Among the best Content Marketing strategies, interaction on social media is one of the best when it comes to bringing results in the short and medium terms.
With the right content, you will be able to retain and delight users with thought-provoking and highly engaging content.
Some of the most popular formats are quizzes and polls, but many other options are easily applicable to any strategy.
You just need to understand which ones work according to the audience and buyer persona definitions, adapting everything you need to make posts even more attractive and personalized.
In this article, we will address the concept of interaction on social media and its application in the following topics:
What is social media interaction?
Interactive content on social media are those that, in some way, invite the reader to participate with opinions, ideas, comments, or any other contribution that comes from the other side of the screen.
An important aspect of this format is personalization, since, unlike static content, the user’s response dictates the direction that a specific post will take individually.
In other words: people will have a different experience based on their response or submitted interaction.
The format is recommended to improve brand reach in the online environment. This allows differentiation to companies that work closely with the corporate universe and prioritize unattractive content with the sole purpose of self-promotion or sales.
What are the benefits of social media interaction?
Disputing user attention on social media has become a complicated task. The platforms accumulate over 3.5 billion users worldwide, who connect with the most diverse profiles.
Brands, friends, family, and several other pages end up competing and endeavoring to guarantee one more minute of the user’s attention, which, in turn, engages with those contents that arouse a sense of identification and interest, due to personalization.
Therefore, amid the decline in the engagement of social networks such as Facebook and Instagram — with their mysterious algorithms —, it became necessary to invest more and more in a format capable of holding attention, which would result in positive metrics for the success of a page.
In addition to creativity and the good use of strategies on social media, interactive content has become a highly consumable format precisely because it speaks with the user in a personalized way. Its main benefits are:
- gathering of personalized data about the audience;
- higher engagement rate;
- increase in the reach of posts;
- increase in the dwell time of each post;
- a real possibility of the content becoming a viral post, that is, when users tag a large volume of profiles of friends, family, or acquaintances.
In general, all the benefits of using the strategy come from the increasing need to deliver value through content, whether they are advertisements or not.
The user has become “immune” to various types of advertising, but social networks still have a great power to enter the lives of your followers and gain valuable space in their daily lives.
This only happens, however, if the posts are thoroughly considered according to the public’s data.
There is no point in following shallow trends based on the chances of succeeding — when creating proposals that make sense with the brand scenario, make sure that a strategy will be executed as well as can be expected.
How to apply it practically?
After learning what social media interaction is and its main benefits, it is important to understand the best practical applications for the strategy.
Instagram already has a quiz feature. With it, it’s possible to ask questions or make a statement with up to four possible answers.
When editing the content, you choose the right answer and await your followers’ feedback.
As they interact, it is possible to analyze the responses, see which one was clicked the most, and extract the best data from the results in real-time.
Also, on Instagram, polls are a great way to engage with followers. A good direction of use is to collect information about users’ satisfaction, preferences, or knowledge, as it is a more restricted option than quizzes, for example.
If most of your followers answer that they already know about a certain subject, it is not worth investing in more basic content about it.
Here are other interesting ways to use the feature:
- preferences on specific topics;
- the best time of day to launch or publish content;
- general opinions about products or services.
In fact, polls are widely available, as they can also be created on YouTube, Twitter, and Facebook, just to name a few examples.
Once again, on Instagram, invest also in the question box. It follows the same strategy style as the two previously mentioned formats, but with the possibility for the follower to deliver more specific answers.
Therefore, follow a more complete line as well, taking the opportunity to explore subjects more deeply.
This type of content is easily applied to any social network, strategy, or brand profile. Investing in a more playful content, explore everyday situations that can spark the user’s interest in sharing it with people in their daily circle.
Another way to apply interaction on social media is with games. We use as an example of the creation of word search games, which instigate the follower to share his answers in the comments tab.
It is also possible to combine games with platform resources, such as stories, encouraging the follower to pause the screen at a specific time. It is interesting to note that, in addition to holding users’ attention, you also gain an increase in screen time.
How to get closer to the public with this strategy?
To win public engagement with the best of what social media interaction offers, we recommend following some important practices. Several of them could already be noticed throughout this post, but it is worth reinforcing them.
Know your audience
By structuring well-defined buyer persona and target audience strategies, you will be able to understand which types of interactive content work and which can be discarded. In the case of profiles whose audience is older, the simpler the interaction, the better.
In those cases where young people are the majority, there are great possibilities to explore interaction by mixing it with memes and current trends without thinking so much about the limits of understanding resources and calls.
Segment content for each social media
Instagram and Facebook are different from LinkedIn, which, in turn, is also very different from Twitter and YouTube. 7Each social network has its particularity and a user profile, so it is worth researching what works best on them in a specific way.
For example, from the strategies we mentioned in the post, Twitter goes better with games and viral content, while Instagram allows for the creation of quizzes and polls.
On LinkedIn, it is worth betting on more formal content and using interactivity in thought-provoking calls to share views and knowledge in comments, or even tag friends.
Know how to turn data into efficient campaigns
A valuable aspect of interactive content on social media is the amount of data about the users that can be collected.
However, all that is useless if there are no well-defined strategies to analyze them and subsequently turn them into new posts.
If you understand that your audience has advanced knowledge about certain topics, there are no great reasons to prioritize shallower content.
The same goes for opinions about products and services. More than collecting, know how to interpret the data, and share it with other company teams.
Social networks are a great channel capable of gathering highly strategic information that must reach all employees. They, in turn, must turn them into points of investment and improvement. Know how to synchronize the information with the company’s other internal data so that the actions on social media work.
In addition to the interactive actions on platforms such as Facebook or Instagram, there is an incredible range of possibilities to apply what we learned in this post more broadly in Content Marketing.
If you are interested in the universe of interaction in addition to social media, get to know the Ion Interactive tool and learn all about creating even more interesting experiences for your audience!