Engagement: What It Is And How To Improve It
Definition
Engagement on social media is hard to pin point with a single definition. Why? Because it's different on every platform. But if we were to break it down into one sentence, our definition of engagement would be: the measuring of social media performance determined by users' interactions with the business's account.
In simpler terms, it measures the amount of likes, shares, comments, link clicks, video views, and other actions social media users take to show their interest in your content and brand.
Measuring Engagement
After reading the definition, you might be wondering why engagement is so difficult to define. The reason is that not every social media platform offers users the same ways to interact with an account. While Facebook allows you to "like" someone’s post, Pinterest only allows you to "save" posts.
So here is a list of the most popular social media platforms, and what interactions count as engagement:
Facebook - Shares, Likes, Reactions, Comments, Impressions, and Follows.
Instagram - Likes, Comments, Link Clicks, Video Views, Story Views, Saves, and Follows.
Twitter - Retweets, Likes, Replies, Video Views, and Follows.
LinkedIn - Comments, Shares, and Link Clicks.
Pinterest - Link Clicks, Close Ups, Saves, Comments, and Follows.
YouTube - Likes, Subscriptions, Video Views, Profile Clicks, and Comments.
Best Practices
Consistency - posting once per day is the most ideal. It keeps your brand fresh in everyone's mind but also doesn't overwhelm them with content.
Including Images - posts with images earn a lot more engagement than posts without them. Here's an extra tip: make your images vibrant so that they stand out on whatever app you're using.
Show Your Personality - all of your posts need to feel like a person made them, not a business. People are more ready to connect with people than they are with companies.
Engage - your followers will engage with you if you engage with them, too. This means that you respond to all their comments, especially when they're voicing their concerns! Be nice and informative, and address whatever issues they're encountering.
Monitor Engagement - find out what works and find out what doesn't. You don't want to continue doing things that your audience doesn't like.
Offer Value - Post guides, templates, tips, and other useful tools. Ask yourself this: what do you find yourself using often? Are you happier with this tool? Then share it so your community can appreciate the tool just as much as you.
Need More Guidance?
We're always ready to help people with their social medias. This is why we offer one-on-one meetings in which we can discuss anything you're interested in concerning your branding, your social media strategy, and even your website.
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