Reasons for a Drop in Online Engagement and What You Can Do About It
Engagement on social media has its ups and downs. But if you’ve noticed a big dip in your engagement numbers, there could be a few things at play causing it. So let’s get right into all the reasons behind a drop in online engagement and how you can get those numbers up again.
What Caused the Drop in My Engagement Numbers?
There are some common causes that can lead to your engagement numbers taking a nosedive.
One of the biggest reasons is a change in the algorithm. Platforms are constantly tweaking their algorithm and that can lead to it prioritizing other content and user experiences. This means it can change how your content is displayed and seen by your audience.
But there are some other reasons that could lead to a dip in engagement:
- Your content is not relevant, i.e. it just isn’t engaging, entertaining, or informative.
- You are overly promotional, constantly selling rather than providing rich content of value to your audiences.
- You have an irregular posting schedule or you aren’t posting at the right times.
- Lack of audience engagement/seasonal changes, e.g. audiences can tend to check out a little more during summer when they are going on vacations.
- You are relying too much on hashtags to increase your reach.
- You may have been “shadowbanned.”
What is a Shadowban?
Platforms don’t come right out and say they do shadowbanning, but it’s something users talk about often. Shadowbanning is essentially when a platform limits the visibility of your content, and thereby, decreasing your engagement numbers.
How to Avoid a Shadowban
If you want to avoid a “shadowban,” it’s important to prioritize adhering to the community guidelines set forth by each platform you post on. Be sure to engage authentically with your audience and avoid spam-like or manipulative practices. Don’t comment back with the exact same lingo to each person who comments on your post to avoid being seen as a bot by the system.
Shadowbans are most likely temporary and often resolve on their own, so avoid making drastic changes to your posting or panic posting. Simply focus on creating quality content and staying authentically engaged with your audience.
Solutions to Other Reasons for a Dip in Engagement
Now let’s talk about solutions to other reasons behind a drop in your engagement numbers.
Algorithm Changes: Stay informed about algorithm updates. If there is a change, try experimenting with a different form of post. For example, instead of posting a single photo on Instagram, try a carousel post or a reel. It’s important to adapt your strategy to align with the type of posts the platform is prioritizing!
Content Quality: If you are overly promotional or seem spammy, audiences won’t engage with you. So consider whether or not your content is of value to your audience and if it resonates with your target audience. Analyze your content performance and identify what is working and create more high-quality content that is engaging, informative, and entertaining. This is known as rich content!
Posting Consistency and Times: Not posting regularly can lead to the platform not prioritizing your content. So establish a consistent posting schedule and stick to it. Use tools that help you find the best time to post (when your audience is most engaged and on the platform) to help you post at the optimal time for increased engagement.
Lack of Audience Interaction: Now, you can’t force your audience to engage with you when they’ve decided to check out of socials to focus on a family vacation, but you can encourage more engagement from those who are viewing your content. Consider posing questions in your post to elicit conversations with your target audience. Then respond to their comments to keep the conversation going.
Hashtag Use: If you tend to use all the hashtags available, or use broad hashtags, then you could be missing out on being discovered by those who are truly interested in your content. Those who are truly interested will be more likely to engage. So limit your hashtags to those that are relevant. Try using more specific hashtags. For example, if you post a watercolor painting made with watercolors you sell in your craft supply store, instead of just using #watercolor try #watercolortutorial or using the hashtag for a specific brand of watercolors.
Get Help from the Professionals!
We know that as a brand owner, you are busy! It can be difficult to keep up with all the changes each platform makes, and keeping to a consistent, high-quality posting schedule. So one thing you can do if you are struggling to increase your engagement is to get help from the professionals! While you focus on the day-to-day of your business, let us focus on improving your online presence. Tintero Creative can help your brand break through the digital noise and get your brand noticed! Connect with us today to learn more about our data-driven approach that helps brands stand out from the crowd.