Boosting Your Brand Through Social Media Engagement

Over the past couple years, brands have dramatically changed the way they use social media to build a following and promote their product, service, or image. The ever-changing digital world continues to bring new features to different social platforms to enhance the way marketers use the sites. In addition to traditional posts, we now have the option to post Stories, Reels, and IGTVs to fully get messages across. With the change of how brands use social media, also comes the change in how consumers use social, as well as what they want to see while following their favorite accounts. It is important to know the details of how consumers interact with social media, types of posts people want to see, and why they unfollow brands. All of this information is essential to boosting your brand through social media engagement.


Generational Differences 

There are currently 3.5 billion people worldwide who are daily active social media users. These users can be broken down by generation, and how they all use different platforms uniquely. 90.4% of daily users are Millennials, 77.5% are Gen X, and 48.2% are Baby Boomers. It is important to think about the platforms that are best for your branding goals in comparison to the audience that is using each site. Facebook is great for sharing engaging content like text, photos, videos and links to Baby Boomers and Gen X. Instagram’s main use for a brand is to post product photos, videos, behind-the-scenes posts, and stories to Gen Z and Millennials. Twitter is most used by young adults, LinkedIn is for business users, and YouTube can relate to all users. The most specific social media audience is Pinterest, which relates to women, crafters, and food lovers.


How Consumers Interact 

Knowing how consumers interact with social media is important to consider when creating content to post for your brand. 50% of consumers follow a brand on social media to learn about new products or services. They also follow brands to be entertained, to stay current with company news, and to learn about promotions or discounts. Knowing this, brands should mainly post about the products or services that they offer, as well as interactive, entertaining content. While following an account, the consumer is least concerned about communicating with the brand and connecting with people who are different. The posts that consumers like and share the most are entertaining, inspirational, educational, storytelling, and sale posts.


Why Consumers Unfollow Brands 

56% of consumers unfollow brands on social media because of poor customer service. They also dislike irrelevant content, too many ads from the brand, and too many promotional posts. It is also important to limit how much they talk about politics and social issues, as well as their use of influencers to sell products. 


Boosting your branding through social media engagement is doable when knowing how consumers engage on social platforms and what they are looking for when following a brand. In order to know what people are looking for, you must understand the age of your target demographic and what their interests might be. It’s also important to consider on what platform you are posting, because different platforms can be used for different types of content. I hope this helps your audience continue to grow and build your brand!


About the AuthorGiannaCifalde_Headshot

Gianna Cifalde is a full-time Social Media Coordinator at 898 Marketing. As a Social Media Coordinator, Gianna is responsible for managing social media channels, organizing campaigns, and creative development for 898 Marketing and our clients. Gianna is a Poland, Ohio native, and holds a Bachelor of Science in Business Administration with a specialization in Marketing from Youngstown State University. She is currently pursuing an MBA in Digital Marketing and Leadership from YSU.