A complete guide to increase engagement on social media

But what does engagement mean?

Most definitions of engagement indicate that it translates is theinteraction between the brand and its consumers. However, due to the development of the digital medium, it now has a broader definition, as it can be created through a series of activities, such as reactions, comments or shares on a social media.

The truth is that, in the context of social media, engagement becomes simpler and faster due to the proximity established with followers and future consumers. Thus, it becomes necessary for companies to create a process and a strategic approach that aims to increase and measure the engagement of their brand.

In this sense, marketers should look at engagement as a way to enhance the relationship with their customers, boosting their loyalty and creating a competitive advantage over the market and the competition.

Is there more than one way to work engagement?

The correct answer is: yes! But first, it is critical to clarify that not all types of engagement are created equal. Not all brands have the same system, nor do they have the same goal. Most importantly, we need to understand that not all consumers look at a specific brand in the same way.

To engage, you need to study your consumer

We should look at the consumer as the main object of study when it comes to engagement. If you know your consumer, you will certainly do a better job of gaining their trust and relationship with them. It is necessary to understand that the consumer’s power of choice is increasing and has a high impact on the definition of a brand’s value. Deep down, it is he who determines his success and his objective must be only one: to grant him everything he seeks.

In the current market scenario, many consumers base their choice on factors such as “what a brand represents” or “what it does to improve society”. They need to identify with something, that’s why it becomes so crucial to work on their identity and what they want to convey.

But how can we understand if we are on the right path? The answer comes next.

Learn to understand engagement levels

Engagement refers to a process that requires time and maturity. We must think that, no matter how small the consumer interaction, in the long run it can result in deeper engagement. We can look at this whole process through the Engagement Funnel, composed of several levels of relationship that lead the consumer to deepen their relationship with the brand.

Check out the levels described below to understand how this process develops:

1. Consume content

Betting on content is essential, whether it’s a Facebook post, a simple tweet or even a live video. When we produce content that interests our audience, they end up consuming it. For that, you need to understand what type of content generates the engagement of your audience, where it focuses, what kind of message you want to convey. Certain products or brands will perform better on short posts, others on longer videos, for example.

Also, engagement will depend on how you deliver content to your target audience. You’ll want to use the channel that reaches the most followers so that the results are visible. If you have 30,000 followers on Instagram, for example, this is going to be the channel where you’re going to promote your content more regularly. But if your target audience is mostly concentrated on YouTube, then you should bet on your videos and their promotion. It is necessary to study which channel is most advantageous for your brand and with which you will obtain better results. It is better to always focus on one channel, dedicating most of your time and effort to it, than to divide your time working a little on each channel.

It is worth remembering that work on social media must be cohesive and carried out simultaneously. If you post your video on YouTube and don’t share it on Facebook, for example, you certainly won’t get as many views as you expected. We should look at social media like a cobweb — everything is interconnected! Leverage all connections to optimize your content production effort!

2. Like your content

Getting our fans interested in our content is the first step in the Engagement Funnel. After that, you will start to see a likeon Facebook, a retweeton any other small interaction on your social networks. This is the answer you’ve been waiting for: people are enjoying your content! Remember that, no matter how small the interaction, it is a demonstration that consumers are engaging with the brand.

3. Participate in conversations

At this level, we can see that consumer engagement and proximity to the brand are deeper. When your consumers comment on your publications, they go from passive fans to active fans, that is, they interact more closely and share their opinions directly with you.

Here’s a tip: never leave your fans unanswered. Invest your time responding to comments or simply like. This will make all the difference and can greatly influence your engagement process.

4. Defend the brand

This is when your fans start sharing your content on their personal profiles. This is a more personal level, where we start to understand that not only do they appreciate our content, but they need to share it with their friends. Just a simple sharing or even a positive review. Here you find proof that engagement is getting bigger and bigger.

5. Be present

At this stage, we realize that fan engagement with the brand is much higher. Presence at events, whether personal or virtual, conveys the consumer’s real interest in following the brand and knowing all the information at first hand. Your fans look for a more direct contact and invest some of their time to value your brand.

6. Create content about the brand

This is the last level and arguably the most important: the consumer has started to create content about your brand and promote it. A photo on Instagram with your products, or even the creation of fan groups, can result in thousands of views and influence other consumers. That’s great! Here, you begin to understand that your fans are at a deeper level of engagement and actively contribute to the growth of your brand.

How to scale this Engagement Funnel?

The first step is to define objectives, then create a strategy and, finally, outline an action plan. The latter is perhaps the most complicated to perform, but here are a few tips:

1. Shape your fans’ behavior
2. Encourage this behavior
3. Encourage the behavior
4. Reward the behavior

It may seem confusing at first, but these steps are your strategic tool to deepen your fan engagement. Here are some examples of how you can use this step-by-step:

Point your fans in the right direction

Motivate them to post content with your products and use your branded hashtag. Use influencers to your advantage as they are an important part of the community and reach thousands of fans. They translate into the most effective means of shaping consumer behavior.

Show them they matter

Don’t always want to be the protagonist. Your consumers need to feel that their presence is noticed by the brand. Start by requesting photos from fans and share them on your social networks, they will feel important to you. If necessary, create sweepstakes and competitions, this generates a lot of interaction and will certainly bring more people to be part of your community.

Reward your work

This is the most important step of all. Don’t forget to reward the actions of your fans at the end. Above all it is important that they feel valued. Reposting, commenting, tagging or putting a simple likecan make a difference! They were always there to help your brand grow. Without them, your goals would never be achieved.

Bet on the engagement of your fans

Our consumers can be a very important tool in the development of the brand image and we must never forget that.

The use of social media with a focus on content marketing is considered an essential means to reach your fans and increase engagement. Once you start paying attention to all the levels of the Engagement Funnel and developing them, you’ll realize that your growth can result in an increase in your other metrics — like sales, for example.

Don’t forget: motivating your fans is the main objective. Everything else will evolve from the moment they are engaged and engaged with your brand.

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