Five ways you’re inadvertently stunting content engagement
Earlier this week we looked at Management Review’s suggestions for best practice when it comes to increasing content engagement. Some suggestions – use pictures and humor, for example – were pretty obvious. Others – such as simply asking for a like – not so much.
Of course, there are two sides to every story, and as brand managers are busy looking at ways to boost likes and comments, they may well be inadvertently turning fans off in the process. In line with Management Review’s research, here are five (surprising) content no-nos.
1) Longer is lame: We’ve seen this before, but the longer the wall post, the less likely it is to be liked. People have little time and short attention spans, so keep content on Facebook short and sweet.
2) Don’t expect much from events: The research found that sharing event information significantly reduced potential likes – perhaps because of geographical reasons. However, even online events – where the location is irrelevant – resulted in much fewer likes. As the report states, Facebook is “about the here and now, rather than some later time and other place”.
3) Careful with causes: It’s a mistake to assume your customers care about the same causes as your brand. According to the research, posts regarding social causes were not well liked at all, possibly coming across as “pushy and preachy”.
4) No contest: Consumers generally recognize brand promotional strategies when they see them, and as such posts announcing contests – while read and acted upon – are unlikely to generate much engagement in the form of likes.
5) Deal or no deal: Despite the hype, consumers don’t like Facebook brand deals. Well, they do, and may well bag a deal for themselves, but they see no need to “express appreciation through the click of the like button”. So don’t expect a large amount of engagement through this medium, either.