No matter who you ask or what you read, everyone has their own opinion on how much to post on social media channels. What we are here to talk about is that just because someone says to post 2-3 times a week on a channel, it doesn’t mean you should just content dump to hit a certain post amount.
We understand it can be a challenge to constantly post good, creative content. However, brands that focus solely on content dumping without engaging their audience are missing out on the real power of social media – real conversations! Learn how to build natural, authentic engagement and have real conversations to increase your success on your social media channels.
The Shift from Advertising to Engagement
Think back to the beginning of social media. Brands used their channels as one-way communication tools, pushing out promotional messages in hopes of capturing attention. Sell, sell, sell! However, this outdated approach no longer delivers results. Consumers don’t necessarily want to be sold to anymore. Consumers today crave authenticity, personalization, and two-way interactions with the brands they follow.
Social media platforms are evolving to prioritize content that sparks meaningful discussions and drives engagement. Comments, shares, and conversations are weighted heavily by algorithms no matter the social network. So, the brands that actively engage with their followers will have a greater opportunity to see a larger organic reach than those simply posting content and moving on.
How to Build Authentic Engagement
- Respond to Comments and Messages
Engagement is a two-way street. No one likes to have their comment or DM ignored. Replying to comments, answering DMs, and acknowledging your audience’s contributions foster community and trust. “Thanks for sharing!” or “Great question!” can go a long way in making followers feel valued. The tricky part right now is all of the spam bot DMs. The best advice we have is to report and delete. Report so the social network knows they are illegitimate and don’t dock your engagement because of the spam. - Start and Join Conversations
Instead of waiting for users to engage with your content, be the first to speak. Think of it like dating. Sure, it is scary to talk to that person at first, but when you ask that first thought-provoking question, try to get their opinion on something, and participate in trending conversations relevant to your industry. By actively contributing, your brand becomes part of the discussion rather than just a distant observer. A prime example of many brands coming together is when Duo from Duolingo “passed away”. Go back to Duolingo’s socials to see what we are talking about! - Leverage User-Generated Content (UGC)
Free content is the best content! When your followers give feedbacks, share results, tell their story when it comes to using or being a part of your brand, share that out! It provides high-level social proof for others and can help drive engagement. People might have similar results, similar stories and will want to give their two cents. - Adapt Your Tone to Fit the Platform
Every social media platform has its own culture and communication style. A formal tone may work on LinkedIn, but a playful and casual approach might be more effective on TikTok or Instagram. Not to keep harping on Duolingo, but we have been studying the brand as a social team and have found they get it! Check out the differences between their social media pages. - Experiment with Different Content Formats
If the option to try something is available, try it! Experimenting with new content allows you to potentially find a new audience but also grow the relationship with your current followers. This can take time, but guess what? When you find something that works, social media will change it all up again anyway! Be open to new things!
The Bottom Line
Keep engagement at the forefront of your mind with every social media post. If there is nothing to say about the post, why post it? By prioritizing engagement over content dumping, your brand can build a loyal community, increase organic reach, and stay ahead of digital trends. Instead of simply talking at your audience, start talking with them—because real conversations drive real results.