Tell a great story

In the dawn of social media, the number of followers you had was paramount. The more followers, the more perceived success. But really, do all the people who follow you or your business make you more successful? Perhaps not. In today’s complex and overwhelming digital landscape, engagement is king. You want people to enjoy reading or watching what you put on your social media channels. Think about what you scroll past with glazed-over eyes and what makes you stop to read or watch.

Social media engagement is a catch-all term for how your audience interacts with your content. This can include shares, likes, and comments on what you have to say or show your audience.

When you have a high engagement rate that means you are connecting with your audience. People like the story you are telling and they are responding to it. If your audience is taking time to take action based on what you have given them, from a bit of information, graphic, photo, or a fact packed video, that only increases the chances you will generate a new lead or customer.

Why engagement is more important than follower count

“If you have a lot of people following you or just connected to you, that does not mean they are actually looking at the content you post. So in the end the number of people does not mean as much as if your content is presented to people who are interested in your product or service”, said Charles Schwabe, of the San Antonio-based content marketing consulting firm, Jeff’s Journeys.

Social media algorithms are complex and ever-changing. These algorithms also take into account a variety of factors when deciding who sees what content. So in the end, we thing engagement is far more important than the number of followers on your social media page. Besides, there are businesses and influencers out there who literally buy followers in order to inflate their social media profiles.

When you post great content and people engage with that content, this often leads to a higher quality of prospective leads or a higher volume of product sales. When followers are engaged with your content, they’re more likely to visit your website, share your content, or begin a conversation with you and your business.   

Creating engaging content

Know your audience

Do you know who your customers are? Do you know what they like? Do you know why they might be perfect for your product or service? Once you understand who your audience is the better you’ll be able to provide them with content that will get their attention.

Create Value

You’ve heard the term “Leave them wanting more.”  So, spend more time creating less. It’s not about how often you post, but what you are posting. Create an irresistible offer for a product, or share a relevant fact about your business or industry that captures attention. Your followers will begin to look forward to your next post knowing it will be not only worth the wait, but also worth reading or watching!

There’s nothing wrong with advertising

If you are going to create an ad for an event, product, or special, be sure it is just that. SPECIAL. We all get hit, every day in fact, with the word “Sale.” Include words that are different in your posts like a “rare opportunity” or “Special ONE DAY promotion.” If you make an offer that truly stands out above all others, you are likely to see more engagement because those leads who are looking to buy from you will appreciate what you are offering to them and thus engage with your content.

Get them watching

People would much rather sit and watch a video. In fact, a video is twice as likely to be shared as any other kind of social media post. Another fact is that more people enjoy watching videos with the captioning left on!


Use relevant hashtags that are related to your product or service. They are a wonderful tool to get your content seen by more people, which can then result in more engagement. Also, when you use relevant hashtags, your posts will show up in more search results. This strategy should only help introduce your business to new followers and customers.

Social media is all about being social, right? Interact with your followers. Don’t be afraid respond to comments, and answer questions. A conversation about something you posted, may very well lead to an enduring relationship with your customers. In turn, you are building an army of loyal followers who are more likely to recommend you to everyone they know. Also when your customers want to trade posts and converse with you, that is a demonstration that you’ve truly hooked them with your posts and that you care about what have to say.

Everyone wants to win

Contests and giveaways are a great way to grab new followers and get people engaged.  When people want to enter your contest or giveaway they have to fill out an entry. That’s engagement! By promoting a contest or giveaway on all your social channels you are inviting those to who love your business to do something more than just scroll by your content.

Remember, when you create high-quality content that is relevant to your audience, it is more likely to be appreciated with likes, shares, and engagement helping you to have greater business success.