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Creating quality content is the only way to cut through the noise and keep your customers interested, excited and loyal.
Why? Because with so many competing brands out there, you need to let prospective customers know that you are the expert in the industry, the brainstormer of ingenious ideas, the manufacturer of innovative products and the true market leader … you.
It can not be achieved to hide behind a curtain. You need to get out there and talk to your prospective customers about the things they want to hear.
This strategy is known as audience involvement.
What is auditory involvement?
Audience engagement describes the relationship between a brand and its customers, facilitated by a marketer who uses content using social media, virtual and personal events, advertising or any other method of communication or publicity.
The deeper the connection, the stronger the relationship between audience and brand. This connection can manifest as an audience member who clicks on the assets of a business, reads its contents or communicates with its placements.
Over the past year, audience engagement has become significantly more dynamic – and more difficult to measure – mainly because customer expectations have changed. Technological advances have allowed brands to reach users more effectively, and in turn, customers have begun to expect deeper, more personalized communication of the content.
Hearing involvement in action
Take Chipotle, for example. The brand took advantage of Americans’ existing obsession with avocados, as well as their growing interest in a new social media platform, TikTok, to launch a fun and engaging campaign called the #Guacdance. Chipotle heard his target audience through a Press release as well as social media.
The results are about what you would expect.
@brentriveraWhen guacamole is free @chipotle if you order online / in-app on July 31st # GuacDance #adGu The Guacamole Song – Dr. Jean
All Chipotle had to do was invent a hashtag centered around National Avocado Day, add dance and people were sold. The #Guacdance is just one of several TikTok challenges Chipotle has launched, and it has borne fruit. The social media platform alone has 1.6 million followers.
The purpose of your brand is to use the content to engage with your customers, converting it from respondents to loyal patrons and then to evangelists (if this is what you call thousands of people dancing excitedly around bowls of guacamole).
How does content marketing come in?
Audience engagement and content marketing go hand in hand. You can not expect a customer to start a dialogue without asking – you have to stop them in their tracks and they have to show your brand so that you can start forming a relationship.
Advertising alone is not enough to convince your target audience that your brand is high quality. Content marketing means being part of your audience engagement strategy show, not tell.
Content marketing gains trust
Just look at Warby Parker, a eyewear company that offers bespoke sunglasses and eyeglasses. One thing he has chosen to do – which many other companies do not have – is to provide an online, step-by-step visual guide on how to make each pair of glasses. Members of the brand’s target audience see for themselves exactly how the products are manufactured.
Much of the spectacle making process is done by hand. The glasses are tested to ensure that they are strong and functional. Warby Parker even uses sustainable products. All of these considerations are important to customers these days. Brands that implement these practices in their processes should therefore make this clear through their content marketing.
Warby Parker worked hard to gain the trust of his audience. This is one of the reasons why the brand is so popular.
How social media can improve audience engagement
Content marketing does not just exist on a brand’s website. That’s the beauty of it – it can exist anywhere and be just about anything. When social media platforms like Instagram, Twitter, Facebook and others became popular, content marketing changed forever.
Social media gives organizations the opportunity to create an online personality and communicate regularly with customers, thus breaking down the walls between brands and their audiences.
There are many different ways your brand can support audience engagement on social media.
Companies can share testimonials from happy customers and respond to the comments and responses of their followers. They can also post photos or videos of people using their products to provide inspiration and tips. It is interactions like these that add value to a brand outside of the products or services themselves and encourage people to become loyal customers.
Choosing an audience-specific content
Organizations can also offer challenges to their followers on social media to increase engagement. One company that has achieved great success with this strategy is PlayStation.
From 2014 to 2019, PlayStation’s Twitter followers increased by 376%, according to Unmetric. That’s 12 million followers in five years.
The social team did this by engaging their audience, who are primarily video game enthusiasts, in the best way they know – with video game content and challenges.
They encouraged people to stay home during the COVID-19 pandemic by posting the #Playathome Challenge and offering free downloads of the video games Uncharted and Journey. Over 10 million people downloaded the games, according to PushSquare.
PlayStation also encourages its followers to play more video games by offering incentives, such as the opportunity to unlock new themes and avatars.
PlayStation also offers virtual streaming opportunities and inspires its fans with teasers for games that will be released soon.
The new PS5 has recently appeared. But you probably already knew that, didn’t you? This is mainly because this is what gamers talk about on social media. This is PlayStation’s honor.
Improving audience engagement with opportunities
Unlike PlayStation’s #Playlay initiative, other brands offer opportunities to get their audience going.
When brands become movements
Companies that specialize in athletics equipment and clothing are among the biggest proponents of health and fitness.
One athletic clothing brand that you have probably heard of is LuluLemon, and that is mainly because it has such a large following.
For people who are fit, there is nothing more exciting than a community event. LuluLemon offers personalized events in every state across the country, and its audience can easily find opportunities near them on their event page.
LuluLemon also offers virtual events, such as online classes and workshops. One of the brand’s most popular events is SeaWheeze, a virtual half marathon and 10K.
It’s hard to get exercise to sound like fun, and LuluLemon does it by turning it into a party. Even if it is a virtual event, any participant can expect to meet like-minded people and change the pace of their normal activities.
Your brand can do something similar, whether it’s a local trivia contest, an open microphone night, your new products or something else that will sound fun to your audience. The point is, it makes people think about your brand and get excited about your products.
Tracking the success of your audience involvement
None of your hard work to create quality content will matter if it does not result in increased audience engagement. Therefore, you also need to know how to assess the performance of your initiatives.
Here are some of the most important questions you need to ask to define your audience involvement:
Are users excited about your content?
Twitter, Facebook, Instagram and other social media platforms for businesses provide metrics about engagement and trends from followers.
Using these tools, you can see how many followers you want, share or comment on your posts, as well as which posts get the most attention.
You can use this information to tailor your audience’s experience to exactly what they want to see more of. Maybe social media is the right channel for your brand, or maybe not.
What type of content is most effective?
Hearing involvement can involve a lot of trial and error. You can start a social media campaign or a blog series that ends up being a flop. You will not want to continue to waste time and resources on it if that is the case.
Social media and Google Analytics metrics can help you determine which of your audience engagement strategies work and which ones need to be changed or deleted. You can see which social media posts are inflating and which are being ignored. Google Analytics will show you information about how your audience is involved with your site, such as total clicks, bounce rates, and more.
The best content marketing for your brand
There is no one right answer to engage your audience. It depends on what you are selling, what your brand personality wants and who your target audience is.
The purpose of audience involvement is to make a strong connection through your contentTo those who do not know your brand, to turn into loyal patrons who strongly recommend you to their friends, and maybe even on Tik-Tok to dance your products.
Quality content marketing will get you there.
Editor’s Note: Updated June 2021.
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