Social media has made dramatic shifts over the last several years. The head of Instagram, Adam Mosseri, announced that the platform was no longer a “square photo-sharing app” and is now focused on video content to keep up with its competition.
Sharing content on social media is no longer just about posting photos of holiday parties and family vacations. Businesses are turning to different platforms to promote and sell their products or services. However, it’s not quite that simple.
Since the COVID-19 global pandemic, people turned to social media to find the human connection they were missing. It transformed how digital channels were used so people could have a sense of belonging.
From buying behaviors to social media use, people are engaging much differently than before. Regardless of the platform, the number one thing to find success within your business on social media is by engaging and creating a community.
If you want to find new ways to connect and engage with your audience, take a look at these five tips for your business:
1. Have a Strategy
People are looking for consistency in branding, messaging, and how a business shows up for its customers and community. This requires a methodical strategy that includes utilizing high-quality imagery and videos.
Many companies are turning towards utilizing a video production company to assist with their content creation. It provides quality content they can use on their website and repurpose for advertising campaigns and social media content.
If you’re not using video marketing in your current strategy, you should highly consider it. Video is one of the top forms of content users engage with.
2. Don’t Over Promote
No one likes having promotional content constantly thrown in their faces. This is exactly how it’ll come across to your audience if the only posts you share are asking people to purchase from you.
Rather than asking them for something, offer them something of value. Remember, content should be educational, entertaining, or both.
3. Utilize Live Streams
Live streams are a great way to build your community and keep your audience engaged. It’s an opportunity to be a part of a real-time conversation that offers value to your audience.
The more they feel like they belong, the more likely they’ll be invested in your company, increasing your overall client retention.
4. Have a Personality
Posting content that is dry and stale doesn’t come off as approachable. People love companies that are willing to push the line and have a sense of humor. It creates a more humanized approach to your content and your brand.
Speaking of your brand, make sure the personality you’re presenting matches the tone of your branding. Inconsistency will confuse the customer, which could lead to a loss of followers and reoccurring customers.
5. Have a Clear Call-To-Action
Engagement on social media comes in many different forms. Likes, comments, shares, retweets, and clicks all have a place in engaging your community. But for anyone to take any action, the content produced has to ask a question/have a call to action.
This can be within the content itself or the text associated with the visual imagery or video. Without a clear call-to-action, a viewer will scroll right by without a second thought.
The less engagement you get, the less your content will be shown to your following, which will result in less engagement and a potential loss in followers.
Summary
Customers are changing the way they engage on social media. It will ultimately depend upon how your content resonates with them. Are they gaining value from what you’re posting, or are you simply putting content out there because you haven’t shared anything in a few weeks?
Fine-tune your strategy and include video content throughout each of your platforms. Your customers will be more willing to engage and will feel more connected.
