Best ways to improve engagement on social media in 2024

Are you wondering why your content isn’t going viral or why your engagement remains low? Here are some questions to consider:

Have you consistently posted high-quality content for at least 3-6 months, or are you concerned about posting too frequently?
Have you defined your own understanding of engagement, and how does it differ from the industry’s standard definition?
Are you overly fixated on numerical metrics, or do you have realistic expectations?
Are you engaging in thoughtful discussions that may touch on controversial topics?
Are you incorporating humor into your content strategy?
Are you capitalizing on the latest platform trends?
Are you employing creative content structures and formulas?
Have you distinguished between pillar content and micro-content?
Have you embraced video content in your strategy?
Are you trapped in an echo chamber of similar ideas and perspectives?
Are you finding a balance between engaging your existing audience and attracting new followers?
Are you actively being social on social media platforms?

1. Have you consistently posted high-quality content for at least 3-6 months, or are you concerned about posting too frequently?

Quality remains the reigning factor in content creation, yet the true path to success lies in unwavering consistency. For many creators who tend to overanalyze their content, concerns about over-posting should take a back seat. More often than not, these worries stem from not posting frequently enough. Determining what constitutes over-posting largely hinges on the platform itself. In summary, there’s no one-size-fits-all formula for posting frequency; the ultimate focus should always be on quality. Nevertheless, the relentless pursuit of perfection can lead to creative paralysis. It’s advisable not to fear sacrificing a degree of quality initially to establish the habit of consistent posting. A balanced approach involves automating a portion of your posts, typically 1-5 per week using a scheduler or advanced planning, and supplementing them with at least one spontaneous post weekly. For maximum engagement, consider daily or even twice-daily posts, which works effectively on most platforms. Embrace this strategy for 3-6+ months, and you’ll witness the transformative power of consistency.

2. Have you defined your own understanding of engagement, and how does it differ from the industry’s standard definition?

Hootsuite: says

“What is social media engagement from a marketing standard?

Social media engagement is the measurement of comments, likes, and shares. “

Social media engagement is the measurement of comments, likes, and shares.

Social media engagement, in simple terms, boils down to the comments, likes, and shares that your posts receive. Now, if you’re diving headfirst into a new platform, have you ever taken a moment to understand how that platform’s algorithm actually works? It’s a small investment of just 30 minutes per week, but it can be a game-changer, providing you with crystal-clear guidance on how to up your game.

Here’s a little secret many overlook: those Help Centers provided by major social media platforms are goldmines of direct, insider information. And if you prefer a more visual approach, jump on YouTube and search for platform-specific experts’ videos. Simply type something like “How to Go Viral on [Your Platform of Choice] in [Current Year].”

Now, here’s a personal anecdote for you. I started following experts who are all about Instagram, delving into the nitty-gritty of how Instagram’s algorithm operates. Guess what happened? My Instagram content got a major boost. So, when we talk about focusing on performance, it naturally leads us to my next question:

3. Are you overly fixated on numerical metrics, or do you have realistic expectations?

We often find ourselves comparing our numbers to those who seem to be reaching for the stars, and it’s tough not to feel like we’re falling short. But let’s take a moment to be brutally honest about where we are in our social media journey. Are you chasing after other people’s validation more than simply striving to put your best content forward online? This distinction is noticeable.

Here’s a little nugget of wisdom: many who go viral didn’t set out with that specific goal. They were merely creating content for their audience, and it just happened to resonate with a broader audience. The question to ponder is, do you genuinely want to follow someone who appears desperate to inflate their numbers? Probably not. People follow and engage with content because they genuinely enjoy it. So, why should people care about what you post? Reflect on that for a moment. Why do you care about the content you create? Don’t lose sight of your larger mission or the “why” behind your posts. Even if your goal is as simple as making yourself and others happy, that’s a worthy reason. Just remember to keep that sense of purpose alive throughout your journey.

4. Are you engaging in thoughtful discussions that may touch on controversial topics?

Are you trying really hard to keep a squeaky clean image that its hard to think of anything worth posting? Do you avoid any controversy? Avoid conflicting topics? You worried about “running people away” with being too forward?

Humans are generally less confrontational than they realize, so while you may feel like you’re being extremely forward testing the lines with controversial topics – put this in context of what you see as successfully engaged content that you yourself engage with on your “off” time.

To a successful content strategy, you can’t stray away from a little controversy. In fact, you should embrace it. If you’re not a fan of the word controversy, change it to “challenging old perspectives”. What old perceptions do you think should be done away with or updated? If you’re shying away from taking any stances, your content will lack. Doing so makes your content all “small talk”, which is fine generally speaking, but even in real life, “small talk” only lasts for so long and most people typically don’t prefer it, so why would we all continue to post this way?

