Engagement is an aspect you can optimise to take advantage of the views you get when you post online content. Meaningful social media content isn’t easy to create. However, content remains central to generating engagement and that should be the starting point for all brands.
Does engagement actually work? Well, yes. In fact, marketers rank engagement as among the top three parameters for analysing social media advertising success. Moreover, marketers also hold the belief that interactive content creates engagement with buyers. Social media users hate one-way communication where the brand is the one talking while the users are the ones listening. The defining feature for all engaging posts is the ability to attract and maintain the attention of the social media user beyond the usual human attention span of 8 seconds.
What tactics you employ to achieve that is up to you; however, to make things a bit simpler for you, here are four types of online posts that attract the most engagement.
Your online posts should be written in the most humane way possible. Your choice of words should attract readers into the update, and to do that you need to use a warm tone to directly address them as well as their questions through your post. If possible, write in first person point of view and don’t try to sound more complicated. Always feel free to add a sense of your personality in your posts. It helps to set your posts apart from the rest. In fact, your audience will be able to easily identify you from the crowd based on how you craft your posts.
To connect with your followers, you need to appeal to their emotions. There are several ways you can connect with your audience from an emotional point of view. First, humor often elicits brand recall and positively drives buying decisions when incorporated into an online marketing post. Who doesn’t need a good laugh?
Entertainment is another way to stir up emotion with your followers. Memorable, entertaining content gives your followers an incentive to engage with your brand. Sharing inspirational content in the form of images, best quotes, and videos has a considerable pull on social media users and will attract attention and engagement.
Open conversations bring about brand loyalty and sales. Ask your followers what their wants and needs are and listen carefully to their responses. For example, you could create an #AskMeAnything hashtag campaign. Now comes the enjoyable part. The idea is that when you give such freedom to your audience, it awakens their urge to respond immediately. Introducing incentives is also another way promoting more engagement. A pizza company, for instance, could look to slash the selling price of its giant pizza every time followers tweet or post the hashtag #comeweeat. You can be sure the brand will receive innumerable tweets or responses. While they would end up selling the giant pizza at a lower price than its original price, the engagement achieved that day with followers will cover several times that margin in future.
Are you aware of the power of images in attracting the attention of users to an online post? So what types of visual content can you use in your brand updates? First, consider infographics. Generate unique infographics for essential topics in your expertise or industry and brand them. Put your brand logo as well as a link back to an editorial on your website in every social media post. Secondly, you can turn to graphs if you often quote studies on your social media shares. Graphs are a better fit compared to written data because people understand concepts, messages, and ideas more deeply when presented visually, visual content is also retained much longer in the memory and usually shared more.
Want more engagement on your posts? Work with a reputable social media agency and improve your SEO ratings. With the implementation of visual content, interactive writing, open-ended and emotion-stirring content in social media posts, brands can take the guesswork out of creating engaging posts.