How to Build Engagement on Social Media: Tips to Increase Likes, Shares and Comments
As marketing professionals, it’s essential to recognize that social media is the first thing most of our audience checks in the morning and the last thing they review before bed. With its pervasive influence, social media has fundamentally transformed how businesses engage with consumers. Without active engagement, social media becomes merely a broadcast channel rather than a medium for meaningful interactions.
Our target audiences are turning to social platforms not for a one-way experience but to connect, share, and engage. What started as a space for friends to connect online has now evolved into a dynamic platform where brands can cultivate relationships with their followers and customers.
The rise of TikTok has dramatically highlighted the effects of social media engagement on small businesses, showcasing how vital these platforms are in any brand’s marketing strategy. By fostering trust, loyalty, and brand awareness, social media provides businesses with the opportunity for real-time interactions with customers worldwide.
Building engagement takes time and deliberate effort, so here are some proven strategies to help you enhance engagement across all platforms for your brand and maximize your reach!
What is Social Media Engagement?
In simple terms, social media engagement is actions that reflect and measure how much your audience interacts with your content. This includes everything from likes, comments, shares, saves, clicks, and mentions.
Major social media networks, such as Instagram, Facebook, TikTo, and X (formerly Twitter), provide engagement metrics through their built-in dashboards. These tools help you to track impressions, shares, and comments, as well as compare performance across past posts.
Think of these dashboards as your best allies - they reveal what resonates with your audience and guide you in refining your content strategy for better engagement. If you haven’t planned your content strategy for 2025 yet, check out our guide here.
Since each platform fosters engagement differently, certain content will perform better on specific social media platforms. To help you optimize your approach, we’ve compiled the best tips to elevate your social media engagement strategy.
Visuals are Everything on Instagram.
Making a first impression is everything on Instagram. You want that user to stop scrolling and engage with your post. By producing high-quality, eye-catching content that aligns with your branding, you can encourage users to return.
Instagram Hacks
Add Hashtags and Location Tags to Your Instagram Posts.
This is an easy way to make your posts highly searchable and enables your posts to land directly in front of people who have related interests.
Make Use of The Stories, Reels, and Live Features.
Instagram may be commonly known as a photo app, but don’t be afraid to experiment with new content formats. With over 91% of active users on Instagram watching video content on a weekly basis, it is providing a new and different opportunity to capture new or existing audiences.
Actually Engage With Your Audience.
When you connect with your followers, you're laying the groundwork for a wonderful relationship! It really shows your audience that you’re attentive to their comments and the content they share with you, tag you in, and comment on.
Pro Tip: If you want to get one step further and grow your community, reach out to other users and posts similar to you. Make the first move, comment on those posts from potential clients, or follow relevant hashtags!
TikTok
User-Generated Content.
Encourage users to create content about your project or services through challenges, hashtags, or the duet and stitch feature on TikTok. According to a Stackla study, 80% of respondents stated that they trusted consumer-generated content more.
Research Viral Trends and Hashtags.
TikTok trends have the ability to reach a massive audience. If your brand creates videos that feature viral hashtags, audios, challenges, or trends, it will ensure your content is relevant and more likely to gain engagement.
Pro Tip: Why not try and start your own trend?!
Engage with your audience.
If you want viewers to interact, you need to do the same. Create content that will encourage users to engage - asking them, “What would you do?” or “Let me know in the comments.” This builds a genuine connection, makes your audience feel seen, and more likely to engage with your content again.
Post Consistently and at Peak Hours.
There is no ‘perfect’ time to post on TikTok to get the most likes or views. However, in the creator tools section, you can see when your audience is most active—these are your peak hours. Post consistently will keep your content on your users' feed and coming back for more!
Post at peak time.
By posting when your followers are most active, you increase your likelihood of getting more engagement on the post. Try and post during times when people are more commonly on their phones, such as in the evening or lunchtime. Read this helpful blog post from Sprout Social about the Best Times to Post on Social Media for more detailed recommendations on timing for your posts.
Focus on Quality Content.
You want people to stop and interact with your content. Therefore, you need to be creating content that is engaging, fun, and eye-catching. Here are some additional tips to help you determine what qualifies as quality content:
Make each of your posts look different from every other post on your feed.
Make sure your content represents your brand's personality.
Make your posts into little snippets that relate to your target audience. For example, If you’re selling laundry detergent, talk about how hard it is for moms to have a revolving door of laundry to do constantly and how your detergent makes the task easier.
Learn the Facebook Algorithm.
Algorithms are the key to getting your content on your fans' feed. By learning the Facebook algorithm, you can help increase the chances of your content appearing on users’ feeds, therefore increasing the likelihood of higher engagement.
Read this article from Facebook about how the algorithm works for business accounts for more details.
