How to Boost Social Media Engagement

To have a social media post with large number of engagement may appear ordinary, but there is usually a strategy behind it. Social media marketing is an area that is gaining increasing popularity both in the academic environment and in the advertising sector. The reason for this is the large number of social media users, which as at end of 2019 reached 3.6 billion active users according to Statista 2020 report.

Information available shows that about 84% of top executives use social media to conduct search online before reaching a decision to make a purchase, and that 70% of Internet traffic occurs within the work place during the hour of 9 am to 5 pm (Barbra Dierer).

Why Most Post Attract Low Engagement

There are times when you post content that you believe should create a wave on social media, and attracting many likes, shares and comments; but on the contrary, you receive only few or no reaction from your followers and connections.

You then begin to wonder why your post did not make the expected impact, despite taking steps to ensure that the quality of the post was quite high. The post analytics looks dismal, and the pageview count is also low; and then you begin to wonder what went wrong despite the large numbers of followers, which is over 20,000 connections.

Sharing or posting an item severally really do not help increase your engagement, and that is because, every post counts separately, and the engagement does not add up together; each post has a different pageview count and number of engagement. You may want to ask, how then does some post attract so much engagement, numbering in their thousands, even when the curatives are not as good as yours, nor does it have the number of followers you have?

The answer is clear and simple. To record the expected large number of engagement, you must have pageviews in their thousands and for you to generate such large numbers; it means your audience must be in the millions. It is an effort in futility trying to build up post engagement generically by repeatedly sharing or reposting the same content.

How to Increase Your Post Engagement

A promoted post that makes several appearances within specific time frame, of let us say one month, could have accumulated higher number engagement than if your generically (manually) share and repost your content. Most experienced digital marketers do not depend on generic methods in achieving their results, but their strategy is mostly by paid promotion and search engine optimization.

By promoting a content, you could have one single post make several rounds, with each appearance attracting many new likes, shares and comments, which all add up together to create that feel of brand acceptance. Technically, nothing may be wrong with the post, rather, you may have failed to do the right thing in your marketing strategy.

Some social media marketers erroneously believe that sharing a post on social media will automatically attract a large audience to like, share and make comments on their post, but end up disappointed. This is the story of many inexperienced social media marketers. Relying on our friends and followers to generate the expected large numbers of engagement is a common mistake. The ratio of pageviews over the number of engage is put at 200 to 1, as such out of every 200 pageview, you are likely to have only one like, share or comment on your post.

The Ideal Digital Marketing Strategy

While some inexperience marketers expend so much energy trying to boost the number of engagement on their post by using generic methods, others who are knowledgeable prefer the paid method. The paid promotion yields better result and creates more time for you to spend on other more crucial aspects of the digital marketing strategy; and these include tracking of sales, monitoring social mentions and gathering data from post analytics.

Honestly, delivering a single promoted post is more effective and it has many advantages, which includes preventing clustering from repeat post, which can sometimes be annoying; it also helps to increase your brand social rating and number of followers.

Ideally, any serious minded digital marketer, social media manager or influencer should the paid promotion is more effective that the generic option. An amateur in the digital marketing business, whose budget places limitation on their spending capacity, the generic option could be a great startup point.