How Powerful are Engaging Posts in Social Media?

social media

You’re convinced you did a bang-on job coming up with great content for your social media posts. You made sure that it’s popping. Went through it, editing and proof-reading it with an OCD-like perfection, and even ran it through the wringer just to name sure nothing escaped your naked eye.

The content is as informative as you want it to be. The creativity is in check. Nothing like a lazy post, but is the effort paying off?


Is the number of comments, likes, retweets or the accolades rolling in worth the effort? So you continue waiting. But nothing impressive is happening.
Perhaps someone told you that doing all this will get more and more followers flocking in to bless you with accolades and more social media engagement. But that hasn’t been the case for the longest time you can remember. What gives?


Why is your content NOT attracting the Engagement you had hoped for?


This wouldn’t have been that much of a bother a few years back. But things have significantly changed since then – if your social media marketing strategy isn’t in line with your content marketing strategy, then there’s a whole lot you’re missing in terms of driving new traffic via social media.
There’s also a reason social media marketing has been widely reported as the strategy that’s likely to yield big results in 2019.


One Caveat


Social media marketing is one of the most rewarding marketing strategies in 2019, particularly here in Singapore. But only if executed right.
A simple mistake on your part could also ruin your brand within a snap. So you have to approach it with caution.


Worth noting is that the social media marketing strategy is only working when it’s getting you the kind of engagement you crave for. If not, then there’s a huge possibility that you’re committing a grave social media mistake by doing any of the following:


. – Denying your followers what they want.
. – Your posts aren’t accommodating new followers or users.
. – You’re too stilt on your engagement strategy and that you’re missing on the fun bit of it.
. – Your content is fraught with grammar mistakes that are sullying your online credibility.
. – Your posts are one-sided, with no room to get your followers to chime in.


Good thing is that any of these mistakes can be fixed with some little bit of calibrations on the type of posts you make.

social media
Denying Your Followers what they want


Singaporeans are social people, with a social media penetration rate of about 85%, according to a recent World Meters report. The report also goes on to suggest that more than 50% of millennials are active on social media. Which is to say they at least comment, like, or share a friend’s photo per day.


Hashmeta even goes ahead to break this report further by suggesting that 7 out of 10 Singaporeans are active on social media. On average, children up to the age of teenagers spend about 35 hours per week on the internet.
WhatsApp (with a 73% view rate) tops the list of the most visited social media platforms in the country, closely followed by YouTube (with a 71% view rate), and Facebook coming up third with a 70% view rate.


85% of the total Singaporean population is on Facebook, while 51% is on Instagram. Goes to show that, as a Singapore-based marketer, if you’re NOT pumping in a tremendous chunk of online marketing effort to social media, then there’s a whole lot you’re missing in terms of driving new customers to your website to take action.


Social Media interactions and brand engagement have also been reported to be on the rise in the country, with an upward of 50% of generation Xers and millennial following at least one brand in the country.


To put it quite simply, there’s never been a better opportunity to cash in on social media engagement. The trick lies in finding out what your target audience wants from their social engagements.


For starters, social media users are interested in what’s real. They want to engage with real people, cultivate real interactions, and unrestrained human interactions even with brands they engage with.


Meaning there’s no room for auto-spamming or bots. If you’re NOT doing anything to interact with your users on a personal level, then it’s almost impossible to get them to take action.


There’s so much your social media users expect out of your brand.
Worth noting is that they expect to see your brand coming to life on social media. They want to attach a personality to your brand on social media and engage with it on a personal level. This applies to almost any social media channel out there, including Facebook and Snapchat.


Don’t be too clunky. There are times when your users could immensely enjoy reading a post with a playful tone. When there’s a need for them to laugh, feel free to laugh with them. You’re also allowed to make fun of your own images or brand in general. Even more important is to never miss out on what’s trending.


All this is done to foster a strong sense of connection between your brand and the end user.


Whatever you do, the customers you attract want to feel like they’re operating on the same headspace as you. They want to feel the chemistry and be convinced that you’re in a much better position to understand their needs and offer them the most fitting solution that snugly addresses them.
Trash talking your brand when you don’t mean it places your online users in the place of power, where they get to decide if your brand is anything close to what you’re trying to referring it to.


Beyond Your Personality


Online users are interested in realness and honesty. But that doesn’t limit everything to your brand personality alone. Instead, they want to know a lot more about its position as a brand on some of the major world’s events.
You may feel the need to avoid throwing in a wrench in the interactions you have with your users by avoiding political stances. But deep down, your users want to know your stand on political issues, as well.


Your Stand on Social and Political Issues


Users have identified immigration, education and the environment at large as some of the most crucial elements that they wish to see brands take a strong position on. Of course, it makes more logical sense to take a neutral stance on all this or avoid them altogether. But stats seem to suggest otherwise.


