Whether it's Instagram, LinkedIn, or TikTok, every social media manager tries to improve a brand's presence on social, which translates into higher engagement rates through its hard and continuous work.
Sure, having likes, good reactions, and comments flowing on a business' social profiles is a dream come true for any brand, but it's not something that will happen miraculously.
Every major brand like Puma or National Geographic has a well-researched and consolidated marketing strategy based on tactics that, over time, have proven to be effective for boosting social engagement.
But if you're a smaller business trying to develop a social media engagement strategy, and you're looking for tips and strategies on how to engage your audience on social media, here are six tactics you can start with.
Let's jump into it!
6 ways in which you can increase social media engagement in 2021
1. Check your analytics
In a nutshell, by explaining what social engagement is, we'll state it is the indicator of social media success by measuring a brand's popularity through the shares, comments, or mentions it receives.
Since every social media platform is different in the functions it enables, it is only normal for the average engagement to be calculated differently for them.
NOTE: Click here to see what metrics every social media network takes into consideration for calculating the average engagement a brand with an online presence receives.
Here is where social media analytics tools come in handy more than never.
It not only displays the engagement metrics according to every network's definitions so that you don't have to worry about what to include where, but it also spares you from dull mathematical operations and saves you a big amount of time by showing you directly the processed data.
Now, back to our sheep, why is it good to regularly check your analytics? Because it's the best starting point for your strategy of improving social media engagement.
By understanding how your community responds to your current social media approach, you'll know what type of content it is of your follower's liking - they may interact more with your carousel's post or appreciate more short and funny videos.
It will all be revealed there - in your analytics.
You may even notice one or a couple of posts rise above the others in terms of engagement.
In this case, you have to carefully examine it and what was different than the others - if it was a video, for example, had it a different orientation, was it funny or emotional, posted at what hour - and try to replicate this approach to your next social media calendar.
After that, monitor your engagement metrics again.
2. Reward your fans with valuable content
The reason social media is such a strong asset for every business interested in doing marketing nowadays lies in its quick and simple way of creating valuable and long-lasting relationships between a brand and its customers.
Which is measured in - guess what - engagement.
Having a customer-centric strategy, which translates into understanding how your brand's audience thinks, listening to your customer's needs, and trying to help fulfill them, is certainly what will boost your social media engagement in the blink of an eye.
That's why, when you're creating your social media content calendar, you have to not only have in mind cool and edgy designs but also make your posts spark conversations.
Making only product promotion content is easy - but if you aim for your engagement number to go up, you must get out of your comfort zone and think about how you can add some real value to your customer's life.
Think beyond your feed posts and selling something!
Create challenges for your fans to understand your brand better and also for you to notice more about them.
Use social media polls to ask them questions to discover what you'd like to know in more detail.
Try doing some Q&A sessions to offer them customized solutions to their problems and also humanize your brand. By associating a face with your brand, your community will feel more connected to your business.
Be proactive and give your fans tips about how it's best to use your product or services.
Given today's overflow of information, with so many products and services and so many brands struggling to overcome their competitors and get in front of the online social media users worldwide, you must differentiate yourself!
And the key to doing that and increasing your engagement altogether is creating strong relationships with your customers through valuable content.
3. Explore video posts and new features
There is no news by now that video content has taken over the internet, which is becoming more and more popular on social media.
With so many video types available on all the social media platforms, from Facebook video feed or Facebook live to Instagram stories or Instagram reels, there are so many ways in which brands can use video content to increase their social media engagement.
Speaking of that, did you know that Facebook rewards videos with greater engagement because it retains the users on the platform longer?
Also, according to our latest Facebook videos study, the video posts are the ones with the highest CTR in Facebook's case.
Another right-on-point tactic for increasing your social media engagement is to try out the new features released by the social media platforms.
Because to reward you for trying it, the algorithm will surely help you generate higher social media engagement levels.
Mentioning Reels earlier, Instagram's latest feature allows you to increase your social media engagement through many creative ways.
Being also a video-based type of content, it has a feed on its own, which alone offers you exposure among the users exploring the cool new feature Instagram introduced.
The sooner you start using it, the sooner you'll get in front of your targeted audience.
And another great thing about Instagram Reels: it also enables you to share the post's content in an Instagram story, therefore increasing the chances of your content getting noticed by your Instagram fans.
So, are you ready to give your social media engagement a boost?
How to increase your engagement on Instagram
Instagram carousels are the top posts for gaining engagement points on Instagram.
How to increase your engagement on LinkedIn
Give live streaming a chance!
Each time you start a live video on LinkedIn, all of your followers will receive a notification.
Also, encourage people who joined your live video to ask questions and interact with you - just like a Q&A video.
How to increase your engagement on Twitter
When used correctly, hashtags can be a powerful way to grow your reach, boost engagement, and get more exposure on Twitter.
Are you wondering:
- How and why you should use hashtags on Twitter?
- How many hashtags should you use?
- How to track your Twitter hashtags and improve your hashtag strategy?
Use them wisely, and hashtags can drive your Twitter account to the top.
Did you know tweets with GIFs can gain 55% more engagement than those without?
So, if you have doubts about it, this says it all about why you should give them a try!
NOTE: Read here 9 tips on how to increase your engagement on Facebook!
4. Appeal to powerful emotions
Let's face it, emotions are the driver behind people's actions, and for that, they have been used in advertising since the very beginnings of the practice. It's what will trigger them to like, comment on or share your post.
Some of the most powerful emotions that people tend to resonate within social media are, without doubt, humor and empowerment or inspiration.
Depending on your brand's personality, you have to choose the best one with your tone.
If you take a look at one of the top brands from the sportswear industry, like Nike, for example, you'll see most of their social media posts evoke powerful emotions.
Just take a look at the engagement this single tweet has brought Nike.
This tweet has won the brand's community's heart thanks to its strong emotional and empowering nature without any heavy product or brand-oriented promotion.
This is a strategy the brand is well known for, and Nike surely knows how to appeal to people's feelings like no other.
5. Use emojis
Emojis have become a regular thing in everyday communication between people, especially for the younger generations.
Therefore, you must adapt to your fan's habits and speak the language they speak. This means emojis can't be left out of your communication process.
Besides giving a friendly, kind of playful vibe to your posts, you can structure your captions better through the use of emojis.
Especially in the case of longer ones, you can use emojis to point out different ideas.
This will facilitate the user's reading and help them quickly understand what your posts talk about. And for this, they may reward you with engagement.
6. Keep your response time in satisfying parameters
In the digital sphere, many people usually expect responses and solutions for their different questions and inquiries right on the spot, especially on social media.
After all, we live in the speed age now, right?
Nowadays, for many customers, it is not only the product or service of a particular brand that's analyzed, but the whole experience with that business - this is often what triggers prospects to turn into buyers or makes them develop a strong loyalty towards a specific brand.
And the way you communicate with your customers holds an important share of that experience.
Because your audience expects you to reply - if not instantly - at least in a matter of minutes to their messages, you must try as hard as you can to keep your response time speedy - so that your customers don't feel ignored.
By not overseeing this aspect, you risk losing your community and gaining a bad reputation. And who would want that, right?
As the years pass by and the digital world continuously expands, social media managers face more and more challenges in their tasks. The biggest one may be yet to mix creativity with strategic thinking.
Given that every social media platform has its particularities, you must be aware that adopting the same strategy for all your social channels is not expected to improve your social media engagement the way you want.
First, you have to research your audiences well and start implementing these tactics where they are known to work best.