We rarely allow for multiple levels of engagement. Instead, we’d rather treat everyone like a hardcore brand loyalist who wants to know anything and everything about a product or a brand. As Rishad Tobaccowala has said, “I want my headache to go away. I don’t want a relationship with Tylenol.”
We all have content preferences, and those preferences all suggest differing levels of engagement. Thus, we have to accommodate not only the slobbering enthusiast, but also the casual fan who wants just the basics.