Imagine that you’ve met a social media genie who has granted you one question. The tale usually involves three granted wishes, but this genie is a little bit different. The question you ask can make or break your social media marketing campaign. Do you know what your question is?
We’ve chosen ours, and it involves 3rd party social media tools. And our question is one that most social media marketers have asked throughout the time. Here it is:
Does posting with 3rd party social media tools have a negative influence on your engagement?
Nowadays, there are very few businesses out there that don’t use social media. Because of this, social media platforms are some of the key elements for marketers to turn to. This is where it can become a bit complicated, though. There are not just 2 or 3 social media platforms that you can base your marketing strategy on. Depending on what your business needs, these numbers can rise quite fast.
And when you work with more platforms than you can count on your fingers, things might get a little bit overwhelming and time-consuming. And remember, time is money! This is why 3rd party social media tools are usually preferred. They can help you get the best out of your social media platforms with a little bit of outside help.
We’re going to find out in this article what influence 3rd party social media tools have on user engagement.
Are you ready to find out more? Let’s hop right in!
What Do 3rd Party Social Media Tools Do?
Before digging in, we’ll give a short explanation of what these tools are and how they’re used. The shortest explanation is that a 3rd party social media tool manages your social media posts. It can also help you in terms of automation and analysis to get a better view of your social media presents.
When it comes to managing, though, a few elements can be referred to. For example, content categories for your posts to help you get that perfect combination. In addition, a 3rd party social media tool can help you with post updates on all your accounts as well. This is a great aid if you are managing not only one, but more accounts.
There are a few advantages that a social media tool has, and we’ll quickly go through them:
- It eases your workload
- Scheduling content helps you save time
- It helps you post content at a suitable time
Sharing your content on an already set schedule will keep you and your audience in the loop. Not to mention, it will also contribute to a better organization.
Besides that, you won’t have to re-think your posts because you forgot about one.
And, to keep it short and simple, it can help you easily get more leads.
If you’re looking for a more compact list about what these social media tools do, here it is:
- Manage social media posts
- Updates on all social media accounts
- Content categories for posts
- Scheduling content
- Better organization
If you’re curious to see how a full list of features looks like, make sure you check out our tool’s features.
What Do Studies Say?
Contrary to popular belief there aren’t so many studies about this specific question. There is one study that concentrates on research, rather than a live experiment. What is important to mention is that this study focuses mainly on Facebook posts.
Long story short, though, the result might surprise you. It appears that 3rd party social media tools didn’t have any negative impact on user engagement. And as mentioned, the study concentrated on Facebook posts. Depending on the type of post, there was either an increase or a slight decrease in user engagement. But we’ll get into some key post elements later on.
Another study revolved around conducting a one-month-long experiment. Another long story short moment, but the final result was also similar. It showed that 3rd party social media tools don’t affect user engagement negatively. Depending on the type of post and other factors, some generated more user engagement, while other posts didn’t quite get the spotlight.
Social media is not an exact science, unfortunately, so success can be very objective. Links, photos, videos, cross-posting, all have their specific roles. Social media platforms also have different audience segments. This and other factors can also influence the engagement story.
All in all, there was no conclusive evidence that 3rd party social media tools have a negative impact on user engagement.
What Should You Look at When Posting?
No matter if you’ve chosen native-posting or posting through a 3rd party social media tool, there are a few things to consider. Social media posts are all different. Because of that, they all have some rules you should be aware of before posting.
We’ve put together a list of these elements and what to look for when posting. In the end, your social media posts are the ones that will dictate the user engagement flow. Here’s a short version list of elements that matter when dealing with a social media post:
- Quality content
- When you’re posting and how often
- Interacting with your audience
Now, for the longer explanation:
Quality, Not Quantity
Posting many times a day is not necessarily the best approach for any business. Social marketers are aware of the fact that multiple posts risk decreasing engagement rather than increasing it.
And if we’re talking about similar content in all posts, chances are that both reach and engagement will face the other side of the coin. Quality content can help your business increase its organic reach easily.
Why is that?
