October 3, 2018 · 6:32 pm

Wednesday Wisdom: 4 Reasons Why Your Engagement is Low and How to Fix It

Don't let low engagement get you down. It's an easily solvable issue.

By Valentina Mezzasalma

Let’s face it: Creating shareable, funny or persuasive content is not easy — especially for businesses.

Often, you create content that you think will drive engagement but it falls flat. The lack of engagement can be frustrating, but there could a few reasons why your posts are not connecting with your audience.

Here are four reasons your engagement is low and our tips on how to fix it.

1. You’re Not Posting Enough Videos

While photos are still the most popular format that people use on social, native uploaded videos are exponentially more engaging, according to Social Media Today. In fact, video generates 1,200 percent more shares than both images and text.

Long, professional videos can be hard to produce, but you can easily shoot and edit a short video. Consider using short videos such as Boomerangs, GIFs, or slideshows.

2. Your Captions Need Some Love

Short, pithy captions have their place, but a robust caption may get more attention. Write good, detailed captions that persuade people to comment.

Here’s a great example from Sensai customer, Events by Robin, of how a well-written caption can spur engagement.

Comments are signals of high-quality content that other users might want to engage with, too. What’s more, Instagram’s algorithm favors posts with several comments and will promote it in users’ feeds and (potentially) on the Instagram Explore Page.

Pro Tip: An easy way to push users to reply is to use the Question feature in your Stories or to create a poll.

3. You’ve Posted at the Wrong Time

It’s tempting to post during your business hours between 9 a.m. —  5 p.m., but social networks aren’t limited by those times.

It’s important to do your research and find out when your audience is most active and schedule posts for those peak time — sometimes the most popular times to post may surprise you.

4. You’re on the Wrong Platform

It’s important to understand where your audience/potential customers spend their time online and which social platform they use the most.

In some cases, casting a wide net on social channels can work against your social media marketing goals. If your team spends a lot of time and resources posting to all social channels and you’re not seeing an increase in engagement or customer acquisition, then it’s time to cut bait.

For example, if your business consistently posts on YouTube, but your audience and potential customers spend most of their time on Instagram, then you’ll need to pivot to that channel.  

Sensai’s dashboard can help you see which posts have resonated with your audience and on which channel. Also, our A.I.-powered solution provides Wisdom that will help you choose content or select the right hashtags that will drive better engagement for your posts.

For more information on how Sensai works, watch this video.