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Weggo Solutions/ Digital Marketing/ How to Improve your Social Media Engagement 

How to Improve your Social Media Engagement 

Engagement is crucial if you want to stand out on social media.

After all, the more engagement your content gets, the more it will be boosted by the platforms’ algorithms.

But increasing your engagement can be tricky after so many algorithm updates and new features.

Each platform has its secrets. Time to find them out! 🤫

Why is engagement so critical on social media?

The key to becoming a successful social media user is engagement.

The more consumers engage in your platforms, the more the algorithm will understand that your brand is relevant and, consequently, show your content to more people.

Good engagement can lead your posts to Instagram’s “Explore” page, TikTok’s “For You” page, or Pinterest’s “Main feed,” where your content is shown to non-followers.

To “convince” the algorithms that your content is relevant and should be shown to more users, your posts need to receive comments, shares, likes, saves, and more.

In this article, you’ll find general tips that can help you boost your engagement on social media, plus specific advice to rock TikTok, Instagram, and Pinterest!

Buckle up, and let’s go 🚀

General engagement tips (valid for all platforms!)

1. Respond to comments, especially questions.

Nobody likes to feel ignored, and this includes social media.

Acknowledging your commenters and participating in conversations will make your followers eager to interact with you again.

And when you respond to their questions, you have one more chance to convince them that your brand/product suits their needs. It’s a win-win situation!

2. Find out the best time to post

The time your public is online will define when you should share your content, which applies to any social media you are at.

Are your Instagram followers early birds? Time to share a “good morning” Story!

To figure out your prime times, check your analytics. However, this only works after testing different posting times.

3. Find your demographics out!

Pay attention to your followers’ location, gender, and age on all platforms.

Your audiences can be pretty different from each other, and you need to make sure that your content strategy reflects that.

Specific tips: time to rock TikTok, Instagram, and Pinterest 🎸

TikTok:

  • Be open to answering questions: Video responses make TikTok’s comment section stand out from other social platforms, allowing creators to directly reply to a comment with a video. The video response is embedded in the comment section for all users to see, encouraging even more engagement.
  • Use captions in your favour: Having unexpected and funny captions or using them to ask questions is a simple trick that can lead you to more engagement. On the platform, users love to be part of “inside jokes,” and many are willing to comment on your caption.
  • Let it loop: On TikTok, if a video loops multiple times, those all count as new views. You can use that in your favour by using text paired with shorter sounds; this will make your video loop before the user finishes reading the text.
  • Make friends with keywords: With nearly 40% of Gen Z using Social Media Platforms over Google Search, the entertainment giant TikTok updated its algorithm to work as a search engine. Instead of waiting for trends to happen and centring your content around them, try searching for relevant keywords using TikTok Search and using trends as secondary content.

Instagram:

  • Be on Stories (polls, quizzes, etc.!): Use all Instagram Stories features regularly and be willing to post stories every day or at least three times a week. Don’t forget to end your Stories with a Call to Action (e.g., Visit the website)!
  • Don’t miss out on Reels: InstagramReels are simply the best way to boost your results on the platform until the moment. Be ready to share original and authentic content created for Reels using the Instagram music library and audio tools. Stay relevant with trending topics and formats and have a WOW or LOL factor in your videos.
  • Be consistent: Consistency is still crucial on Instagram. The social media’s algorithm will often “punish” accounts that won’t keep up with a posting schedule by diminishing Reach and, consequently, engagement opportunities.

Pinterest:

  • Engage with other Pins: One of Pinterest’s ranking factors is “Pinner Quality,” which refers to the effectiveness of your pins, analyzing how often you pin content, how much interaction your pins usually get, and how much you engage with your audience.
  • Create high-quality, helpful content: The quality of the Pin is a ranking factor based on a Pin’s engagement levels and popularity. The more people engage with your Pin (like, comment, save), the higher it will rank for quality. Focus on creating high-quality content, even if you won’t post as often. Unlike organic posts on other platforms, a Pin can continue to drive engagement and traffic for months and, in many cases, years.
  • Find keywords relevant to your brand: Pinterest analyzes the keywords and hashtags on your pins to understand their relevance. Stay on top of your game by researching the best keywords using the platform’s Search bar!

