How to drive success in social media engagement

For any business that (for whatever reason) is still unsure about the enormous benefits to be gained from using social media to connect with customers, here are some eye-opening stats for you:

  • Facebook alone has 3.04 billion monthly active users
  • 54.3 per cent of users follow and research brands and products on Facebook
  • X ads saw a 22 per cent increase in total engagement in 2023
  • Instagram ads are seen by 96.6 per cent of active users every month
  • Social media ad spending will surpass $219 billion (£176.4 billion) in 2024

If you’re well aware of the potential of social media channels but just don’t know how to make the most of it, here are some of the things you should be doing to earn more engagement:

Smartphone featuring social media icons
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Post, post, post

The more content you post on social media, the more opportunities you have to engage with your audience. Going for even a few days without updating your social profiles and giving your customers something new to discover increases the risk of your brand getting lost in the crowd and eventually being forgotten.

While it’s important to post regularly, you also need to be wary of the risk of overposting, since you don’t want to bombard your followers so much that they get sick of you. It’s therefore worth doing some research into how often you should be posting.

Answer questions

Social media is a fast-moving, reactive space where brands can engage with their customers and have discussions in real-time. That makes it ideal for answering people’s questions and addressing issues that, left unrecognised, could hinder your customer relationships and jeopardise future business.

You should take every opportunity to respond to queries on social media and offer help to your customers when they need it. This will boost perceptions of your brand and strengthen your audience relationships.

White question mark on a wooden floor against a blue wall

Don’t focus on yourself

Generally speaking, people don’t log onto their favourite social channels to hear businesses talking about themselves and promoting their products, with the possible exception of global superbrands like Nike and Apple.

You’ll have much more to gain from being outward-looking and thinking about what your customers are really interested in. If you come across a relevant, valuable piece of third-party content that will help your audience in some way, sharing it will fuel engagement and boost brand loyalty.

Be human

One of the best things about social media is that it gives you an opportunity to give your brand a human, relatable voice. People are used to informal, casual conversation on social channels, so businesses have the freedom to relax and have a bit of fun with their audience.

Whether its organic content, paid ads or innovative options like Instagram Broadcast Channels, taking a light-hearted approach to your social content shows your customers that there are real people with a sense of humour behind your marketing.

If you’re keen to learn more about social media management or any other aspect of content marketing that could benefit your business, Axonn can help.