How to Increase Social Media Engagement

How to Increase Social Media Engagement

Boosting your social media engagement is the first step to building strong customer relationships. In fact, social media allows brands a unique opportunity to connect with consumers like never before.

Through posts, stories, and replying to comments, companies on social media can get to know followers by answering burning questions and sharing resourceful content. Oftentimes, social media can be a mixture of customer service and brand personality, making it exceptionally effective but equally as challenging. 

While followers like to be informed of a brand’s sales or promotions, they also want to be entertained. With this being said, companies must be careful to curate an account that is not only relevant but also representative of the brand voice.

Strong engagement on social media is also linked to more customer loyalty. This is the profitable portion of social media as brands with loyal followers can often funnel a higher volume of traffic to a website and subsequently improve sales, making engagement a key element to a brand’s online success.

What Is Social Media Engagement?

Social media algorithms can be tough to maneuver as they are constantly evolving. The struggle to stay on top of platform tweaks can make increasing metrics, including engagement, seem more like a game of cat and mouse. 

Social media engagement can best be described as the measurement for public shares, likes, and comments for an online business’s social media efforts. Oftentimes, engagement metrics are used to evaluate social media performance but doesn’t always translate into sales. 

However, social media engagement metrics may reveal key insights into customer loyalty and brand identity. 

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How to Measure Social Media Engagement

Social media engagement is a broad term that requires a strong understanding of how each platform functions in order to understand how to improve.

Tracking engagement over a long period of time is great for identifying trends. However, it’s important to evaluate the four major components of engagement to pinpoint which metrics are missing the mark. 

  • Interaction with your page – including profile clicks and any call-to-action buttons that may exist on your profile page
  • Interaction with your posts – referring to any likes, comments, or shares your posts may receive
  • Interaction in direct messaging – including any private messages sent or received on your page
  • Interaction with other pages – including mentions of your page and any comments made on other pages’ posts

By taking a closer look at these four areas of engagement you’ll be able to understand where your account may be falling short and how to begin narrowing your goals. Below are a few of the major social media platforms and how their unique engagement rate is calculated. 

Facebook engagement metrics

Engagement on Facebook is classified as all possible ways of interacting with a page’s posts, profiles, messages, or mentions. This includes all four pillars of engagement that are listed above.

The Facebook engagement rate can be calculated simply by taking the number of engaged users divided by the total reach of that post. You may also multiply the whole thing by 100 to turn it into a percentage.

Instagram engagement metrics

Instagram takes a more comprehensive approach by calculating engagement with the sum of likes and comments per post and then dividing it by the number of followers. In a nutshell, any interaction by your followers with your posts is considered as engagement

Users can easily avoid mathematics by simply switching to a business account (which can be achieved via settings). Business accounts on Instagram have access to a broad range of metrics including engagement. 

Twitter engagement metrics

Similar to other platforms, Twitter’s engagement is comprised of the total number of times a user interacts with a tweet. This includes retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or tweet expansion.

The engagement rate can be calculated by taking the number of engagements and dividing them by impressions.

LinkedIn engagement metrics

Tracking engagement on LinkedIn is one of the best ways to truly uncover how your content is performing. The engagement on LinkedIn includes impressions, unique impressions, clicks, likes, shares, and the social engagement percentage (which is the number of engaged users x post reach / 100).

Users can easily discover detailed stats on the various types of engagements that specific content has earned in a given time period by clicking on the dashboard, which can be found on the profile page.

YouTube engagement metrics

When it comes to YouTube, engagement is measured in the form of subscribers, likes, dislikes, comments, and shares. Engagement plays a huge role in the platform’s algorithm and often indicates if people find your content interesting and worth interacting with.

A channel’s engagement rate can be calculated by adding up the total number of likes, dislikes, and comments to all the videos in the channel and then dividing them by the total number of channel subscribers. 

Need Ideas to Increase Engagement Across Platforms?

Top Tips That Increase Social Media Engagement  

Growing engagement on social media can oftentimes seem like hitting a brick wall. With an exponential surge in social media users, good content alone doesn’t cut it these days.

Avoid wasting any more time, energy, or money on frustrating strategies that don’t work. With these easy-to-follow steps, your brand’s engagement and customer loyalty will be positively transformed. Get ready for some action because these tricks are an engagement game-changer.

Post rich content 

The first step to increasing online engagement starts with the quality of content. Whether it’s followers or fans of the brand, people want to see exciting and relevant content. This means company accounts should be keen on producing interactive and eye-catching posts.

Social media users are far more likely to engage with content that drives an emotional response. Posts that are beautiful, inspiring, funny, or relatable have a greater potential to spark viewers’ interest and in return receive a like, comment, or share.

Be sure to avoid stepping into polarizing topics without realizing it. Since sensitive issues can be difficult to comment on, it’s always a good idea to run the content through a workflow to ensure that both the quality and message make the cut. 