We hope these tips can help you increase the engagement of your social media pages!

And if you want to take the next step and boost your results like never before, the Weggo team is ready to help you.

Get in touch with one of our experts on a free strategy call 😉

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋

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Weggo Solutions/ Business, Digital Marketing/ A 7-step guide on how to build a successful brand awareness campaign

A 7-step guide on how to build a successful brand awareness campaign

What is the first brand that comes to mind when you think about having a drink or buying a new smartphone? What if I tell you that with the right tools and strategies, your brand can be the first to pop up in your persona’s mind when they think of your segment?

Top-of-mind awareness – or TOMA – is a critical concept in market research that measures how high brands rank in the consciousness of consumers. 77% of people refer to specific items by brand names, and the first brand that comes to mind when consumers think of a particular niche, product or industry has achieved the top mind awareness.

Achieving this status isn’t easy, but the closer your brand gets to it, the stronger it becomes. That’s why your focus must be on creating brand awareness.

Brand awareness is how you can gain the public’s trust, influence their decision-making process, target new demographics and reduce overall marketing spending. As a result, you will get more sales faster.

The core value of brand awareness is trust. Once consumers bond to your brand, they’re more likely to make repeat purchases with little to no forethought, which develops loyalty over time.

But how do you do that?

Before we get into the tips on how to build brand awareness through campaigns, you must take a look at your performance indicators first to understand how high your current brand awareness is. These include:

  • Your mailing list results
  • Your social media metrics
  • Your website hits
  • Your search data
  • Social listening

That is the foundation to see where you should focus the most. Done that, let’s go deep into the step-by-step on how to increase brand awareness with campaigns:

1. Have a strong brand voice

Your brand’s voice is how people will recognize you even though your branding is not entirely showing. Authenticity is impactful and can lead to a significant boost in brand awareness.

You develop a strong voice by:

  • Having a tagline or slogan
  • Impersonating your brand so it feels like a person, not a company
  • Using storytelling
  • Socializing

Treating your brand as a person and using storytelling to showcase your story, core values, and features will create your brand’s personality. The natural step is to infuse it into your marketing efforts.

2. Create a visual strategy that represents your brand

We are sorry to tell you that just selecting a bunch of brand colours and fonts isn’t going to deliver the best results.

Instead, the best visual strategies understand the principles of visual marketing and use these to their advantage when crafting a compelling and strategic visual presence.

Visual marketing is the act of harnessing eye-catching

images, graphics and video to communicate messages and sell products and services.

With the right visual strategy in place for your campaign and brand, you’ll never again produce a piece of visual content that inaccurately portrays your brand or message.

3. Invest in out-of-home advertising

It is a mistake to believe that only online marketing is effective. It is indeed a handy tool, but you should also consider that in our daily life, we are more active out than inside and constantly see out-of-home advertising.

Traditionally this includes everything from billboards to bus shelters, benches, and everything in between.

Nowadays, many different types of outdoor advertising media are available, so one of them can be helpful for your business. Just be aware of each option, its benefits, and if it fits your business strategy.

OOH has a positive effect as a complement to digital advertising. Did you know that people who see an OOH campaign are 17% more likely to engage with the brand through mobile devices? This translates into higher awareness and engagement through social platforms such as Instagram and TikTok.

4. Double down on SEO, content marketing and social media impact

Let’s say you’re in the headset business. You might set up your SEO around keywords such as ‘buy headset,’ but raising awareness around your brand goes beyond raising awareness for just your products.

People interested in products and services like yours have more questions than ‘where to buy a headset.’ You must write content for all the other questions they might have. Consequently, you’ll start popping up in those first search results, and you can get more clicks on your brand awareness campaign if you focus on the right questions.

