How to Get a More Engaged Audience With Your Social Media Content

On social media, increasing audience engagement is like keeping the attention of a two-year-old. There's so many things published each day that we're often “on to the next” before finishing the content in front of us.

So as a brand, the social competition can make it feel impossible to keep your audience engaged and focused. You can't expect everyone to like what you post on social media, but there are ways to stay current and relevant by posting content viewers will want to read.

Before we get too far into what makes up this content, let's actually look at what defines audience engagement on social media.

What is Audience Engagement?

Audience engagement is a marketing process that guides potential and current customers to take actions whether it's clicking a link or signing up for a trial. Successful audience engagement will lead prospects through the marketing funnel and keep them coming back.

On social media, audience engagement can be defined as clicks, impressions, profile views, likes and shares. The more active users are with your social content, the more likely they'll continue to follow and trust your brand.

Marketers know the importance of a well-engaged audience. In fact, a 2015 TrustRadius report discovered 61% of marketers agreed audience size was the the most important metric to measure social media marketing effectiveness.

Ask the Right Questions for Audience Engagement

There's so much that goes into building an engaged audience on social media. It takes great content, attention-grabbing visuals or details and subject matter that's original and fully entices readers to go forward.

In order to gauge how engaging your social media content is, ask yourself these questions:

Does Your Content Pique Curiosity?

Marketers often rely on social media to get users from point A to point B. This means social media posts have to engage users and make them want to read or learn more. You often can't rely on 140 characters to fully explain one of your marketing landing pages.

However, you can direct users to these pages with engaging illustrations, videos and Tweets that have a call to action. These phrases should focus on the results. Don't be ambiguous with what users will see if they click on your link.

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