to evaluate performance differences. The Kruskal–Wallis test was used to examine differences across platforms, whereas logistic regression assessed the relationship between engagement indicators and sales conversions. Findings: Facebook showed a statistically significant engagement compared to Instagram and YouTube across reach, impressions, follower growth, engagement rate, and click-through rate (CTR; p 0.05). Results of Logistic regression analysis showed CTR, and reach had positive but non-significant associations with conversions. However, with respect to engagement rate demonstrated a negative but non-significant association. These results showed that engagement metrics mainly reflect the interaction and visibility of the audience but not the direct purchasing behaviour. Novelty: The findings of the study demonstrate comparable realistic evidence across three major social media platforms, depicting that higher organic engagement does not lead to a higher sales conversion. We recommend that the digital marketers need to assess the campaign success using both engagement as well as conversion-based metrics. Keywords: Social media marketing, Organic campaign, Engagement metrics, Sales conversion, Digital marketing
Samuel Paul Isaac (Wed,) studied this question.