This is my area
Why listen to me? I know how to engage people on Instagram. My posts attract likes and comments from 6% -10% of my followers (typically, we all bomb). Which is around twice the level that’s considered ‘good’ on Insta.
Yes, I have a small account where engagement is generally higher and yes, it is easier for me than a corporate brand to connect with individuals. But my account works – click to have a look. It is followed by real people, who are in my right audience, and who respond to the content I post.
Engagement is not a dark art
It boils down to this. I care about what people have to say, and I’m polite and generous with my time and comments. I don’t try and sell stuff that often and I share my expertise. Stick up some nice images and video and that’s pretty much it.
So marketers, here are my quick fire answers to your question.
15 ways to engage your audience (not piss them off) on social media
Reply to comments (engagement 101 – but amazingly lots of accounts just don’t – engagement goes two ways, would you ignore someone who spoke to you in real life?).
Use people’s first names – it takes less than 10 seconds to find out someone’s first name when you are engaging with them (read this – a person’s name is the sweetest sound in the world) and the value is golden.
Stick to the 80:20 rule – so only 20% of your posts should be selling something – if that.
Credit properly when you post user-generated content (it’s a compliment, it’s polite and it the right thing to do).
Create brilliant, properly generous offers, prizes, and giveaways – that have no strings attached.
Don’t copy other people’s ideas.
Invite people into your conversations, we all have views and like to be asked for them. Don’t be the World’s Greatest Living Expert all the time, find out what people think.
Tell the truth.
Businesses – give your social media management over to someone who is good at it. Your digital marketing shouldn’s be part of the office admin, and people who do it well deserve to be paid more than babysitters wages.
Use real images. Catalogue and cold professional lifestyle photography can seem remote. It’s a turn off on social.
Be funny (check out Lego).
Ask whether you would follow this account – seriously?
Talk about your people – and your people’s people. Stories about the humans in your businesses make great content and will connect with your followers. If you are a business of one – talk about yourself.
Remember that it’s not about you. REMEBER that it’s not about you. It’s about what you can do for your follower!
Appreciate that building a decent rate of engagement involves time. Make the investment, or don’t complain about it.
Look out for people who are actually doing it
“All too often people are looking for shortcuts to social media success. They tell me about an app that makes posting easier. They tell me about some website that helps you create graphics. I’m not really interested. None of that matters if you don’t TALK to and LISTEN to your audience.”
Ade says that doing good business with your followers on social means leaving your business-like at the door.
“Ask them questions. Ask their opinion and get conversations started. Talk to them as if they’re your friends, not like you’re a bank telling them they’ve gone overdrawn. Stop acting all “business-like” and start building relationships. People almost never go on Facebook to buy something. They go on to keep in touch with their friends and to be entertained. Do that as a business and you’ll not go far wrong.”