Most businesses understand the significance of being on social media. Unfortunately, most underestimate the value of engagement. Today, it’s vital to recognize that social media is synonymous with digital marketing. However, this platform is far from static, and what may have worked in 2019, may not get you the same results in 2020.
With over 3.4 billion active users globally, the adoption of social media has beaten the estimated 2.82 billion users for 2019. Although this is a clear sign that brands can reach a larger audience than before, a new trend is affecting the audience base. Now, more and more people are taking a digital detox by and deleting their profiles. Unlike before, where users would favor one platform over another, this trend involves taking a permanent or temporary break from social media platforms. So, how can you boost engagement amidst all this?
1. Create social media communities
Significant and valuable experience in social media is the way brands interact with their audience. In addition to posting useful content as part of maintaining your social media presence, encouraging and cultivating interactions with your audience is just as important. The ultimate goal of your presence online should be to expand your reach and drive more conversions. To boost engagement, you need to build content that inspires conversations and builds the feeling of a community. Implementing this will keep your audience engaged as well as attract new leads and clients because it provides a personalized element to your brand.
2. Word of mouth and influencer marketing
Among the significant benefits of social media communities is the fact they assist your brand with word of mouth marketing. Generally, these communities allow you to interact with your brand’s advocates and get their candid views and experiences about your services or products.
social media Influencers provide brands with relatively high publicity from other promotional efforts other than paid advertising, according to Influencer Marketing Hub. Nonetheless, today over 61% of consumers rely on recommendations from family or friends over celebrity endorsements. Therefore, instead of concentrating on high-end influencers focus your followers you and pin-point the nano or micro-influencers and take them on as brand ambassadors. Allow them to share posts and engage in conversations with other followers to ensure buzz around your brand is at an all-time high
3. Leverage alternative platforms
Facebook, Instagram, Twitter, and LinkedIn have been the core platforms for B2B marketing. However, users are becoming uninterested with these platforms, meaning brands have to put in a lot more effort to attain excellent levels of organic reach and engagement.
Although a platform such as twitter has seen a growth in the number of subscribers, the actual number of users has declined. Likewise, Facebook has experienced a massive drop in the number of users, particularly younger audiences.
Nonetheless, for brands seeking a younger target audience, platforms such as TikTok can be a great alternative, although not the best for B2B or B2C marketing. Also, brands considering to encourage e-commerce sales through social media platforms can invest in Pinterest. In fact, according to Business Pinterest, over 75% of users are claiming to be very interested in the new products on the platform compared to 55% of users on other platforms.
Leveraging these alternative social platforms enables you to target audiences that are missing in action on other popular platforms. Moreover, creating an online presence is an alternative platform will ultimately deliver better results and boost engagement.
4. Customer service is key
Over the past year, over 28% of clients have used social media to communicate with a company. Additionally, over 30% of consumers claim this is the most convenient contact method and an excellent way to get round-the-clock service. This means that the customer service your brand offers is evident online. Consumers will be looking at how you tackle complaints, the online reviews of your brand and so on. Ensuring you have a reliable customer care service can upturn customer activism by as much as 25% which in the end provides you with loyal customers.
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5. Leverage the story feature
After the introduction of Snapchat, several other social media platforms integrated the story feature on their platforms. This is because the stories are designed to be visually consumed at the moment compared to feed-based sharing. Now, this feature is not only used by consumers but by business as well. According to Hootsuite, over 64% of marketers have already included stories into their digital marketing strategy or are aiming to in the coming months.
It’s no secret that platforms evolve, and new platforms are developed daily. And all this influences how your target audience uses and reacts to your marketing strategy or social media platforms. It’s more vital than ever to ensure you are current with social media trends to maximize your engagement rates on social media.