5. Are you incorporating humor into your content strategy?

Good humor often shares common ground with tasteful controversy, though not always. The humor we truly relish usually boasts depth and nuance. Humor holds the power to humanize, to connect on a more personal level. Interestingly, I’ve noticed a fair number of content creators who tend to lean heavily on informative content while neglecting the infusion of humor. Now, it’s true that humor posts are a bit more challenging to automate, but this is where spontaneity shines. Leverage meme generators and keep an eye on comedy trends to your advantage. For an in-depth dive into how humor can drive significant business results, consider reading this article from Sprout Social.

Here’s an insight worth noting: TikTok appears to be leading the pack in 2023, primarily because of its knack for creating humorous content. Once you grasp how easily you can craft funny TikToks tailored to your niche, these videos often perform remarkably well on all other platforms. The icing on the cake is when you learn to create these videos without TikTok’s watermark, further enhancing your brand. As TikTok’s trends influence other platforms, the fusion of comedy and unique content style leads us to the next question to ponder:

6. Are you capitalizing on the latest platform trends?

Are you venturing where the crowd gathers, or are you sticking to the familiar platforms you’ve grown accustomed to?

As we approach 2024, this raises a critical question: Have you explored TikTok? If you’re already there, fantastic! If not, that’s perfectly fine, but I strongly recommend considering the potential of this platform if it aligns with your goals. I understand that some might have reservations about jumping on the TikTok bandwagon, echoing concerns similar to those expressed with every new, trending social media platform.

To provide some guidance, I’ve curated a list of platforms that, as of my current knowledge, still harbor strong organic growth opportunities with more in-depth study:

TikTok: For the best organic growth
Instagram: The go-to for short-form content
YouTube: The staple for long-form video content
LinkedIn: Ideal for networking and professional development
Facebook: A long-standing giant in the social media arena
Reddit: Facilitates direct community engagement
Twitter: Offers direct engagement with thought leaders
Pinterest: Proven track record for driving direct sales, particularly impulse buys

These platforms continue to offer organic growth prospects. While it’s tempting to wish that we could forever bypass learning new social media platforms, it’s akin to hoping no new games will ever be created because we’re content with the ones we know.

Certainly, there’s merit in experimenting with newer platforms, but it comes with a caveat: the risk of investing substantial effort into platforms that may not have matured sufficiently, potentially yielding little in return.

The debate over platform choice could warrant its own blog post, but for now, let’s shift our focus to a topic even more crucial than the platforms themselves: the pursuit of sustainable and replicable creative formulas.

7. Are you employing creative content structures and formulas?

Leveraging creative formulas and prevailing trends is the way forward. Instead of laboring to forge entirely 100% original content (which, in today’s digital landscape, is a rarity and a subject unto itself), why not harness well-established creative frameworks? Here are a few fundamental creative formulas that I believe should be in every content creator’s toolbox:

Much of content creation can be neatly categorized into two broad types: Storytelling and Thought Leadership.

Storytelling: Dive into the journey, specifically your journey or those unique to your niche. I must confess that I’ve occasionally overlooked this advice, so please heed my experience. Share your personal journey, your insights, your experiences. It resonates.

Thought Leadership: Provide tips and tricks, challenge conventional perspectives, and offer solutions to prevalent problems within your community or niche.

Allow me to offer a personal illustration: I focus on two niches, media and movement. To distill this into a simple content strategy, I ensure that I create content falling into each of the categories mentioned above for each niche.

The math is straightforward: 2 niches multiplied by 2 content types equals 4 content pieces per week.

Another effective creative formula is to construct personas for your audience. Identify 5-10 challenges or issues they commonly face, and then craft content that delivers solutions for each problem. Each piece of content can be dedicated to solving one problem. By cycling through these various issues and repeating the process, you can ensure a consistent flow of content on a weekly, monthly, and yearly basis.

8. Have you distinguished between pillar content and micro-content?

It’s a common conundrum: many creators focus solely on micro-content and then find themselves struggling against a relentless current. Micro-content typically comprises short-form text, images, and quick video clips. In contrast, macro-content, also known as Pillar content, encompasses substantial forms like blogs, articles, podcasts, or long-form videos, such as extended Instagram videos, TikTok videos, and YouTube content.

Gary Vee’s Content Pyramid offers a superb blueprint for understanding content hierarchy. I highly recommend perusing the entire presentation, but for the central message of this blog, let’s focus on slide 6, which I’ve also shared below:

Though the landscape has evolved since this concept emerged in 2019 (back when IGTV was vying for attention and TikTok’s meteoric rise had yet to unfold), the essence remains remarkably relevant for crafting a content strategy in 2024.

In Gary Vee’s case, I’ve observed a consistent roster of 5-6 pillars, including his podcast, daily vlog, Q&A show, blogs, and various creative projects, which he often shares in full on YouTube. From there, he dissects this pillar content into smaller, bite-sized pieces for distribution across other platforms that prioritize short-form content.

As for myself, I’m currently focusing on developing two pillars: YouTube videos and blogs. I’ve set a goal to expand to four pillars by year’s end. It’s akin to crafting a sturdy table; for it to stand firmly, it typically requires a minimum of 3-4 legs, wouldn’t you agree?

