Your Engagement Doesn’t ALWAYS Matter
Unpopular opinion: your engagement doesn’t always matter… 🤔
Before diving in, let’s iron out the basics. To put it simply- your engagement rate shows how much your audience interacts with your content (i.e. the likes, comments, shares & saves you get on posts).
While engagement is a super important metric, it isn’t something we always look at with our clients, because hot take, it doesn’t always matter for certain posts. Keep reading to find out which types of posts where engagement rate shouldn’t be your top priority 👀
Promotional Content 🤳
Promotional content classifies as highlighting your product/ service, like the below examples do. Fenty beauty posted about their perfume being the perfect Mother’s Day gift, Milk and Honey highlighted their bath product and P.volve let their audience know more about their equipment. All driving sales, but not generating much engagement. And guess what? It doesn’t matter! These posts are meant to CONVERT and drive sales, and not meant for the number of likes and comments they get.
Fenty Beauty highlighted a few of their best sellers on Mothers Day with a simple product shot. Here the marketing aim is to convert followers, not generating high engagement.
IG LIVES 📹
Instagram lives is another type of content that isn’t meant to drive engagement. Rather, it’s meant for your audience to build a deeper connection with YOU. IG Lives are incredibly powerful because they give your audience that unfiltered version of your brand! Chelsea, the yoga instructor, took her audience through a live meditation session (the fact that Jennifer Garner was there is a bonus). Sharmadean Reid MBE, founder of The Stack World, shared some quick advice + chat with her followers whilst taking a break from work. Lastly, the Rare Beauty team did a GRWM featuring Rare beauty products!
Here CEO Sharmadean Reid MBE goes on live to share some quick advice on gender dynamics in business. Super candid and probably filmed in a work break, the purpose of this content is to solely build a deeper connection with her audience, not about the numbers. Community matters!
Educational Content 📚
Educational content can be a hit or miss at times, either it pops off or goes viral, or it kinda flops. But guess what… even if it does flop it’s okay - because your educational content is there to give your audience more value, which continues to strengthen the bond between brand and community. Let your educational content hand around your feed for your audience to read. Save it to a guide for new profile visitors to read and learn from. Don’t create content in expectation of engagement. Create content to connect and inform your audience!
It’s totally okay if you see a lower engagement with your educational content. If you’re creating to connect and inform your audience that’s also a win! Check out our insta for more educational content!
Summary
The tea is, honestly engagement isn’t the only thing you should be focusing on when it comes to your social strategy. Making sure your community is SEEN and HEARD is just as valuable. Trying to create posts that consistently have high engagement may actually be damaging your online brand presence. It’s not all about the numbers!
Experiencing low engagement regardless of what you post? Book a 1:1 call with founder Miriam to help you troubleshoot. Or, have us curate a social media strategy, unique to you and your business, so you can start creating content your audience loves!
