What’s Causing Your Social Media Engagement to Drop?

By on December 9, 2019


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Engagement is a key aspect of any social media marketing campaign. There are a number of reasons why you aren’t seeing good engagement on your posts. One of the main reasons you are noticing a drop in engagement is because of the way social media algorithms work.

All the major platforms, including the likes of Facebook and Instagram look at traction in the minutes immediately after you submit to determine visibility. Consequently, if you post the wrong content or publish at the wrong hour of the day, chances are that your post gets seen by very few people. This brings down visibility and subsequently engagement as well.

But is engagement really important? 

Not all engagement metrics matter. Your post getting a hundred likes or your account gaining thousands of followers does not automatically guarantee a successful marketing campaign. Your business objectives must always relate to tangible marketing goals – this can be in the form of sales, or leads.

It is important for your social media engagement metrics to be a proxy for these objectives. That is, an increase in likes or shares should translate into an increase in sales or leads. If it does not happen, it is wise to drop these metrics from your marketing goals.

So why monitor engagement metrics at all, if you can measure your marketing goals with sales and leads? This is because some marketing objectives are intangible in nature. A good example of this is brand awareness. Metrics like ad impressions, click-throughs and time spent on site give you a fair idea of how well a visitor engaged with your content. An improvement in these metrics could potentially imply greater awareness of your product. Measuring engagement metrics in such cases are thus incredibly useful.

So how do you go about fixing the right engagement metrics in your social media marketing campaigns? Here are a few tips:

Pick the right platform

There are plenty of differences in the way users interact on various social media platforms like Facebook, Instagram, Twitter and LinkedIn. There is also a significant difference in the demographics of these various social media tools. For your campaigns to meet the desired objectives, the first step in the process must be to pick a channel that is apt for your business.

For instance, a restaurant business thrives on showcasing appetizing visuals of food prepared in their kitchens. Instagram is a good platform to showcase this. A B2B software product, on the other hand, needs to reach an audience of business professionals from the right industries. LinkedIn works better than Facebook or Twitter in this case.

Even when there is little to choose among the various platforms, there is still a significant difference in engagement levels across these various services. One study found that the average engagement rate on Instagram is more than ten times what one observes on Facebook.

Use content formats that offer the best engagement

Once you have picked the right platform and audience, the next step is to pick the right content format to reach this audience. Videos work best when you want to explain concepts related to your industry while text works best while narrating personal anecdotes. Images are used extensively in industries like travel and food where visual appeal is part of the engagement process.

The content format you choose must also align well with the platform you have chosen. For instance, Facebook’s recent algorithm changes incentivizes long-form videos (that are at least three minutes long). Use video formats in this case if you can produce content that can hold your viewers’ attention for that long.

Deploy tools that maximize engagement 

Every social media platform comes with its own set of features and tools that can help you with maximizing conversions. For example, if you are uploading videos on YouTube, it is a wise move to use their captioning tool to add subtitles to your videos. A large chunk of viewers watch videos during their commute or at work and choose to keep their speaker volumes down. Subtitles help such viewers in engaging with your content.

Similarly, if you are promoting your content on Instagram, you may take a look at their newer features like IGTV that lets users upload long-form videos on the platform. As a new feature, Instagram tends to extensively promote IGTV content on their feed and producing such content can help you reach a lot of viewers and engage them through the process.

Lastly, it is important to monitor your engagement metrics on a regular basis. What works for you once may fail to deliver results when replicated. There are a number of ways your content strategy and distribution can go wrong. Only careful analysis and planning can help you ensure that your social media campaigns deliver successful engagement every single time.

 

About Anand Srinivasan

Anand Srinivasan is the founder of Hubbion, a suite of free business apps and resources. The Hubbion Project Management app was listed among the top 20 in its category for 2017 by Capterra.
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