Call to engage is the new Call to Action
It’s time for companies to flip their narrative from using social media as a broadcasting channel to, social media as an opportunity to have conversations with our clients and potential clients.
Including a call to engage is how you can truly leverage the power of social media.
Once your post goes live, your job is just beginning. For social media, like LinkedIn, to work, you must invest time in it. Babysit your post, respond in real time and engage with others.
The Importance of Conversations
Social media is essentially a platform for communication, which is a two-way street. When you create conversations and encourage people to interact with your content, you’re not just promoting your brand or product, but also building relationships with your audience.
There are great reasons to engage online too.
– increased brand loyalty
– more connection
– more fans, which leads to more sales.
People don’t buy from brands, they buy from people, so the more human you can make your social media interactions the better.
Your conversations don’t have to be boring and stuffy. They can be fun, light-hearted, and full of personality. Seen as more authentic and personal than when you communicate via official channels.
When people feel like they’re being listened to and valued, they’re more likely to engage with your content, share it with others, and become advocates for your brand.
Encouraging Interaction through Captions
While it’s true company pages traditionally have lower engagement than personal accounts, it is possible.
You just need to give people a reason to respond. An opportunity to get involved in the conversation. I call this the call to engage, similar to a call to action, but instead of asking someone to buy your stuff, you’re asking them to get involved in your conversation.
Your job is to start a conversation
A way to encourage conversations on your content is through a closing statement in your caption.
if someone can be bothered to drop a comment, you need to be bothered to respond
Engaging on other people’s content is important too. I wrote an article on this recently, check out the idea starters.
Here are some tips on how to create captions that encourage interaction
Asking open-ended questions is a great way to spark conversations and invite your audience to share their thoughts and experiences. For example, you could ask, “What’s your favourite tool you can’t run your business without?” or “What’s the best piece of advice you’ve ever received?”
Humour is a powerful tool. When you make people laugh or smile, they’re more likely to engage with your content and share it with others. But, word to the wise, make sure your humour is appropriate for your audience and aligns with your brand values. You don’t want to unwittingly offend someone.
Share your story:
People love hearing stories, especially ones that are relatable and authentic. Sharing your own experiences and perspectives can help you build trust and credibility with your audience and encourage them to share their own stories in return.
Create a sense of urgency:
When you create a sense of urgency in your captions, you’re more likely to motivate people to act and engage with your content. For example, you could say, “Limited time offer! Don’t miss out on our biggest sale of the year!” or “Tag a friend by the end of the day for a chance to win a free product!”
Swipe these examples of Call to Engage Captions
For inspiration, here are some of my favourite engagement openers and closers that invite conversation and interaction with your content.
- Share your thoughts on [topic].
- We want to hear from you! Comment below with your favourite [industry-related] quote.
- What’s the biggest challenge you’re currently facing in your [industry/job role]?
- Tell us about a time when [related scenario].
- What’s your go-to
- We’re curious, what’s your favourite [industry-related] book?
- Let’s settle this debate: [controversial topic] – what’s your opinion?
- We’d love to know what your favourite [industry-related] event is! Share in the comments below.
- A or B? This or That? Help me Choose.
- Can you guess how [industry statistic]? Comment below with your answer!
- How often do YOU [insert something your product can help with]?
- What do you think? Will you try it? Let me know in the comments.
- Do you agree? Why or why not?
- I’m looking for advice…
By using captions that encourage people to engage with your content, you can build relationships, foster brand loyalty, and ultimately drive more sales and revenue.
So, the next time you create content for LinkedIn, remember to think about how you can create conversations and encourage interaction through your captions.
If you need some help with your LinkedIn Marketing book in a workshop or a 1:1 Training serssion.
About the Author
Rebecca Cofrancesco is an experienced marketing strategist and content creator.
She works with professional services brands and offers freelance services without the overhead of a full-time employee.
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