When it comes to social media, the one metric that everyone uses as the north star is engagement. At first glance this makes sense. It is called “Social” Media after all. Everything you put on your social media properties should be put there with the one main goal of attracting attention from potential customers and getting them to engage with you and your brand online.
You need to approach engagement with a couple of key factors in mind. First of all, you want to remember that what you are posting has to be geared towards your ideal customer. You want to make sure the content you are posting is something that will be deemed valuable by these folks and will help establish you as a thought leader in your industry.
Secondly, you have to remember that every social media platform is created in a different contextual framework. So there is no “one-size-fits-all” when it comes to content creation. You have to craft your content differently for each platform to make sure it fits with the platform and ultimately will draw engagement from the audiences that hang out on those platforms.
With this in mind, today we want to share some general principles you can follow that will help boost your engagement on your social media properties, building your brand awareness and ultimately growing your business.
#1: Post content frequently
Making sure your social media channels are active is vital to show your audience you’re up to date and on top of the latest trends. They want to know what’s happening with your brand at the moment it occurs. Make sure you post content frequently (and at the time that they are most likely to be online) to keep your audience updated and in-the-know.
Frequent posts on a regular basis does not mean posting once a month or once a week. Posting regularly can not only keep your followers following you but also attract more. If you don’t post regularly, you may lose followers. The reason this happens is the sheer speed of how fast social media feeds move.
When you post content, it is unlikely that a user will see it a week or even a few days after it’s published. Content is constantly being uploaded all over social sites. That’s why for many campaigns, posting up to 3 times spread throughout a day is great way to ensure your users actually see your content.
If users think you are inactive and never get their hands on your content, they are likely to see you as someone not worth following. Make sure your customers know you by publishing relevant, useful content for them regularly.
Publishing posts at times when your target customers are most likely active is one of the best ways to ensure your followers will see your content giving you the best chance of generating engagement.
#2: People are drawn to exclusivity
Exclusivity drives intrigue. This intrigue causes people to experience a fear they are going to miss out on something. The more they fear missing out, the more they will engage with your content.
Make your social media properties feel like exclusive clubs where your followers are getting something that isn’t available anywhere else. When people feel special, they’re more likely to show up and engage.
#3: Elicit emotional responses
I know in today’s media landscape, brands are worried about being on the wrong side of a viral firestorm, but when it comes to driving engagement with your social media content, sometimes triggering your audience is the path of least resistance.
I’m not saying make your audience angry. You simply need to trigger their emotional responses. I’m talking about literally tapping into specific things your audience likes and doesn’t like. By doing that, you’ll get them to jump into the conversation.
For instance, maybe you are a clothing brand and you just published a new blog post about the hottest trends in casual Friday workwear for the fall 2019 season. When you make your social post promoting this content, don’t just show a good looking model in your clothing and simply put the name of the article title as the ad copy.
Instead, maybe find a photo of a person dressed in a terrible outfit that will make people stop in their tracks. Then, for ad copy, try something like, “On a scale of 1-10, how does this guy do his “casual Friday”?”
The photo stops people in their tracks, the premise in the ad copy is a little silly, and you asked a question. People are bound to jump into this conversation to give their input.
#4: Be SOCIAL
One of the biggest mistakes people make when it comes to getting engagement is they stop a potential conversation before it has a chance to get started. For instance, when someone comments on your content saying, “Great video!” or “Great post!”, what do you tend to say?
But, what if instead you say, “Thank you! What did you find most valuable in it?”
Don’t cut the conversation off with a closed-end response. Instead, find ways to have a longer-lasting conversation. Engage with people so they’ll be more likely to engage with you multiple times. They’ll get the feeling that you really care and value their input/feedback. This is a great way to start ongoing conversations and built rapport. You showed interest in them in the past so they are more likely to engage with you in the future.
The bottom line is to win the engagement war in social media, you have to work on your engagement skills. If you’re beating your head against the wall because you’re creating content people want, but still not getting comments or interaction, try these tricks and let us know how it works.