Your brand may have a presence on the “Big Five” – Facebook, Instagram, Twitter, YouTube, and Google – but are your profiles receiving enough engagement to make it worth the investment? As is true for any part of business, social media takes time, money, and the right tech stack to maintain it properly.
If lackluster results from your social media efforts have got you down, get started with these three steps to help increase your social media engagement.
- Include Visuals.
Posts with images get more engagement than those that are text-only. Another visual to incorporate is emojis to break up your text. Create eye-catching visuals to take advantage of the fact that Facebook posts with images get 2.3 times more engagement.
Video is a highly engaging format that you may want to explore if you haven’t started using it. Keep in mind that most people watch videos in silent mode, so captions or other text overlays are important to hold viewers’ attention. Another reason to include captions is for accessibility reasons.
- Be Social!
Social media is not the place to constantly broadcast your brand’s products and services. Yes, publishing about your business is expected, but not all of the time.
Try to stick to a ratio of about 80% to 20% with your posts. The 80% should be articles, videos, images, podcasts, etc. from other people or brands, but the 20% is your company’s content. Owned content is anything from your brand, i.e., promotional posts for your product/service, landing pages for downloads, podcasts from your brand, pictures from company events, or anything else your organization wants to share.
Social media is a place to be social and interact with your followers, fans, subscribers, connections, or friends. Ask questions, answer questions, respond to all of the comments you receive, and comment on other peoples’ posts.
Another way to be social is to partner with companies in your industry with a similar customer base but are not your competitors. This could be as simple as an agreement to tag each other in a post or as complex as a complete marketing campaign.
- Host Contests & Giveaways.
Contests and giveaways are a great way to generate engagement and general brand awareness. Incentives are one of the top three reasons people connect with brands on social media.
When brainstorming prize ideas, think about your prospective customers and what they need or want. Here are a few options to consider:
- An extended trial of your service
- Full-size product(s)
- An item or service that complements your product or service
- A gift card
Get creative and make it fun! The first two steps should be relatively simple to implement, but the third may take more planning. If it’s done right, though, it will be worth it!
Start following these three steps now to grow your social media engagement and thereby improve your business success.