Why No One is Engaging with Your Social Media Posts

Mar 16, 2022
 

If you're using social media to get coaching clients, but can't seem to get a good number of likes and comments on your social posts, you're not alone. In fact, it's an all too common phenomenon: You spend a ton of time creating social content you're excited about, put it out into the world, and...crickets.

In this episode, I talk through the three big reasons why no one is liking and commenting on your social posts...and how to address each of them.


In today's episode, I am going to be talking about how to increase the engagement on your social media posts, how to generate more engagement. More specifically, I'm going to be answering the question of why no one is engaging with your social media posts, why you might post something on Instagram or Facebook, and then hear crickets; you're not getting a lot of comments, or likes or reactions. So that's really what we're going to be talking about today: drilling down to why that's happening in the first place and what you can do to fix it. 

Now, there are three main reasons that no one is engaging with your social media posts, and I'm going to touch on all three of them today. The first one is that your ideal clients aren't seeing your posts in the first place, and that makes perfect sense. If your ideal clients aren't seeing your posts in the first place, then obviously, there's no chance that they're going to be able to engage. There are several reasons why this could be happening, and I'm not going to be able to go into depth with each of those reasons, but I can give you a high-level overview of them really quickly. First, you want to make sure that your Facebook or your Instagram profile isn't locked down, that it is public for anyone in the world to see. Otherwise, you're just shooting yourself in the foot by creating content but not letting people in to see it. 

The second thing you want to look at is, if you are using Facebook for lead generation, and you are spending a lot of time in Facebook groups, you want to make sure that the groups you're in are actually groups of your ideal clients. If you're posting content in groups, and you're not getting any traction, one of the reasons that could be is that your ideal clients aren't actually in that group, which by extension, means that your content is not getting in front of those ideal clients. In a similar vein, if you are using Instagram, you want to consider the hashtags that you're using, because those have a significant bearing on who your content gets in front of, and as we talked about, if your content is not getting in front of your ideal clients, well, your ideal clients aren't going to be able to engage at all. 

All of that is to say that if you're getting a little bit frustrated with why you're not getting any engagement on social media, that's the first place you want to look. You want to look at making sure that your content is actually getting in front of the right people, because if it's not, like I said, you're kind of just shooting yourself in the foot. 

The second reason that your content isn't getting as much engagement as you'd like is around whether the content itself is resonating with your ideal clients, whether it is landing with them. When we talk about this, we talk a lot about the concept of messaging as well. It's really important to remember that you're not going to know whether your content is going to resonate with your ideal clients until you've actually posted it and are seeing, based on engagement, whether it is, in fact, landing with them. So it's very important that you start posting content pretty quickly and regularly, but it's also important that you pay attention to those engagement levels, so that if you're not getting any engagement, you can shift certain parts of your content approach to find what's really going to resonate with your ideal clients. 

For example, if you are writing some posts about a specific issue that you think is a high priority for your ideal clients, but they're not responding, that's not landing with them. Maybe you've misidentified that issue, and you need to be talking about another problem. Maybe you just need to be talking about that same problem just in a different way. That's the experimentation that you're going to always be doing, as long as you're posting on social media. You really want to be responsive to what's landing and what's not, so that you can make sure that you know what content is going to resonate with the people that you're trying to serve. 

Finally, the third major reason that no one is engaging with your social posts is that your content is too focused on building authority or creating value and not enough on creating engagement. For example, if you're posting a lot of value posts or educational posts and not getting any responses, this is exactly what I'm talking about. You're focusing more on showing your authority in showing up as an expert. You're focusing on that more than actually connecting and engaging with your ideal clients. Now, don't get me wrong, authority-focused posts, like value posts and educational posts, are really important and can do a lot for you, but that should not be the bulk of your social media content. The bulk of your social media content should really be focused on creating engagement, on creating conversation. 

An example of an engagement-focused post would be a question or a poll designed not to elicit a certain answer or a certain perspective but actually designed to start a conversation in that comment thread. In fact, if you know that your content is getting in front of your ideal clients, and you have identified the problems and mistakes that your ideal clients are indeed dealing with, then the lowest-hanging fruit, in terms of what you should post on social media, is posts that are designed to create that engagement, and conversation posts that are designed to get that back-and-forth going, and really designed to get your ideal clients to self-identify and raise their hands to say, “Hey! Me! I’m an ideal client!” so you don't just get engagement for the sake of engagement; you actually start to get engagement for the sake of attracting leads. 

So to wrap up today's episode, if you are not getting the engagement that you want on your social posts, you want to first make sure that your ideal clients are seeing them in the first place, that you are, in fact, getting in front of your ideal clients. Then, take a look at the content you're actually creating, the content itself, to make sure that the problems you're talking about in there are resonating with your ideal clients. Then third, make sure that the content you're putting out is not all authority-focused or value-focused, but engagement focused to actually start creating those conversations. 

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