It’s nice to have many followers, but engagement is what you need to be paying attention to for social media marketing in 2022 and beyond.
Social media marketing strategies have been focused on growing your audience.
Even the most compelling content on the internet won’t do any good for your brand if nobody sees it.
However, it’s not enough to get as many followers as possible. And so-called vanity metrics such as follower counts aren’t the only way to measure social media marketing.
Brands in 2022 will need to shift their attention to engagement as companies like Twitter and Facebook continue to place more value on audience engagement than audience size.
We’ll be discussing why engagement and a large following don’t always work together and how you can ensure you get the most value from the people you’ve built. https://genuinesocialmedia.medium.com/
Engagement: The Growing Importance
For a moment, imagine yourself as a comedian or stand-up comedian.
Do you prefer to perform in front of a large crowd of people who are distracted and not interested in your jokes or in front of a small audience that is enthusiastic and listening intently?
Although performing in front of a large crowd can be rewarding, performing in front of a smaller audience is much more enjoyable.
This is true for social media channels as well. Considering that social media platforms continue tipping the scales away from audience size in favor of audience engagement via their ranking algorithm, it’s even more so.
You can no longer publish a blog post and feel confident that your followers will see it.
A fraction may only see even a post published to a page with thousands of followers today of those followers. If the command doesn’t generate enough engagement, the platform’s algorithm will not consider it worthy of promotion.
Let’s take, for example, a post you publish to 100,000 people that don’t generate much engagement in clicks, likes, comments, and clicks.
This means that your post might only be seen by a handful of thousand people, regardless of how many followers you have.
Consider a post that is published to 20,000 followers and generates high engagement.
The second post is more likely to be considered valuable content and displayed to a greater percentage of your followers.
This means that a brand publishing valuable and engaging content to 20,000 followers will be more likely to reach more people than a brand publishing boring content to five times as many followers.
This doesn’t consider the fact that sharing your content via comments and shares can often be displayed to users other than your page’s followers. This will help you expand your reach even more.
Engagement is not only important; it’s essential. Engaging with your followers will ensure that your content is visible to as many people as possible. However, it is important to focus on content engagement to get more value from those who view your content.
Revenue is not always based on views alone. Social media marketing works best when your content is seen by an engaged audience that takes the time to read your posts and clicks through to the links.
If users are scrolling past your post, then having it appear on their feeds will not add much value.
Instead of focusing solely on the size of your audience, it is better to cultivate an engaged audience through compelling content.
How to Increase Brand Engagement in 2022
You should make improving your engagement your main focus if you want to increase the effectiveness of your social marketing efforts in 2022.
Publishing engaging and interesting content to your audience is the best way to do this.
It is important to publish high-quality content that informs, entertains and elicits emotional reactions from your audience, rather than content that is merely an advertisement for your brand.
Social media users are less likely to view posts unrelated to the product being promoted in today’s ad-saturated environment.
Social media platforms have lost interest in showing such content to users.
However, this doesn’t mean you should abandon the idea to promote your brand’s products or services to your followers.
You need to think of creative ways to publish content that promotes the brand and provides some value to the viewers in entertainment, information, or both.
This task can be accomplished by creating interactive content, such as a quiz or poll that your followers can answer, a video that they can watch, or a link that takes them to an article they can read.
This content, which requires interaction and engagement, is more likely to generate engagement than text-only posts that are easy to ignore and scroll past.
No matter what content you post, it is important to ensure that your followers read valuable and interesting content. https://genuinesocialmedia.medium.com/11-strategies-for-companies-to-increase-fans-via-facebook-and-instagram-6d86f2e9b09a
If the content is engaging, informative, or gripping, it can also generate high engagement.
Brands that can successfully market their products and services via social media in 2022 will be those that know how to connect with and engage their audience, regardless of their size.
Contact Rock Content today to learn more about the Content Marketing professionals at Rock Content and how they can help you improve your social media marketing strategy. We will be happy to share our knowledge with you.