5. Start with referral programs.

Friends, family and influencers we follow closely are more likely to recommend us assertively, as we already trust and know them enough to make a purchase based on their opinions.

A referral program is a system that motivates previous customers to suggest products or services to their families and friends. This is especially interesting as 49% of U.S. consumers say friends and family are their top sources of brand awareness.

Airbnb has been doing it very well. Their approach was a success because they streamlined the sharing and shopping experience and leaned into their users’ desire to help, using A/B testing to prove that positioning the reward as a gift to a friend produced better results than a message emphasizing receiving compensation for yourself.

Referral programs to boost brand awareness aren’t just for large companies. Many products and services can be promoted if planned thoughtfully. Moreover, it can be way cheaper than other marketing options. A campaign focused on engaging current customers with your referral program can lead to excellent results.

6. Organize contests and giveaways

If you want your personas’ attention, ask them to create or interact with content somehow instead of just consuming it passively.

Whether your goal is to drive more traffic to your site, get more social media followers, or grow your email list, you can achieve it by running a successful online giveaway.

With a giveaway, you won’t only make the day of one lucky winner, but you can introduce your brand to a whole new audience.

Make sure you choose goals for your giveaway contest and pick a fantastic prize. The better the prize, the higher the engagement!

You also need to determine the giveaway contest rules and find a giveaway plugin to create the contest.

With a little incentive, you could create a giveaway or competition that gains traction through shares, all while increasing brand awareness in a fun way.

7. Track and measure your brand awareness campaign

You can combine the data you get from brand tracking with sales data, advertising reach data, web traffic data and social media data to get a complete picture of how your brand awareness campaign has performed.

For example, if you want to measure awareness, you should use metrics like reach, volume, amplification and exposure. Similarly, it would be best to use metrics around comments, retweets, participants and replies to measure engagement in a social media campaign.

Follow these tips on your next brand awareness campaign, and you’ll find an engaged audience that recognizes your brand among competitors and becomes a loyal fan.

The Weggo team can help you define the best strategies for your business and how to invest in each of them. Schedule your free strategic call today!

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋

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Weggo Solutions/ Digital Marketing, Marketing/ Why investing in web design will increase your conversion rates (and how to have a high-quality website)

Why investing in web design will increase your conversion rates (and how to have a high-quality website)

When competing with other businesses, you will often offer the same services, similar products or pricing. In this scenario, web design and copywriting will make your business stand out.

Web design directly impacts how your audience perceives your brand. It can attract them to your services or make them leave your page immediately.

That means you only have a few seconds to impact your audience positively, and optimizing your web design to ensure a good user experience is vital to making this happen.

How can good web design affect conversion rate?

While good web design won’t directly lead to conversion (there are a lot of other aspects involved), poor web design will certainly negatively affect conversion rates.

Researchers from Stanford University found that 46,1% of people consider the website’s design to be the top criteria when deciding if a website is credible or not.

People don’t trust poorly designed websites. Your website is a reflection of your brand and everything that it stands for. If you don’t put any effort into your website, how can they know you will put effort into their needs?

A website that’s cluttered and challenging to navigate around is doomed to lose visitors. It’s crucial to ensure that each button, text, snippet, and element is there for the same reason: leading the user to achieve their purpose quickly.

2 things to have in mind when it comes to a good website structure

The optimal design varies for different websites, brands, and products, but all high-quality websites must be centred around SEO and User Experience.

Making a website SEO-friendly means that Google and other search engines can crawl each page on the website efficiently, interpret the content effectively, and index it in their database.

Generating an SEO-friendly website

There are 7 steps you should take to guarantee your website’s SEO-friendliness:

  1. Cleanly lay out the framework and design for your website.
  2. Name all the pages with descriptive, keyword-rich URLs.
  3. Utilize the <head> tag.
  4. Add relevant meta descriptions.
  5. Write unique, keyword-rich content.
  6. Link to internal and external pages.
  7. Add alt tags to all your images and videos.

