6 tips for engaging posts to boost interaction and strengthen your online visibility.
Thomas Haurum
You’re probably familiar with the feeling – every day you’re bombarded with information from friends, family, organizations, and companies. Everyone wants to show you something, tell you something, or get you involved – eventually, it all just becomes ‘noise’.
As a business, it sometimes feels like talking to deaf ears – and it’s hard to stand out in the crowd.
Today, consumers want to be guided, and as a company, nothing comes for free anymore. If you aren’t sharp enough, interesting, or offer something worth stopping for, the consumer quickly moves on to the next one who delivers what they’re looking for.
How strong is your message really when you compete with cat videos and contests?
One of the biggest arenas to grab customer attention is social media. But how do you get someone to stop at your post and not just scroll past? And how do you get them to interact?
In this post, you’ll get concrete tips on how to create social media posts that spark interest and encourage engagement.
Even though 63% of all Swedes over 12 use Facebook daily or more often, it’s no guarantee they actually read much. In the constant flow, you must stand out and grab the customer’s attention right away. Otherwise, they’ll scroll by quickly. That’s why it’s important to get to the point, ask a question or spark curiosity immediately.
Think about this: if the user only reads the first line – does your message come across? Do they understand why they should keep reading?
As you see in the example above, the first line is used to grab the reader’s attention. A statement, emojis, or a question – all smart ways to stand out. If a user pauses, the chances they’ll read the rest increase a lot.
The time for plain text posts is over.
When you scroll through Facebook, you can count the number of pure text posts on one hand – and it’s rare that companies today only post text.
Graphics, images, GIFs, video – consider which visuals you can use to get someone to stop and read your message.
Find your unique tone on social media and let your brand identity shine through! But remember: social media isn’t the place for heavy info – keep the tone light but never sacrifice your brand’s feel.
We use the same example again.
As you can see, the image grabs attention and a clear question is asked – who wouldn’t want more on their email list? Colors, images, and tone match our site and build recognition.
Another way to stand out is dynamic product ads (DPA).
Read more on how to optimize DPAs here: Optimize your Facebook product ads (DPA)
Have you thought about your post’s purpose?
Before you publish – think about what you want to achieve. What action do you want the user to take?
Once you’ve got them to stop, you have to get them to act. Be clear in your intent so you can tailor the content to your goal.
There’s almost no limit to what companies do to create engagement. It can be contests, discount codes, clickbait, or bold statements. But stick to your brand and remember: not every user is the right audience for you.
Contests sometimes work, but also try to create shareable content that strengthens your brand without needing prizes. Posts with humor or high recognition often make users want to share or tag a friend. It can look like this:
If you’d rather the user read an article, sign up for an event, or contact you – say straight out what you want them to do.
This is where it’s smart to use Facebook’s call-to-action buttons. Reinforce the action by clearly writing it in the text and adding a button – we use the same example again:
Behavior varies a lot between channels – use that to your advantage! Facebook allows more text, especially with images or videos, and is perfect if you want to link to other content.
On Instagram, the post relies almost entirely on the image or video and the description only shows if you click “see more”. But you can have more text in the graphic itself, and Instagram ads don’t have the same text limitations as Facebook.
If you’re into e-commerce, Instagram Shopping is perfect for direct sales. Our colleague Trine shares more on using Shopping: Getting started with Instagram Shopping
Facebook and Instagram work well for lighter messages, LinkedIn is more professional. There you can share more info and keep a business tone. Thinking of advertising on LinkedIn? Read more here: Advertising on LinkedIn – does it fit you?
Also note that image sizes differ between channels! Always adapt your images and graphics. Square images work great on Instagram, but Facebook and LinkedIn need other formats. See our recommended image sizes here:
As always in communication – you need to know who you’re talking to and create relevant content. Who is your customer, what do they like, what needs do you want to meet? Make content that feels relevant and gets users to act, share, or like.
Do you know what triggers your followers? Next step: find the right time of day and channel to truly get reach and engagement. It makes a difference if you’re selling budget travel to Jacob, 27, or want purchasing manager Birthe, 45, to read about warehouse optimization.
Most social platforms have analytics tools where you can see basic stats and engagement. The more you post, the better you’ll see what works – use this knowledge! The more you post, the better you’ll learn your audience, their interests, and what really makes them act.
Your company doesn’t have an audience analysis yet? Then it’s about time!
Imagine you’ve created a really good post that hits your audience, says clearly what to do – but is full of typos! Is that how you want to come across?
It looks unprofessional to post with sloppy or wrong text. Whether you’re formal or informal, the language has to be correct. Mistakes happen, but remember – you can always edit after posting. In the worst case, a mistake might mean your message is misunderstood. Proofread – 10 seconds can decide if you get the customer!
Read more: Bad language can cost customers
…In short, be clear with your purpose. Speak to your audience’s interests, use the right channel at the right time and stand out with both text and image to really catch the recipient’s attention.
Need help with social media? We’re happy to help you reach your audience.
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