Social media marketing has emerged as the most ubiquitous method of reaching diverse markets for most products and services since the serendipitous invention of social media platforms. It has also become universally accepted that many social media marketing activities are centred on social media engagement metrics such as likes, comments, and shares. This study therefore sought to determine the extent to which ethical considerations such as authenticity, inclusivity, and transparency are predictors of social media engagement. The study also assessed how social media metrics contribute towards brand preferences. A positivist research stance was adopted that involved surveying 200 participants. The participants were exposed to brand posts conveyed through a Facebook page. After viewing the posts, respondents were requested to respond to some questions related to the study constructs. The study constructs were measured using scales adopted from the extant literature to produce results that are comparable to previous research. A Structural Equation Modelling was run to test the hypotheses, and the results revealed that social media content authenticity and inclusivity significantly influenced social media post likes, comments, and shares. However, social media user transparency had no significant influence on comments and shares, which in turn had no significant influence on brand preference. Theoretically, the study’s results provide a model on social media content, social media posts, and brand preference. Practically, the results underscored the importance of ethical considerations in promoting brand preferences through social media engagements.