When it comes to bringing results in the short and medium terms, interactive posts on social media is one of the best engagement strategies. With the right content, you will be able to retain and delight followers, helping them to express their feelings and opinions with ease.
Social Media Success = An Engaged Audience
Social media engagement is the measurement of likes, comments, and shares. Your goal is to rack up your followers, but ultimately, the greatest measure of social media success is an engaged audience, not just a big one.
Developing content is not an easy task: you want quality, not just quantity.
Imagine you threw a party, and tons of people showed up, but they all just sat there silently. No small talk, no dancing, no conversations. Was the party a success? The RSVP list looks good, sure, but did your guests have fun? Do they like your party?
Activity and engagement are crucial for every social platform to build a positive brand experience and develop meaningful relationships with new followers.
Social media engagement is measured by a range of metrics, one of them is throughreactions, polls, questions, interactive videos, etc.
How Reactions Help
Reactions allow you to specify your response on social media like Facebook and LinkedIn.
However, the more important question is how Reactions will change the perception of a message and, in the end, affect the Engagement Rate of a post.
When the audience could just “like” a post-it affected only the Post Reach. Now the audience has the power to literally add some mood to our messages – and substantially alter the original intent of the message in addition to creating a shift in the audience’s perceptions. They could achieve this before Reactions, but that required an extra effort – write a comment or share a post. Reactions have removed this barrier and now the audience can affect the message in just one click.
How Polls Help
Social media polls are just a great way to see what your followers think you can improve on. You can use polls on Facebook, Instagram, Twitter, and LinkedIn.
There’s no better way to see what you can improve than hearing from your community. Use social media polls to your advantage. They’re the modern-day survey on social media. They’re quick and easy to conduct, so you have no excuse to not use them.
How can Questions Help
Asking questions is an easy and effective way to spark a conversation, create a sense of community, and increase social media engagement. Asking a question triggers a natural answering reflex in human beings, people subconsciously try to find an answer.
That means that even if they don’t engage, questions will encourage them to stop and read your update to find the answer.
If you don’t have inspiration, Twitter is your friend. Twitter is the only social media network allowing you to search and monitor questions. All you need to do is to search [keyword ?] and make sure there’s a space in-between.
You can then use your preferred social media management platform to monitor the questions, engage with them, and create your own once inspired.
How Interactive Videos Help
Interactive videos are another great way to have interactive content, utilizing the medium that’s showing the most reach and engagement of any content type.
Interactive videos can include click-throughs to landing pages, quizzes, or play certain sections based on the viewer’s choices. There are some great tools out there to help you create these types of videos, but YouTube allows for simple video interaction cards that can lead your viewer to subscribe to your channel or watch a related video or playlist. Instagram recently rolled out a long-form content app called IGTV. Facebook released its TV competitor called Watch and already has MLB games streaming live on the platform. More than half of Twitter’s business is video.
Target Your Audience
The target audience is the specific group of people you want to reach with your social channels. They are the people who are most likely to be interested in your content, products, or services. They are likely united by some common characteristics.
As you develop a target audience definition, don’t be afraid to get highly specific. You can start with broad categories like millennials. But good social media audience research will allow you to get into much finer detail.
You can sell to everyone, but you can’t target everyone with all of your social content. You can’t speak directly to your best potential customers if you’re trying to speak to their parents, spouses, and colleagues at the same time.
The first question to ask is: Who wants to engage on social media with you?
Start with the people already, following you, and interacting with your posts. Some data points you might want to consider are:
- Age and Gender
- Interests and Activity
This and much more information can be provided with social media analytics tools, such as Facebook Audience Insights.
How Interactive Posts Increase Reach
Reach is the size of your audience seeing your posts. It’s a great measure to see how far your content has traveled. It can also show how effective your social media marketing plan is resulting. For example, on Instagram, you’ll be given just one measurement for reach, which is the number of unique users who saw your post.
On Facebook, you’ll see a few different types of reach:
- Post Reach – the individual reach for each of your Facebook posts
- Page Reach – how many people saw any of your page’s posts or any other content within a specific period of time.
Then there are a few subcategories:
- Organic Reach, when your content shows up in people’s feeds
- Viral Reach, when your content is shared or viewed outside of your follower audience
- Paid Reach, quite simply, how far your sponsored content goes.
The simple answer is Interactive content = increased reach = more people seeing your social media content. One of the great examples for increasing reach is Reaction post (Vote Batting).
In this picture, we can see a good example of a reaction post. There are 4 predefined choices in this post, the number of reactions is 60k and that’s the number of followers who interact with content. But the reach is 648k views, and that’s ten times more people.
Quid pro quo
Whatever you choose, social media engagement is about putting the “social” back in social media. Whether it’s a big party, intimate conversation with a friend, or a comment thread on social – the time and effort you put in communication with people produces the results you get in return.
Our Digital Marketing team is a versatile bunch, contact them to help you boost your social media engagement and create a true bond with your followers.
by Luka Nešović, Digital marketing and Sales intern @RCMT IT Europe