Pro tip: If you have no idea how to do that, schedule a strategic and free-of-charge meeting with one of our specialists 😉

Improving User Experience

When speaking of User Experience, the first thing you want to do is to test usability and design elements like style, font, text, and clarity.

For example, HubSpot revealed that the colour red increased their conversion rate by 21% when split tested alongside the colour green.

Besides testing to determine your user preferences, you should work on having a UX mindset when doing anything related to your website design: The user comes first (always).

It is one of the most common fundamentals of UX design and means that the design must meet the user’s needs, and designers must empathize with the user’s point of view.

At the core of UX is ensuring that users find value in what you provide. Peter Morville represents this through the User Experience Honeycomb.

You should also align your website design with your visual identity on social media and other contact points, creating consistent visual branding.

What else?

You can be even more effective if you have specialized partners who can build your website and campaigns aligned with your brand purpose and identity.

The Weggo team is specialized in web design and can help you develop the best website for your business.

Schedule your free strategic call and learn how we can help you exceed your goals.

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋

Blog

Weggo Solutions/ Business, Marketing/ 6 Ways to Convert Leads into Customers using Psychological Triggers

6 Ways to Convert Leads into Customers using Psychological Triggers

Buying is an entirely emotional experience. According to Harvard Professor Gerald Zaltman, 95% of purchasing decisions are subconscious, and emotion drives purchasing behaviours.

Since our emotions lead us to purchase, you must know how our mind works.

That way, you’ll be able to influence the decisions your persona makes. 😉 

But wait – this is not about manipulating people to convince them to buy but converting leads into customers by using specific strategies related to the wonders of the human mind.

Ready to dive in? Here are 6 psychological triggers you can start using today to increase your sales: 

1. Use Storytelling 

Human beings have been telling stories for thousands of years.

It is how messages have been passed on from generation to generation. It’s in how parents get their children to sleep, how friends gossip, how someone presents themselves to someone they just met, and so on.

We are natural-born storytellers

Humans love a good story because it activates parts of the brain associated with our senses: sight, sound, taste, and movement. 

💡Pro tip: Storytelling is the perfect way to make your audience feel and connect with your brand.

2. Show that time is running.

There is more than one way to use time as a trigger for a sale.

Bear with me to learn how you can make it work in your favour:

Build anticipation 

Ever notice how hundreds of people line up to get Black Friday’s discounts? 

It happens because brands build anticipation for it, creating expectations of special deals that you can’t miss. 

Teasers are an excellent way to implement this kind of strategy.

Build urgency 

People love being the first or the only ones to get something.

By implying that only a limited number of people will have access and privilege to information or a product, you can trigger the urgency feeling and boost your sales.  

Time is money 

In today’s day and age, people crave quality time. And if there is something that boosted this desire to seize every moment, that is the COVID pandemic.  

You can use copywriting to show the audience how much your product/service is a time-saver if that’s the case.

💡Pro tip: You should highlight purchasing options for saving time, like fast deliveries.

3. Social proof 

In a world with so many options, you certainly want your public to choose you. But how do you do that? 

We find it easier to choose something when the people we trust approve of it or when they’re going through the same things we are.

We look for the reassurance that the product we’re purchasing is exactly what we need.

In this case, what makes the difference is the high number of people who bought it, the reviews that were given, which influencers recommended it, and the statistics on the product’s quality and effectiveness.

Then, you must show potential customers how other people (who share similar tastes, beliefs, and needs) benefit from your product.

💡 Pro tip: Show testimonials and percentages on the number of people who have already bought or even claimed the effectiveness of your product. 

4. Belonging 

We all have the emotional need to affiliate with and feel accepted by the group members.

We may purchase an item just to feel accepted or join a club to make new friends. In human nature, the need to belong is strong.  

By genuinely taking the time to understand the needs of your consumers indeed and understanding how your product or service can meet those needs, your brand’s purpose will be the driving factor for them to not only buy from you but also become brand advocates. 

