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How To Win The Engagement Game

Written by Georgina Thorne
On & Categorised in Social Media
How to win the engagement game

The world of social media is constantly changing. What works one day, may not work the next.

If you want to win the engagement game, you have to adapt to those changes, or you’ll quickly fall behind.

But don’t panic! I’ve put together a list of the top trends that you can make the most of to grow your business on social media.

First though, I want to talk about some principles of successful social media strategy that won’t change.

What has NOT changed?

The goal of Facebook (and all other social media sites) has remained the same since it was established back in 2004. The site knows what it wants, and that’s to get you to spend more time on Facebook!

Why? Because the more time you spend – the more ads you click on, and the more money you make Facebook.

As long as you keep “investing” in the site, they’ll keep you coming back.

But how do they do it?

They curate our news feed. They know that we want to see great content on Facebook… content that entertains us or brings us some type of value.

That’s why Facebook needs to figure out EXACTLY what kind of content you find most interesting. when they know what you’re interested in, they deliver that content to your news feed.

So What makes for interesting content?

This is going to sound obvious, but sometimes the simplest things get overlooked when your bogged down with coming up with fresh content day after day.

There are just 3 things that make your content interesting. It needs to be:

  1. Popular: Lots of people in your community are talking about them.
  2. Relevant: They relate to you and the peeps in your community.
  3. Recent: They happened today.

Lets say it again: popular, relevant and recent.

You’ll probably notice that these are the things people are talking about at the school gates, or is featured in magazines.

People always want to talk about things that are popular, relevant and recent. 

Trends You Need Follow To Stay Popular, Relevant and Recent.

Video

The rise in popularity of video content is not to be ignored. And Social sites like Facebook and Instagram are making it easier for us to create sharable video.

Here are a few stats (courtesy of Post Planner) to back up what I’ve just said:

  • 75% of online video viewers have interacted with video content.
  •  of all online activity is spent watching video.
  • Video will account for 80% of global internet traffic by 2019.
  • Social video generates 1200% more shares than text.

Saddleback Leather do a great job of video marketing. This is a middle of the funnel video example, where customers are considering buying a Saddleback Leather bag, and where a video becomes very important at giving your primed viewer more info.

They even do a video on How to Knock off a Saddleback Bag, which is genius.

Live Streaming

I can’t talk about video and not mention Live Streaming. This is where you interact with your audience in real time, through Facebook Live or Instagram Stories.

Live streaming is a great way to break down those traditional marketing barriers and create a real connection with your community.

Dunkin’ Donuts are doing a great job of it on Facebook:

Your audience wants authenticity, and there’s nothing more authentic or genuine than a live video.

Even if your fans are watching the video after the “live” session is over, they can still feel the authenticity and transparency of the recording and engage with the video.

Interactive Media

Before you switch off, interactive media isn’t just for the big boys with big marketing budgets. With a little bit of imagination and the help of some online tools, you create your own interactive media for your social channels.

Here are some examples:

GIFs

A GIF is a short looping animation that is easy to consume, and share. They’re able to speak to your audience much quicker than words can.

The fun and casual nature of GIFs makes it easy for your followers to take part in the conversation. When they’re relevant a GIF almost always creates engagement.

via GIPHY

Meme

Similar to a GIF, a Meme is usually a static image, or series of images that explain a certain feeling, or situation in a funny way. Another QUICK and EASY way to get a message across to your audience and get a bit of your own personality in your feed.

You don’t even have to make your own unique Memes or GIFs, just share popular, relevant and recent ones to show you’re on your social game.

VR Content

Virtual Reality is a big hit at the moment. And I know that it’s probably an area you can’t even fathom right now, I know I struggle. But brands creating and sharing VR type content are seeing a massive increased engagement.

I’m not going to dwell too much on VR, but I wanted to add it because it’s going to be something we’ll all need to consider in the future – when we’re all flying around on our hover-boards ; )

I don’t have any examples of VR, soz.

Conclusion

When it comes to marketing opportunities, social media has opened up a world of possibilities.

But, social media is changing every day, so you need to keep up, or you’ll fall behind your competition.

However, there is one thing that will never change, and that’s the power of engagement.

By including video, live streaming, GIFs, and Memes (we’ll worry about VR next year) in your social media marketing strategy, and remember to keep it popular, relevant and recent, you can’t go wrong.

 

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