Improve engagement in your social media strategy

The digital marketing sector is plagued by anglicisms such as briefing, target or landing page, which are already part of our everyday vocabulary, without forgetting, of course, one of the metrics par excellence: engagement. The verb engage can be translated as “to commit, to involve, to attract attention…” and this metric precisely measures the degree of user interaction with a brand. And of course, knowing its meaning, it is inevitable to relate the engagement metric with social networks.

All brands seek to achieve high engagement on their social networks and, although there is no magic formula to achieve it, you can follow a series of best practices that can help you make your social media strategy a success. Pay attention, we’ll tell you about them.

Tips to increase engagement in your social media strategy

Content is king, image is queen

Do you know how many advertising impacts we receive on average per day? No more and no less than around 6,000. And the most striking thing is that the user will only remember about 18 of them. Faced with this high degree of competition faced by brands, it is key to make a difference in order to be among the 18 chosen by our target audience. Here there is no magic formula that guarantees success, although what we can tell you is that a creative copy with a striking image are the perfect tandem to increase your engagement on social networks.

A case of success among the social media accounts that we manage at ROI UP Group is the Instagram profile of Bodegas Muga. The combination of good copy and an inspirational image has allowed it to be ranked number 9 in the TOP 10 Instagram profiles with the highest engagement in the 2020 alcoholic beverages sector in Spain, according to a ranking published by Socialbakers.

Short, visual and humanized posts

I’m sure you are wondering, but what should the content be like? Ideally, the copy should not take up more than the maximum amount visible to avoid the user having to click on “see more” to read the entire publication. And if in those characters, you can include a question to generate interaction between users and the brand, all the better. This little trick is a formula that does not fail when it comes to increasing engagement through comments.

And of course, don’t forget to humanize your publications! There is nothing colder than a profile that only talks about a brand’s product or service. Show your employees, your processes and the day-to-day life of your company. Don’t forget your customers either, try to give them a voice by showing their opinions and talking about their experience.

Don’t miss any trend!

Social networks are an example of instantaneousness raised to the highest exponent, especially if we talk about Twitter. Here, the task of the community manager is to be aware of any news and trends that circulate through social networks. So that, as a brand, we can be the first to use these trends for our own benefit. So now you know, community manager, let’s run in search of a viral topic!

When we talk about instantaneity, we also talk about seasonality. We all love to consume a tender content when Christmas is approaching or enjoy a post with fresh colors in the middle of summer. Of this, we know a lot at ROI UP, you only have to look at the publications of Juver’s Instagram profile to realize how well seasonal content such as the popular advent calendar works. In this case, these contents have helped us create a community of more than 9,000 users who interact daily with the brand, in addition to positioning Juver’s Instagram profile, in less than a year since its launch, in the number 4 position of the TOP 10 Instagram profiles with the highest engagement in the 2020 beverage sector in Spain, prepared by Socialbakers.

Interact with your community

We have already given you some clues about the importance of comments to increase engagement on Social Networks. So now you know, try to encourage them in your content! In addition to adding questions in the copy, create sweepstakes and invite your followers to mention their friends and, of course, don’t forget to respond and interact with your community on a daily basis and in a close way. If users bother to leave a positive comment, thank them; if they have a question, answer it; if they leave a negative comment, worry about the incident and try to offer a solution as soon as possible. These are small gestures that make a difference.

Don’t forget to promote your publications

And how could it be otherwise, the investment in Social Ads will make a difference in the final result of your engagement. The different social platforms are constantly changing their algorithms to better segment your content. This often results in a lack of visibility among a large part of your community of followers. Increasing the interaction rate of your followers will help you to have more visibility. This, together with the promotion of your publications, will serve as a boost to your social media strategy.

As we have already said, there is no magic formula to succeed and increase your engagement on social networks, but if you start to apply all these best practices in your social media strategy, you will create a community of followers increasingly related to your brand and that will generate a high rate of engagement: The dream of any community manager. Go for it!