Get verified.
Obtaining a verification badge, often represented by a blue tick, is crucial in today's digital landscape. People associate a blue tick with authenticity and higher status, meaning that it significantly enhances your online presence. By getting verified, you not only prove the credibility of your business but also establish trust among your audience.
This trust is pivotal as it increases the likelihood that potential customers will follow your page, interact with your posts, and ultimately engage with your content. Additionally, a verified status can help protect your brand from impersonation, ensuring that your audience connects with the genuine account. Therefore, the blue tick is not just a mark of validation; it symbolizes a trustworthy platform where users feel safe to engage.
A Visual Search Engine.
Pinterest is more than a social media site—it’s a visual search engine where users actively seek inspiration, products, and ideas. Unlike other platforms where content disappears quickly, Pinterest pins have a long lifespan, often driving traffic months or even years after posting. This makes it an essential tool for businesses looking to build long-term brand visibility and organic traffic.
SEO for Pins.
Pinterest’s search function works like Google, meaning keyword optimization is crucial. To ensure your content ranks well:
Use clear, keyword-rich descriptions in pin titles and captions
Add alt text to enhance accessibility and boost discoverability
Include trending and niche-specific keywords in boards and profile names
Stick to vertical images (2:3 ratio) since they perform best
Create Save-Worthy Content.
Pinterest thrives on high-quality, aspirational content that users want to save for later. The best-performing pins are:
Aesthetic and informative, such as visually appealing graphics, step-by-step guides, and infographics
Actionable and inspiring, including DIY ideas, product tutorials, and listicles
Clickable and conversion-focused, with compelling calls to action like “Shop Now” or “Read More”
Video Pins and Idea Pins.
Pinterest has expanded beyond static images. Video Pins and Idea Pins (multi-page, story-like content) are now prioritized in search results. They help brands:
Tell a story and showcase tutorials or behind-the-scenes content
Boost engagement by keeping users interacting longer
Drive conversions with shoppable features embedded in the content
Pinterest Shopping.
If you sell products, Pinterest should be a core part of your marketing strategy. With Pinterest Shopping, users can:
Shop directly from Pins by tagging products in images for one-click purchasing
Upload product catalogs to create browsable, auto-updating shopping Pins
Run targeted ads that reach high-intent audiences already searching for similar items
Read this guide from Pinterest on setting up your products to be shoppable on the platform!
Consistency Wins on Pinterest.
Unlike fast-moving social platforms, Pinterest rewards a steady posting schedule. Brands should:
Pin regularly (five to ten high-quality pins per day) rather than all at once
Repurpose existing content into new, fresh pins
Utilize scheduling tools like Tailwind to automate posting and maximize reach
X (formerly Twitter)
Engagement.
X continues to be a pivotal platform for real-time brand interactions. Brands utilize X to swiftly address customer inquiries, foster relationships, and enhance their public image. The platform's immediacy and broad reach make it ideal for timely customer service and engagement.
Concise Content.
In X's fast-paced environment, brevity is key. Concise posts capture attention as users scroll through their feeds. The platform's character limit encourages succinctness, prompting users to convey messages directly and effectively.
Visual Content.
Incorporating visual elements like images, videos, or GIFs significantly boosts engagement on X. Posts with visual content are more likely to attract attention and encourage interactions such as likes, reposts, and comments. Read this post on the Best UGC Platform from Tagg Box for more.
Hashtag Strategy.
The strategic use of hashtags enhances discoverability by connecting your posts to broader conversations. However, overloading posts with hashtags can deter engagement. Aim for one or two relevant hashtags to maintain clarity and appeal.
Interactive Features.
Utilizing interactive features like X Polls offers an engaging method to interact with followers and gather feedback. Regularly posting polls not only provides insights into audience preferences but also encourages participation, fostering a sense of community.
Optimal Timing.
Consistency and timing are crucial for maximizing engagement. Analyze when your audience is most active and schedule posts accordingly to ensure higher visibility and interaction.
Audience Interaction.
Actively responding to comments, participating in discussions, and acknowledging user-generated content can strengthen relationships and boost engagement. This two-way communication demonstrates brand authenticity and commitment to your audience.
By integrating these strategies, brands can effectively navigate X's dynamic landscape, fostering meaningful connections and enhancing their digital presence.
What now?
By implementing these tips across your social media platforms, you can ensure a significant boost in engagement and reach. As marketing professionals, we understand the challenges of navigating the ever-changing landscape of social media trends. If you find yourself needing expert guidance to implement these strategies effectively, look no further than Summary Content Marketing.
Our dedicated team is here to provide you with the support and tools necessary to not just keep up with trends but to excel at them. Let us partner with you to elevate your social media game and drive real results for your brand. Ready to take your engagement to the next level? Contact us today!
