The social media space is a highly competitive environment, with tons of businesses vying for consumer attention. Brands that actively focus their efforts on influencer marketing know that increasing online reach is their top priority.
A successful influencer is one who has amassed an impressive online following. The math is simple – higher the number of people who follow an influencer, higher the chances of influencing them to buy a product or service. For this reason alone, social media optimization is an important aspect for influencers and brands to consider.
While every business and influencer knows that improving organic reach and engagement is the key to success, it’s not easy doing so. The meteoric rise of influencer marketing has meant that brands and influencers are fighting it out on every social media platform that you can think of. Competition is intense, and improving audience reach organically has become a mammoth task.
In such a scenario, where boosting organic influencer marketing reach and engagement is paramount, it pays to have a solid strategy in place.
Proven ways to improve your organic reach and engagement
Focus Your Efforts on the Right Places
A quite common mistake made by both brands and influencers is to have their presence felt on each and every social media platform available out there. The thinking behind this is that exposure gain will be maximized by featuring on many social media platforms. However, this strategy doesn’t always work.
It’s best to do your research and only pick the platforms that will help you gain a larger audience. This research might be time-consuming and difficult – you might have to ask around, send a lot of emails and maybe even conduct surveys. However, the fruits of your efforts will be reward enough.
Another good practice is to keep track of your competitors – which platforms are they active on, how regularly are they posting, how’s audience engagement? By monitoring your competitors, you can get a good idea about which platforms you should focus your efforts on. By doing so, you can expect the influencer engagement rate to shoot up considerably.
Optimize Your Social Media Profiles
Much like SEO optimization, you need to optimize your social media profiles to gain more visibility and consequently reach a wider audience base. Social media optimization, or SMO, is also not just limited to keyword optimization and backlinking. Both are important steps, but some other aspects play an equal or even greater role.
- The first step is to pick a username which is easy to remember.
- Also, the cover photo, background image, or any other images that you choose should be relevant to the brand and/or the type of content that you are posting.
- Lastly, as a thumb rule, you should fill out all the profile fields on a given platform. Many people might turn away if they come across blank fields or incomplete information on your profile which will lead to a fall in influencer engagement rate.
Post Evergreen Content
The lifespan of your content can depend on many factors. It’s fairly common on social media platforms for a topic to be trending on a given day, but no one talks about it the next day. While this is random and therefore unavoidable, what you can indeed do is focus on creating content that is evergreen – content that your followers can relate to for a long time.
When creating your content strategy, make sure that you focus on quality, relevance and longevity. Try to infuse your posts with feeling so that they are relatable even to a follower who comes across it after a long time. Not that you shouldn’t post about current affairs and trending topics. Rather, try to strike a fine balance between the two.
Remember, to increase your influencer marketing reach, alwaystry to post evergreen [L3] [Ruglas4] contentthat lives on, while also being relevant to the day-to-day current affairs of your industry. As a thumb rule, 30% of your posts should be about the latest trends (trending topics, moment marketing, etc.) and 70% of your content should be evergreen.
Work Smarter, Not Harder
A major mistake made by many brands and influencers is to concentrate on the quantity of created content rather than its quality. The online audience of today is smart, informed and discerning. When it comes to content, they prefer quality over quantity. So, bombarding your followers with posts all the time might not work out in your favour.
Rather, be smart about things and make it a point to post only top-quality content that your audience will appreciate. It doesn’t matter if you are not able to post as much as you would like – the focus should be on creating engaging and relevant content.
Use Targeting to Maximize Organic Potential
When creating content for social media platforms, it pays huge dividends to target your posts. By targeting a specific group of people, you can tailor your content according to them. On the other hand, if you create a post that will specifically attract a certain demographic, then that’s who you should target rather than spamming everyone else too.
Here, it is important to note that algorithms and processes for posting differ for various social media platforms. You need to pay attention to the specific guidelines of the platform that you want to target your audience on. For instance, Twitter depends on the use of hashtags through which you can easily target a certain group. On the other hand, Facebook and YouTube let you target your posts based on many categorizations such as age, gender, location and the like.
Post during Slow Hours
Many, if not most, influencers believe that the best time to post is when users are most active on a given platform, and this is largely true. Some social media platforms provide guidelines on what is the best time to post. While this strategy cannot be debated or denied, it does not mean that you can’t post at other times.
It can often be a good strategy to post during slow hours. The first advantage is that you don’t have to compete with countless other influencers who post only during peak hours. Another advantage is that while peak hours might attract the maximum online traffic, there are so many internet users around the world that traffic is never too low to post – a lot of people are active during slow hours too.
To optimize influencer marketing reach, keep a balance between the peak as well as non-peak hours.
- Post the Right Types of Content
With the wide variety of social media platforms available to you, it can often be difficult to understand what type of content to post. Instagram demands that you primarily post only pictures (or short videos) whereas YouTube is all about longer videos. Blogs are meant for written content, and Twitter is for to-the-point opinions, while sites like Facebook let you post whatever you want.
With so many options at hand, you need to figure out what kind of content works for you the best. Determining this might be through trial-and-error and may even take up a lot of your time, but the effort is worth it. Gauge what your audience is responding to, what impressions you get, and which platform is working best for you.
Once you have the required insights, concentrate on posting the type of content that enjoys the most reach and engagement.
Promote Your Profiles Everywhere
When the ultimate goal is to reach and engage a wider audience, you should unabashedly promote yourself at every chance that comes your way. Your social media profiles should be displayed in as many places as possible, especially your business cards and digital signatures. If you have an office or a store, don’t be ashamed to put out information that lets people know how they can follow you online.
If you have a presence on multiple social media platforms, it’s a good idea to cross-promote. For instance, direct the traffic you are getting on YouTube, letting viewers know that they can follow you on other social media platforms too. Another good idea is to collaborate with other influencers, whenever possible, to promote each other mutually.
Remember, when it comes to influencer marketing, self-promotion is a good thing.
Post the Right Balance of Promotional and Useful content
Influencers who have partnered with a brand might feel pressurized into posting sponsored content or endorsing the brand on every post that they make. While brand mentions and promotions are par for the course, always remember that quality content is why you have amassed such an audience in the first place. Don’t ever let quality content take the backseat – influencer marketing rate depends on it.
Try to find the right balance between posting useful and promotional content. You may only find this balance through trial and error, and it may take you some time, but the balance does need to be found. If you post too much promotional content, the audience will soon lose trust in you.
Interact with Followers and Engage Them
It is crucial to interact with your audience and engage them regularly. There are many ways to interact with your followers and engage them, prime among which is asking for audience feedback.
By asking for feedback, you are not only engaging your audience but also showing them that their opinion matters to you. Such meaningful interaction imparts a personal touch to your relationship with them. You can make use of questions, surveys, polls – it’s all up to you.
The daunting task of finding, engaging, and increasing your audience base organically can be quite a difficult one. However, by going about it the right way, there are more chances that you will achieve what you’d set out to do. We hope these tips mentioned here help improve your audience reach and engagement levels.
Amplifiers is an influencer marketing platform that focuses on stock trading in India. Through a brilliant and unique endeavour, the platform seeks to bring together brands, influencers and the common populace. By arming them with great content creation tools such as a huge media library and easy-to-use templates, Amplifiers enables influencers to educate their audience about how to invest money in the right and profitable way. For more information, please visit the website today.