Five Tips to Increase Social Media Engagement in 2022

In a sea of ​​tweets, Instagram posts, Facebook comments and Pinterest pins, it’s normal to feel overwhelmed navigating the murky and changing waters of social media. The challenge can seem overwhelming to small business owners trying to reach out to the public and grow their social media presence while juggling a multitude of other tasks.

Do you recognize yourself? Already have a digital presence, but wondering how to generate real interest with your content? Know that the task is surmountable and does not require a stellar experience in social media marketing.

If you know the needs of your audience well and providing information about your business comes naturally to you, you already have the situation in hand. All you have to do is take your current content strategy and improve it in order to boost the engagement rate, that is to say the number of “Likes”, comments and shares received your posts. This is how you will create a more substantial digital community, which will translate into increased traffic and sales.

But before giving you our advice, we recommend that you find out your current engagement rate. How often do users share your content? How much do they react to your Facebook posts? Do certain types of posts get more likes than others? Knowing your audience’s interest in your content (for example, by browsing your analytics data) will help you get off to a good start.

  1. Get started with video content (even live)

Often, videos allow you to integrate more content and information than a simple photo, which makes them much more interesting to watch and beneficial to publish. Video content is indeed proven to drive higher engagement rates than other types of content on most major social media platforms – which only increases the propensity for algorithms to propagate it. You will also find that, on platforms like Instagram, a video often appears after one or two photos.

Since the rise of TikTok, which revolutionized the way people create, watch, and share video content on social media, most major platforms have followed suit and are offering more videos. Result: more and more companies are now looking to create this kind of content.

To give you an idea, the average video on Instagram generates a better engagement rate than images and carousels (a series of images in a single post). And on Twitter, the engagement rate for tweets with video outperforms tweets without video by 10 times. This is without forgetting the success of live videos which, according to Facebook, generate six times more interactions and commitment.

If you’re feeling dizzy trying to come up with video ideas, remember that you don’t have to make Oscar-worthy professional-grade content. Something as simple as a behind-the-scenes look at your business or a series of frequently asked questions about your products is sure to spark the interest of current and potential customers looking to learn more about your offering. These types of videos can be shot in a very casual way, much like a vlog. This style will give them a more personal and less sales-hungry touch that users love and seek. You will be able to show how you manage your business and promote your corporate culture to make yourself known to future customers.

In short, videos (live or not) must exude authenticity; save your sales pitch for your advertisements. Users like to feel a certain vulnerability – a quality that videos generally bring out better than other formats. That said, pay attention to the length: users find short videos 2.5 times more interesting than longer videos.

  1. Stick to the Platforms Your Audience Views

You can’t be everywhere at once. Having an account on all platforms can be exhausting to manage and after a while you will find that you naturally post and reply less on some platforms making it look like your activity has gone down when in reality, you post everywhere else. Result: your engagement rate may decline.

Instead, find the platforms most frequented by your audience and focus your energy there. Before developing a social media communication strategy, one of the most fruitful preliminary steps is to find out who makes up your audience and the type of users you want to target. Creating user personas and defining their psychographic and behavioral characteristics can shed some light on which platforms are best for you. And don’t forget to take a look at the platforms favored by the competition.

Each platform has its own characteristics, the idea being to see if these stick to your company. As a small business owner, you need to make good use of your time. Also, platforms that offer a range of options to reach your audience are probably your best choice.

 

Once you’ve selected the ones you find easy to manage, there’s no need to create a new post for each one. Cross-posting will save you valuable time and help you reach different types of audiences. For example, a video may attract a completely different audience on TikTok than on Twitter. And this is very well so ! The same video will drive different types of engagement and could help grow your overall engagement rate. If you stick to a few platforms and post the same content on all of them (with, of course, slight tweaks to respect character limits and music rights), you should be able to get your point across without overdoing.

In short, you need to focus on the platforms where your target audience spends the most time. By conveying a consistent message through cross-posting, you’ll preserve your brand image and your company’s voice, regardless of the platform used.

  1. Post Regularly and Reply Often

Now that you’ve decided which platforms to post on, try to do so on a regular basis and engage as much as possible with users – who will hopefully turn into customers. Admittedly, it is not always easy to follow your messages when you have a busy schedule, but the fact of planning time for this task can prove to be profitable. You can even set an alert when your Facebook, Instagram, and Twitter posts have activity, messages, or comments.

By posting regularly, you will increase your chances of maintaining the engagement rate of your customers and other users who discover your content. But how often is enough for your needs? According to 74% of consumers, businesses should post once or twice a day. However, it is best to consult the analytics data of each platform to know the times of the day when your subscribers are most often online and thus take into account factors such as the algorithm of the platform, the type of content on the front, and the hours of heavy use.

Don’t think that flooding your pages with content will necessarily boost your engagement rate. The goal here is to find the perfect frequency for you as a small business owner. In this regard, online content scheduling tools can come in handy, as they allow you to schedule your posts in advance, at times of day when your audience engagement is highest.

Also, be sure to respond to users who react to your content in a timely manner. Check your posts, respond to comments, click “Like” when someone mentions you, and so on. Showing your audience that you’re genuine and want to connect could inspire users to do the same. For example, if you always respond to comments directed at you on Instagram, users may be more likely to respond to your posts.

  1. Reuse your existing content

Do you have content that performed well when it was first published? Do you also have them on your website, for example in the form of blog posts and reports? These sources are full of valuable information that can enrich your social media platforms and provide additional information about your business. For example, if you have an interesting blog post that users are likely to find useful, take short excerpts from it and post a link to the full text. You can also turn it into a visual, an Instagram carousel, or even a short video, all accompanied by a call to action inviting people to continue reading on your blog.

Repurposing content will help you overcome inspiration blackouts while building and reinforcing your message, especially with new users discovering your account. By addressing the same topics in different ways, you’ll present your business in a new light and boost your engagement rate by opening the door to new users who prefer certain forms of content over others. You’ll also attract increased organic traffic and improve your SEO by repurposing content that includes keywords that potential customers are likely to search for.

  1. Post user content and positive customer reviews

If you receive good words about your products and services, share them on your account! Not only will you show your gratitude to the author of the comment, but you will show that your business is frequented and appreciated. For example, you could share an image where you were tagged in your Instagram story or create a new post (with permission of the author). Users are 2.4 times more likely to consider user-generated content authentic than branded content – ​​a critical aspect when it comes to boosting social media engagement.

And the same goes for ratings. If your business is getting praise, ask the person for permission to share their comment on your account. This will help potential customers get a better idea of ​​your business. In an environment where 79% of customers say they trust online reviews as much as word of mouth, this type of content can lead to enviable conversion rates. It can also inspire other people to leave rave reviews about your business – a win-win situation down the line.

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