Social media is as much about engagement with other people as it is about sharing content. It’s why we call it “social” media.
Here are a few reasons why social media engagement is a vital part of any social media marketing strategy.
1. Simply broadcasting content results in low reach and referral traffic
Over the last few years, organic reach (on Facebook in particular) has dropped so dramatically that some people have questioned the viability of organic posting at all.
In 2018, Facebook also announced that they would change their post ranking algorithm to prioritize personal posts over brand page posts in the News Feed. A key part of the change is that they are using “meaningful engagement” as an important signal that a post should be prioritized.
In other words, posts with more active and thoughtful interactions will get more reach.
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