What should I post? How do I get more engagement with and reach for my content? At Union Metrics, we hear these questions every single day. And we all know there are hundreds of different things you can try on social media to work on creating higher quality, more impactful social content. But one of the best ways to figure out what to post is to better understand your audience.
So let’s talk about how to get to know your followers better so you can post things they’re more likely to see and engage with. For the sake of simplicity in this blog post, we’re going to focus on Twitter, but these tips will work for any channel you’re interested in, like Instagram or Facebook.
First, have you seen our new follower analysis? We have a new report in our account Trackers that allows you learn more about your followers so you can better reach them. This new report includes a detailed data export with tons of intel you can use to target your content to your audience, which will lead to an increase in reach and engagement on your posts. You can use this export for everything that follows.
1. Find the right time to post.
Figure out what time zones your followers are in so you can post tweets at times they’re most likely to be available. Got a lot of followers in Europe? Be sure you’re tweeting in the morning and evening UTC time. Twitter is active all day long, but we know that many users check in before and after work, so post content set to hit at those times, depending where your followers are located geographically.
2. Share more targeted content.
Analyze your followers’ bios with a content analysis. What keywords and hashtags do many of them use? Are there areas of interest your followers have in common that you could learn from? Figure out what your followers do and are interested in, and try to share more content that speaks to those interest areas. For example, if you see that a lot of your followers like social media and craft beer, find a (or write your own) case study of how a beer brand uses Twitter.
3. Determine your audience’s expertise.
Take a look at how long your followers have been on Twitter, as well as how many followers they have and how many lists they’re on. If the bulk of your followers are new to Twitter, be sure you’re providing content for beginners. You may also have a bigger impact if you engaged with a newer account than an older one, so consider going out of your way to interact with accounts that seem newer on Twitter.
4. Follow the right people back.
You don’t need to follow everyone who follows you on Twitter. But you should follow anyone who looks like a real person who could share interesting content or be interested in your content. To determine that, first look at how many people they follow. If an account follows very few or very many people, it might not be a real person. Most real Twitter accounts end up being followed by more than they follow, though that might not always be the case. Also look at how many tweets the account has posted; again, if it seems like not enough or too many, it might not be a real person. Basically, it comes down to a very simple fact: if you follow back your real and relevant followers, they’re more likely to keep following you and pay attention to your future posts.
5. Find the overlap between followers and engagers
Not everyone who follows you is going to engage with your content, no matter how hard you try. However, you’ll likely find that you have a set of loyal and active followers who engage with you on a regular basis. Do you know who those people are? Figure out which of your followers engage with your account, be sure you follow them back, and think about how else you can thank them. Maybe it’s as simple as liking their next tweet. Or maybe you want to come up with a more comprehensive campaign to reward them. Whatever you do, a little acknowledgement will go a long way to keeping those followers as engaged as they are now, or more!