A great piece of content can be a gift that keeps on giving in terms of driving traffic, conversions, and leads. This is especially so if the content can generate a good amount of interaction, or engagement, with your audience.
“Engagement” refers to actions such as likes, shares, comments, reposts, and so on. Engagement is important as it shows that your audience resonates with your content, and finds it interesting enough to interact with or even share it with their friends.
A piece of content with a good page view rate but low engagement is not necessarily a terrible thing (people are consuming your content but just not responding to it) – but of course, a good amount of engagement would be ideal as it gives you an idea of the content people find interesting. Engagement on social media also helps with the visibility of your content – platforms are more likely to show your content to people if there are more likes, shares, and comments on your posts. Either way, it is a great way to generate some buzz and interact with your audience, forming a community of people who are interested in the same thing.
So, what do you do if your content has a low engagement rate?
Make it easy for people to engage
It may seem simple, but it is surprising how many websites or blogs forget to include like, share, or comment buttons that can be clearly seen and interacted with on each piece of content. Ensure these buttons are clearly visible at the top or bottom of each piece of content to make it easy for people to click and engage. Pay especial attention to the mobile view of your content – even if it looks clear on your desktop view, it may not be user-friendly when shrunken down to mobile size!
Use a conversational tone
If you are looking to generate comments, be sure to use a tone that is more conversational rather than instructive. An instructive tone is great for certain types of content (e.g. how-tos, step-by-steps, etc), but doesn’t leave a lot of room for a response from your audience. Instead, a conversational tone invites a lot of feedback from the audience, e.g. asking questions like “does anyone else feel this way?”, “what do you think?”, “have you had this happen to you?” and so on.
Give your audience a prompt
If you want engagement, sometimes all you have to do is ask! Add a question right at the end of your content inviting people to comment their thoughts or experiences. You can also directly ask them to like/share the content on their social media to help get the word out there. If it is a good piece of content that they find valuable, more often than not, they’ll be happy to do as you ask!
Take initiative to be actively engaged yourself
Sometimes people are hesitant to engage with content if they are the only ones doing so. So, take the initiative and get other members of your team to “seed” the comments, likes, and shares when the content first goes up. Other members of the audience may see this engagement and be compelled to join in the discussion or add their thoughts to the mix. Also, be sure to be interactive yourself – people love being noticed and responded to after they’ve taken the time to engage with you!