By Carrie Kerpen As a brand, you can sometimes feel like you're drowning in content calendars, struggling to come up with the right thing to say. You spend hours laboring over your updates on each and every network, then: Ta-da! You post it! And....crickets.
We've all been there. If you've never had a post go up that you thought would perform really well and didn't, well then, you're likely not posting enough content on social media for it to matter. Likeable Media has been testing content engagement for the past four years on social media, and in our recent whitepaper we released the results of a study that showed our clients' content to be 21x more engaging than the content of our clients' competitors. Here are some of the tricks that we've learned to help increase content's engagement:
Go Real Time:
Not necessarily Oreo real time, but do make sure that a good amount of your posts on social are not planned too far in advance. Why? Because things come up. Current events, happenings, and even conversations with your brand can be used to quickly craft content that has the potential for significantly more impact due to relevance.
Use Imagery, But Ditch The Stock Photos:
Brands hear the phrase "imagery works," and suddenly there are 1,000 iStock images thrust into NewsFeeds everywhere. The reality is: imagery works if it's compelling imagery, not something that looks like clip art or something you see on a random brochure. Try getting creative. One of my favorite examples is from Auntie Anne's Facebook page. Such a simple concept: taking pretzels and turning them into a TGIF image, and it got 2x the number of shares that the brand normally gets from a post. Don't treat your social images as ads; people don't engage with ads. They generally ignore them.
Do The Pride Test:
How often have you heard about people's "personal brands" on social media? Many of us are image conscious and, quite frankly, a little self obsessed. We engage with things that we are proud to share. We're proud to share things that are funny, touching, in the know, sensational, or smart--things that show that we are funny, touching, in the know, sensational, or smart. A member of my team calls our method of evaluating content "the pride test"--does this post make people feel good when they engage with it? Does it increase their social capital? Is there a reason they would want to share it? If the answer is no: back to the drawing board.
What tips do you have to increase engagement on your social profiles? Share them here.