I am sure many of you wonder as to how some companies are able to grab lots of comment and likes with their content. The thing is it’s not only content which makes them so popular but the way they are crafted, keeping in view their product nature and audience they are targeting.

Some members of University of Stanford and University of Pennsylvania did a study on the effect of social media on customer engagement. In their study, which was conducted via Face Book, they analyzed over 800 firms and 100, 000 messages after which they come up with findings that are described below:

1. Persuasive content

Engagement level: Highest

Finding: Content with some emotional appeal or philanthropic appeal works best in building relationships with customers.

Steps to take: Small talks that says something about your brand personality and making emotional bond is a good way to get maximum engagement. One thing you can do to enhance this emotional appeal is to get attached with some charity.

2. Informative content

Engagement level: Negative

Finding: Content, which talks about product price, its features and deals have a negative impact on customers. But mixing this content with persuasive content will lessen this negative effect.

Steps to take: While writing any promotional content do check whether you can induce any nostalgic, emotional appeal to make it worthy for engagement.

3. Mentioning of holidays

Engagement level: Decreases

Finding: Due to various mentions of holidays, the effectiveness of the message has become dull but anyways holidays don’t have good impact on engagement.

Steps to take: Mentioning of holidays in a more creative way would definitely do well for your post.

4. Short content

Engagement level: High

Finding: Long creepy messages are tend to have very less engagement level because of the simple fact that visitors on social sites give only few seconds to any post.

Steps to take: Write short witty content and add ‘Read more’ link to get them engaged.

5. Interactive posts

Engagement level: Increases

Finding: Posts, in which you are asking some questions or giving ‘Fill in the blanks’ to your visitors, can increase your engagement level. Surely they can increase the number of comments but not the likes.

Steps to take: Do involve yourself in interactive posts asking some riddles or one word answer. And at last never forget to reply on the comments.

6. Asking for action

Engagement level: Good

Finding: When you ask for likes, comment and share, it will return you a good visitors engagement.

Steps to take: Tell them why they should take the action of liking, commenting or sharing and bluntly ask them to do that.

7. Use of Images

Engagement level: High

Finding: It is sure that images are more prone to get likes and comments as compared to content. The simplest reason is a photo can tell thousand words and of course visual are easy to grasp.

Steps to take: Posting inspirational, humorous images on the form of caricatures or illustrations are a good way to grab the maximum likes and comments.