SOCIAL
11 Ways to Grow Your Social Media Audience
Brands, organizations, and institutions use social media platforms every single day to connect with their audiences, raise awareness, and drive leads and business.
With an engaged following on one or more of the major social networks, brands can effectively spread the word about campaigns, new initiatives, and new products and services. However, simply having 1,000 Facebook fans or 200 Twitter followers is not the best indicator of social media success.
It’s possible to have thousands of followers who never read your posts or click on your links. The key is to build a thriving online community of your ideal fans, the ones who’ll actively engage with your content, share it with their networks, and ultimately, become paying customers.
It takes work to establish such, but that effort can pay off, big time.
Looking to grow your social media audience? In this post, we’ll look at eleven simple ways in which you can grow your social media following.
1. Hold contests
Contests can be a great way to get new people to Like and follow your accounts, while also keeping your current fans engaged with your Page.
It’s worth experimenting with contests on every social network on which you are active. Some examples of social media contests include:
- Comment to win – Participants leave a comment or answer a question
- Caption contest – Either the best caption (you choose) or the one with the most likes wins
- Fill-in-the-blank Contest – Ask participants to answer a trivia question
- Photo contest – Either the best photo (you choose) or the one with the most likes wins
- Multiple choice contest
Tips for a successful social media contest:
- Promote it everywhere – Use your website, email list, and other social networks to drum up participation.
- Do not give away prizes completely unrelated to your brand – For example, if you give away a new iPad, you might drive a lot of engagement and participation, but not necessarily from people who will eventually become customers or lifelong fans.
- Follow the platform rules – Each social platform has its own rules and regulations around contests – here’s an overview of the key details.
- Follow up with entrants who don’t win – Send them a thank you for participating, along with something about your brand/organization’s work.
2. Include a visual with every post
Visuals are high-performers on social media, so be sure to include an eye-catching, colorful image or graphic with each post.
Consider these visual marketing statistics, compiled by HubSpot:
- Content with relevant images rack up 94% more views than content without images.
- Compared to other types of content, visual content is more than 40x more likely to get shared on social media.
- Instagram photos showing faces get 38% more likes than photos without faces.
You can use free graphic design tools like Canva to add graphics to your blog entries and social media posts.
3. Share more video
Video is the most engaging content type on every social media platform, so if you can, it’s a good idea to create at least some form of video content to maximize engagement.
Be sure to upload your video directly to your platform of choice, rather than posting a link to an outside website (like YouTube). This way, your video will autoplay as people land on it while scrolling through their feeds, grabbing more attention.
Lots of views can lead to increased reach, engagement, and exposure for your brand.
4. Be proactive in listening to and responding to your online community
Did you know that 83% of your Facebook fans, and 71% of your Twitter followers, now expect a response from you on the same day that they pose a question on each respective platform?
In fact, 32% of Twitter users now expect a response within just 30 minutes.
Give your followers a fantastic user experience on social by being exceptionally responsive. Listen to their needs, and respond accordingly.
You should also look to publicly recognize people who retweet, favorite, and mention your organization on Twitter, and thank users who comment on Instagram and YouTube.
When you make your online community feel heard and acknowledged, they’re more likely to become raving fans, and your most loyal social media ambassadors.
5. Change your Page profile photos and cover photos
Your profile photos and banners are some of your best and most-viewed social profile elements. Use these visual tools to showcase the impact of your work, and the stories of those who benefit from your services.
On Facebook, consider changing up your cover photo at least once per month, and remember to write a great caption.
On Twitter, use your profile picture and banner photo to highlight your great work.
Don’t just stretch out and pixelate a horizontal version of your logo – no one wants to connect with just a logo on social media. Personalize, humanize, and customize every channel you can, with a visual image that speaks volumes.
Also, make sure you use the right social media image sizes for each platform.
6. Give people a reason to follow you
Give both prospective and current fans reason to follow you on multiple platforms.
