It can be really easy to get caught up in how many likes, comments or shares a social media post gets. We’ve helped clients grow their social followers and get some great engagement by focusing on the right kind of content and approach. If you want to see an example, you can take a look at our recent case study on employee advocacy. But from working with B2B clients around Aberdeen and beyond, visible reactions aren’t always the whole story.
A lot of the people who matter, like your potential clients or partners, often just scroll through posts without saying anything. They don’t always like or comment. That doesn’t mean they’re not paying attention though. They are reading, thinking and taking your message in.
Why Quiet Social Media Readers Matter
Think about social media like reading a news article. Not everyone feels the need to comment or react out loud, but that doesn’t mean the content hasn’t made an impact. Lots of B2B buyers quietly read and reflect on what they see before making decisions. They might even share (or screenshot) your posts privately, through direct messages, emails or team chats. It’s tricky to track but really important.
From our marketing agency experience, this quiet reading often leads to conversations and decisions happening behind the scenes, well before you see any public likes or comments.
Look Beyond Likes and Comments
Likes and comments are nice to see, but they don’t tell the full story. We tell our clients to look at other things like:
- How long people spend reading your posts or clicking through to your website
- If more people are visiting your website directly after seeing your content on social
- What your sales team hears from prospects about your social posts
- How often people come back to your site or content
These give a better idea of who’s actually interested, even if it’s all happening quietly.
Make Social Content for Readers, Not Just Commenters
Most B2B audiences read first and comment later, if at all. So when we put together social content, we keep it simple:
- Start with something useful and clear
- Use visuals that help get the message across and grab attention
- Post regularly
Our Thoughts On Engagement
As a Marketing Agency in Aberdeen, we’ve seen firsthand how conversations can start through just seeing something valuable online. Just because a post doesn’t get many likes or comments doesn’t mean no one is paying attention. People are reading, learning and thinking about what you say. When they’re ready to make a decision, your steady social content will have made a difference.
So don’t just chase the obvious signs of engagement. And don’t be disheartened if you’ve not hit the metrics you were hoping for. Focus on creating social content that gets read, trusted and remembered. For support with your social media strategy, reach out to us today.
