How to generate more engagement on your social media posts

Social media engagement can build relationships between customers and brands. They can also strengthen brand loyalty and spread positive messages through word of mouth; something which is a beneficial tool for businesses over advertising.

Despite this, content engagement has dropped by 50% over the last three years, partially due to Facebook’s new algorithm which has reduced Page reach. You can no longer just throw a bunch of posts out there and expect your audience to engage with them. If your business is seeing a drop in your engagement rates, here are some simple tricks and ideas to break out of that slump.

1. Have a personality.

People will make judgements about your brand based on the way you engage with them on social media so it’s always important to be authentic. You need to establish your social media brand voice. This is particularly important as users often follow brands on whether their content feels and sounds authentic. Don’t just give your followers something to talk about, give them somebody to talk about. Greggs is a perfect example of a brand nailing this:

And if that wasn’t enough, just check out how they perfectly handled vegan sausage roll-gate here. So whether you use a good meme or reply to customer comments with GIFs, don’t be afraid to let your personality shine!

2. Use images, but in the right way…

Visuals matter, there’s no doubt about it. One recent poll found that adding an image to a Facebook post results in 2.3 times the engagement rate, while tweets with images can generate over 150% more retweets in comparison to text-only updates. That being said, you need to make sure you choose the correct and most attractive images to feature alongside your content.

For example, if you want to introduce a new employee to your audience on social, rather than just posting a short sentence of text why not include a professional photo of them also? Of course, emphasis on professional – you’re not going to win audiences over with a blurry, small image. And also make sure when you reshare or repost images, that it’s relevant and NOT your competitor. British Airways found this out the hard way:

What a fail…

3. Don’t be afraid to ask for feedback/reviews.

The more you know about your audience, the easier it will be to come up with great questions and better content for your pages. Use social media to ask your followers for feedback on your product or service, and respond to each of their comments, even if they’re negative.

Or better yet, set up a poll for a bit of fun that will be sure to engage your customers. This works especially well on Twitter and on Instagram’s story feature, as you can see from the below examples.

4. Post current and relevant content.

Consider posting about trending topics to help boost your engagement. Organise some events at work that you can revolve your marketing around, and not just the traditional holidays like Valentine’s Day or Christmas. Think outside of the box – do you own a pizza company? Post a recipe video on National Pizza Day. Do you have an office dog? Share a picture on National Puppy Day. You get the drift.

Similarly, consumers don’t want to interact with a robot, they want to see the people behind a company. Show the online world something great about your work environment and your employees, or boast about a completed project. Even better, give your consumers a glance at your life in the office!

5. User-generated content is key!

User-generated content (UGC) is the most successful type of content, and once you start generating it, it tends to get better and better. There are clear benefits to using UGC for campaigns, the most significant of which is the increase in engagement rates. Fans love being recognised by their favourite brands, and posting UGC is a great way to include them in the conversation.

You can also go one step further and offer customers an incentive to tag your products (such as a £50 voucher for best photograph) which will result in more people sharing their images, giving you more content to share onto your page. Tagging the customers when sharing their content leads to higher engagement.

6. Be consistent…and switch things up!

Planning, via a content calendar or scheduler, is important to ensure that your social media postings remain consistent and timely. There’s plenty of quality content out there, so perhaps the real key to stand-out social media success is actually consistency.

There is an abundance of scheduling tools out there such as Hootsuite, Onlypult and Facebook Business Manager to choose from – the majority will cost you a monthly fee or one-off cost but it’s worth it. As for what to post, don’t worry too much over having to create original content for every single post. Sharing others’ content is also a good way to boost engagement.

Not every post will see the same rate of response across every audience. A good strategy is to try a variety of formats; news, quotes, humour, viral videos, images and memes. Track what works, then plan your campaign ahead. Most importantly, social media is constantly evolving, so be ready to adapt your strategy at any time.

We’re exhibiting at the B2B Marketing Expo 2019 this March. Come and visit us at stand 1934 for content tips – we’re also offering free audits!