What to do (and avoid) to increase the popularity of our profiles on the Internet
Users of social networks have very varied objectives to participate in them. Some want to see things that interest them, distract them or surprise them; Others use them to have contact with their relatives and there are also those who seek to become voices of reference. In the case of accounts that represent a brand or company, it is important to have a broad base of followers to reach the largest number of potential buyers, which can also make a difference for small businesses. For some of these users, the number of followers they have on each social network seems irrelevant, but for others it is important that it grows.
It is not always easy to achieve this but, luckily, social networks have been working long enough to determine some methods to get more followers :
You have to keep the account active so that the followers you already have interact and thus the messages are visible to more people. To get more subscribers on Twitch, you have to broadcast with a certain frequency and periodicity, establishing a streaming schedule as much as possible.
Know your audience
It is one of the maxims of advertising and in social networks it remains valid: you have to know who the message is addressed to . There is not the same type of user on Instagram as on Twitter or Facebook and in each social network you can follow a different strategy, appropriate to the type of user that predominates in them. Neither the same type of message nor the frequency with which content is posted does the same; On YouTube, Twitter or Twitch, users are not bothered by the abundance of messages, but on other networks such as Instagram or Linkedin it can be counterproductive to upload too much content.
You also have to know what the public expects from each profile: if a person perceives a message in a negative way, they can stop being a follower, But if the content appeals to you, you will spread it and it may attract new followers. An investigation by Rutgers University (USA) analyzed the messages of 350 Twitter users and found that they all fell into one of these nine categories: Sharing information, self-promotion, opinions or complaints, statements and various thoughts, how I feel, ask your followers questions, let them know that I'm there, a personal anecdote or someone else's anecdote. The study of the North American university establishes that these nine categories are summarized in two: the information that speaks of the profile itself and that which offers information to the community of followers. The second tends to get better results to get more followers.
The metrics that social networks provide are a good way to know potential followers, either with Google Analytics or with other tools such as Hootsuite, Brandwatch or Sprout Social.
Study what other profiles do
Both those that you consider a role model and those that are considered at the opposite extreme. Studying those who have already succeeded indicates the way forward , analyzing the style of their messages to see how their strategies can then be adapted to the image to be conveyed. The social network itself is likely to suggest interesting profiles to follow. Nothing happens for sharing content from those other profiles (never passing it off as your own), but it is best that the content uploaded to a social network is original.
Take care of the profile and feed
When someone is interested in a profile, they go to its main page (feed) to see what it can offer them, so you have to be careful about some aspects such as a biography or description appropriate to the image you want to give. It is convenient to review the posts that have been uploaded, something that is especially important in image-based networks such as instagram, where it is important to have an organized and aesthetically beautiful feed. It may seem obvious, but you also have to take care of the spelling of the messages and their writing.
Offer quality content with personality
It is convenient to create your own stamp on messages with well-defined characteristics, a gray profile does not attract many people, but one that shows charisma - and is not aggressive towards anyone - is attractive. Do not try to deceive users or attract them in a forceful or crude way. Having a sense of humor that is not offensive almost always works very well, but you have to be careful not to go beyond the barrier of what can be considered offensive. One of the most successful profiles in recent times was 'Desatranques Jaén', from a septic tank cleaning company from Jaén that became tremendously popular by achieving the viralization of a Christmas greeting video with a funny song and, later, some messages full of humor using memes and creating new ones. The account no longer has Jorge Manuel Herculano in charge, the community manager who managed to surpass 73,000 followers on Twitter, 7,000 on Instagram and 5,000 on Facebook, a provincial unlocking company.
Exemplary is also the case of the National Police account on Twitter. In 2013 the Security Corps began looking for a younger audience to direct prevention campaigns, so its head of social networks (Carlos Fernández Guerra) decided to use a more informal, direct, simple and even provocative language that swept . In 2015, Fernández left the account with 1.75 million users and three years later he ended up with the President of the Government himself, Pedro Sánchez.
Establish strategies based on the social network
Each one has its own characteristics that can be used . Neither the users, nor the message, nor the way of expressing themselves are the same. In 2016 BuzzSumo analyzed 1 billion messages corresponding to 30 million Facebook pages and concluded that posts without hashtags - which are so useful on Twitter - had more interactions than those with tags.
Nor is it necessary to have a presence on all social networks; many times it is better to have a presence in two or three and be very active in them than to be in six and not have a good strategy. This does not mean that each social network must be considered as watertight compartments; You can establish a synergy between them, for example by including on the facebook page links to the profiles we have on other social networks. If someone sees a photo on Instagram that they like, they may be encouraged to enter the YouTube channel and, perhaps, subscribe. The aforementioned study by BuzzSumo found that if an Instagram image was posted on Facebook, 23% more interactions were achieved than if the image was uploaded directly to Facebook, so that a good diffusion is achieved just by uploading a photo on a network Social.
In each social network a type of message has more repercussion: on Facebook, knowledge and reflection are more liked; positive feelings , relaxation and discovery prevail on Instagram ; memes and a sense of humor triumph on Twitter ...
Interact with followers
Failure to respond quickly to requests for information or comments can lead to a profile image crisis . Interacting with followers makes them feel more connected to the profile and trust it more. Social media works best when there is two-way communication.
What you must not do
Social networks have their own rules, they do not work like real life and not everything goes to get more followers. There are some strategies that can not only be morally questionable but can end up turning against whoever has followed them:
■ Follow someone to follow you : Doing 'follow' to a profile that follows you (known as a "mutual") is convenient if the mutual information is useful or interesting, but it is not advisable to correspond to someone who has Made a follower with the same currency only for both of you to raise your follower numbers, especially if your goal is to be an opinion leader or influencer. When a profile has almost the same number of followers as the number of users it follows, it loses interest and, moreover, is risking a dangerous game of "I follow you, you follow me and I stop following you."
■ Buying followers : Not only is it a dirty game strategy, but if it is discovered, it represents an image crisis for the profile. Today there are tools to detect these types of tricks quickly. The goal should always be to get real followers who establish a connection with the brand or the person behind the profile.