Growth October 28, 2020

Increasing social media engagement: latest research roundup

Thomas McKinlay @tdmck

Here's a quick roundup of 3 studies published in the past 2 months that give us tips on how to increase social media engagement of our brands.

Pick and choose according to your brand's style and needs.

How to use emojis to increase post engagement

Use emojis to make your social media posts more playful. Playful posts lead to higher engagement (e.g. likes, retweets).

Place emojis right before text that is highly related to the emojis used.

It works best if your brand is hedonic (e.g. food, sport, a celebrity).

3min research summary here

Use words that convey certainty to increase post engagement

Use words that give certainty (e.g. always, all, never, definitely) in your posts.

This is especially effective in cultures with high power distance (e.g. China, Egypt, Mexico, Russia) compared to those with low power distance (e.g. Switzerland, The Netherlands).

3min research summary here

People are more likely to share your video ads if they have a social-related use

The creative of your Facebook video ad should have a social-related meaning to increase the chances people will share it. For example, you can make the ad:

  • About community (i.e. “I also do this! Who else?”)
  • An excuse to socialize (i.e. “This made me think of you”)
  • Altruistic, about helping others (e.g. this famous Thai ad)

3min research summary here

Let me know if you find this helpful! It's the first research roundup I do :)

  1. 1

    I shall expand my emoji library, it consists of these five. 👍🤷‍♂️🤦‍♂️🍾🤞

    From my limited experience and not based on science. I've noticed an odd thing. As an old designer, I tend to design for different spaces. I try to design images that could be easily seen on various devices. Yet I saw some suppose to be a designer doing the exact opposite, using a mono-font as a possibly smallest size that makes you have to click (engagement +1) the image to see/read the content. While my easily readable images just scrolled through.

    Torturing your lovely audience for the sake of the algorithm. 👍🤦‍♂️

    1. 1

      Ahaha yeah I'm not that great with emojis.

      I know what you mean about trying to 'game' the algorithm. I've seen that a lot on LinkedIn to try to get people to click on the "show more" (and tbh, I also do try to craft messages so that people are interested enough to click that)

      I guess you do need to find the right balance to get it to be picked up

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