Because content that your audience can relate to will bring you more visits. If a post is well-written or if an image or video is eye-grabbing, more people will see it. And share it, and make it go viral in a matter of minutes. The same goes for sharing posts that people relate to and can help them interact.
Posting many times throughout the day can make your audience scroll down or ignore your post. And in this case, it’s not going to matter if it was a native or 3rd party social media tool post. Good content can be scheduled just as easily through 3rd party social media tools, right? Make sure your content always relies on the quality component. Thus, you’ll never have to ask yourself this question again.
Quality requires a plan and a good knowledge of your audience. These two elements are the keys to open the door to a new world of engagement. By defining your brand and putting your mission and values in line, you’re making the first step towards quality content. Create content that is easy to remember and share. And try including your audience to make your content more relatable.
Time Is (Not) The Enemy
We’ve covered the fact that quantity is not the direct social media marketers should take. There is one little detail that can make the difference between a successful media post or not. And this is the part where 3rd party social media tools work like a charm.
One of the main details regarding social media is time. Depending on each social media platform, there might be a better day or time during the day or night for posting. For example, posting on Instagram on a Sunday at 3 pm will not bring you the same engagement as posting on a Monday at 7 am.
There are many days and times to consider, but the point is, it can become challenging. Life tends to get busy, even for social media gurus, and tasks tend to pile up. And that’s when it happens: the post you wanted to share at 3 pm was not shared. And it’s 6 pm now, and it might not be that much of a suitable posting time anymore. And tomorrow might not work, as you have two more posts programmed.
This is why 3rd party social media tools are a must.
Scheduling a post through such a tool will leave you room for handling other tasks. And not having to worry about the clock ticking is great for other tasks. Be it 8 am or 6 pm, you won’t have to build your day around posting tasks.
- You can use 3rd party social media tools to schedule your posts.
- The time you choose to post on different platforms has an impact on engagement.
- How often you post also has an impact
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Interacting With Your Audience
Quality and time are, so far, two of the elements you need for better engagement. And this brings us to our third element: interaction. Your posts are meant to reach your audience, and your audience loves being a part of the journey. So, how do you get to interact and connect with your audience? By putting the social element back in social media. And you can do this by using 3rd party social media tools as well.
One of the most straightforward ways to interact with your audience is to ask them a question. A simple poll or asking for an opinion can work wonders for your social media campaign. Thus, you give your audience the chance to have their voice heard.
Live streaming on your social media platforms is another simple, yet effective way to interact with your audience. Giving them the chance to see the people behind a project or to talk to them builds trust and boosts engagement.
Sharing user-generated content can also be used to interact with your audience. As more and more people get involved, the chances for your social media profiles to be more visible also increase. And it will also place your business as one that cares about its audience and gets involved. Authenticity on social media is a powerful instrument.
Contests could be easily considered another great way of grabbing attention and interacting at the same time.
You might think that 3rd party social media tools can’t really control the interaction aspect of your page, but they can. From how posts are constructed to scheduling, there are quite a few actions that these tools can take care of.
- Use questions or polls to engage with your audience
- Share user-generated content on your accounts
- Use contests
We can conclude that there’s more than just one factor that influences engagement. It’s sometimes faster to think that 3rd party social media tools are at fault. But there is a bigger picture we need to look at.
That bigger picture includes different elements. Those elements can range from content that is not suitable to posting too often. It can also involve too little interaction with your audience. Sometimes, it might even have something to do with the time you choose for your post. Not to mention, your platforms of choice can also influence the final result.
It’s also true that native posts can give your business more control over social media. But, overall, they will not influence user engagement directly.
Social media is a world where everything connects. And also a place where everything has its well-established role.
Taking everything into account, it’s safe to say that 3rd party social media tools can only help you. In this case, help you get the best out of your social media marketing strategy. It can also give a little boat to your marketing campaign.
This can happen through scheduled posts, for example. The list includes shared content across several social media accounts as well. And many more, for that matter, depending on what your business needs. As also pointed out in the studies we’ve covered, they didn’t influence in a negative way the engagement of users.
If this was your question to the genie as well, we hope that the answer was satisfactory.