Over the past few years, the organic reach on social media has dropped significantly. Because of this, digital marketing professionals and social media marketing experts are looking for ways of How to increase social media engagement.
How to Improve Social Media Engagement
Many brands host social media contests where they ask participants to take part. In many cases, the way to submit an entry is to upload a picture on their social media handles and tag the brand/use a designated and unique hashtag in the caption.
Not only this, a growth hacking tip by LinkedIn mentions that brands should set prizes which a person feels they deserve. This increases the chances of a participant entry. Suppose a brand is going back and forth between setting the 1st prize to be an iPad or 2 Extra-Large pizzas from Pizza Hut. There will be a better chance of participation if the prize is free pizza. That’s because from a viewer’s perspective, getting a free iPad is too good to be true.
Here is an example. Last year, International Institute of Culinary Arts, New Delhi (IICA), hosted a mango dessert competition on Instagram. The top 3 winners received prizes from IICA or its sub-brands, Chef Needs and Carpediem. Along with this, the content took place right during the peak of mango season of India – a time when people are already head over heels for mango. Here is their Instagram post announcing the content for those who want to have a look:
Post Content That the Target Audience is Interested In
The first reaction of digital marketing professionals when they hear this is, “That’s so obvious!” Yes, it is. But, it is also something that can easily be neglected or overlooked. At times, marketers are so focused on what looks good to them, that they assume that the target audience will like it too. That’s not always true. It is important to have an unbiased opinion on what content will work well on social media.
Read Also: Advantages of Influencer Marketing
Don’t Overcrowd the Images
At times, brands want to make sure that the user gets all of the information from a social media post. This, at times, leads to an overcrowded social media image. Some of the reasons why brands should avoid doing this include:
- Social media algorithm is designed in a way that it reduces the organic reach of an image with too much text. Try Facebook’s Text Overlay tool to understand whether your image has too much text before uploading.
- Statistica mentions s a report that “As of January 2019, some 61 percent of users in North America accessed social media via mobile while the global mobile social penetration rate was 42 percent.” That’s why it is important to consider the size of the image text on a mobile phone. You don’t want to miss out on valuable impressions and social media engagement because the image had too much information!
- People use social media to unwind. That’s why, there is very less chance that they will stop to read an overcrowded image.
- Having an overcrowded image is too much for the eyes to take in at once. Having a clean and neat image makes it easier on the eyes.
Don’t Over Promote Your Brand
Users tend to get bored of a brand’s social media page if all the page talks about is the products the brand offers. That’s why, mix in some other posts as well. This helps keep the users interested and showcases brand authority.
For example, have a look at some of our social media posts. Along with articles, we also post:
Digital Marketing Trends
Digital Marketing Jokes
Digital Marketing Mistakes
Ask Questions That Urge the Viewers to Comment
Ask questions that can be answered in a short comment and adds value to the viewer as well. This helps increase the number of comments on a social media post. Here are a couple of examples of social media posts by ShiruDigi:
If you have a look at the the comments section of the post, you would be able to see a conversation going between social media marketing professionals.