Social media marketing (SMM) thrives mainly because of the engagement points happening on the social channel, whichever social media sites your brand or business has built a presence with. If you’re struggling with your social media activities, here are some ways to drive engagement levels on your pages.

Ways to drive engagement on social media

1) Produce share-worthy content

Stunning visuals encourage social users to engage with your social posts and updates. However, content is not all about visuals. The accompanying text is also critical.

This is why you need to produce content that resonates with your target audience. Several tools can help you discover what content types your competitors create and share on their social pages. Borrow the best content ideas, create your content (blog, infographics, gif, etc.) around those ideas, and then publish them on your social media pages.

2) Utilize various engagement tools

Each social media networking site has features and tools that businesses can use to level up engagement with their target audience differently. For instance, Facebook and Instagram have Stories and YouTube has Shorts. These tools aid in adding variation to the standard text and photo or video content.

Also worth exploring is the paid social media advertising. Social ads can be tweaked depending on what you want to achieve from a particular ad. For instance, you want to increase likes, followers, shares, and comments or send you a message about the advertised product or service. Some platforms also allow cross-posting (Facebook to Instagram) that also leverage your marketing collateral.

3) Enhance real-time messaging through chatbots

Getting people to contact you is half the battle won. The other half is keeping them engaged through advanced messaging features such as a chatbot. This is crucial now that 89% of the social media users are looking to communicate with the brand through messaging. 

Chatbots are a good option. Chatbots not only improve the engagement and customer experience but also help in maximizing lead acquisition and increasing conversions and sales. So in a way, you are monetizing connections, albeit in a discreet, non-intrusive manner.

While at it, please keep in mind that chatbots can only do so much. Some users still prefer the human touch.

4) Track brand mentions

Comments spread fast一negative comments spread even faster. A social media monitoring process can help you determine and understand what people are saying about your brand. Think of this as a part of your social listening tactic, responding to positive feedback while acknowledging the negative ones.

Then, of course, you need to address the concern. Apologize and look for ways on how you can rectify the situation. You want to be known as the brand that cares deeply about its customers. One way to do this is by injecting humanity into your responses once you learned about any negative comment about you.

Regardless of which social sites you are working with, the bottom line is putting more effort into exploring how to drive engagement levels using the tools and features that are already available. Of course, you also need to invest in producing the right type of content to drive the right engagement.