The COVID-19 pandemic highlighted the importance of human connection. Many people were isolated and stuck in their homes for months, so they turned to social media and the internet for social contact to try to fill the void of missing time with those who matter most.
Social and professional events quickly pivoted to virtual, which allowed for continued connection. But as people turn to technology as a substitute for face-to-face interaction, audience engagement is challenging to maintain. This, coupled with an abundance of messaging from multiple channels, makes it difficult to build genuine connections with consumers.
Use these five tips to improve your messaging to increase audience engagement.
Identify Your Target Audience
Increasing audience engagement starts with connecting with the right people. First, you must determine who you’re trying to reach and where they consume content. Think about the keywords and hashtags they use to find content like yours and incorporate them into your own messaging.
Don’t forget to be strategic about where you’re posting content. For example, TikTok is one platform that has consistently engaged users, particularly millennial and Gen Z groups, due to of its wide variety of content.
Provide Useful Content and Resources
Many have found it increasingly difficult to concentrate and remain focused throughout the pandemic. As a result, marketers need to try harder to publish content that holds attention. Each piece of content should identify the problems and issues most prevalent among your target audience and provide resources addressing those pain points.
For example, if you run a tech company that developed a behavioral healthcare app, set up a community on the platform where app users can connect with one another. Offering valuable resources to your audience will increase audience engagement and encourage them to return to you in the future.
Be Inclusive
You won’t have high audience engagement if your messaging isn’t inclusive. Reference a writing inclusivity guide when drafting content to help you identify possible blind spots in your messaging.
Be Consistent
Develop a regular publishing schedule. Your audience is likely to regularly visit your channels if they come to expect fresh, new content. It’s also important to be consistent with your interactions to build authentic connections.
For example, when users comment on your social media posts, acknowledge them and quickly respond whenever possible. Social media is all about being social, so establishing a two-way conversation with your audience encourages them to continue engaging.
Be Genuine
The best way to increase audience engagement is by being genuine with your messaging. If giving back is a priority for your company, don’t just tell your audience it’s a priority – show them! People easily see through shallow interactions and messaging and won’t be motivated to interact with a brand that isn’t authentic.
In our digital world, audience engagement is difficult to achieve, particularly during a pandemic where people are overloaded with content and forms of communication. Be thoughtful about who you’re reaching and how you’re reaching to help you build authentic connections and boost engagement.
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