Three ways to do that:

  • Craft a compelling brand purpose that drives your business forward and enrolls people into your vision for the world.  
  • Relate your brand to causes that you support.
  • Use memes contextual to your brand — it is an easy and effective way to be relatable.

5. Authority 

While people will generally roll with the punches, they may also follow a single individual or company if they consider them an expert. Adding expertise to your marketing strategies is a strategy that works well both in B2B and B2C

Kaya Skin Clinic experienced a 137% increase in conversions after Kaya’s agency decided to change the CTA. Just by including the word “expert” in the opt-in form as a call to action, the beauty clinic has seen a powerful application of the law of authority.

💡 Pro tip: Some easy ways to show off your brand’s authority include naming the different outlets where you have been featured, featuring influencers, and sharing top-notch customer endorsements.  

6. Simplicity 

If you are creating content for non-specialist consumers in a specialist area (such as taxation), simplicity is key to understanding and attracting customers. 

Simplicity stands for the minimally satisfying solution at the lowest cost. 

Psychologically speaking, the human mind is more inclined toward simplicity than complexity; that’s why people tend to avoid situations which burden their cognitive load.  

Whether it’s about the product per se or the brand experience, customers are looking for minimalist experiences

That means the buying process should be easy, the language clear, and the responses fast.

Wrapping it up🎁


By using these six ideas on converting leads into customers using psychological triggers, you will notice a boost in sales.

After all, getting into their mind is the key to winning your persona’s heart.

And if you are struggling with implementing any of the above triggers in your business or have questions about how to do so, Weggo can help you implement them in a powerful and strategic way.

Come along with us! 

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋

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Weggo Solutions/ News/ [2022] New Instagram Feed? Here are 7 predictions for the future of Instagram content

[2022] New Instagram Feed? Here are 7 predictions for the future of Instagram content

Yes, TikTok took the world by storm. But you probably know that already. 🙄

According to Brand Finance’s Global 500 list, the Chinese platform was the fastest growing brand in the world in 2021. Having grown by 215% in just one year, its value jumped from US$18.7 billion to US$59 billion.

2021 was indeed a very successful year for the app: in September, TikTok reported having 1 billion active users per month. 

And what does this have to do with the 2022 Instagram feed? 

Well, taking the Instagram x Snapchat situation (that led to the creation of Instagram Stories) as an example, it’s pretty clear that the former photography app is willing to fight anyone for the “Most Popular App” crown.  

In the same way that Snapchat threatened Instagram before, TikTok is also doing so.

Instagram’s first attempt not to lose users to the addictive and former dancing app was Reels, a tool that allows people to create short-form videos and add popular music as well as an array of filters, text and AR effects. 

First, Instagram has revamped its Explore page to create a specific landing spot for Reels at the top of the screen that people can vertically scroll through — similar to TikTok’s “For You”. 

Did it work? Pretty much.

According to Meta, Reels make up more than 20% of the time people spend on Instagram.

But this battle has only started. It’s time for round two.

In a video shared by Adam Mosseri (head of Instagram) on Twitter and Instagram, he explains that the future of Instagram has a lot to do with messaging and video content.

Now, Instagram is experimenting with a new feed format that displays posts full-screen on the homepage, similar in appearance to the rival TikTok. The test aims to prioritize the Reels published on the platform, showing the videos one below the other with vertical swiping. 

According to the CEO of the social network, Adam Mosseri, the 2022 new Instagram feed is being made available to some accounts, and will also display shared photos in a new format (9:16 proportions).

Considering all that happened in the past between Instagram versus other apps, Zuckerberg’s ‘Gram probably has learned one thing or two from its new rival, and not only about the content format.  

This leads us to… 

7 predictions for the future of Instagram content

1) It’s time for the micro:

We all know that creating content for specific communities rather than a broad audience is key. But now, these communities are getting more and more specific. 

We are not talking to just “gamers” anymore. We are talking to “nostalgic cozy games fans”, for example. 