Consider these additional examples of pillar content:

Live Streams/Live Events: Whether producing your own or participating in others.
Podcasts: Creating your own or contributing as a speaker.
Blogs: Authored on your website or other platforms.
Creative Art Pieces: Showcasing your artistic endeavors.
Portfolio Pieces: Highlighting your professional portfolio.
YouTube Videos/Longer-Form Content: Embracing vlogs, skits, or films.
Music: Sharing your musical talents and compositions.

These examples offer a starting point, but remember to keep an open mind and explore other possibilities as you refine your content strategy.

9. Have you embraced video content in your strategy?

Whether you’re an artist, a mechanic, or a business professional, neglecting the power of video on your social media platforms may very well explain lackluster engagement. Far too many individuals and brands continue to adhere to outdated social media strategies reliant solely on images and text. While you might manage to get by with this approach, the question remains: are you truly thriving or merely surviving in the digital realm?

Drawing inspiration from Gary Vee once again, he frequently emphasizes that creators need not feel obligated to produce videos if their strengths lie in other mediums such as writing or voice. This holds true, but with an important caveat: video can adeptly showcase and accentuate your preferred creative outlets. When I recommend video adaptations, it doesn’t necessarily entail appearing on camera yourself. If you’re a photographer or a writer, you can craft videos primarily featuring your photographs or narrating your written work. This is precisely why I encourage individuals to acquaint themselves with how TikTok videos function, as you’ll find artists, photographers, writers, and more seamlessly integrating video into their creative processes.

Video stands as one of the most potent media vehicles to ride at present, and I have strong reservations about its fading into obsolescence any time soon. In fact, it’s poised to only gain more prominence, so there’s no better time than the present to get started on your video journey.

10. Are you trapped in an echo chamber of similar ideas and perspectives?

ll the preceding questions culminate in this pivotal query: are you heeding social media advice from individuals who lack a track record of success in the realm of digital engagement? Exercise caution when faced with others’ uncertainties or if you find yourself solely soliciting a limited number of opinions. While it’s prudent to follow a select few social media experts, be vigilant about becoming ensnared in an echo chamber of their perspectives. Navigate this terrain with a degree of discernment, listening to that ever-reliable gut instinct.

It’s a common trend that many individuals only strive to surpass their closest competitors, which indeed marks a reasonable starting point. However, remember not to confine your ambitions within those bounds. There’s a vast world of untapped potential beyond that threshold, waiting for you to explore and conquer.

11. Are you finding a balance between engaging your existing audience and attracting new followers?

Guard against reducing individuals to mere statistics, and wholeheartedly engage with your audience on social media. Cultivate a deep understanding of the personas you aim to connect with, encompassing both your existing and potential followers. This insight should serve as a guiding light when shaping your content strategy.

The paramount objective in both scenarios is to produce content that resonates with your audience, offering genuine value and addressing their specific concerns. Remember, the essence of effective social media interaction lies in enriching the lives of the personas you endeavor to reach.

12. Are you actually being social on social media?

The relentless deluge of news headlines can undoubtedly take a toll on all of us, even if we make efforts to steer clear of them, they somehow manage to find their way to us. This, coupled with the ongoing pandemic, has undeniably ushered in a transformation in our social dynamics. If you’re finding that the level of engagement you desire remains elusive, it may be worthwhile to envision your online postings as though you were standing on a physical stage before your followers.

Consider whether your digital presence mirrors something that merits a spot in the limelight. Are you incessantly touting your achievements, or, on the contrary, are you merely emitting shallow overtures? While these approaches may yield some positive responses, it’s essential to recognize that they are more likely to elicit eye rolls and exasperated glances. When someone graces a real-world stage, they typically showcase something of genuine significance. Therefore, it’s pertinent to ponder whether your online content aligns with what you wish to be recognized for.

In this regard, it’s vital to evaluate whether your content genuinely captivates your audience and provides them with tangible value. Are you resolving their issues or merely adding to the cacophony in the already clamorous realm of social media? These are the critical questions that can steer you toward crafting content that truly resonates with your audience and fosters authentic engagement.

Additional resources

If going viral were easy, everyone would be doing it… and to an extent everyone can, but it takes consistent and good quality content to do so which is work most people don’t want to do.

A bonus tip: Have a central spot where you create.

Whether this is the notes app on your phone, google docs, creating content directly in app is fine but not always the best way to protect your content while in the process of making it. Apps can just decide to quit and don’t always save drafts well. One solution for this is to use a google docs template for either the month, week, or day depending on your creation styles. Good news is that I’ve already made one for you if you just need a place to start, check that out at my Etsy store here:

I’ll be adding more digital products soon to help with social media marketing projects, so stay tuned!

Would you like more help than that? Join my discord server, The Aliem Otheirship, and let’s chat! For the first people who join my discord server, I’m offering help to anyone in my @social–media-advice chat.

If you’d like to see some even beefier guides, you can also check these out!: