One of the hardest things to do on social media is to get high engagement rates. This is often because marketers inadvertently tell consumers what to think versus giving them a chance to establish agency, or the feeling of ownership over their choices.
Reverse this by asking questions instead of giving directives. Questions invite your audience to reflect and internalize their reasoning, making your message resonate personally. Imagine Nike asking, Why do you do it? instead of always asking you to Just Do It or L’Oreal inquiring, Why are you worth it? Instead of always simply telling you that you’re worth it. These questions encourage self-reflection and empower decision-making.
Timing is key. In moments of urgency, like reminding people to vote on election day, directives are crucial. However, during the awareness and consideration phases, questions are a game-changer.
Try this quick exercise: Review your past social media posts. Where could you have asked a question instead of making a statement? A strategically placed question can increase engagement and conversions, while also making your audience feel heard and valued.
Remember, people are more likely to stop scrolling when they encounter a question. So, ask yourself—are you ready to see the difference a question can make?
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