Maximizing Engagement on Social Media: Lessons from Harla Arts
When it comes to social media marketing, posting generic product images often fails to yield meaningful results. If a strategy isn’t working, it’s time to pivot. Efforts should be directed toward approaches that not only drive results but also align with the joy of running a successful business.
Case Study: Harla Arts Consider Harla Arts. Their posts, consisting of straightforward product images, struggled to generate engagement. Even incorporating AI-generated content—often believed to be inherently engaging—didn’t solve the problem. For instance, posts leveraging trending events as input for AI-generated videos saw little to no improvement in engagement. While such posts might achieve basic visibility (e.g., 1,000 views out of 10,000 followers—a modest 10% reach), they failed to translate into business-driving interactions.
The Real Challenge The key question for your brand isn’t just about visibility—it’s about engagement. How can you create posts that truly resonate with your audience and drive meaningful interaction? And importantly, how can you achieve this without exhausting your resources or hiring an external social media manager?
The Answer: Make Your Audience Feel Special The most engaging posts are those that:
Enhance the User’s Social Capital: Posts should provide value that users feel compelled to share, allowing them to look knowledgeable or helpful to their friends. Create a Personal Connection: When users feel seen, appreciated, or part of a larger story, they are more likely to engage and share. Actionable Steps for Effective Social Media Posts Embed Visual Examples: Use real-life examples, such as embedding an Instagram post, to showcase what works and what doesn’t. Highlight key takeaways from successful posts. Incorporate Storytelling: Posts that tell a story or offer a unique perspective tend to capture attention. Focus on Informative Value: Create content that elicits a “wow” reaction—information that surprises, educates, or solves a problem for your audience.
Encourage Sharing: Design posts that subtly encourage users to share, helping them feel like they’re spreading valuable knowledge to their network.