9 keys to improve User Experience on social networks

Social networks are one of the best platforms for attracting potential customers, generating leads and increasing conversions. But to do so, it is important to provide a good user experience. One of the best ways to do this is through UX principles, a concept used mainly in web design. UX principles consist of providing value, accessibility and credibility to users. This makes them applicable to social networks such as Facebook, Instagram, Twitter or LinkedIn.  

Customer experience on social networks

  Nowadays, customers are smart consumers who, thanks to technology, choose brands that provide them with a good user experience, as this way they can see their needs satisfied. Thus, if a customer does not have a good experience with your brand, he will decide to go to another profile with just one click. Therefore, we have compiled 9 keys that will help you offer a satisfactory experience to users on your company’s social networks.

1. Personalize your message

Among the principles of UX in social networks is the personalization of the message. To do this you must know the interests of your target audience, so you can implement segmentation techniques and divide potential customers into different groups, to send messages tailored to their needs. The best way to connect with your audience is through content that they can easily identify with, so you can work on your content marketing strategy and study trends. This will help you improve user experience, increase engagement and boost your social media sales.

2. Simplicity

Brands that bet on simplicity are preferred by users. An example of this are big companies like Netflix, McDonald’s, HBO, Tesla, Starbucks, among others.

There are 2 key aspects that must be taken into account to provide a better visual experience to the user. These are:

• Colors: Too many colors in a social network is not eye-catching. Therefore, select a color palette according to your brand and focus your graphics on them.
• Typographies: as with colors, it is essential to establish a maximum of 3 typographies and font sizes, it is essential that it is a readable size on any device.

3. Define what the user experience should be like.

Think about your buyer persona and imagine what their experience should be like on your company’s social networks. For example: set a response time limit for each message or comment made by your audience. The idea at this point is to define an ideal and functional journey, so you must define the protocol for each actionable point. The actionable points are: direct messages, comments on publications, recommendations, reactions and button clicks. The attention protocol should consist of: how will comments be answered, how long will it take, will the user be sent to another platform, will the answers be automatic?

4. Be consistent

Your followers and audience expect your publications. According to statistics, users get used to a periodicity when you offer relevant content. In addition, if your brand profiles are inactive, users will think that your business is no longer operating or people who enter your profiles for the first time will not trust a brand that is not consistent. Therefore, establish days and times of publication and try to comply with these, for this you can plan your content in advance to avoid unforeseen events.

5. Don’t ignore your audience

Let your audience know what is important to your brand (in fact, it is a vital element). Thus, a key aspect to improve the user experience on social networks is to constantly interact with your audience. Therefore, a serious mistake would be to ignore comments, reactions or direct messages. Or what many brands do, respond in a robotic way, without providing a feeling of closeness or personalization in the message. Put yourself in the user’s position, do we interact with a brand on social networks that does not respond to comments from its audience? The answer is probably no.

6. Encourage interaction

Now, in case your audience is not yet interacting with your brand, the best way to improve the user experience is to encourage interaction. This generates a feeling of trust. To do this, you can ask interesting questions that stimulate conversation and allow you to get to know your target audience a little better. However, you should do this in a subtle way, without forcing the interaction. For example, developing storytelling with a call to action conversation at the end is an excellent way to start a brand-user conversation.

7. Publish high-definition images

“Social networks sell through the eyes”, which means that the hook to capture the user’s attention is graphic content. Therefore, publish images that are attractive to your audience, match the text and are of high quality.

If you add text to your images, make sure the typography and font size is easy to read. Also, don’t forget to offer an image format suitable for any device, especially mobile.

8. Implement video marketing strategies

Currently, 79% of social network users prefer to receive information through short videos. This is because the video format allows you to create an emotional bond faster than a still image, for example. Similarly, if you are in the business of selling products and services, there is a growing trend among consumers to prefer video formats to discover new products.  Not to mention that live video is the ideal medium for connecting with your audience, answering questions, making announcements, building trust and sharing experiences.

9. Don’t just focus on one network

According to statistics, users, before purchasing a product or service online, gather as much information as they can about a brand and visit 3 or more platforms where it is found. Therefore, to provide a good UX experience to your audience and satisfy their needs, integrate 3 or more social networks in your digital marketing strategy. In addition, a social network is a space that does not belong to your brand. Just as organic reach on Facebook has decreased, the same can happen on any other network. Therefore, you should not rely exclusively on a single platform to provide a good experience to your customers. Once you start implementing UX strategies, your social media effectiveness will improve. Don’t forget that if you need help implementing them, at Factor Engagement we provide personalized consultations. Likewise, you can contact us through Instagram, Facebook or LinkedIn.