Engagement dans les médias sociaux 101 : le pouvoir des mentions "J'aime" et des commentaires

There’s nothing more embarrassing than posting what you think is a bomb photo online only to hear crickets afterward. No likes, comments, or shares from your target audience—yikes!

Feel like no one’s giving your social media posts any love, no matter how aesthetically appealing they are? It’s time to be more proactive about engaging your audience and giving them a reason to interact with your brand. Here’s everything you need to know about social media engagement, especially what it means to drive engagement on Instagram.

Qu'est-ce que l'engagement dans les médias sociaux ?

Vous ne savez pas ce qu'est l'engagement en ligne ? Voici une brève définition de l'engagement dans les médias sociaux avant d'aborder les détails de la manière de le stimuler.

Engagement refers to how online followers interact with your content on social media sites. That means doing something beyond looking at your posts or scrolling through your feed. It entails actively connecting with or conversing with you through specific actions. These include likes, comments, saves, shares, and many more, depending on the social media network’s features.

It’s one thing for someone to simply look at your content. But it’s entirely different for them to engage in social media posts you publish. When people like and comment on your posts, they actively involve themselves in your social media presence. That means they’re interested in your brand and feel a connection with the impactful content you produce.

Driving engagement is important for brands because it helps foster a strong relationship with their followers. It allows for meaningful conversation, sharing interesting content, and expressing thoughts about a brand they admire. This creates a rapport between the brand and its fans, boosting loyalty over time.

So, what is social media engagement? In a nutshell, it’s the interactions you drive among your fans. It’s what builds your relationship with your fanbase, allowing them to feel closer to your brand on a personal level. That’s why it’s incredibly important to include engagement posts in your overall social media strategy.

Comment mesurer l'engagement en ligne ?

The industry measures a post’s engagement score by computing its engagement rate. This metric measures the percentage of how high your engagement is in relation to your number of followers. It’s the standard for assessing engagement because it measures against your follower count, not the absolute number of interactions.

Le calcul des taux d'engagement permet de comparer l'engagement de deux marques de manière plus équitable, car la taille de la base de fans varie d'une marque à l'autre. Pensez-y. Une personne qui a 500 000 followers aura probablement toujours plus de likes sur son contenu qu'une autre qui n'en a que 10 000. Mais cela ne signifie pas nécessairement qu'elle engage une plus grande partie de son public que le créateur plus modeste.

To compute a post’s engagement rate, simply add up all the interactions on the posts (likes, comments, and shares). Divide this number by that brand’s total followers and then multiply by 100 to get the final rate.

Say you have 50,000 followers, and a post you published garnered 4,000 likes and 200 comments. Following the formula, that post’s engagement rate is 8.4%, which is quite high! 

Les différents types d'engagement sur les médias sociaux

Les gens réagissent de différentes manières aux contenus qu'ils aiment. Cela signifie qu'il existe de nombreuses formes d'interaction qui contribuent aux scores d'engagement globaux de vos efforts sur les médias sociaux. En voici quelques-unes que vous devriez vous efforcer de stimuler chaque fois que vous publiez quelque chose de nouveau sur vos plateformes de médias sociaux.

Aimes et cœurs

Les internautes appuient sur l'icône en forme de cœur des messages pour les "aimer" et montrer qu'ils apprécient le contenu. C'est le moyen le plus rapide de s'engager avec un message, car il ne faut qu'une seconde pour toucher et aimer quelque chose.

Likes indicate that people are connecting with your content. When people like posts, it means they enjoy what they see. However, likes don’t really create deep, emotional engagement or conversation with the fans.

Engagement dans les commentaires

Next up, we have comments—aka little thoughts, feedback, or questions your target audience leaves on your posts. Comment engagement is deeper than likes because it allows for meaningful conversation with your followers.

Cela suggère un intérêt plus fort pour votre contenu. Les gens font des efforts pour penser à un commentaire à écrire et à publier sur votre article. C'est un effort bien plus important que de simplement cliquer sur l'icône en forme de cœur pour aimer un message. Cela signifie également qu'ils souhaitent communiquer avec votre marque à un niveau personnel et partager leurs pensées avec vous.

Partages et Reposts

People share posts on Stories if they love them so much that they want their followers to see them, too. If someone shares your post on their own page, it means it resonated with them immensely. It’s a terrific gauge of how relatable and relevant your content is.

Ce qui est génial avec ces interactions, c'est qu'elles ne génèrent pas seulement de l'engagement. Elles élargissent également la portée de l'article puisqu'ils l'ont reposté dans une autre voie. Et cela ouvre la voie à encore plus d'engagement !

Sauvegardes et signets

Lastly, we have saves, also known as bookmarks. When someone saves your post, it means they want to revisit it in the future. That means they see long-term value in it and want to use it for reference later. People typically save posts like tutorials, creative inspiration, quotes, workout videos, and more. The more Saves your content has, the more useful it is to your target market.

Comment augmenter l'engagement dans les médias sociaux : Quel est le secret ?

Wondering how to increase social media engagement effectively? The secret is two-fold. First, you have to create high-quality, impactful content. Then, you need to add elements that encourage active interaction from your target audience.

Let’s discuss the first step—creating awesome content. To captivate and engage audiences, come up with posts that are striking, appealing, and relevant to your followers’ lives. Think of content pillars useful to your niche audience, like recipes for moms or workout videos for gym aficionados.

Then, take those posts one step further by encouraging interaction. Add a question at the end of your post captions or a CTA to like your post. These are surefire ways to compel users to engage with your content, especially if they find it relevant to them.

Social Media Engagement Tips To Get More Likes, Comments, and Shares

Want to drive more likes, comments, saves, and shares on your Instagram post? Here are some tips and audience engagement strategies to incorporate into your content to see results faster:

• Posez des questions pertinentes à vos fans. Vous pouvez le faire dans la légende de votre publication sur votre fil ou à l'aide d'autocollants de sondage et de quiz sur Instagram Stories.
• Utilisez des hashtags pertinents pour votre niche afin d'atteindre un plus grand nombre de personnes et d'obtenir plus de likes et de commentaires.
• Post carousels instead of single-image posts. According to Hootsuite, carousels get much higher engagement rates than photos and increase by 16% in engagement year on year.
• Repostez les contenus générés par les utilisateurs qui mettent en valeur votre marque. Cela incite l'auteur du contenu à s'engager dans votre contenu. Cela favorise également les interactions avec d'autres fans, car les contenus générés par les utilisateurs sont considérés comme plus authentiques que les contenus publiés par les marques.

Follow these social media engagement tips, and you’ll be well on your way to building strong relationships with your followers!

Questions fréquemment posées

Stimulez l'engagement avec nos conseils ci-dessus et catapultez vous vers la célébrité sur Insta !

Engaging your target audience online is a surefire way to build a community and drive loyalty to your personal brand. Your creative strategy, social media networks you use, and the content you share all contribute to your brand’s engagement scores.

But we’ll give it to you straight—driving engagement online isn’t always a walk in the park. Sometimes, you need a little help to promote your content to push potential fans to engage with you online.

That’s something the Path Social team can help with. We use tried-and-tested targeting algorithms and promotional strategies to ensure your niche audience sees your Instagram content. With that boost of visibility, you get more followers and even more social media engagement for your posts!

We’ve worked for brands like Hailey’s Clothing, which gained 20,000 followers and averages 1,500 likes per post after our help. And we can confidently drive the same results for your brand, too! Grow your Instagram community and drive those well-deserved likes and comments fast with Path Social.