Youâ€™ve done your research. Youâ€™ve designed and written your content. Then you post it on social media. Andâ€¦.nothing happens 🙁
One of the big mistakes businesses make when using social media is thinking that simply posting is enough to promote their brand, product or campaign. The reality can be very different, because a social media post that fails to generate consumer engagement is about as effective as a billboard in the middle of the Pacific Ocean.
Highly-engaging Facebook, Instagram, LinkedIn and Twitter pages (or any other social media platform for that matter) rarely happen by accident. While they may seem simple enough on the surface, behind them youâ€™ll almost always find a clearly defined and evolving content strategy â€“ structured around ways to keep the current audience captivated, while also attracting new followers.
The good news is, while building a loyal social media following isnâ€™t always easy, it doesnâ€™t have to be complicated if you follow a few simple rules. Here are three of the big things we always recommend to our clients when it comes to maximising their social media engagement.
- Post regularly, post relevantly
Quality engagement requires regular, quality content. But whatâ€™s relevant for one brand may be very different for another. This makes it essential to learn what type of content engages your audience â€“ and what doesnâ€™t. Obviously in time youâ€™ll be able to see for yourself what works best for you. But in the shorter term, why re-invent the wheel? One of the easiest ways to get started is simply to study your competitors and other similar brands. Whatâ€™s working for them?
- Curate, donâ€™t just create
If youâ€™re pushed for time (and who isnâ€™t?) one of the best social media strategies is to think of yourself as a â€˜curatorâ€™ instead of a creator. The internet is filled with so much amazing content, thereâ€™s really no need to try to build your audience solely from original content. In fact, curated content â€“ that is, content shared from other pages and websites â€“ is how some of the worldâ€™s most popular brands have built social media audiences in the millions.Â By sharing content thatâ€™s topical and relevant â€“ and adding your own insight or commentary around it â€“ you can effectively piggyback off trending topics and major news events. Thatâ€™s so much easier than starting every social media conversation from scratch!
- Make your posts visual
It may seem obvious for Instagram. But visual posts consistently perform better on almost every social media platform when compared to text-only posts. Think about how you can optimise your use of visuals everywhere from your profiles and page headers to your actual posts and content. Use relevant emojis to accompany your text. Make sure the posts you pin to the top of your page always contain interesting imagery. Choose high-impact feature images for any article links you share, as people will be far more likely to stop and take notice when you do. After all, a picture (or video) really does speak a thousand words on social media.
For all brands, another strong consideration when looking at social media engagement is investment in influencer marketing, more specifically in micro-influencers. Itâ€™s a relatively new term and if you are a brand reading this, you may be asking yourself why you would want to invest in an influencer with a small following as part of your influencer marketing strategy.
Micro-influencers (someone with an audience within the follower range of 2,000 â€“ 20,000 followers) are brand advocates who have a deeply engaged, niche audience and often have a higher than average engagement rate because their community is very invested in their content. Authenticity plays a vital role in influencer marketing â€“ it is this personal and often intimate content, everyday people sharing their passion and personal recommendations which enables micro-influencers to build an engage community that brands can tap into and leverage.
Lookout for our upcoming blog specifically looking at the rise of micro-influencers and the impact they are creating for the brands they work with.
Looking for ways to increase your social media engagement?