Forget about professionalism for a moment and instead focus on what’s humanly right. Don’t be afraid to bash the societal evil or laud what’s right for the fear of pissing off a few people. Whether you’re in agreement or at loggerhead with the heated political stance in place, go ahead and voice it as is, creating room for your users to chime in and poke holes in your point of reference.


The point is to have a subjective viewpoint that can either flow either way. But while at it, steer clear of the need to come off as the opinionated narcissist that wants to scream to the whole world about how right they are.


The best approach would be to frame your sentiments in such a way that it can stir a discussion. You’re simply inviting online users to question your standpoint. They don’t have to agree with what you’re saying. But they should at least know about where you stand in all this.


In other words, their interaction with your brand should be worth their time. And the only way to achieve that is to personalize your brand by interacting with them on an emotional level.


NOT Accommodating New Users


The social sphere is always evolving. It’s always changing. So don’t expect any new group of users you attract to your site to be content with your social media marketing strategy.


Plus most of the time new users will be trying to play catch-up. Meaning, you have to structure your social media posts in such a way that you’ll also be accommodating them.


The first thing to note is that the use of social media cuts across a broad range of age demographic. Majority of the users it attracted in the past were mostly the young generation, but as of now, the most rapidly growing group of users are adults of the retirement age. Before, social media was nothing more than a new age fad. But as it stands, more and more people are beginning to view it as the platform that facilitates their connection with family and friends.


Meaning, anyone who wants to find out how their old friends or the almost estranged family members are doing will be more compelled to sign up on Facebook, Instagram or Twitter to find out more about them.
The old age is also the least targeted group on social media.

So as a marketer, that’s one reason you might find it even more rewarding to recalibrate your online interactions to accommodate them as well.
Social media is no longer the platform for the younger generation alone. But for people of all ages. And it’s not like the old generation reacts very much different from their younger counterparts. Neither does it mean that they can be targeted the same.


What’s different is the manner at which you can connect with them. As with the rest of the users, the old generation also uses social media to foster personal connections and to stay in touch with their family members. They also have a proclivity for keeping their life private.


The only difference is that they’ll be struggling to suppress some extraneous information and stimuli. Some of them have reduced short-term memory, short concentration spans, easily distracted, or simply lack the time to lurk around social media channels, digging through random content like the younger generation.


So the best way to target them is though moving GIFs, busy images, or anything you can come up with that makes it possible to overcome their cognitive overload and make it easy for them to interact with your social media content in the shortest and most straightforward manner possible.
Don’t take them through hoops.

Once in a while, if there’s a product you’re trying to promote, take the plain route and word your promotion in black and white, allowing them to decide on whether or NOT it’s a smart move on their part to consider checking it out.


In short, try to make the post both simple and visually compelling. It’s also crucial that you try to avoid making your post highly saturated with more than the required amount of visuals or any other type of content at one focal point.


The Fun Bit of it


Social media engagement is mostly about recreating your social media posts to be more fun and interactive on the platform. When you think of it, social media itself is all about escaping from the harsh realities of this world. Its users want to log into the platform when they’re dispirited and suddenly laugh or feel connected with the rest of the world.


That’s the experience you must be willing to create. Not one that’s desperate to get them to buy something, but one that’s looking to connect with them and assure them that they’re NOT alone. You could even talk of some of the difficulties you face as a brand.


You’re simply trying to create the much-needed fun through the content you post, and it’s upon the users to digest it and feel good about themselves. Soon or later, the same users will start associating your brand with good feelings, and in the end, have an easy time making the final decision to go through with a purchase.


If you’re NOT making it fun for your online users, then you’re missing out on one very crucial aspect of social engagement in a big way. Where possible, consider sharing relevant videos with your followers. The video doesn’t exactly have to be custom-made. But just a random link to relevant video content that’s either a showstopper or supplement to the type of content you post or your brand in general.


Simple Errors that Sabotage your Online Credibility


Learn to read through your social media posts, over and over again, proof-reading and editing it through until you’re sure it’s free of any grammatical error that’s likely to taint your credibility as a brand.


Ever published a Facebook post, only to come back hours later and find out that the post had a glaring typo that you hadn’t noticed before?


You may try convincing yourself that it’s just a typo, but online users are a judgmental lot – and a good number of them are likely to fall off simply because they can’t wrap their head around the fact that a professional brand like yours can’t simply find someone to edit their posts before publishing.


Spelling errors can also tax your engagement or even poke holes in the quality of products or services you offer.


Let’s wrap it up here


The days when people treated their social media engagements as an after-thought or something you can wing is now in the past. Nowadays, if you’re NOT strategical about your entire engagement approach or at least planning in advance, then there’s a whole lot you’re missing in terms of engagement and social media conversion.


You can significantly boost your online interactions by delivering quality content that’s more focused on connecting with the intended user. This is no child’s play, but it’s quite possible if you’re willing to put in the hours and effort.


For more help regarding social media engagement, contact us today with your query and our customer relation team will be glad to attend to your needs.

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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July 09, 2019

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