In the early days of social media, large follower counts became the benchmark of success. The more people following, the more people listening, right? However, as algorithms have developed and social media saturation has set in, the importance of a follower count has been diluted. Following an account doesn’t always translate to actually seeing content in the feed—only interacting with an account can teach the algorithm to show you certain content. In short, social media engagement is more important than follower counts.

A profile with millions of followers can look impressive and grab your attention. However, a million followers don’t translate to influence! For example, if an account has a million followers and the interactions are low, chances are not many people are even seeing that content. This is why buying followers and building up your numbers with bot accounts will hurt you more than it will help.

But aren’t more people seeing your content if you have a lot of followers?

Maybe. This isn’t always true. The truth is that algorithms have changed how we consume content, and if you don’t interact with an account, you’ll stop seeing the content. Additionally, engagement is a piece of the algorithm puzzle. If people don’t like, comment on, and share content, it will be shown to fewer people.

This means that it is possible (and relatively common) to have large follower counts and a low reach and engagement rate.

Why is social media engagement important?

There are so many reasons social media engagement is more important than your follower count! At the core, though, is that our world has a massive trust deficit, and the internet has made everyone skeptical. It is easy to generate content for clicks, but it is harder to connect with your audience and get them to trust you. This is where engagement comes in.

It’s about connection. Before anything else, social media is social. It is very easy for humans to feel detached on the other side of a screen, but taking the time to answer someone’s question or respond to their comment can go a long way! It is a reminder that we are all people. That connection builds loyalty.

1. It pushes your content

The algorithm drives your visibility to your audience. The more your audience engages with your content, the more valuable it becomes, and more people will see it.

2. It’s a reflection of your influence

People won’t engage if they don’t care. Are you hitting the mark with your content? Are people invested in what you’re saying? The truth is, if you’re hitting the mark, people should respond. If you have a large audience and are struggling to get them to notice, it may be time to take a hard look at your content and your message.

3. It builds trust.

As we said earlier, it’s all about trust. Engagement builds your credibility and shows your audience that people trust you enough to engage.

How do you increase your social media engagement?

There are many formulas, and we’ll provide some tips below, but above all else, you need to be real. Authenticity is at the core of social media success, and a brand that can let people know who they are and what they stand for will have much more success than one that knows how to manipulate the algorithm. Relatability is key.

Some simple engagement tools for social media:

1. Ask a lot of questions.

If you want people to talk to you, give them something to talk about! Questions are a simple way to jumpstart the conversation in your comment section.

2. Be consistent.

Seriously, don’t ghost your audience. Their memories are short, and they won’t go looking for your content. If you want to show up in the feed, you have to give the algorithm something to work with every day.

3. Talk to your audience

A comment back is a big deal, whether you think so or not. If someone takes the time to tell you a story or share something in your comment section, respond to them. They’ll remember it and will be more likely to engage next time.

Does this sound like too much?

It does sound like a lot. Truly. Getting content together is work, and taking the time to invest in the content even after it’s posted can seem insurmountable. You have to get another post up, after all!

That’s where True Anthem comes in. Let us free up some time with our automated posting tool and let your team master the social media engagement game. Sign up for a demo today.