Best Practices for Social Media Engagement to Grow Your Audience

If you want to grow on social media, you can’t just post and pray. 

The platforms are watching how people react to your stuff and that response? That’s what gets you seen. Engagement is the currency. It’s what tells the algorithm, “Hey, this post’s worth sticking around for.”

So if you’re trying to get more eyeballs on your content and convert passive scrollers into loyal followers (and eventually customers), engagement is something you should never treat as metric. But rather, as your playbook.

Here’s how to do social media marketing in a way that actually works.

Know Who You’re Talking To

You can’t create content for “everyone.” That’s how you get ignored. You’ve gotta figure out who you’re really speaking to. This includes what they’re into, what bugs them, what makes them stop and click.

If you are targeting small business owners, dig into tools like Instagram Insights or LinkedIn Analytics and ask:

• What content got them talking?
• When are they actually online?
• Are they just liking, or are they saving and sharing too?

This isn’t fluff. Content built around real audience behavior tends to resonate more and gets rewarded by algorithms through brand awareness.

Focus on the Right Social Media Platforms

Trying to show up everywhere usually means spreading the message too thin. Instead, prioritize platforms that best suit the brand’s strengths and where your target market spends time.

• Instagram & TikTok: Ideal for short-form video and visual storytelling
• LinkedIn: Go-to for B2B, thought leadership, and professional networks
• Facebook: Still effective for communities and local visibility
• Pinterest: Long-term traffic for lifestyle and inspirational content
• X (Twitter): Best for fast news and hot takes

Choose the platforms that align with both the brand’s content style and where audience engagement is strongest.

Deliver Value Before Expecting Interaction

People follow brands that give them something useful, inspiring, or entertaining, not just a sales pitch.

Strong content strategies often include:

• Educational tips, infographics, or quick tutorials
• Entertaining posts like memes, behind-the-scenes content, or trending audio
• Inspirational stories, mission-driven posts, or spotlighting customer wins
• Interactive formats like polls, Q&As, or “this or that” games

Blending content types keeps engagement high and the feed fresh.

Show Up Consistently

Going viral is unpredictable. In some cases, it is a hit or miss. 

But showing up regularly isn’t. A consistent posting schedule builds trust over time which directly impacts how often content gets seen.

To make ensure consistent posting schedule, Use scheduling tools like:

• Buffer
• Later
• Hootsuite

Establish a social media calendar that’s manageable, then stick to it. Review analytics monthly to identify what days and times are driving the most engagement.

Treat Every Post Like a Conversation Starter

Brands that treat social like a billboard often get ignored. The best-performing content invites interaction. Making followers feel acknowledged builds long-term engagement and loyalty.

Here are some tips build connection with social media audiences:

• Reply to comments (even the short ones)
• Encourage feedback with open-ended questions
• Go live occasionally for real-time Q&A
• Repost user content to show appreciation

Use Hashtags and Tags with a Plan

Hashtags and tags aren’t about reaching the most people. They’re about reaching the right people.

Some best practices include:

• Stick with niche, relevant hashtags (5–10 per post is plenty)
• Tag brands, creators, or customers featured in the content
• Mention relevant accounts when resharing testimonials or collaborations

Strategic tagging expands visibility without looking desperate.

Collaborate with Influencers and Like-Minded Brands

Influencers have built-in trust with their audiences. That is why, partnerships with them can inject fresh energy into a stagnant audience and build trust quickly, especially when working with creators or brands that share values.

Consider:

• Micro-influencers (under 50K followers) for high-trust niche reach
• Cross-promotions with complementary, non-competing businesses
• Co-hosted content like Instagram Lives, Reels, or giveaways

When influencer marketing is done right, collaborations offer value to both audiences and give engagement a boost.

Track the Right Metrics

You can’t improve what you don’t track. This applies to everything and anything in digital marketing

And not all numbers are equal. Follower count might look good, but engagement metrics tell the real story.

Monitor and measure:

• Engagement rate (likes + shares + comments ÷ reach)
• Saves and shares (especially valuable on Instagram and TikTok)
• Website clicks and profile taps
• DM conversations and responses

Use tools like Sprout Social, Iconosquare, or the built-in analytics dashboards to monitor performance and pivot when needed.

Stay Flexible with Algorithm Shifts

Algorithms are always evolving. What worked six months ago might be a dead end today. Brands that adapt quickly stay ahead.

Best practices:

• Use social media analytics
• Keep tabs on updates from sources like Meta Newsroom or Instagram Creators
• Run small tests when a new format or trend appears
• Don’t chase every trend and prioritize what aligns with long-term marketing strategy

Flexibility, not panic, keeps content strategies effective over time.

Engagement Is a Long-Term Play

This isn’t about chasing viral hits and attention. Real engagement grows from consistent, thoughtful interactions over time. It’s about becoming a brand people want to hear from, not just scroll past.

Invest in creating value, building reputation, and showing up. The results on reach, traffic, nd conversions will soon follow naturally.

Want to turn engagement into results? Book a strategy session with Sierra Exclusive today and explore what’s really working and what needs to change.

Frequently Asked Questions

Do I need paid social media advertising to increase engagement?

Not necessarily. Paid ads can help get your content seen faster, but you can grow engagement without spending money. Consistent posting, good-quality content, and real interaction work well. Hashtags, influencer partnerships, and posting at the right time also help. Paid ads are useful to boost what’s already working and reach specific audiences quicker.

How important is it to identify a target audience for social media engagement?

Very important. Knowing your audience helps you create content that actually interests them. This leads to more engagement and better results. Using tools like blogs and chatbots can give you more insight into who your audience is and what they want, making your strategy stronger.

What metrics should brands focus on when monitoring social media engagement?

Focus on engagement rate (likes, comments, shares divided by reach), click-through rates, follower growth, and conversions. These show if your social media content is connecting with people. Using analytics tools and chatbots can give you more detailed information on customer experience to improve your strategy.

How can live sessions benefit a brand’s social media presence?

Live sessions let you connect with your audience in real time. They build trust and encourage interaction through Q&As, live streaming, and behind-the-scenes content. Adding chatbots can help keep the conversation going after the live ends.

Why is competitor analysis important for social media strategy?

It helps you learn from what others are doing right and spot opportunities your competitors might be missing. Keeping an eye on them ensures your social media post stays relevant and competitive. Tools like chatbots can also help track competitor activity.