There’s a huge difference in the behaviour and preferences between the gamers who love driving fast cars on Forza Horizon versus the ones that are busy harvesting cabbages on Stardew Valley.   

And what about the Gen-Z obsession with aesthetics

Let’s say your brand sells perfumes and targets teenage girls. You better know that the “coquettes” would never wear the same fragrance as the “grunge faeries”. 

Maybe in the future, we’ll see Instagram creating some sort of space for communities to express themselves and communicate other than hashtags. For now, keep an eye on that # sign!

2) And speaking of aesthetics… Micro-core culture will probably get stronger on IG.

From the rise and the fall of the Tumblr era, idealized realities and visually curated mood boards are a big part of youth culture. 

These mood boards have become even more immersive with the audiovisual possibilities of 2022. 

Now image, sound and perception merge to evoke feelings and “personal vibrations” that often relate to a micro sub-culture – like “CleanCore”, “WitchCore” or “ClownCore”. 

According to Marian Park, WGSN Strategist,

In today’s day and age, brands and content creators need more than a narrative: they need a “mood”. Good pieces of content will evoke sough-after feelings through audiovisual. 

And on Instagram, a social media that lives by imagery, this will become a must.

3) Vertical video content for the win: 

May it be in terms of distribution (the Instagram algorithm has been prioritizing video content for a while now) or user engagement (according to  Smart Insights, 72% of people prefer video over text content when learning about a new product or service), video content is the future. 

Why do I say “vertical” (portrait)? Because videos that take up more space on the screen are more immersive. That’s the go-to format, and it’s also part of TikTok’s success. 

And hear me out: it should be one of the main pillars of your content strategy. 

So if it isn’t yet… It’s time to rethink.

4) Storytelling will be stronger than ever… But forget about long-form captions:

With photos being displayed in 9:16 format and vertical videos being the norm in the 2022 new Instagram feed, there’s way less space for captions. 

This, plus the fact that our attention span is at an all-time decrease, leads us to think of the video/photo as the “main content”. And that means all the information you want to share should be in it, in a very compelling way (or the viewer’s attention will be long gone).

Then, consider the caption as a supporting part of the post that you can use to spark the viewer’s curiosity (which is a very common TikTok strategy). 

5) Content will become more immersive over the years:

With Virtual Reality, Augmented Reality and Mixed Reality growing in popularity, immersive content will probably be a part of Instagram’s future.  

As said by Adrian Pennington,

“immersion means deeper viewer involvement in the content — the game, the story (the video service, the advertising, the sponsors) and it’s usually held to mean a presentational upgrade”. 

6) There’s less space for “picture perfect”: 

People want the content to be relatable. On TikTok, it’s very common to see users mocking videos in which the creator brags about themselves or only talks about their wins. 

@piscesbiotch Built different, grind mentality. #girlboss #RatRace #hustle #grind #rich #poorpeoplearegross ♬ original sound – Emil

It’s also common to see viral videos of people sharing rants, embarrassing secrets, awkward moments and even sad situations. 

This phenomenon plus brands starting to move further from Photoshop and its smartphone-cousin FaceTune, and the growth of movements like body positivity and neutrality makes room for content that actually feels (and looks) real.

7) Authenticity, authenticity, authenticity:    

I bet that you’re kinda sick of some overused design trends, such as gradients, am I right?  

If you want to get people’s attention online, it’s essential to develop your “marks” when it comes to not only the design but also the content. 

These should relate to personality attributes that make your content identifiable by the public, whether through songs, catchphrases, scenarios or themes that are often part of your repertoire.

The logic is simple: if people enjoy your content and see one of your creator marks at the beginning of your videos, they probably won’t scroll past it. This makes you stand out from the crowd. 

That’s all our crystal ball had to tell us for now.

Are you ready for the new Instagram feed and the future of its content?

Well, we are here if you could use some help. 👋

Book a 30-min call with our experts and learn how we can step up your IG game. 

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