Business posts that occur daily, or even multiple times per day, can lose some of their excitement after a while. This will hurt your fans’ interest, leading to fewer conversions. Using social media for advertising has the potential to be a thrilling experience, but improper execution can lead to boredom and ineffectiveness. Suspense is a great way to draw more people into a conversation on social media.
If your company is posting every day, or even multiple times a day, your updates may start to sound the same after a while. Your chances of converting fans will go down dramatically if you do this to them. When used correctly, social media can be an engaging and effective marketing tool. Learning the art of building anticipation is crucial for success in the social media realm.
Having a giveaway can be a great way to build interest among your audience. It is also quite easy to do. The first step is to think of a prize that people will want to win. Free services or products from your business, a free vacation, or a large gift card are all possibilities. You must then announce the giveaway to your followers:
- Share the Good News About the Prize
- Outline the Regulations
- Make public the time and day you plan to hold the giveaway.
- You can break this up into multiple posts. The next step is to send out reminders to those who either missed or forgot about the giveaway’s initial announcements. Many brands hold contests where the only way to enter is to “like” their Facebook page or “share” a blog post. Create whatever rules you like, just make sure that the fan participation is actually helping your campaign.
You should give people a good amount of time to sign up for your giveaway after it has been announced. A good minimum length for a giveaway is two weeks.
Scheduled Publication Dates
Release countdowns are frequently used by artists as a means of building anticipation. Although this tactic is most effective for creative types, it can be used by anyone. Simply zero in on a recent major product or service rollout. Then, mark your calendars and prepare to be wowed.
Provide hints about what’s coming out and, if possible, previews so that your fans can get excited. You could talk about what motivated you to create this, play a clip of the production process, or even just show some stills or a short clip.
Contests for the Fans
Host a contest and you’ll have a lot more interested fans than you’d think. There’s no better way to get fans talking, and that’s exactly what you’re going for.
In order to engage your listeners, “you want them to feel like they are having a conversation and participating, not just being talked at.” That’s exactly what a contest can do.
Holding a fan-based contest is a great way to get people interested in your brand and keep them there until the winner is announced. Fans should have at least a month to work on their submission for such a contest. Fans will jump at the chance to submit their work, so entry rates should be high. Once their entry is posted to your page, they are more likely to like, comment, and share it, which is great for marketing purposes.
Consider launching a social media scavenger hunt campaign if you want your fans to actually go somewhere and participate. Set up a less direct path for your fans to follow instead of having everything they need to know on your social media page or herding them straight to your website. Starting with one clue posted to the social media page is the best way to get the scavenger hunt underway (and an engagement announcement on social media of the scavenger hunt). If they follow that clue, it could take them to your page on a different platform, where they’d find the next piece of the puzzle.
Making some behind-the-scenes footage available on your social media pages is another way to build anticipation. Posts about products and services are common on company social media accounts, but posts about the processes involved in creating those products are rare. Fans and professionals in the field are interested in these, despite common belief to the contrary. The people and methods behind your brand can be better understood by viewing a behind-the-scenes video of the production or delivery of a product or service.
By showing them how you make what you’re selling, you increase audience interest in it. Putting your skills on display can help you stand out as a leader in your field.
Fifthly, Insights for Social Media
While running a business, you produce a great deal of media. Please don’t throw it away! It’s possible that you could build up excitement by teasing fans with previews of your media in small doses. If you want more people to interact with your social media posts and thus your brand, you should think about using all the marketing materials you produce for your products as posts. Your brand can benefit from this strategy as well, though it is most effective for companies that release major media.
There are more than just these six ideas for building brand mystery. You should think about what keeps you wanting more as you develop your suspense strategy. Also, think about whether or not you intend to use multiple platforms. Because of the unique traditions at each location, you should tailor your suspense techniques accordingly.
If you choose to share your engagement news on multiple platforms, remember to tailor each post to the specific interests of your followers.