The Secret to Boosting Social Media Engagement in 2024

To be efficient in 2024, Social Media Marketing requires an genuine method that reveals the truth behind polished appearances and creates highly effective bonds with clients.
In my time as a social media skilled, I’ve come to notice that irrespective of how a lot effort I put into creating content material, my posts don’t at all times get the views I count on. Sometimes, I spend a very long time growing high-quality content material, however the numbers don’t stack up the best way I hoped.
At the identical time, a number of the posts that carry out greatest aren’t picture-perfect. They may need less-than-ideal lighting, or somebody may stumble after they’re speaking. Yet there might be magnificence in imperfection, and in accordance to our analytics, real expression can join with our viewers extra successfully than staying on script.
These experiences have taught me a worthwhile lesson concerning the energy of authenticity on social media to increase engagement. If there’s one social media development to grasp in 2024, that’s it — speaking authentically.
Today’s customers aren’t impressed
As social media has matured, so have customers. Many are not impressed by companies’ slick advertising messages on social media or elsewhere. According to a [https://www.socialmediatoday.com/news/survey-reveals-that-ugc-can-drive-improved-trust-and-loyalty-for-ecommerce/606801/] 2021 survey, solely 19 p.c of individuals known as brand-created content material genuine, and solely 12 p.c credited it as having a excessive impression on their buying choices.
While influencers are nonetheless common, most individuals have misplaced belief in them, largely due to the variety of out-of-touch and inauthentic influencers which have flooded social media. According to a [https://www.thedrum.com/news/2023/06/06/nearly-90-consumers-no-longer-trust-influencers-new-study-finds] 2023 survey, the slice of Americans who would turn into extra doubtless to buy a services or products if it was promoted by an influencer is barely 12 p.c. Indeed, 51 p.c of respondents stated they scroll previous influencer posts, whereas 42 p.c say they remorse making a purchase order an influencer promoted.
Given these tendencies, connecting with at this time’s clients necessitates a special method. In my expertise, sharing in an genuine method is what resonates most.
What is authenticity in social media?
Authentic posts contain being actual, sincere, and true to one’s values, beliefs, and identification to present the true individual or group behind the picture. It goes past simply telling the reality and giving folks correct info to being prepared to present oneself as human. These quirky, surprising, or offbeat moments may even entail being susceptible by letting your viewers be part of you “backstage.” It’s the equal of letting them hang around with you in the inexperienced room earlier than or after a efficiency.
These extra genuine posts give folks extra detailed perception into companies and nurture emotions of connection, kinship, and belonging. They create highly effective constructive connotations in folks’s minds and make folks really feel welcome inside the model’s neighborhood.
For instance, one of many best-performing social media campaigns we did hopped on the “we work at [fill in the blank], clearly we [insert quirks]” development, together with main manufacturers like Goop, Free People, and Vogue Magazine. Our video spotlit our limitless PTO, standing desks, ping-pong desk, and dog-friendly setting.
What does showcasing our company’s perks have to do with our work for purchasers? From the constructive response we acquired, it meant greater than you’d assume. This method gave a lighthearted glimpse into our thrilling firm tradition and successfully illustrated our enjoyable office. It additionally demonstrated our humorousness and willingness not to take ourselves too critically. The elevated feedback, shares, views, and likes this submit generated affirmed the effectiveness of this technique, additional solidifying our model’s presence and enchantment on social media platforms.
Connecting with folks personally and emotionally
In one other prime submit, one of many canines who hangs out at our St. Petersburg workplace — a GoldenDoodle — interrupted one among our co-founders whereas he was recording a podcast and climbed on his lap. Again, this candy second doesn’t have rather a lot to do with PR, however the co-founder’s response is cute as he pulls the canine in for a hug. The canine’s neediness is endearing, and the alternate displays our firm’s dog-positive ethos.
The response to this video was unbelievable, with over 5,000 views on TikTookay, plenty of engagement, and constructive suggestions. It linked with folks extra personally and emotionally in methods a salesy or PR-focused submit by no means may. It confirmed that we’re not simply one other faceless firm — we’re actual folks with a real love for what we do and for our pups! By releasing our attachments to outcomes and pausing to have some enjoyable, we’ve been in a position to enhance our outcomes greater than ever.
Authenticity units you aside
When you retain it actual and let your true colours shine, your viewers will reply. Sure, high-quality content material is nice, however authenticity is what’s going to set you other than everybody else on-line.
That stated, don’t get discouraged if one thing doesn’t blow up instantly. It’s all about holding your chin up and staying true to your self. Given the dynamic nature of social media, we’re all experimenting and studying with each submit we put up. Naturally, not every little thing goes to work out the best way we deliberate.
The advantages of profitable over legions of loyal clients are well worth the effort, nevertheless. That’s why it’s time to begin experimenting with authenticity.
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ABOUT THE AUTHOR

Jacklyn Lavoie , Marketing Specialist – Otter PR
Jacklyn Lavoie works with Otter PR as a Marketing Specialist with a focus in social media. She initially refined her natural social media abilities by spearheading advertising initiatives for her personal on-line retail retailer. She graduated Magna Cum Laude from Stetson University in May 2022 with a Bachelor of Business Administration and a minor in Marketing. While there, she balanced tutorial excellence with a distinguished profession as a D1 student-athlete and was elected workforce captain her senior yr.

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