Up to 91% of posts received more than 1,000 comments were Instagram contests, per a Tailwind study. Additionally, contests held with partners generated 79% more engagement than solo contests.
Contests can also be a good opportunity to increase user-generated content (UGC) and help boost SEO.
Dig deeper: 5 behavioral strategies to make your content more engaging
Building a community around your brand
Building a brand community is a powerful strategy for fostering loyalty, reducing marketing costs and generating innovative ideas directly from customers.
A brand community goes beyond customers who simply purchase its products to communities of fans who interact and share experiences that increase their affinity for the brand.
Creating online communities
Online forums provide an excellent platform for larger communities to discuss shared interests related to the brand.
For instance, Spotify’s community forum allows users to talk about music they love, share new artists and discuss playlists centered around their music streaming platform.
Communities and forums can also improve your search engine results, as users often seek content from these discussion boards.
Dig deeper: SEO for user activation, retention and community
Hosting virtual events
Virtual events and webinars have become a trusted way for creators and brands to connect with members, share content and build a strong, resilient community.
These events offer several advantages:
Reduced costs compared to in-person events.
Greater flexibility for attendees.
Improved accessibility for all participants.
Popular virtual event formats include webinars, summits, conferences and product launches.
For example, some brands host quarterly social events for entrepreneurs and founders to connect and learn from each other, extending the impact through content capture.
Encouraging user discussions
Brands can encourage user discussions by:
Responding promptly to questions and creating discussion posts.
Using social media platforms to interact with the community.
Creating exclusive groups on platforms like Facebook or LinkedIn.
With these strategies, brands can create vibrant communities that drive loyalty, advocacy and long-term success.
Using video for engagement
Video is an incredibly powerful medium for human connection.
Videos can be used throughout the customer lifecycle, from serving as longtail awareness to tutorials and education to driving loyalty.
To get started, understand your audience and create different variations of your content. Then, measure audience engagement, learn and iterate.
From attention to retention: Proven ways to boost audience engagement
Remember, engagement is an ongoing effort that requires creativity, consistency and a deep understanding of your audience’s needs and behaviors.
When done right, these efforts will lead to sustained growth, stronger customer relationships and long-term success for your brand.
Customer retention and engagement are not one-time events but continuous journeys that require intentional and consistent care and nurturing of your customers.
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