Whether you’re a huge brand looking to keep yourself at the top, or a smaller company looking to move up, you need to make sure your content strategy is top-notch. Avoid losing money on inefficient marketing by following these nine key qualities of a strong social media content strategy.

Incentivize engagement 

Encourage social media users to engage with your content by simply asking them to. This one is a no-brainer that every brand account should be taking advantage of. 

By adding a call to action at the end of every post, users are far more likely to like, comment, and share the post with their friends. Brands can even get creative by doing giveaways that require participants to share a particular post with two or more people to be entered into the contest.

Keep in mind that people may get tired of the same old ‘like, comment, and share’ bit, so make sure to keep it fresh with a clever call to action. This may go along the lines of asking followers questions or telling viewers to tag someone that would love this post. 

Make sure that you’re posting what your audience loves with a stellar content strategy platform and watch as your content engagement skyrockets across channels.

Respond to all comments – or at least some

Think of engagement on social media like holding a conversation: it starts with a call to action and continues as a thread. A great way to amplify follower voices and enhance feedback is by replying to comments.

Whether your business account is a newbie or verified, it’s crucial that your social media team makes a strong effort to respond to some or all comments. Giving commenters a response is not only great customer service but it also encourages others to get in on the conversation, thus boosting engagement. 

An account that is actively engaged with followers has a greater potential to build stronger customer relationships and create an influential presence on social media. 

Share visual content 

No matter the platform, people love to look at visual content. Photos and videos are not only eye-catching, but they’re also engaging. Imagery is a powerful tool for boosting social media engagement and can revolutionize any post.

In fact, tweets that include images tend to gain 150% more retweets than tweets that don’t. Therefore, if you’re looking for an opportunity to break through the chaos and reach a target audience, adding an image or two might just do the trick.  

Good visuals are usually relevant and resourceful, so it’s important to only include photos or videos that are both brand-appropriate and can be informative for the audience.

It may seem complicated at first and it definitely requires a well-thought-out plan. However, knowing where to start is half the game. Consider these 11 tips to make your brand’s social media presence more visual and enhance your success over time.

Have a schedule and post regularly

Consistency is key when dealing with social media algorithms. In fact, maintaining a regular posting schedule can be one of the best ways to not only reach a target audience but also for gaining new followers.

Whether your brand is centered on one platform or active on all thousand of them, it’s important to bring the best quality and timeliness to each post. Although this may sound like an impossible task, with the help of a content calendar you’re well on your way to success.

A social media content calendar is a strategic plan for social media posts in the future. Although it sounds like a heavy workload to take on, your social media content plan will actually help save time in the future.

Additionally, it will keep your posting schedule on a tight routine, providing your followers with consistent content while boosting engagement organically. If you’re ready to manage your content to all channels from a single collaborative calendar make sure to check out Socialbakers’ publishing and scheduling tool

Make captions interactive 

Ask questions! Use emojis! But most importantly, take advantage of social media features like polls, quizzes, and Q&As.

Whether it’s a Facebook post or an Instagram story, it’s important to include interactive elements that provoke viewers to engage.

Oftentimes this is achieved through asking for viewers’ opinions or sharing compelling topics. However, there are plenty of ways for brands to enhance engagement such as social media storytelling.

Marketers can harness the emotional power of stories within their content, and with the help of social media storytelling tools they can form strong, long-lasting relationships with their audience. If you’re ready to engage ideal clients and convert them into customers, learn more about how to use social media storytelling to skyrocket your engagement

The Takeaway 

We all understand that content is king and engagement plays a huge role in the success of any social media account. Although many brands are able to push out high-quality content, it oftentimes lacks an interactive nature and falls short. 

Make sure your brand is not only meeting the mark, but surpassing competitors’ engagement levels with the help of a few simple tips:

  • Focus on producing relatable and resourceful content that followers can resonate with. People are far more likely to engage with posts that are interesting, inspiring, or interactive. 
  • Don’t be afraid to ask for engagement. If you’re confident in your content, request that followers share it with friends or drop a comment down below. You’ll never know if you don’t ask. 
  • Engagement is a two-way street. Make sure you’re responding to as much customer feedback as possible. This means replying to comments, direct messages, and posts your account may be tagged in. 
  • We are visual creatures – so capitalize on it! Photos, videos, gifs, you name it. If it’s colorful or eye-catching, people love it. Be sure to stand out on the newsfeed by including high-quality visuals alongside it. 
  • Create a schedule and stick to it. Both your followers and the algorithm will be in your favor once implementing a consistent routine for posting content. 
  • Engagement can be fun if you make it into a game. Ask your followers questions and use interactive features. The more involved and active you are about engagement the more likely users are to engage. 

Once you’ve begun to implement these changes, don’t forget to understand exactly what’s working and who’s engaging with your content across channels. Ditch scattered data analysis and track your social media engagement metrics with Socialbakers’ analytics and benchmark tool.

If you stick to these six easy-to-follow steps, your content can be flooded with action. While social media growth may take some time, with strong and consistent measures a surge in engagement is just around the corner.

Marketing Specialist

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