A social media campaign’s success is determined by how many people respond to it. In social media marketing, engagement metrics are the data used to measure a campaign’s success.
Interacting with online users is made easier thanks to social media platforms like Facebook and Twitter. They’ve become an essential part of marketing efforts, but they still need to be measured.
Metrics let you know how well your content is doing. Many different metrics can be tracked, including the amount of brand awareness and conversions a post has generated. Your campaign’s effectiveness will skyrocket as you become more familiar with the various types of data generated.
Leading social media platforms frequently make use of engagement metrics.
Engagement metrics can be found in various reports on different platforms. It is now possible to analyze your social media campaigns and improve future content based on these reports.
As a result, how can you improve these metrics and your campaigns’ performance?
- Get To Know Your Audience!
- Keep It Topical
- Cease To Be Commercial.
- Respond Quickly.
- Interact With Emotions
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Get to Know Your Audience!
Identifying the target audience before launching a campaign is a good idea. The process of coming up with relevant and interesting content for them will be facilitated by this. It is impossible to predict how one person will respond to the same piece of content. You must produce content that is most appealing to your target audience.
In response to an uptick in injuries caused by children climbing on dressers, IKEA created the Safer Homes campaign to educate parents about furniture safety. For this reason, an app and website were created to complement multiple content posts on YouTube and Facebook.
The content was concise but informative, providing parents with actionable advice that they could easily grasp and implement. It was explained to them in an easy-to-understand manner and they were shown how to secure their furniture to avoid potentially catastrophic accidents at home.
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Keep It Topical
Focusing your content on current events is a great way to increase the number of people who visit your website. Motivate people to do more research on topics that are currently top-of-mind for the majority of the population People will naturally be more interested in trending topics that allow them to participate in the conversation, whether through likes or shares.
New Covid variants have emerged in recent years, making it a hot-button topic on the Internet. Brands have used Covid-related content in their marketing campaigns to reassure people that their businesses can still serve them during the pandemic.
Since the “Get Close, From a Distance” campaign was launched by Bumble, it has encouraged partners to keep in touch. As the excitement builds for a face-to-face meeting, the platform has been promoting and facilitating virtual interactions.
People’s daily lives are impacted by the ongoing pandemic, making it a prime target for such campaigns.
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Cease to Be Commercial
For some time now, audiences have grown tired of advertisements that feature paid models and professional photography. A growing number of people are looking for content that is more relatable, and user-generated content is a big part of that.
Rather than relying on commercials, many people prefer to listen to what other shoppers have to say. The result is a higher likelihood of them engaging, developing trust in the content, and ultimately converting. Video content generated by users can be particularly insightful and credible because it provides more information than a simple photograph or testimonial.
Users can get a sense of what they can expect when they book a stay at an Airbnb property by looking at user-created content. Their Instagram feed is full of images and commentary about various types of lodgings from around the world.
Aside from providing an abundance of marketing materials at virtually no cost, this strategy has increased engagement, which in turn raises awareness of the brand and drives up bookings at featured locations.
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Respond Quickly
If the social media platform allows for user comments, this is especially critical. Responses aren’t always necessary, but when they are, they can help your brand’s image by being polite, informative, and timely.
Responses in a timely manner can spark a lively discussion that could go viral, or simply encourage other commenters to participate further, thereby boosting statistics. Negative comments, in particular, are prone to this. The best brands understand that they can influence customer perceptions by responding to negative comments promptly, kindly, and constructively.
Flight delays and cancellations are common in the airline industry. People’s expectations are difficult to manage, and it’s even more difficult to console them when you disappoint them.
With an average response time of 13 minutes to Twitter comments, JetBlue is among the companies with the fastest response times. In spite of the fact that the news may be bad, they make every effort to deliver it as soon as possible and in a clear manner. It doesn’t bother them when people make provocative remarks because they know that traveling can be stressful.
As a result of their excellent customer service and promptness, they have amassed a sizable following on social media. To further the brand’s positive image, those who have had positive experiences have encouraged others to do the same.
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Interact with Emotions
Content that explicitly promotes a product is typically unappealing to most people. Achieving higher sales and conversion rates can be a challenge for brands. By appealing to the emotions of online users, however, it can be advantageous. Creating an emotional response can help them become more interested in the subject matter.
Infants and young children around the world rely on Pampers for their sanitary needs. Even parents who have to clean up after their children’s accidents find the product’s intended uses repulsive. Because of this, their campaigns don’t focus on diaper changes, but rather on the positive and emotional aspects of parenthood.
Their social media posts are filled with images of their close relationship with their children. They are able to make their brand more memorable and more likely to be chosen during the shopping process by appealing to the emotions of online users. Because of this, they are able to boost engagement and sales without mentioning diapers directly.
It is possible to measure and improve the level of engagement on your social media accounts if you understand engagement metrics for social media marketing.