Scenario: You feel you’re doing a lot of good things with your social media engagement strategy. Your brand has an established presence on the major platforms (Facebook, Twitter, Instagram, LinkedIn) and you’re posting regularly.
However, the engagement levels you’re seeking just aren’t there.
Why is this? What are you doing wrong?
It could be that you’re simply not posting the right kinds of content. There’s more to social media content than posting directly about your products and/or services in a direct effort to make the sale.
Below, we’re going to detail how to increase social media engagement through using three separate types of social media posts.
These are posts that focus directly on your business and what products/services you offer. It’s when you’re in “sell” mode—you’re demonstrating a value proposition to your existing customers and sales leads.
Examples: A Facebook publicity post might entail a behind-the-scenes look at the creation of one of your latest products. Alternatively, it might be the careful selection of a choice customer testimonial or perhaps a video posted to Instagram Stories showing off the interior workspace of your offices.
Keep in mind that no matter the type of post, it’s critical to use visuals. Visuals are processed approximately 60,000 times faster (yes, 60,000x!) than text in the brain. And Facebook posts in particular see approximately 2.3x as much engagement as those without.
You should also consider informational, or “educational,” posts. In these instances, you aren’t talking directly about your company and products, but you’re discussing other goings-on within your industry (excluding any direct competitors).
These kinds of posts stand as both a service to your readers and your brand. Your viewers get to learn something about your field and in turn may be intrigued and turned on to the subject matter, driving them to discover more and potentially engage further with your brand.
Examples: Imagine you’re developing software in the mobile tech field. You might share a link to a breakdown of the latest advancements in the augmented reality (AR) field—a very promising, burgeoning technology. Or more specifically, if you’re in the business of workplace efficiencies and automation, you might link to an interview with an artificial intelligence (AI) industry guru discussing the promise of machine learning (ML).
These posts don’t focus on products/services directly. Instead, they’re meant to be “fun” or “interesting.” In short, this content is all about being shareable, generating likes, comments, and retweets.
It’s an easy trap to fall into, but you don’t have to always talk directly about yourself (publicity posts) or indirectly about what you do (informational posts). For many brands, it’s ok to occasionally go off into different territory and have a bit of fun. Trust us—your audience will reward you with greater engagement.
Examples: The type of engagement posts you can make that are still in line with your brand “voice” are going to differ significantly from company to company. However, you might consider an inspirational quote. Alternatively, holiday-themed well-wishes or humorous posts are always popular as long as they are seasonally appropriate.
More than any other kind of social media engagement content, engagement posts should be strictly visual in order to maximize their shareability. After all, tweets containing images garner 150% more retweets than those without.