The world of social media is upgrading with each passing day but what has remained the same is the need to interact on these platforms. Social media cannot function without interactions because the crux of being on these platforms is to engage with other users and content. Brands focus a lot on increasing their social media reach but they must also keep in mind social media engagement.
Social media engagement is a metric that tells you whether the audience is interacting with your content. From likes, follows to comments, everything forms a part of engagement on social media. The aim of most brands and businesses these days is to boost engagement. While this may look easy, the sad truth is that getting engagement for content on social media is a herculean task.
The fierce competition and overload of content on social media make it difficult to keep the audience engaged. Additionally, coming up with engaging social media posts is not a cakewalk!
In this blog, we will tell you all about social media engagement for brands.
Let’s begin with the basics of social media engagement.
What is social media engagement?
Social media engagement is a metric that gives you a measure of audience interaction. Every action taken by a user on your content post is counted as engagement. Suppose a user commented on a brand post that means he/she has interacted with the brand in some way and this is counted as engagement. Brand managers often focus only on the number of followers but having a large audience with no engagement can do you no good.
Having an audience that interacts with your posts will also impact your ROI in the long run.
Importance of social media engagement
Social media engagement is important for all platforms. This is because engagement also impacts your social media reach. When your post receives a high engagement on social media it gets more visibility on the users’ feed. This is why it is necessary to keep this metric in check when planning a social media marketing strategy.
Higher engagement can make you a trendsetter in your niche
Gaining popularity on social media is sure difficult. And simply having a huge follower base is not enough. When more and more users interact with your posts it makes you an authority in your niche. This also means that you can set trends to stand out in your industry if your audience is interacting with your posts well.
Helps expand your social media reach
Like we mentioned before, the more the audience interacts with your content the more your content comes up in the users’ feed. This increases your overall social media reach.
Helps you understand audience behaviour
Both high and low social media engagement can tell you a lot about your audience. A higher engagement rate implies that your content is hitting the right audience and they are liking the content whereas a low engagement rate can mean you need to work on your social media engagement strategies.
Increases brand awareness
When more people share or like your content it means your brand is getting exposed to a wider audience base. This helps in spreading brand awareness. This can also save you from spending on traditional promotional ads.
Now that we know how crucial social media engagement is, let’s find out what you can do to improve the engagement rate on social media.
Ways To Improve Social Media Engagement
1. Communicate about things other than your products and services
Brands lose out on users because all they do is promote their products and services on social media platforms. If you want the audience to connect with your brand you must first build a rapport with them through engaging social media posts that have some value. Brands can talk about their industry as a whole to connect with the followers and along with that, they can indirectly convey their offerings. This will give the followers a chance to know your brand better.
2. Question the users in your social media posts
Social media engagement posts must give the audience a chance to give their opinions. The best way to generate a response is to question the users. Brands can use Instagram Stories or Twitter polls to generate a response from the users. This will also help you know what your audience prefers and what they are interested in.
3. Clarify their doubts and respond to their comments
Interaction works two ways and that’s why you need to actively engage with your users. Make sure you reply to their comments whenever necessary and also reply to their doubts and recommendations. This will tell them your brand cares about its potential and existing customers.
4. Schedule your posts smartly
Timing matters a lot on social media. With the help of social media tools, you can schedule your posts smartly. Tools like Unbox Social give you data on when your followers are most active on a given social media platform. Such insights can help you gain more social media engagement on your posts.
5. Keep your social media engagement post ideas authentic
Your social media posts must convey your brand identity, goals, and objectives. Make sure you keep in mind the stated when ideating. Brands can show a glimpse of their working culture in their posts or have live sessions with their department heads to connect with the audiences in an unfiltered manner. Such practices build trust and authenticity.
6. Host giveaways and contests
Everyone likes freebies and that also goes for social media users. Hosting giveaways and contests on social media is a great way to boost engagement. Brands can also hire influencers to host the same. With the help of influencers, you can also reach their followers.
7. Host audience interaction sessions
Instagram live has gained all popularity lately because it allows brands and businesses to communicate without any crafted and filtered posts. Live Q&A sessions or interactive chats can help increase brand engagement and build authority.
8. Measure your brand performance
Social media analytics tools will give you insights into how your content is faring on social media platforms. This analysis is necessary to track the engagement rate. Make sure you track the engagement rate of your content on a regular basis to know what kind of posts are fetching you the desired results.
Hope these tips will give you an answer for how to increase social media engagement. See to it that you are consistent on social media and curate content as per your target audience. Check the audience demographics and preferences and then implement these social media engagement ideas.
Take a look at these blogs to know more about social media strategies-
- 5 Smart Ways To Use Instagram Reels For Branding
- Ways Twitter Analytics Help Improve Your Marketing Strategy
- A Complete Guide On How Brands Are Using Live Streaming For Marketing