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Is your content not able to garner a good engagement score?

Format might be the reason. Format means the type of posts i.e. image,video,post,GIF etc. Brand might be posting good content on social media, but it’s not getting engagement due to low format effectiveness.

One of the strategic aspect to gain traction to your posts is to catch the audience attention. Grab the attention first, then deliver the message – things work like that. It’s a tricky thing, there is no exclusive strategy for format selection. For campaigns, you need to evaluate the post-campaign performance of brand posts in order to understand which format performed better and implement the same format strategy for the upcoming campaigns. But you can’t implement the same format strategy for all kind of campaign.

Suppose image format received a good engagement over the other format in a Marathon Campaign, now marathon is a social initiative kind of theme. In the next you are doing a campaign for an Economic Forum, you can’t expect that the image would be a successful format strategy for this campaign also. Campaign objective should be similar in order to implement the strategy.

How to evaluate format effectiveness?

After you finish collecting the data for your campaign you need to calculate the engagement score(Like*1+Comment*9+Share*3) for each posts. Then you need filter or make a pivot of all the format cumulative engagement score.

Suppose you get a figure like; Image = 1390 ; Video = 4000 ; Post = 500. Then you need to divide engagement score with the count of posts to get the engagement/post score. Therefore you will get to know which format performed better in the campaign. You can also execute multidimensional analysis with respect to social media platforms. In simple word, platform wise format score to get the results of which type of format performed better on different platforms. It might be possible image format performed better on twitter and video format on facebook.

What’s the reason of excluding video views for engagement score calculation?

There is a grey area to consider video views as a part of engagement formula. Because no other format will have the count of views. Hence automatically video will show the highest engagement score amongst all other formats. So it’s advisable to not consider video views while comparing with other formats. But to compare only video performance on every platforms we can consider views as a performance measure.

Once you know, which type of format performs better for your content, it will definitely help you get a good engagement score.