Contents
- What are engagement mechanisms?
- Why are engagement mechanisms needed?
- Types of engagement
- Examples of engagement mechanisms
What are engagement mechanisms?
Engagement mechanisms in social networks are activities that encourage users to actively interact with content. This can include reposts, comments, story views, and posting their own content. For example, users can take screenshots, share the results of predictions, or participate in other fun activities, creating a dynamic of communication and engagement.
Why are engagement mechanisms needed?
Engagement mechanisms have two key objectives:
- Building a loyal audience. When followers actively participate in the community's life, they become more loyal to the brand and are more likely to turn to it when they need a product.
- Increasing reach. Any activity occurring in stories or under posts contributes to increasing the reach of the publication, which can lead to attracting new followers and customers.
Depending on the type of activity, engagement mechanisms can also address other tasks, such as attracting new followers or encouraging users to create content based on their own experiences (UGC).
Types of engagement
There are three main groups of engagement mechanisms based on the form of interaction:
- Single activities. The simplest and most common formats, such as tasks, puzzles, and contests, which are easy to launch and entertain users.
- Multi-level mechanisms. Include several stages of engagement, for example, taking a selfie with a product and a subsequent competition among the best works.
- Automated mechanisms. Use chatbots to interact with the audience, allowing for complex gaming mechanics and automating processes.
Success in applying engagement mechanisms lies in a step-by-step approach, starting with simple interactions and gradually complicating tasks.
Examples of engagement mechanisms
The audience often gets tired of monotonous activities, so it is important to introduce variety into engagement mechanics. Here are some popular types of engagement mechanisms:
- Interactivities. Tasks that require users to answer questions or perform actions, such as creating a list of movies or guessing facts.
- Surveys. Simple mechanisms that are easy to launch and allow for feedback from the audience.
- Games. Various gaming formats, such as puzzles or battleship, that bring participants back to childhood.
- Anti-auction. A unique mechanism based on creating a sense of greed and competition among participants.
It is important to monitor user engagement, alternate activities, and test new ideas to maintain interest and activity among the audience.