Are you ready to break an industry "truth"?
Social media is a huge part of our daily lives. We use it to keep up with our friends and family, stay connected with our favorite brands, find new products to purchase or simply scroll to pass the time.
But there's one problem with social media: It's easy for people to get lost in the shuffle.
Your brand needs to be seen in order for you to succeed, but that can be difficult if you're just another one of millions of businesses on social media, fighting for attention. This is why we see so many brands posting generic questions in their social media posts every day: “What do you think?” “Which do you prefer?” “Pick one: A or B?”
All of these questions are designed purely for engagement; there is nothing personal about any of them.
But I have a big secret for you. If you want people to care about your business, then you must make them care about YOU! Show them how amazing your brand is by sharing why YOU love it so much—it adds that sweet human touch.
People are drawn to personal content because we have this deep need to feel connected to other people. That’s why those brands use engagement graphics on their social media platforms — it gives the illusion that they are connecting with their audience even if the post was scheduled and generic.
Don't get me wrong, engagement graphics can be a great tool for boosting your brand, but they're not the only thing you need to post. In fact, I have noticed that they can become a very unstable crutch!
If you're using engagement graphics, make sure you do it right:
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Use them sparingly. You don't want to overdo it with engagement graphics because they can become overwhelming and distracting from your content. However, I know what you're going to say as a rebuttal. But Brittany, if I use them too sparingly then I risk losing their effectiveness altogether. The key is finding the right balance between too much and too little for your audience. There is no "one answer fits all" because we as humans are not one answer fits all!
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Make sure they're relevant to your brand and audience. Your audience wants to see engaging content that's relevant to their interests and needs — so make sure that's what they get! If your audience doesn't connect with your engagement graphics and you continuing posting more, don't you think that defeats the purpose of using these types of images in the first place?!
When I began "Queen B Graphics & Design" it was as a way to boost other businesses up and give them more time back in their lives. I created themed social media content that contained engagement graphics in themed packs so that you could use them to promote your business. The whole purpose was that they would be themed around a drop, a weekly/monthly group vibe, or a special occasion.
My collections should be all that you need, minus the blanks where you can plug and play, to have a cohesive theme to your group, drop or special occasion. You shouldn't need to supplement with other engagement graphics. I provide 100+ graphics so there should be no need in you taking your already limited and very precious time to create more. Why waste your time and energy on that when you could pivot that attention elsewhere in your business?
When people go to your socials, they should be met with intention of what you sell, your brand beliefs and your personal touch. They are looking for where to shop, your TAT, shop policies etc. But instead they find a feed that is filled with engagement graphics giving a very cluttered and overwhelming vibe to the group. I know that isn't what you are going for, and you worked too hard to get that potential customer to look at your socials.
We follow the 80-20 rule when it comes to posting right? 80% engagement and 20% products. Where did that 20% go?! I feel we are all digging to find product anymore amongst brand socials. Do NOT be afraid to promote your products/offers, you are a BUSINESS.
And listen, while I got you here, you DO NOT need a graphic for every day of the observance calendar. No one cares if it’s kiss your pet day or sock day if YOU are not giving them a reason to.
I know that sounds a little harsh, but honestly, what good is it posting content that your followers don't engage with?
INSTEAD...
I truly need you to post more organically. Get out there, and get personal!
We are being our true, raw, vulnerable selves from here on out.
You should be experimenting daily about what your audience is interested in.
I know what you must be thinking.
"Wait, did a graphic designer just tell me to stop posting her graphics more?!?!"
Yep, I sure did! I care more about the meaningful connections you can build with customers instead of hiding behind engagement graphics. If you really want to attract customers and make them feel connected, then focus on creating more personable content mixed with those amazing graphics I have supplied you.
Why am I making such a big deal about this? Because your customers deserve to get to know the wonderful person that is you, the amazing business that is your brand, the wonderful products that you sell, and of course the "WHY" of your business.
I'm going to leave you with this thought....Engagement graphics should be used as filler posts but they are NOT the main show. You are.
So now what?
If you are ready to realign your mission with your socials but are unsure of your brand and where to start, I would love for you to check out my "Making a Clear Brand" e-book.
Check it out here.