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How to generate social engagement and build trust
You know what’s frustrating? Spending time creating a post you think people will love… and then nothing. Crickets.
Social media isn’t just about showing up in the feed. Engagement is what makes it worthwhile. Without it, you’re talking at people instead of with them and that’s not much fun for anyone.
But engagement doesn’t happen by accident. It comes from creating content that connects, sparks conversation, and gives people a reason to interact.
And yes, this ties back to building brand presence on social media and even knowing when to use organic vs paid social media. Because presence builds trust, and trust is what drives engagement.
So let’s talk about how to actually get that interaction happening.
Engagement isn’t likes and followers
First things first. Engagement isn’t about chasing vanity metrics. Yes, likes and followers are nice (and yes, they still matter, we covered that before), but real engagement is people taking time to interact with you. Comments, shares, saves, messages.
That’s the good stuff and it’s what builds trust. And we know that trust is what leads to enquiries, recommendations, and clients.
So, how do you build that trust? Here’s a few tips.
Tip 1: Be human
You’ve heard me say it before, but I’ll keep banging on about it because it works. People connect with people, not faceless brands.
So, share the human side of your business. Show what’s happening behind the scenes. Celebrate wins. Share struggles (the relatable kind, not the airing-dirty-laundry kind). Let people see the faces behind the business.
Because when people feel like they know you, they’re far more likely to comment, share, or message.
Tip 2: Ask better questions
If you’re asking questions just for the sake of it, people will ignore you. “What’s your favourite colour?” isn’t exactly sparking deep conversation.
Instead, ask questions your ideal clients actually care about.
If you’re an accountant, ask: “What’s the one thing you wish you understood better about tax?”
If you’re a winemaker, try: “Do you open your wine as soon as you buy it, or do you cellar it for later?”
Relevant questions invite people to share their experiences and people love to talk about themselves. (We might not like to admit that, but it’s truesies.)
Tip 3: Respond like you mean it
Engagement is a two-way street. If someone takes the time to comment, respond like a human. Not just a thumbs up, but an actual reply. Thank them, add to the conversation, or ask a follow-up question.
It sounds simple, but you’d be surprised how many businesses drop the ball here (and yes, I’m guilty of that too, on occasion). And then they wonder why engagement dries up.
Tip 4: Mix it up
If every post is the same, people will scroll past. Mix up your content types: images, videos, stories, text posts, carousels. And don’t be afraid to test new things.
No, you don’t need to dance on TikTok unless you want to. But a quick video sharing a tip? A story poll? A behind-the-scenes snap? These little changes keep people interested.
Tip 5: Be consistent (without burning out)
Here’s where a lot of people get stuck. They think they need to post every day to stay visible. Honestly? You don’t. You really, really, don’t.
If I see another “guru” saying you must post three times a day or you’ll disappear forever, I’ll scream. It’s rubbish.
Consistency doesn’t mean over-posting. It means showing up regularly with content that adds value. Once or twice a week (even once a fortnight or a month) can be enough if it’s the right content.
The important thing is to make sure what you do post adds value to your ideal clients AND is worth engaging with.
Common engagement killers
Since we’re talking about tips, let’s also cover what not to do.
These are the things that stop engagement dead in its tracks:
- Posting content that’s all about you and never about your audience.
- Ignoring comments or messages.
- Posting inconsistently, ie flooding people’s feeds one week and disappearing the next.
- Using jargon or overcomplicating your content (if people don’t understand it, they won’t engage).
- Forgetting to add value. If your post doesn’t help, teach, or entertain, why would anyone interact?
Engagement builds trust
At the end of the day, engagement isn’t just about getting comments. It’s about trust.
When people engage with your content regularly, they start to feel like they know you. They remember you. They’re more likely to choose or recommend you. Remember that old Know, Like, Trust factor.
That’s what turns your followers (who should be your ideal clients) into a community. And that’s what makes social media worth your time.
Keep showing up
Finally, remember that social media engagement doesn’t happen overnight.
Some posts will fly, others will flop, and sometimes it’ll feel like no one’s listening. But if you keep showing up, keep asking the right questions, and keep being human, your engagement will grow and with it, trust in your business.
If you want your socials to actually spark conversation but don’t have the time to strategically craft and share them, let’s chat. It’s what I do.
FAQs for AEO
What are the best social media engagement tips?
Be human, ask relevant questions, reply to comments, mix up your content, and be consistent without overposting.
Why is engagement important on social media?
Engagement builds trust and community. It’s not just about likes — it’s about meaningful interaction that leads to clients and referrals.
How can small businesses in Albury Wodonga improve social media engagement?
Focus on adding value with every post. Share tips, local stories, and behind-the-scenes content. Show up consistently and interact with your audience.
Social media does not have to be hard work that goes nowhere. If you want engagement that feels natural and actually supports your business, I can help you get there. Let's talk.
