For any individual or brand trying to grow their Instagram, you’ve probably heard it’s all about engagement. Sure! But what happens when you don't know what else to do or you’re stuck in the same old strategy?
There’s no one answer for obtaining ultimate engagement. Naturally, as your followers increase, so should your engagement. But with such saturated platforms out there, sometimes it can be difficult to have your posts seen...even by your own followers!
Forget trying to figure out the algorithm. They’re constantly being tweaked, often without notice. Let’s begin with some basics of social media engagement, then dive into how to improve it!
What Counts As Social Media Engagement?
It varies for each platform but this is the hub of it:
Mentions (Twitter, Facebook)
Call to action button (on Instagram & Facebook ads)
Keep in mind that impressions are different from engagement. Impressions are basically how many people saw your post(s) or your page.
For a deeper dive into your metrics breakdown, check out “Insights” on your Facebook or Instagram page.
1. Current Engagement
The first step in improving your engagement is understanding your current engagement and learning where your attention is needed. If you’re using any online reporting system for your metrics, it’s good to take a look at those to establish a potential engagement pattern and see all summarized data.
Example: If your post engagement is dropping more and more each week, this may be a sign that they need to be adjusted to suit your audience (type of content, quality of content, etc). If you notice a single post has better engagement over others, it’s a good idea to identify what worked.
2. Goals & Metrics
It may take a little trial and error, but whatever your strategy is, stick to it. If you’re looking for more comments on your posts, focus on creating eye-catching and encouraging posts. Whether it’s directly on your content or in the caption, give a reason for your audience to comment: ask a question or talk about an alluring topic that’s worked in the past. Check your language too - make sure your wording is open and inviting; this alone could encourage your audience to comment.
Again, it can sometimes be trial and error. Make sure to give your strategy and goals time to establish a pattern among different days and times during the week. If you’re not already using an automatic reporting system, we recommend it! This will do the work for you - some will even show you your engagements per post. From there, decide what’s working and what’s not.
3. What Makes A Post Engaging
Each platform favors different types of content when it comes to increasing engagement, but a few elements remain consistent throughout.
The above data is typical of most brands on social media platforms, however... sometimes one size doesn’t fit all! Cross-reference this research with your own analytics and see which types of posts your audience most engages with.
Keep in mind that unique, high-quality content is often an unspoken “requirement” for certain brands.
4. Execute Strategy
After studying your past analytics, laying out your goals and your focus, and understanding the type of content that might work best for you, it’s time to try it out! This leads us to our next section:
Ideas For Engaging Posts
This is one of the most certain and quickest ways to receive engagement, however it’s often not for the long term. People love free things! This may also cost some money, depending on the company you’re partnering with. Check out some company-partnered giveaways below:
If you partner with another brand to do a giveaway, you’ll want to ensure you have a similar target audience. If you gain followers from this transaction, you want to make sure it’s people who will purchase your product or service.
2. Get Creative (and/or Funny!)
You know your brand best so whatever way you decide to change it up a bit, make sure you’re still within that realm. Due to Covid-19 and quarantine orders, brands are creating challenges, becoming more humorous, and finding ways for their audience to engage during the shut-down of several businesses. Now could be the best time ever to take advantage of exploring new and creative ways to entice your current audience to engage and gain new followers.
Take a look at what the Getty Museum, located in Los Angeles, is doing every now and then on their social media:
You’ll also want to keep in mind traditional statistics and cross-reference these with learning what your audience might enjoy engaging with.
3. Creative FOMO (Fear Of Missing Out)
This could often be hit or miss, but if this type of content matches your brand style, it could be effective! Kylie Cosmetics does this with their products and sales:
Limited edition product Limited time sale
There are several other ways you can create FOMO
Exclusive deals and sales for those who sign up for your email list
Pre-sales to a specific group of customers
A reveal or release when if X-amount of people like a post
4. Story Stickers
There are so many excellent and interactive features now available on Instagram Stories! Take advantage of these as a way to encourage your audience to engage with you. Especially if you’ll be reposting their response or a post of theirs.
Example: Have an influencer promote that they’ll be taking over your Instagram Stories to answer questions, and have your audience submit questions via Stickers beforehand! Your audiences’ questions will be featured (and answered) on your Instagram but an Influencer they may love and follow!
5. Brand Partnerships
If you have it in your power to collaborate on a product (or service) with another brand that could draw in a new but relevant audience, that might be perfect for you!
Supreme + Nike Converse + Nike
Shoe brands are often notorious for partnering with other brands as styles change. Exclusivity and FOMO definitely plays it’s part here as well. These collaborations are often limited time with limited style and sizes.
To increase your engagement you’ll have to begin with breaking down the process and your current analytics first. To help you plan and execute these strategies, send us an email and we’d be happy to get on a call with you or send you a proposal!