As online media platforms continue to multiple, audience engagement has become one of the main concerns for publications, at the same time political administrations struggle to engage participation from citizens and mobilize them. One of the ways to do it is through personalisation, wether on news by allowing auto-generated recommendations and tailored content for each user or even by public administration by reaching out to associations and community leaders. But does it work? We’ll discuss different strategies and methods to attract and maintain audience interest.