The New Social
User engagement is an assessment of an individual's response to some type of offerings, such as a product, a service, a website or an app.
The user’s engagement can be determined directly through interaction or may be assessed through observation of the user's behaviors with the service or product. For example, a website user might click links, comment, download documents and watch videos.
An engaged audience can be correlated with overall profitability because user attention is a finite resource and if users choose to spend their time on a particular app or site, they’re showing that they find value in it. Businesses can then make money from the product or service with ads, subscriptions, or sales.
The more engaged a user is, the more likely they are to buy, return, and share the product or service with friends and family. Product analytics are used to understand the factors that contribute to higher engagement. By improving engagement, companies can improve their product’s profitability.
However, on social media, increasing and maintaining an engaged audience can be challenging as most users move on to the next before the content in front of them is finished. The social competition can make it feel impossible to stay current in order to keep your audience engaged.
Audience engagement is becoming significantly more important in marketing strategies. The first step to achieve this is to have effective content, something that is actually engaging and meaningful.
Social media has helped with delivering content for audience engagement which 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.
There are many ways to measure audience engagement depending on what platform you are using. For website traffic, Google Analytics is a must. You can measure how much of your post-event traffic converts into leads by setting URL goals — tracking how many of your visitors go to a specific page on your websites, such as your inquiry form and event goals — tracking specific events, such as downloads or newsletter signups. Nearly all social media platforms come with helpful dashboards that lay out all the information you need in one place.
The simplest metric you will need to track is the number of likes and shares that your posts receive. Social media platforms like Twitter have copied Facebook’s original “Like” feature, in addition to giving people the option to share content that they like or find relevant to their own friends or fans.
Another obvious metric is the number of followers you’ve gained. It is important to pay attention to the rate that you’re obtaining your followers. That way you will know whether you need to adjust your strategy.
On social media, it is highly recommended that you follow accounts that share those interests that are related to your brand or industry.
Another thing brands are doing to create more engagement is by taking advantage of the influencer marketing strategy. This is where brands hire influencers within their industries to promote the brand or products. Because these influencers have already acquired their own loyal following, brands can use this to their advantage since word of mouth still has a very effective marketing tool.
If an influencer makes a post about using a particular product or service and shows how appealing it can be. Their followers are more likely to buy that particular product because they want to support their influencer or just be part of the trend. Influencers have already established trust and loyalty with their followers, which makes it easier for people to trust brands that influencers promote.