Who said running an engaging social media account was easy?
Social media is one of the most important tools for any modern business. “As of January 2021 there were 4.66 billion active internet users worldwide - 59.5 percent of the global population. Of this total, 92.6 percent (4.32 billion) accessed the internet via mobile devices” (Statista). With many of these users engaging with content via social media, competition for engagement is fierce. To cut through the noise, it is crucial for businesses to establish a clear and engaging voice on their social media channels.
So how does a business create engaging social media content? Keep reading to find out!
Voice and Tone
The way you speak to your audience is just as important as what you actually say. Viewers are more likely to engage with content that they empathize with, so keep that in mind when curating content.
Use a fun tone -
In our opinion the social media experience should be fun, so make sure you are using a tone that conveys that sentiment! If you want followers to be excited about your content, then the content should reflect that same level of excitement.
People connect with people –
Humanize your social media! When people are browsing social channels, they are looking to connect with people; therefore, your company’s voice should not sound robotic or overly formal. Anything that is too contrived will be perceived as inauthentic and boring to a viewer.
Be timely –
The timing and relevancy of your message significantly impacts how viewers will interpret its tone. Consider when you are posting something and whether or not it is relevant information for your audience at that given time.
Photos and videos are important –
While the copy of your post is important, nothing conveys voice and tone better than a photo or video. Did you know that, according to Insivia, viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it? Media typically gets more engagements organically, so use photos and videos to your advantage to drive home your message.
Include a Clear Call-to-Action
When you are asking your audience to do something, be clear about it. A strong call-to-action (CTA) will direct your viewers to do exactly what you want without leaving room for them to do something different.
Be specific –
Let your viewers know what you want from them. If you want them to watch a video, click a link, follow, etc., tell them. They are more likely to do what you want them to do if you ask them directly.
Link out –
If you want your viewers to visit a website, tell them to do so. Include the link in either the post itself or direct them to a link in your bio on your channel. Keep in mind that posts that include a working hyperlink will be more successful than those that require your viewers to go somewhere else to access the link (some platforms do not allow working hyperlinks, so the “link in the bio” method is necessary.).
Give a summary –
Summarizing the information you are sharing with your audience is a great way to help them engage with your content. If your CTA is for them to watch a video, give a brief summary that will compel them to watch.
The 80/20 rule balances the amount of promotion for your product or service that you do on your social media channels. You will typically receive more engagements on posts that are lighthearted and fun than you will on posts that are strictly promotional.
80% value –
Eighty percent of what your company shares on social media should be content that your followers will find interesting or valuable. This can be employee fun, pro-tips, relevant market information, etc.
20% promotion –
Twenty percent of what your company shares on social media should be promotional material. This is where you pitch your product offerings and share other business-specific updates.
Consistency vs. Spam
The line between consistency and spam is a fine one. Consistency is establishing a posting routine and monitoring and adjusting what does and does not work. Spam is posting for the sake of posting without regard to how your audience interacts with the content.
Spamming = unfollows –
Users will unfollow your social media accounts if you are spamming them. To limit this, be aware of what posts are performing well and curate content similar to that. This will likely result in posting less frequently; quality is better than quantity in this case.
Be intentional –
Everything you post is a chance for you to build affinity with your audience. Therefore, you should be intentional about every post or message you put on social media. Your audience can sense when you are being disingenuous. Being intentional with what you post will result in less spam, more consistency, and better engagement.
Space it out –
Multiple posts in a given day is perfectly acceptable when you are intentional with your content. If you are posting more than once in a day, space it out. Try breaking up your content into morning and evening posts – remember timeliness and relevancy!
Hashtags are a great way to build your engagements and following from a specific audience – especially on social sites like Instagram, Twitter, and TikTok that have algorithms that depend heavily on hashtag interactions.
Building a brand –
Hashtags can be super useful in building a brand identity or a specific campaign. Start using a hashtag of your company’s name in all of your posts to link your content together. Alternatively, if you have a particular product line or campaign, a unique hashtag can link all of your related social posts together.
Greater context –
One of the benefits of hashtags is that they give more context to your content. If the hashtag is popular, then viewers will understand its purpose in conjunction with the rest of your post. If the hashtag is self-descriptive, then it is providing additional context to your post copy.
Be specific –
Use hashtags that are specific to the audience you are trying to reach. Members of those audiences are likely following those hashtags and you are more likely to appear in their feed if you associate with them as well.
Remember to use these tips to enhance your social media engagement. Here’s a checklist to reference any time you need a refresher:
- Establish your voice and tone
- Include a clear call-to-action
- Follow the 80/rule
- Use hashtags strategically
Drop a comment below and let us know which tip is most helpful!