Sharing content is a core component of social media use. There’s certainly nothing wrong with posting selfies, but ideal use of social media involves building a relationship with your communities. Here are top tips for using social media to connect and engage.
Know your Audiences & Where to Find Them
There is no one “best” platform, influencer, or campaign format. You must invest time in researching options and making the selections that best help you achieve your objectives. Accurately identifying your target audience is a critical first step, followed by determining the best platforms for reaching them. Check our previous blog post about the evolution of social media platforms here.
For younger people interested in dance, TikTok is a given. 60% of users are Gen Zers and the two most followed TikTok accounts are young dancers.
Keep It Relevant
Consider what most of the users are doing on that platform. Your chances of successfully engaging increase if you provide the type of content audiences on the platform are actively seeking and consuming, such as video gaming on Twitch. The platform has over 9 million active broadcasters and all of the top 5 are gamers.
Drive relevance even further by segmenting your audience within each platform. For example, on Facebook, you can generate a custom list of people who have previously messaged your business and reengage prospects that have fizzled out.
Make Campaigns Interactive
Social influence marketing provides an agile, real-time communication channel with consumers. When doing IM, like social media in general, brands should engage with consumers and aim for effective two-way communication. Too often brands push out a stream of content to their audiences without bothering to also listen. But interactive campaigns lead to increased engagement, brand advocacy and likability, as well as more conversions and better customer loyalty.
Social media provides brands with the unique opportunity to make campaigns interactive and collaborative. You can turn campaigns from brand monologues into conversations by encouraging participation and interaction, as well as incorporating user-generated content. The close connection influencers have with their communities is ideal for engaging audiences in conversation and making campaigns interactive. Influencers can generate interaction in various ways, including:
Leverage the Latest Technologies
Technically, the concept of virtual reality (VR) isn’t new, but with the release of the Oculus Quest in May 2019, it has expanded in popularity. VR can enable people to interact with others across the globe, which is particularly important considering the ongoing need for social distancing. Facebook is leveraging the Oculus VR platform to beta-test a virtual world that allows people to explore, connect with others, and play games
Additionally, Augmented Reality (AR) is even more accessible, since it doesn’t require additional hardware beyond a smartphone. AR filters can be used to encourage fan interaction and promote new products.
For example, popular chocolate brand Kinder’s “Jump into Africa” campaign enabled consumers to discover animated 3D safari animals while in the aisle of Tesco supermarkets in the UK.
Stay Up to Date on Your Chosen Social Media Platforms
Be sure to stay up to date on the various offerings of social media platforms since things change fast. Following Kingfluencers can help you stay current. For example, on 25 Feb 2021 Twitter announced paid Super Follows to let you charge for tweets. “YouTube Shorts,” considered to be a rival offering to TikTok, launched in the US on 18 March 2021.
“The YouTube Shorts product itself was first introduced in September and has been beta testing in India over the past several months, where it has since seen adoption triple.”
And TikTok has launched “TikTok For Business,” providing tips such as info on various elements of brand-building, including notes on creative elements, ad strategy, and key trends. Among the tools for brands is TikTok Ads Manager, a simple, self-serve tool where you can create and launch your ads directly into the TikTok feed.
Prioritize the Human & Use Stories
Human interest stories help the audience relate to your brand and drive engagement. Show people using your product, rather than photo or videos of the product alone. Stories can be powerful in creating emotional connection with your brand and driving purpose. A SocialInsider study found that images in Stories have a 5.65% higher tap-forward rate than videos. Imagery of people using your product within relatable situations can help users connect. Those humans could be hired actors, paid influencers, or happy customers – all of which are beneficial.
Consumers are 2.4 times more likely to say user-generated content (UGC) is authentic compared to brand-created content. Additionally, your employees at all levels are likely advocating your brand already. You should channel and grow that enthusiasm. The people who build your product are highly credible sources.
Humans also like to see human faces. Research published in the Journal of Advertising Research shows, “Ads featuring human faces and ‘face-like’ (i.e., pareidolian) images capture greater attention and preference than other ads in short time lapses.”
Display your Values
Consumers want to support brands that embody their own values. As written in Inc., Gen-Zers, “want to see authenticity in marketing, including proof and a culture to back up claims of strong company values.” 67 percent agreed that ‘being true to their values and beliefs makes a person cool,’ and they feel the same about brands.
74% of respondents in a Twitter survey want brands to showcase acts of kindness, and 77% feel more positively about brands that try to support society during this crisis.
While it’s tempting to focus on stats such as follows and likes, remember that engagement is a two-way street. Interacting with your community also helps build trust and credibility.
Follow Kingfluencers for more tips on making your social media campaigns engaging.
Author: Megan Bozman, Owner @Boz Content Marketing