Why do Social Accounts of Brands Get Low Organic Engagement and Growth?
According to Social Insider as of February 2022, the average engagement rate of brand accounts on Facebook, Instagram, and Twitter are all below one percent. However, Tik Tok proves to be the outlier with brand engagement at 5.96%. Compared to the average engagement of Influencers ranging from 2.39% to 3.86% on Instagram and up to 17.96% on Tik Tok (Oberlo), we can confidently conclude that business accounts report low engagement compared to other social media accounts.
Let’s explore why that is? Regardless of aesthetics, HD quality, consistency, hashtags, or follower counts, many social media accounts for businesses report low organic engagement rates. We have all witnessed business profiles with thousands of followers getting an average of 10 to 20 likes per post. I could write a whole new article on why this happens but, in summary, the gap between followers and engagement suggests an ineffective communications strategy is at play.
Have you ever said or thought “hmm I don’t like this content”, or heard feedback about content or ideas using similar language? The tendency to create content for ourselves, instead of our audience, is a common mistake done unconsciously within an organization. “I like this look, I like this tone of voice, I like this type of content”, but will your target audience and potential consumers?
Publishing organization-focused content instead of audience/customer-focused content is guaranteed to stunt your growth and exposure. Organization-focused content is produced with the approval of internal parties in mind; such as management, the executives, or yourself. Audience/customer-focused content is produced with knowledge of the target audience to connect and relate with them. So how can we ensure the production of audience-focused content?
Clearly identify who your audience and target market is.
Know what style, type, and design of content they engage with and relate to. You can obtain this insight through primary or secondary information.
Understand why they use social media, at what time, and what they are looking for. Do they go on social media for entertainment, for information, to socialize, or to shop?
Make your content about the benefits your audience will receive from your products. Make it about them. But how?
Communicate how your work or products will benefit them or those around them in the format they are most likely to listen, watch, or read.
Provide content that will bring them value. Avoid being bluntly self-promoting and find other ways to attract your audience to your brand. With thousands of brands competing for their attention, social media users often feel irritated and targeted when brand content appears to push their way into their pockets…consistently. For example “Gen Zers won’t sit through television commercials and will likely be annoyed by a YouTube ad” (Baer Performance Marketing, 2019). The new generation of buyers display different habits and if your marketing and communications strategy does not evolve with them, gaining significant market share will be difficult.
Present your content in a way that is digestible to your audience. If they are on social media for entertainment, present it to them in an entertaining way. If they are on social media to socialize, present your content as a conversation starter or take a less formal approach to your content. “Non-promotional videos that tell a story are a better way to make an impact.” (Baer Performance Marketing, 2019)
It is crucial to understand your target market and cater to them. You may have an idea of how you want your brand to be perceived, but that perception may not be digestible to your audience. This will result in a disconnect as your target market may have a hard time relating and connecting with your brand. If all your content is about your company, people will disengage. If you know the basics of social media algorithms, you will understand why a disengaged audience is the worse thing that can happen to a social media account.
I understand that most companies can not afford to carry out an effective social media strategy that results in increased brand awareness and sales conversion. Social media marketing executed effectively—although promising incredible returns on investment—is costly and time-consuming.
However, the world is changing fast and it is bringing great solutions for small businesses and massive corporations alike. Stay tuned for an upcoming article discussing the different marketing solutions that can benefit any organization.
