Having your social media posts struggle to get engagement can be frustrating. You put time and effort into creating content, only to see it flop once you hit post. But don’t be discouraged! There are several potential reasons your posts may not be getting likes, and strategies you can use to turn things around.
Your Content Doesn’t Resonate With Your Audience
The most common reason posts fail to attract likes is simply that the content doesn’t interest your audience. Your followers have specific tastes, interests and preferences. If your posts don’t align with those, it’s no surprise they would skip over liking them. Here are some tips for creating more relevant, engaging content for your audience:
- Research your audience demographics like location, age, gender, interests, pain points, etc. Create content tailored to them.
- Pay attention to the types of posts that perform well vs. poorly. Make more of what works.
- Ask your audience directly what topics they want to see, or what questions they have. Then create posts addressing those.
- Use social listening to identify current trends and discussions relevant to your audience. Create related content.
- If you sell products/services, focus on addressing customer needs and pain points.
Really get to know your audience inside and out. The better you understand what makes them tick, the easier crafting resonant content becomes.
Your Posts Lack Value
Today’s social media users have high standards. They expect posts to offer some form of value before considering liking or sharing them. Here are some ways to add value to your content:
- Share useful information – How-to tips, industry news, actionable advice, etc.
- Provide entertainment – Funny videos, amusing observations, witty jokes, etc.
- Offer discounts/deals – Coupon codes, contests, free samples, etc.
- Be visually appealing – Stunning images/graphics, beautiful typography, clean design, etc.
- Tell a story – Craft an interesting narrative people connect with.
- Inspire or educate – Motivational quotes, science facts, history lessons, etc.
Aim to give your audience something they consider worth their time and attention. Provide the type of value that makes them excited to like and engage.
You Use Ineffective Post Types
Certain post formats tend to attract more engagement than others. Take a look at the types of posts you share and consider adjusting your mix for better results. Here are some of the most effective post formats to include:
Photos
Visual posts like photos or graphics tend to outperform text-only updates. Humans are visual creatures, so posts that catch the eye quickly can better grab attention. Use high-quality, eye-catching images to draw people in.
Videos
Video is hugely popular on social media. Short video clips can entertain people, demonstrate something interesting, and convey your messages powerfully. Users love video content and are more likely to engage with it.
Stories
Post formats like Instagram Stories or Facebook Stories introduce time limits that create urgency to view. People enjoy their ephemeral, raw, in-the-moment nature. Take advantage by sharing Stories to complement your permanent posts.
Live Video
Live broadcasting is another increasingly popular format. The real-time, unscripted nature makes it fun and exciting to tune into. Go live to do Q&As, reveal news, capture events, etc.
Contests/Polls
Posts that directly ask your audience to participate via contests, polls, quizzes, etc. make it easy for them to engage. Having a clear call-to-action gives people something specific to do.
Try mixing up your usual post types with some of these other high-engagement formats. Offering variety can help capture audience attention.
You Don’t Optimize Posting Times
When you post can be just as important as what you post. Scheduling content for times when your audience is most active and engaged online boosts the likelihood it will be seen and liked. Here are some posting time optimization tips:
- Post when your audience is most active online, like before/after normal work hours.
- Use social media analytics to identify your audience’s peak posting hours.
- Test posting at different times to see what performs best.
- Consider time zones when posting to a global audience.
- Schedule posts in advance using social media management tools to automatically post at optimal times.
Get to know your audience’s daily routines and align your posting cadence with their habits for maximum visibility.
Your Posts are Getting Suppressed
Social platforms use algorithms to determine which posts users see first in their feeds. Posts can get buried for various reasons. Here are some ways to keep posts from being suppressed:
- Post consistently, not sporadically, so the algorithm recognizes you as an active, engaging account.
- Craft attention-grabbing headlines and preview images so posts stand out in feeds.
- Use relevant hashtags and location tags so posts appear in searches.
- Ask followers to turn on post notifications so they see your posts instantly.
- Run regular ads to push posts into more feeds.
- Analyze metrics to identify suppressed posts and improve strategy.
Learn how to create content optimized for success with each platform’s algorithm. Master beating the system.
You Have Low Overall Engagement
Accounts with minimal engagement signals tend to underperform on social media. Platforms notice how your posts normally resonate and share them accordingly. Boost overall engagement with tactics like:
- Post more consistent, high-value content to get more likes.
- Engage heavily with your audience by commenting on their posts.
- Run contests and promotions to increase followers, views, shares, etc..
- Advertise to expand your follower count and reach.
- Invite influencers or partners to co-create content or collaborate.
Increasing meaningful engagement metrics will make the algorithm view you more favorably over time.
You Have Low Follower Count
The fewer followers you have, the fewer potential people there are to like your posts. While post quality matters more than quantity, a solid follower base helps. Try these follower growth strategies:
- Leverage hashtags and viral content to get found by new users.
- Run follower campaigns with incentives to follow.
- Advertise account and posts via paid channels.
- Cross-promote content and account on other social/owned channels.
- Collaborate with influencers or brands to tap into new audiences.
Growing an engaged follower base that genuinely cares about your content is key for long-term success.
Your Account Lacks Authority
On social media, authority and trust matter. Users are more likely to engage with accounts perceived as credible experts or brands. Boost your authority with tactics like:
- Ensure complete, professional profiles with links to websites/blogs.
- Publish regularly to demonstrate expertise.
- Partner with authoritative brands and influencers in your niche.
- Collect badges like verified accounts, press mentions, certifications, etc.
- Advertise to extend reach and share your brand assets widely.
The more authoritative and trustworthy your social media presence, the easier gaining likes and follows becomes.
Your Engagement Efforts Fall Short
Gaining likes requires engaging your audience and community. Make sure to:
- Reply to all comments on your posts in a timely manner.
- Like and comment on audience content to reciprocate value.
- Ask thoughtful questions to spark discussion.
- Share user-generated content featuring your brand/product.
- Send DMs to followers to make personal connections.
Social media is meant to be social! Have real conversations and interact beyond just posting.
You Use Ineffective Calls-to-Action
Clear calls-to-action are crucial for telling people how to engage with your posts. But ask for the wrong actions, and likes may suffer. Follow these best practices:
- Place call-to-action at the beginning of posts for maximum visibility.
- Use direct, outcome-focused language like “Like this post if you agree!”
- Make the desired action quick and frictionless for maximum conversions.
- Ask explicitly for likes/follows to grow those metrics.
- A/B test different CTAs to see what performs best per post type.
Craft your CTAs to make it immediately clear how you want people to engage. Ask directly for the interactions you want.
Conclusion
Gaining likes and engagement on social media involves both strategy and creativity. Learn your audience inside out, post high-quality content optimized for them, and directly request the interactions you want. Test different tactics and pay close attention to performance data to constantly refine your approach. With the right balance of art and science, you can craft posts people love to like!