How to increase activity in social networking communities?

On how to calculate the target audience there are many articles, but what to do next with this audience? What content (posts) to publish so that they are involved in community events so that they more often buy your products and become loyal to the brand?


At the stage when there is already a community and the right audience has been attracted to it, many make a big mistake - they prepare materials and publish what, in the opinion of the administrator, followers may like in the context of the company's tasks: it can be jokes, branded puzzles, direct advertising describing tasks that the product helps with, some "involving" posts with open questions... No, there is nothing wrong with such posts, but what if the audience’s opinion is different from that of the administrator? In this case, the activity in the communities will be sluggish, the sales level is low and, accordingly, the spent budget will be spent inefficiently. There are two options for solving this problem: to test and collect info based on your own experience or to take a more correct step: analyze what the audience likes, compare different mechanics with each other, monitor the work of competitors, and only based on the analysis data create your content. The analysis will help to find objectively interesting audience materials and avoid subjectivity in planning.


Comments on your posts

When you buy Instagram comments, many providers give computerized and generic comments from accounts that are very fake. What you want is to make your account seem more active. That is, when other Instagram users see your posts, they'll see lots of comments and relate that to high traffic on that account. Nevertheless, when you see a post with just comments like: “Nice!” Awesome.” “So cool!”, you get the idea it’s fake traffic. They're too basic. The Instagram comments that you can buy on Iigers have nothing to do with this. As the comments they offer are from real people, they'll always write relevant comments. So if your account is for example about cars, and your picture has a red Audi in it, you will get comments like “OMG take me for a ride in that beautiful Audi pleaseeee!” or “You’re so lucky driving this amazing piece of machinery” or “Red is my favorite color, my dream car is a red Audi R8 hihi”.


Evaluating effectiveness

You can’t use the same posts about your product. High-quality content marketing usually involves breaking up posts on different topics: product information, humor, interesting facts, advertising, or any other. The usual situation is the selection of topics, relying on the creativity of the author. It is much simpler and more effective to analyze and compare the effectiveness of different headings of competitors, in thematic communities or among old publications of your page, make the most effective ones and work hard on them.

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One of the most convenient indicators of activity is the ER. ER (engagement rate) - indicators of audience engagement, generally speaking, shows how many followers were active. The number of likes, comments, reposts and the number of page followers is taken into account. The classic formula implies calculating the average ER only in terms of the day, i.e. what percentage of the audience was active in the community on a particular day, not taking into account how many publications were made at that time. The calculation for engagement rate is the total number of engagements divided by total reach, multiplied by 100. ER in terms of the post, helps you to compare the involvement of posts. 


Based on the analysis, write down those headings (by the way, often the headings are highlighted with a separate hashtag - this simplifies analysis and navigation), which have shown the greatest efficiency and add those topics that have not yet been "guilty" of low ERs. For example, for a dental clinic, the headings can be posts of the format: information (telling about one service or technology), customer experience (reviews of satisfied customers, photos), motivational (stories about famous people with beautiful teeth, quotes), humor. For work, 5-6 different sections are enough. 


Behavioral psychology and calculation of time suitable for publication

What time to publish is also a very important issue. Here it’s not enough to rely on large studies or on the supposed “good” time - each audience behaves differently, therefore, to roughly select the appropriate hours and days of publications, two factors must be taken into account: psychological and statistical.


It is important to consider the psychological factor of behavior: If your audience is students, and today is Friday, then publishing large volumes of text at 8 pm is undesirable, because Friday is a traditional feast day, and students who enter the network usually do not linger - they quickly flip through the feed and exit the app. If your target audience is mothers, then publishing on Friday night may be more effective on the contrary - mothers can stay at home and look after the children.


Content Preparation

Now that you have data about which posts work better or worse, you know what your competitors use, choose the most effective headings and choose the publication time, you can start preparing the posts themselves. This is an important step to increase community activity.


The task at this stage is to combine the data obtained with the information that your company wants to convey to the audience. Use effective posts as an example, select materials similar in format or theme and turn them into your post, which will catch two birds with one stone - it will show interesting content to the audience and convey the desire of your company to the audience.



Using the indicated techniques, you can significantly increase the effectiveness of the community, increase group activity, the level of audience engagement, traffic generated on the site and, as a result, sales growth of your product. The basis for the analysis can even be another social network - you can, based on activity on Instagram, transfer some mechanics, adapting it for Facebook, Twitter, YouTube, Pinterest, Google +, Flickr...