Social media can help companies to improve their brand awareness and convert more customers. However, as many companies discover, social media marketing isn’t easy. Many companies end up posting content and getting no engagements. This could be damaging to your brand – if potential customers stumble upon your social media pages and none of your content has any engagements, it could give off the impression that your company isn’t very popular or influential.
So how do you increase the performance of your social media posts? How do you get more people engaging and how do you turn this into leads? To understand ‘how’ you need to first work out ‘why’ people aren’t engaging. Below are a few possible reasons your social media posts aren’t making an impact.
1. You’re being too promotional
It’s important to remember that while social media can be a valuable promotional tool, it is primarily a place that people go in their leisure time. On top of posting promotional content, you should try to post content that is interesting or entertaining. Such content is more likely to engage people – this content could include interesting industry facts, polls, tips or even memes. Try to stick to the 80/20 rule – 80% of posts should educate or entertain and only 20% should be heavily promotional. Read more about this strategy here: https://www.brandmuscle.com/resources/the-80-20-rule-explained/.
You’re not using enough visuals
Images and videos are more than twice as likely to grab people’s attention as text. When it comes to images, consider photographs, infographics and cartoons. When it comes to videos, look beyond standard adverts – consider animated explainer videos, vlogs and behind-the-scenes videos. Even using emojis can help to improve engagement. Make sure to always accompany visuals with text to add context.
2. You’re posting at the wrong times
It’s possible that you could be posting content when the majority of your users aren’t online. Peak times for engagements may depend on who your target user is. For instance, an ad for a super-comfortable ergonomic office chair may get more engagements during 9 to 5 hours on weekdays when most people are in the office. Ads for consumer products may perform better out of 9 to 5 weekday hours. The type of social media platform you’re using can also have an impact. Check out posts such as this one https://backlightblog.com/best-time-to-post-on-tiktok to help you find the best time to post content on different social media platforms.
3. You’re not engaging with other users
Social media is supposed to be ‘social’ by nature. By replying to comments and reacting to other content, you may find that you generate more engagements and more leads. It’s particularly important to respond to questions about your product or complaints that could drag down your reputation.
4. You’re relying on organic reach
When you publish a post and don’t pay to promote it, the post will only go out to a limited number of your followers. If you want to reach more followers – and non-followers – your best option is often to pay to promote posts. You don’t have to promote every post (in fact, you shouldn’t as this could cost you quite a bit). However, it could be worth promoting posts every now and again to help reach new audiences.
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