What Drives Engagement on Social Media?

Social media marketing is largely a strategy for raising awareness.

While engagement through likes, comments and comparable actions has increased throughout the year, the growth in amplification has actually outpaced all other actions on the social web.

Throughout the duration between Q1 and Q3 2015, there was a HALF boost in total actions in the U.S., with Instagram seeing the most significant boost overall.

The retail market had the greatest growth in 2015, followed by vehicle and publishers. In fact, publishers appear to rule to social web, making up 29 percent of total actions and a 122 percent increase in shares and retweets since January 2014.

Certainly, social media users are sharing more than ever. Exactly what is driving the increased engagement?

Effectiveness: Content marketers approve providing value instead of simply promotional messages usefulness was among the biggest motorists of engagement. From 435 Facebook posts from Hubspot, 96 percent of posts with links to tips and techniques were shared.

Storytelling: The Lane Bryant #ImNoAngel campaign is an example of audiences are moved by an engaging story. Not only did the brand have its primary overarching message, it leveraged the power of user-generated content to share personal stories.

Feelings: While Lane Bryant went with a contemporary approach, Country Living engaged audiences with reminiscent content that conjured up nostalgia. A single Facebook post about Mr Rogers was shared more than 75,000 times and accounted for more than half of the publication’s total engagement for 2015.

Social Proof: State Farm coordinated with the NBA and set up a social networks center for the sole purpose of helping All-Star Weekend attendees. While the NBA content just accounted for five percent of Facebook posts and 17 percent of Tweets from State Farm, the exact same material made up 20 percent of actions on Facebook and 64 percent of actions on Twitter.