The engagement level on your social media account can be an indication of the popularity of your brand. High engagement can bring confidence and contentment as it’s a vote that you are doing something right. However, there are certain times when you will see a sudden drop in the engagement level of your social media account.
You are left wondering about the cause of the sudden drop and how you can rectify the situation. With social media algorithms updating regularly, this is now a common problem. This article will look at the possible causes and how you can rectify the situation.
Top Reasons For a Drop in Engagement
Here are some reasons why there may be a sudden drop in your engagement level.
Poor quality content
The number of social media users is increasing every day. People and brands are now putting their best foot forward and creating more engaging traffic. Many algorithms love showing popular content on user’s feeds. That means if they deem other content better than yours, they will push your content down the ranking.
To deal with this problem, you should create great content that social media users will love. Make use of images and videos as many people find them appealing. Use captivating stories, jokes, GIFs, and more to capture people’s attention. Take time to analyze results to see what works and what doesn’t.
Change in the Algorithm
The algorithm is what determines what people see on social media. Therefore, you must understand how it works for your target audience and change your content to meet their needs. Since they change regularly, you should keep updated on what is happening. You cna then tweak your content and promotion strategy to meet their need.
Poor Content Targeting
To drive engagement, you must know and understand your audience. When you see a drop in your engagement level, it could be a sign that your content no longer resonates with your audience.
To solve this problem, you should take the time to understand your audience. Find out what interests them and their pain points. You can then tailor your content to meet their needs.
Inconsistent Posting Schedule
If you want to see success on social media, you should be consistent in your posting. If you are posting irregularly or at the wrong time, it will make you miss engagement opportunities. To deal with this problem, ensure you have a content calendar to guide your posting. Also ensure that you post at the right time when your audience is online.
Bombarding Followers with Ads
We understand you created your social media page to promote your products or services. However, overselling your audience may cause them to lose interest in your content, leading to a lower engagement rate.
To solve this problem, avoid posting lots of ads. Instead, create interesting content. Don’t overpost, as it can be a turnoff. Instead, focus on quality over quantity.
Not Responding to Your Audience
Instead of talking at your audience, talk to them. That means taking time to listen to them and responding to their comments. Social media users feel appreciated when someone replies to their comments. They will lose interest in your account and stop responding to your posts.
Listen to your audience, engage and respond to them. They will be encouraged to comment, like and share your next post, thus driving engagement.
Content Drifts
This happens when you change your content over time without your audience evolving with you. For instance, you could have started as a travel page where you shared travel stories. But you realized that the algorithm gives images prominence, so you started posting images and photos.
If your original audience has drifted away from your content, you must consider how to draw back their interest. For instance, you can combine your travel stories with images and videos.
How to Diagnose the Problem
Now that you know the possible causes of the drop in engagement levels, you must figure out which of the above is the real culprit. Here are a few factors to consider:
- Speed of the drop. Consider if the drop happened suddenly or gradually. If gradual, it could result from a change in user behavior; if sudden, it could result from a technical issue like a change in the algorithm, a suspension, or flagging of your account.
- Frequency. Is the drop a one-time affair or a recurring problem? If it’s a one-time problem, it could result from a technical problem.
- Time of drop. Are there specific times or days of the week when the decline is more pronounced? The reduction could indicate a technical problem if localized to particular periods.
Steps to Drive Your Engagement
On top of the steps we highlighted above, you will also need to put more effort into driving engagement. To do that:
- Run contests. Ensure that the entry method will drive engagement. It could be a caption contest.
- Ask for content. You cna ask your followers to generate their content and submit it using a hashtag.
- Ask Questions. This could be in the form of text, an image, or a caption directly. After all, when users answer the question, they respond directly.
- Respond to comments. Make sure you are monitoring and responding to comments. If there is a spam comment, delete it immediately. Ensure that your atmosphere remains casual and your brand is direct.
On top of the above measures, use social media promotion services to market your profile.
Seeing a sudden drop in your social media account engagement can be frustrating. Fortunately, you can rectify the problem if you understand the cause. Therefore, use the above guide to deal with engagement drops and put your account on a growth trend.