Don’t simply “set it and forget it” with generic, automated links blasted across all of your social media channels. Tailor your content for each channel’s users.
For example, you should use Twitter to share latest news and real-time alerts, while you can use Facebook to tell more compelling, longer stories about the people who benefit from your work.
You should look to strategically use each social media channel based on its strengths and demographics, and give your target audience a good reason to connect with you on that specific network.
What value are you providing? What are you offering that will entice them to stay tuned in?
Think about the reasons people use each network, then formulate a plan to consistently post and share content that will resonate with your specific audience, wherever they congregate online.
7. Encourage tagging
An effective strategy to engage your followers is to encourage them to tag other people who may benefit from, or enjoy a specific post.
If you post an inspiring quote, write “Tag a friend who needs this today”; If you share a video about Mother’s Day, encourage your online community to tag a friend (or better, friends) who means a lot to them, and with whom they would like to share your message.
Ideally, these new people can be drawn into the fold, and join your online social media followers.
But a word of caution – ensure you employ this method sparingly and only where it makes sense, or it can look spammy.
8. Use hashtags to get found
There are two great ways to use hashtags to increase your social media followers:
a) Use popular hashtags strategically and sparingly
I suggest using one popular tag per tweet or Instagram post, such as #OOTD (outfit of the day), #TBT (throw-back Thursday), #fail (self-explanatory), #FOMO (fear of missing out), etc.
There are thousands of hashtags out there – check out Hashtags.org and Hashtagify.me to find ones that are relevant to your audience and your content.
b) Participate in relevant trending topics and current events
I check my Twitter feed regularly to see what’s trending for the day. If it’s something that I think would be of interest to my followers, I share a tweet with the relevant hashtag.
For example, on Monday you could use the trending hashtag #MondayMotivation to share a quote or an inspiring story with your followers.
People searching that particular hashtag might come across your post, and will hopefully check you out and even follow you.
9. Be entertaining, and use humor to engage
Take a note from the Frederiction SPCA, an animal adoption and protection agency which often shares entertaining memes and photos on their page.
Brands that show a bit of humanity and humor do well on social media – but that said, you should always ensure that any content that you do share makes sense for your particular audience and your brand voice.
There’s no point in sharing cat memes for the sheer sake of sharing cat memes. Even if such posts do get a few likes, it can confuse your messaging, which won’t help in your broader brand-building effort (i.e. connecting with the right people for your organization).
10. Explore paid social
Leveling up your social media success often involves allocating ad spend, however limited it may be.
One of the best ways to grow your audience and gain more exposure is to invest a modest amount into paid social advertisements. When done well, paid social ads can promote your content, increase conversions, and help you reach new people.
Precise audience targeting enables you to focus your ads on “warm” audiences – people who’ve visited your website (if you use the Facebook pixel), people who are subscribed to your email list, and your current fans and followers.
Facebook’s advanced options, in particular, can be hugely beneficial in reaching just the right people with your paid outreach.
11. Never, ever buy followers and fans
Some people assume that purchasing fans and followers is a shortcut to building a huge online community. This is not only bad practice, but it will largely end up being more of a problem than it’s worth.
The biggest issue here is that it pollutes your audience with robot profiles, which will ruin your audience insights, limit your ongoing performance, and will end up restricting the organic reach of your posts. And that’s before you consider ads. For example, if you tried to boost one of your Facebook posts, Facebook’s system would look to show it to more people like those who already follow your Page. You’d essentially be paying to reach bots, and the same implications apply to various other ad targeting measures.
You should focus on creating posts and sharing information that will attract the right people – the people that you need to engage, take an action, and cultivate for a deeper relationship along the line.
When used strategically and thoughtfully, social media platforms can be a great way for brands and organizations to connect with stakeholders, cultivate loyal followers, and expand their reach and audience.
Try out some of these tactics to start building your social media following today.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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