how to approach your audiences on different social media – WAU
The interaction processes on social networks are responsible for bringing the public closer and improving important metrics such as engagement, leaving the retention levels up there. Some ways to put the action into practice are attractive quizzes, polls and CTAs.
Among the best Content Marketing strategies, interaction on social networks is one of the ones that most bring results in the short and medium term. With the right content, you are able to retain and delight users from thought-provoking and highly engaging content.
Some of the most popular formats are quizzes and polls, but there are many other options that are easily applicable to any strategy.
Just understand which ones work according to the audience and persona definitions, adapting everything necessary to make posts even more attractive and personalized.
In this post, we will address the concept of interaction on social networks and its application from the following topics:
What is social media interaction?
Interactive content on social networks are those that, in some way, invite the reader to participate with opinions, ideas, comments or any other contribution that comes from the other side of the screen.
An important aspect of this format is personalization, since, unlike static content, the user’s response dictates the direction that a specific post will take individually. That is: each person will have a different experience from your response or submitted interaction.
The format is recommended to improve the reach of brands in the online environment. This allows differentiation in relation to companies that work closely with the institutional universe and prioritize unattractive content that has the sole purpose of self-promotion or sales.
What are the benefits of social media interaction?
Disputing user attention on social media has become a complicated task. The platforms accumulate more than 3.5 billion users around the world, who connect with the most diverse profiles.
Brands, friends, family and different pages end up competing and endeavoring to guarantee a minute more of the user’s attention, which, in turn, engages with those contents that arouse a sense of identification and interest, depending on personalization.
For this reason, in the midst of the decline in the engagement of social networks such as Facebook and Instagram – with their mysterious algorithms -, it was necessary to invest more and more in a format capable of holding attention, which would result in positive metrics for the success of a profile.
In addition to creativity and good use of social media strategies, interactive content has become a highly consumable format precisely for talking in a personalized way with the reader. See what are its main benefits:
- accumulation of personalized data about the audience;
- higher engagement rate;
- increasing the reach of posts;
- increase in the length of stay in each of the contents;
- real possibility of the content becoming a viral post, that is, when users mark a large volume of profiles of friends, family or acquaintances.
In general, all the benefits of using the strategy come from the increasing need to deliver value through content, whether they are advertising or not.
It is common to hear that the user has become “immune” to various types of advertising, but social networks still have great power to enter the life of the reader and gain valuable space in their daily lives.
This only happens, however, if the contents are carefully thought out according to the public’s data. There is no point in following shallow trends based on the chance to succeed – when creating proposals that make sense with the brand scenario, make sure that the strategy will perform as well as expected.
How to apply them in a practical way?
After learning what social media interaction is and what the main benefits are, it is important to understand the best practical applications for the strategy to work.
Instagram already has quiz functionality. It is possible to ask a question or a statement with up to four possible answers.
When editing the content, you choose the right answer and await the readers’ feedback. As they interact, it is possible to analyze the responses, see which was clicked the most and so extract the best data from the results in real time.
Also on Instagram, polls are great ways to engage the reader. A good direction of use is the gathering information about users’ satisfaction, preferences or knowledge, as it is a more restricted option than questionnaires, for example.
Thinking about the example above, if 90% of readers answered that they already know what CTA means, it is not worth investing in more basic content on the subject.
However, if the answer is mostly “no”, is a sign that educational posts can generate interest and perform better. Here are other interesting ways to use the feature:
- preferences on specific topics;
- best time of day to launch or publish content;
- general opinions about products or services.
In fact, polls are widely available, as they can also be created on YouTube, Twitter and Facebook, just to name a few examples.
Also on Instagram, invest in the question box. It follows the same strategy style as the two previously mentioned, but with the possibility for the reader to deliver more specific answers.
Therefore, follow a more complete line as well, taking the opportunity to explore subjects in a deeper way.
This type of content is easily applied to any social network, strategy or brand profile. With a more playful content, explore everyday situations that can spark the reader’s interest in sharing it with people in your daily circle.
Another way to apply interaction on social networks is with games. We use as an example creating word search, which encourages the reader to share their responses in the comments tab.
It is also possible to combine games with platform resources, such as stories, encouraging the reader to pause the screen at a specific time. It is interesting to note that in addition to holding users’ attention, you also get increased screen time.
How to approach the public with strategy?
In order to win public engagement with the best of what social media interaction has to offer, we recommend following some important practices. Several of them could already be noticed throughout this post, but it is worth reinforcing.
Know your audience
By structuring well-defined persona and target audience strategies, you will be able to understand which content works and which can be discarded. In the case of profiles whose audience is older, the simpler the interaction, the better.
In those cases where young people are the majority, there are great possibilities to explore the interaction mixing it with memes and current trends, without having to think so much about the limits of understanding resources and calls.
Segment content via social media
Instagram and Facebook are different from LinkedIn, which in turn is also very different from Twitter and YouTube. Each social network has its particularity and a user profile, so it’s worth researching what works best for them in a specific way.
For example, from the strategies we mentioned in the post, Twitter combines more with games and viral content, while Instagram allows the creation of quizzes and polls.
On LinkedIn, it is worth betting on more formal content and using interactivity in thought-provoking calls to share views and knowledge in comments, or even tag friends.
Know how to transform data into efficient campaigns
A valuable aspect of interactive content on social networks is the amount of data about users that can be collected. The entire volume, however, it is useless if there are no well-defined strategies to analyze them and subsequently transform them into new posts.
If you understand that your audience has advanced knowledge in relation to certain topics, for example, there are no great reasons to continue to prioritize shallower content.
The same goes for opinions about products and services. More than collecting, know how to interpret the data and share it with other teams.
Social networks are a great channel capable of gathering highly strategic information that must reach all employees. They, in turn, must turn them into a point of investment and improvement. Learn to synchronize the information with the other internal data of the company so that the actions on social networks work.
In addition to the interactive actions on platforms like Facebook or Instagram, there is an incredible range of possibilities to apply what we learned in this post more broadly in Content Marketing.
Formats such as ebooks, landing pages, interactive videos, websites and e-mail are needed to complement the strategy in search of engaged, interested and ready users to be impacted with valuable content.
If you are interested in the universe of interaction in addition to social networks, get to know the ion tool and learn all about creating even more interesting experiences for your audience.