In the digital media landscape, social media platforms have transformed the way audiences interact with content and brands. User engagement—measured through likes, comments, shares, viewing duration, and participation—has become a key performance indicator for digital success. However, high engagement does not always translate into sustained audience retention. This study analyzes the relationship between user engagement and audience retention across social media platforms using a quantitative research approach. Primary data were collected from 150 social media users through a structured questionnaire, supported by secondary data from scholarly journals and industry reports. Statistical tools such as descriptive statistics, reliability analysis, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), correlation, regression, and Structural Equation Modeling (SEM) were employed. The findings indicate that emotional engagement and interactive participation significantly predict audience retention, confirming a strong positive relationship between engagement dimensions and long-term audience loyalty. The study offers theoretical contributions and practical insights for digital marketers, content creators, and platform strategists.