In social networks, engagement has become a lifestyle, everyone seeks to generate engagement, but they have little really wanted to engage with their potential clients. That commitment so mentioned in the Inbound methodology is the basis for creating connection with users once they were attracted by a good story about the brand and its values. Then that connection will allow you to generate leads and make sales. 

But it is the delight stage where engagement enters as the percentage of user interaction responses to the interactions generated by your content. But what generates all this? People’s interaction with content that goes beyond a like or a like. The willingness to share a comment and want to write down what they feel. 

This closeness is the same that can lead the user to relate to your brand emotionally and finally to your product after the need. 

Engagement in social networks

Social networks are the most used platforms to create that closeness with the community, thanks to the comments that can be generated in the publications and a series of interactions that show how willing they are to relate to you as a company or brand. Marketing engagement is very important and many companies add specialized content sections to create weekly conversation spaces with their audience. Engagement also helps you measure the success of your social media strategies. 

1. How many comments do your posts get?
2. How many responses do you receive in your surveys? 
3. Does your community share or save your content? 

The answers to all these questions can be found in your statistics. And if you do not know how to read them later, I will give you several key points for their interpretation. 

What is engagement?

The translation of engagement is “Commitment” and in marketing engagement it refers to how much a person is involved in a certain activity. Why is it important to measure it? Because many people previously measured success by the number of followers, but it was possible for a brand to have millions of followers and they will not generate a single interaction. This is an indication that your community in that network: you do not understand what you are doing, you are not your ideal buyer person and you will not buy your products. 

This measure is more common in social networks, although the Inbound methodology also uses it with the use of blogs and content rating. But in the end its success is centered on making a sale and it takes for granted that its content is understood. 

How to generate engagement on Instagram?

It is possible that Instagram functions such as: telling your story in a post, getting on Instagram stories and making an Instagram Live, can help you show yourself behind your brand. It turns out that all these can also help you generate engagement with your community, it is an excellent option for people to connect with your values ​​and ideals. It also allows you to be closer with different strategic dynamics to become a reference. 

To generate engagement on Instagram you must: 

1. Talk about yourself, what inspires you and show yourself in a transparent way. Humanize your brand and give the leading role to your human talent. 
2. Generate conversations, reply to comments and mentions. Make sure you are close to your community when they refer you. 
3. Create valuable content for your buyer persona, because this can be considered useful and generates a greater willingness to share or save the content. 

How to generate engagement on facebook? 

The interaction on Facebook is similar to that of Instagram, but the former, being older, has a high potential for customer relationships. Facebook allows you to upload video content, make Live videos, upload photos, make stories and mount gif. Users spend many hours on this social network but you can still rely on the specific characteristics of your buyer persona to create the content for him. 

To measure the commitment that your customers have with your brand on Facebook you must focus on how they react to your content, how many times they behave it and how often they usually consume. This particular network is one of the most consumed in Peru, even the multinational market research and consulting company (Ipsos) conducted a survey of Peruvians where it stated that 96% use the social network. 

You can measure Facebook engagement from the likes, the emotional interactions (I love it, it inspires me), the content they share, the comments they leave on the post and the clicks made by users

Engagement on Youtube

Generating Engagement on YouTube is considered more natural, because the platform’s mainstay is videos. These allow you to show longer videos and their content can be done with voice over and even live broadcasts. The relationship that most Youtubers have with their audience is very close because they show part of their life. In the case of brands, commitment can be created by sharing content that can generate empathy for values, ideals and principles. 

YouTube engagement can be measured by the times a video is shared and the comments made. But on this platform, what matters most is the audiovisual narrative, since there are only a few seconds to convince the user and the developers themselves are in charge of providing users with the best techniques to attract attention. 

It turns out that the YouTube algorithm has no special preference for content with the highest number of views because it takes into account the time people spend actually watching the video to consider it useful. In this way, the most important thing is always the quality of your content.

1. Pay attention to the thumbnails you use, make it attractive so that the user ends up clicking. But let your content be what I was hoping to see. 
2. Tell the user in audio and in writing to sign up for your channel or interact with you. 
3. Do not make such long videos on the platforms, make the content last as long as necessary and go straight to the point. 
4. Be consistent with your narrative. A brand with personality becomes a reference in the market where it wants to position itself because they always maintain a uniform language.

All these social media platforms can help you increase engagement with your community in 2020, but you must also:

1. Create content that is understandable.
2. Respond to all interactions. 
3. Make audiovisual projects that connect. 
4. Use close language.
5. Have a well-defined personality.
6. Create conversation spaces with users. 
7. Be timely with the content.
8. Use eye-catching titles that connect with the user at first sight.

Are you already applying all these things in your strategy to increase engagement in your users? If the answer is we do not invite you to a free consultation to know your brand, we create content to enhance it.