Ahh social media! One of the most significant digital marketing platforms of the 21st century. With over one billion active users on Instagram and 2.23 billion on Facebook, it’s no wonder businesses are using social media as their main marketing tool.
For over ten years, we have been using digital social platforms to share our greatest highlights, hoping that the likes of our posts will rise and rise each time. But is the number of likes you have on one of your posts really that important? To be honest, no! With the increase in multi-screen content consumption, the pattern of consumer behaviour is unpredictable. Before you get lost in the numbers of likes and followers that your social media profiles may have, you may want to focus on your post’s engagement rates.
You’re probably thinking, what’s so good about engagement? Honestly, so much more than what you imagine. Even though your content may not be receiving the number of likes or comments that you wish, each piece of content you post is still getting seen by a large number of people who are scrolling through social media.
Let’s face it! How many times have you been mindlessly scrolling through Instagram while watching Netflix? Even though you’re not liking or commenting, you’re still seeing and observing it. This my friends, is ‘passive consumption’.
You should see social media as being a free brand awareness campaign. Even though your audience is not exactly interacting with your posts by directly liking or commenting, they still see your posts. It is still a free way that your business is being promoted and getting its name in front of people. You shouldn’t be wrapped up in the numbers! At the end of the day, unless you’re getting paid per like, the numbers do not count.
A better way to track your progress is through your social media impressions and reach analytics. To sum it up for those new to the world of business analytics, impressions are the number of times your post or content appears on someone’s feed, or how many times it appears on someone’s screen. Reach is the unique encounters on your content. Even though this still includes stats from likes and comments, it also includes the number of times someone stops scrolling to click on the post or clicks the ‘read more’ button, or even take a good look at your content.
You want to have a good balance between impressions and reach. For impressions, you can easily just wack some dollars behind the posts and make it an ad, but you eventually want your reach numbers to be somewhat equivalent to the number of impressions. High reach requires dedication, consistency, and quality. To do this, there are a few things you can do, which I have lined up for you below!
Post Quality Content, Consistently.
This is a quality over quantity situation. To increase your engagement rates, you want to start by posting quality content. You should aim to post content that will either educate, empower, entertain or engage your audience. Doing so will lead them to want to interact or share your content with others. If the content you are posting is relevant to your brand or industry, then over time you will eventually build an audience of people who are genuinely interested in your business and content.
Humanity goes a long way
Who wants to talk to someone who doesn’t talk back? Show your followers that there are real humans behind your posts and your business, not ‘bots’. Become part of the conversation with your audience by replying to comments and answering any questions they may have. This goes for posts on other profiles as well. Join in relevant industry conversations and communities. Be authentic and unique with your comments. A tried and tested Ronin tip is to pinpoint what you really like about the specific post you’re commenting on. To keep the conversation going, ask open-ended questions that require a response. Give your engagement personality!
This also goes for interacting with other peoples posts. Treat others like you want to be treated. If you’re not going to engage with other accounts, why should they engage with you?
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Watch how often you post!
How many times are you posting? Is it daily? Weekly? Keep it consistent! However, not posting very often will lead your audience to lose their interest in your posts and their engagement to decrease. Then you also have to keep in mind if you post too much, you’ll most likely annoy your audience by bombarding their Instagram feeds. No one likes spammy accounts! It may seem like a fine line, but to stay in the safe zone aim to post once a day or every second day.
If you’re finding it overwhelming to stay in the loop of the ever-changing demands of social media, give Ronin Marketing a call. We’re more than happy to take the stress off your hands. When it comes to social media marketing, Ronin can get you results and put your business ahead!