How can I increase engagement on my social media posts? | Marketing Q&A

Entrepreneur Question:

It seems like lately anything I do on social media gets really bad engagement compared to what I used to see before. I'm spending more time and getting less results.

What can I do to increase engagement on my social media posts?

Carolyn

Expert Answer:

For a business, your primary goal on social media should not be engagement. You need to be using that engagement to drive a bigger goal. Social media is one tool for your overall marketing – it in itself is not marketing.

I am going to err on the side that you already know this, and have layered goals for your social media that feed into your larger business goals, especially how it can be one part of an overall funnel that drives revenue.

You’re also right that Facebook results have dropped drastically across the board. I haven’t spoken to anyone whose organic results have not taken a big hit. (Paid is a different story).

I haven’t viewed your Facebook page to give specific ideas, but here are a few general tips to increase engagement on social media:

Post Regularly: Consistent posting keeps your brand at the top of your audience’s feed and mind.
Use Visuals: Images, videos, and infographics are more engaging than text-only posts.
Engage with Your Audience: Respond to comments, ask questions, and create interactive content like polls or quizzes.
Use Hashtags: They can increase the visibility of your posts, especially on platforms like Instagram and Twitter.
Promote User-Generated Content: Sharing content created by your followers can increase engagement and foster a sense of community.
Talk about what your audience wants to talk about. If you’re wanting to drive engagement, focus on your audience first.

Platform-specific tips:

Facebook: Use Facebook Live to engage with your audience in real-time. Also, consider creating a Facebook group related to your business – but don’t do this just because … they take time to properly manage. You need to have a specific goal that a group will help you reach.
Instagram: Utilize Instagram Stories and Reels for more casual, engaging content. Also, consider running contests or giveaways to boost engagement.
Twitter: Participate in relevant Twitter chats and use trending hashtags to increase visibility.
LinkedIn: Publish long-form articles related to your industry and participate in LinkedIn groups to engage with a professional audience. LinkedIn newsletters also seem to be gaining good traction.

Remember though, the most important thing is to keep focused on your end goal, and engagement itself may or may not be what’s driving that.

Vicky

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One Response

MS Nashtar says:

September 15, 2023 at 5:39 am

“Spot on! Your perspective on social media’s role in business is absolutely on point. It’s not just about engagement for the sake of it; it’s about leveraging that engagement to achieve larger business objectives. Social media should seamlessly integrate into your marketing strategy, working cohesively to drive real results and revenue. Thanks for emphasizing the bigger picture in social media marketing! #SocialMediaStrategy #BusinessGoals #MarketingInsights”

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