Social Media Engagement: Why it Matters and How to Do it Well

30th September 2022

Social media engagement refers to the interactions and content shared between users on social media platforms. This can include but is not limited to likes, comments, shares, saves, clicks, and mentions.

If you’re using social media and not seeing engagement from your audience, you’re not doing it right. Social media is all about building connections – between people and between brands. If you’re only using it as a one-way platform to broadcast your message, you’re missing out on a huge opportunity.

Think about why people use social media in the first place. It’s to connect with friends, family, and others who share their interests. When they see a brand on social media, they want to feel like they’re part of that community too. They want to engage with the brand – not just be talked at.

So, if you’re not seeing engagement from your social media efforts, it’s time to take a step back and reevaluate your strategy.


Why social media engagement is so important


As a business owner, you may have heard that social media engagement is important for algorithm purposes. But what does that really mean?

Algorithms are constantly changing, but one thing remains the same: social media engagement is still one of the most important ranking factors. That means that the more engaged your audience is with your content, the higher you’ll rank in the search results.

As Mike Hull, the Director of Product Management at Facebook, stated, “Interacting with people is associated with a greater sense of well-being… On the other hand, just scrolling through your Facebook feed, passively reading or watching without interacting with others, tends to make people feel worse.”

Linda Leung, the Director of Product Management at LinkedIn, also shared, “Posts that spark conversations and engaging discussions are the posts that we heard you find especially helpful to your career growth and development.”

In short, social media engagement is building relationships, driving traffic, converting the target audience, and ultimately growing your business.


How to boost your social media engagement


1. Socialise

By engaging with other accounts, we increase the chances that they’ll reciprocate and engagement levels will go up all around. Make sure that you’re regularly engaging with other accounts yourself. Like and comment on their posts, share their content and generally be active on their page. This will help to get your account noticed by the people you want to engage with, and it also shows that you’re interested in what they’re doing.


2. Post interesting and relevant content

This might seem like a no-brainer, but it’s worth repeating. If you want people to engage with your content, you need to make sure that it’s actually interesting and relevant to them. No one wants to waste their time reading or watching something that isn’t valuable to them, so make sure that your content hits the mark.


3. Use engaging visuals

People are visual creatures, so it’s no surprise that content with engaging visuals tends to perform better than text-only content. If you want people to stick around and actually consume your content, make sure to use compelling visuals like images, infographics, and videos.


4. Ask questions

Questions that get people talking are usually open-ended questions that allow them to share their thoughts, feelings and experiences. This can be tricky because some people might not want to share their personal thoughts, but if you do it right, you can find out how they really feel about a particular topic or event in a fun way that doesn’t come across as too promotional or salesy.

When someone responds to your question, don’t just thank them and move on — ask more questions! This encourages further engagement and helps you build relationships with potential customers. It also gives you more content for future social media posts.


5. Be timely and responsive

In the world of social media, timing is everything. If you want to maximise engagement, you need to be timely with your content and responsive to your audience. That means posting when your audience is most active and being quick to respond to any comments or questions.


6. Use call-to-action

Asking people to do something is a great way to increase engagement. By including a call to action in your posts, you’re more likely to get people to actually take the desired action. Just make sure that your call to action is clear and concise; no one wants to be bombarded with a long list of things to do.


7. Be human

Social media communities thrive on authenticity. People want to feel like they’re interacting with real people when they use social media, so be honest and genuine in your posts. If you’re willing to admit that something went wrong or express your opinion about something controversial, people will respond better than if you hide behind corporate speech or overly-formal language. Be consistent in how you present yourself online — your followers will appreciate it when they recognise patterns in your activity.


8. Host giveaways and contests

People love free stuff, so hosting a giveaway or contest is a great way to boost engagement. Just make sure that your prize is relevant to your audience and that the contest rules are easy to follow.




Social media engagement is a two-way street and a critical part of any digital marketing strategy. It’s not enough to simply post content and hope that people will engage with it. You need to be proactive in reaching out to your audience and engaging with them on a regular basis. By engaging with your audience on social media, you can build relationships, drive traffic, and generate leads and sales.

When it comes to social media engagement, quality is more important than quantity. Rather than trying to engage with as many people as possible, focus on driving quality interactions with those who are most likely to be interested in your products or services.

So what are you waiting for? Get out there and start engaging!


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