Engagement: what is it, how to measure it, and how to improve it? Regardless of the type of business you have, social media has become an indispensable channel to work on your brand. That means that these platforms have changed how our brands grow and how they communicate with their customers.
A fundamental point that characterizes all social media is the way to interact with people around the world without having to be in the same geographic location. That’s why in this blog we will discuss one of the most important points of any platform of this style, engagement.
In the next blog, we will talk about engagement, what it is, how can measure it, some tips to improve it, and strategies to implement it in your business.
What is engagement?
The first step is to fully understand what engagement is.
This term is a concept that means interaction.
However, in the field of marketing, communication and labor aspects tend to refer to the interaction or relationship that exists between a brand and the audiences to which they are directed.
In short, engagement is synonymous with an exchange of loyalty, commitment, and enthusiasm, among other aspects.
Why is marketing engagement important?
Engagement or interaction in marketing is essential for the customer loyalty process of a brand. Interaction affects all the aspects of a brand’s growth. This is because by positively building loyalty with users on all your different platforms and channels, you can increase your sales and brand recognition. Besides, you will have new brand promoters for free.
On the other hand, you will have greater organic growth and better positioning within the minds of your followers. For this, engagement involves a lot of effort in terms of content creation and SEO tactics. Thanks to it, you will bring more benefits for your brand and will allow you to grow.
How to generate engagement? Some effective strategies
Having a business isn’t easy, and much less is making it successful on social media and other digital platforms.
The algorithms or these interaction meters are constantly changing, which makes it even more difficult to keep up with them and understand and master them in their entirety.
However, certain strategies are effective and will always be flattering for your brand.
Next, we will offer you some tactics that could help you grow your business and increase your brand engagement.
Integrate the personality of your brand in your channels
Before, showcasing a professional, serious image was an excellent strategy.
However, today it is the opposite. Now, platforms are full of brands that don’t express any type of emotion and have nothing that differentiates them from others. That’s why you have to define the personality of your brand very well. This is the differentiating point between any other industry in the same sector as you.
You must integrate this personality into all your platforms’ visual aspects. For example, in videos, your way of communication and when answering private messages. This must also be part of all the content you offer to your clients. This is one of the factors that allow people to connect with your brand. On the other hand, you can also use it as a strategy to allow others to recognize you.
Make sure you offer the content that your audience needs and seeks
It’s important that you first know your buyer’s journey very well. When we talk about a tour like this, we refer to the point where our client is. Basically, from when they know our brand until they complete a purchase and then when we follow up with them.
By being sure where your client is on the buyer’s journey, we can create specialized content for them. For example, if your consumer is getting to know you, you can offer them introductory content. That is, you can explain your products and services, as well as provide informative quality content.
In the same way, if you want your customers to buy something they left behind or forgot, you must use a different type of conversation. This way, you will help those who are still in the decision stage.
Another important factor throughout this process is to have fun with the formats in which you are going to make your messages. Don’t be afraid to experiment and have fun with videos, blogs, images, infographics, stories, emails, newsletters, you have a wide range of options. Implement as many of these options as possible to ensure a high and dynamic interaction with your customers.
Strike up conversations with your audience
An important factor of social media is being able to communicate and start a debate among users. So, the best thing you can do is encourage this exchange of ideas between your brand and the target audience you want to reach.
You can do it through a contest, looking for a suggestion to innovate, or create a real debate about an important topic. Don’t be afraid to use controversial topics for this. After all, this is what it is about, seeking answers and different points of view on the same topic.
Of course, it doesn’t matter if there are negative comments, don’t delete them. This will make you look like a brand that censors its own audience. A good way to respond to negative and unfriendly comments is to mention that those opinions are hurtful or wrong. Invite your followers to reflect without having to block potential customers of your brand. Be open to new ways of seeing the world, as long as they are respectful and enjoyable.
Create spaces for people to share questions and suggestions
A little hand in hand with the previous suggestion is this: dedicate at least one channel to receive the comments and doubts of your clients and prospects.
That is, don’t forget customer service in your engagement strategy. It won’t be the most popular, but it will be the most important.
After all, it will help you understand if your product or service can satisfy your customers. And if not, you will have a point to start improvements or adjustments.
All of those sounds great, but the big question is: how can I measure engagement while my strategy is underway? Good question! We will answer it in the next section.
How to measure engagement?
Now that we know what engagement or interaction is, it’s important to move on to the next step. We already have the strategies and know-how to implement them. But, do we know the best amount of engagement? A good percentage of interaction in social media posts is between 5 to 7% of views. However, this isn’t shown by many platforms. So how can you know exactly the level of interaction that your content has? The following list will help you to have a clearer idea of how to measure it according to the platform.
Engagement on Instagram: posts, videos, and Stories
On Instagram, it’s very easy to get an idea of your percentage of interaction due to a simple formula. In this case, instead of looking for a button that says engagement or interaction, look for a section in your post that says impressions. Once you locate it, you will do the following formula:
- From publications
Likes + Comments / Impressions x 100
- Of videos
Video views (or Views) / Impressions x 100
- Of stories
Story Interactions / Impressions x 100
Engagement on Facebook: posts, videos, and events
This same previous formula can be applied to different platforms, such as Facebook.
Next, we will see how this works with the number of reaches according to the content we publish.
Reactions + Comments + Shares + Clicks / Reach x 100
- Of video
Video views (or Video Views) / Scope x 100
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