Social media platforms are always evolving. Since 2020, the way social media algorithms measure and reward content has changed in big ways. The ways we create content for socials has changed as well, with most creatives, agencies and social schedulers embracing AI. That means that in just a few short years, the landscape of social media may feel just as foreign as it did when Facebook first set up shop in ‘07. Luckily, we’ve learned a lot since then. Here are just a few tips for keeping your social media engagement up in 2024.
What new metrics affect social media performance?
The almighty “Like” was everything, across all platforms, at one point in the social media story. Currently, this isn’t the case. Key metrics now include shares, comments, and saves. Especially on Instagram, a brand’s likes:followers ratio can seem abysmal nowadays. Accounts that receive low amounts of shares, comments, and saves on posts get shown less often. Keep posting the same kind of content, and you’re stuck in a downward spiral. Break the cycle by mixing things up. Content that’s valuable, relatable, or striking is key. Platforms also track your messages, so prioritizing community management can also be a handy tool to raise engagement.
Should I still use hashtags on social media posts?
Hashtags have become a bit of a relic. While still somewhat helpful for connecting to new audiences on Instagram and TikTok, they are defunct on Meta’s Facebook platform, and no longer required on X (f.k.a. Twitter). X’s content interface now recognizes keywords within tweets, allowing users to browse by topic rather than searching individual hashtags. Unless you’re hashtagging a particular event or campaign, we’d suggest you skip them and avoid the clutter.
How to pick relevant keywords for social media captions
So, about those keywords. Because Meta platforms (Instagram and Facebook), TikTok, X, and LinkedIn can all recognize language within captions and content, picking the right language is more important than ever. Within your brand’s industry, what are the buzzwords? What topics are trending, or may be next to trend? How can your industry connect to today’s hot topics? Make sure to include these in your copy as attention-grabbers.
Why does social media engagement matter?
Keeping engagement high is paramount when you’re trying to use social media as a fun and efficient form of messaging for your brand. The less frequently your audience engages, the lower the percentage of audience sees your content in their feed when you do post. It can feel overwhelming, but luckily we keep our finger on the pulse. If your social media engagement is meager, let’s connect and change that!
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