‘How do we get more followers?!’
...working in social media you’ve probably heard this question more times than you can count.
Sure, there are certain benefits to having a large following and steady follower growth is definitely something you should be striving to achieve. What we want to point out is that this 'vanity metric' isn't the be-all and end-all of your #socialmediagoals. The size of your audience doesn’t actually matter if no one is paying attention to your content. We at Araminta Marketing believe that the road to success isn't paved with millions of followers but instead is more closely linked to engagement.
We believe in putting the social back in social media.
There's a whole bunch of research to support our mission to prioritise engagement, here’s our top three reasons to put engagement at the forefront of your social media strategy.
1. Engagement impacts the visibility of your content - more engagement means your content gets prioritised by social media algorithms and will appear higher up in people’s news feeds.
2. Engagement is a great feedback tool - use this metric to see if or how your content is resonating with your audience and to tweak your output accordingly.
3. Engagement increases brand loyalty - people love to have positive and personal interactions with a brand and studies have shown that "simply answering a complaint on social media can increase customer advocacy by as much 25%."
In contrast… "30% of customers who are shunned by brands on social media are more likely to switch to a competitor."
So you can see how engagement is a key element in measuring the quality of your audience.
Your engagement strategy will depend on your business goals and the value of different engagement metrics will vary greatly. The Araminta Marketing team develop strategies to grow a quality following rather than quantity, if you want to find out more why not put our own social media engagement the test... contact us on one of our platforms to see how we engage with our own followers!
[image: @mattblease edited by Emma]
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