How to kill engagement and content on social media? Anti-case

Now there are so many tips on promoting VKontakte: how to do it better, faster, more efficiently. And on the contrary, I want to tell you how to do NOT need to.

I have been doing SMM for the 4th year already and often I myself prepare articles / posts in my own and clients projects.

On the one hand, everyone is talking around about engagement and activity, i.e. you need to collect likes, reposts, comments from your members to the maximum, so that the “smart” feed does not cut coverage / views, and more people see the content. Also, an active group inspires more trust, increases overall loyalty, and it becomes easier to work out a customer acquisition strategy.

On the other hand, the pursuit only of activity can lead to sad consequences. As it was in one of my old VKontakte projects.

Based on feedback from colleagues and real views, I noticed a fact – long posts, and especially articles, almost no one reads. Even if you have a rather complex product that has a wide field for information disclosure. Brevity
– the sister of talent, this principle also works in social networks.

But on the other hand, memes, especially the GIF format, often come with a bang, have excellent views, and also get a good virus (users make a lot of reposts).

Moreover, even in commercial groups of companies in which
“Everyone is not up to jokes”, all the same, good views of animation GIFs. But you need to know how to handle memes, and they should be part of the content strategy, and not just fill the void when there is nothing to publish.

DO NOT fast for the sake of fasting!

If you feel that there is nothing to post, then DO NOT post for the sake of post! This is immediately noticeable when the attitude towards the content is negligent, and it is whipped up.

Later I began to publish GIF memes, not often and with a frequency of 1-2 per week. In order, of course, to increase the activity and views of all publications. For example, I prepared a meme with a cyclist who fell in a strange way and made an interactive post – “Guess the reason why the cyclist fell?”

Immediately after that, a wave of angry comments rained down: “And it is so clear that he cannot drive!”, “You have to look at the road!” etc.

By the way, a bad comment is also a comment, and any negative can always be turned in a positive direction. For example, just put an emoticon or write “Cool!” – comes out simply and efficiently.

And I turned everything in a positive direction … but there was a person who didn’t like it and he began to write aggressively “What a stupid band you have! Delete it altogether! ” on other publications. It becomes insulting, evil and cold at heart)) But of course I DO NOT pay attention to this, but on the contrary I thank the person for his criticism. Anyway, engagement rises, even with negative comments.

But there is another point in this: behind one comment, another wave of similar ones begins, who are now also negatively disposed towards the content and towards the group as a whole.

And a whole war begins in the comments – I just delete all this and put people on the black list. By the way, a rather effective option is to simply block negative people and remove them from the group.

Thus, I did NOT raise the activity, but on the contrary, people began to leave the group, in addition to those whom I myself deleted …


  • Any post should have clear goals and objectives that are supported by a common concept.
  • Be careful with memes that can be misunderstood, and because of which active negativists can appear.
  • Prepare each post with soul and conciseness in order to maximize the involvement and retain the target audience within the group. Often there is only one incorrect post and immediately a sharp outflow of members from the group.
  • Be sure to keep track of what type of content is better read / liked, and focus on it. Anything that gets little activity is not needed at all by the group. The audience itself will show everything.
  • In addition to configuring traffic to a group, you also need to work with the audience, i.e. delve into their interests, problems, tasks and prepare content that will be most relevant / applicable here and now. And not tomorrow …
  • And do not take everything to heart – especially comments on social networks))

    All good mood and good profit!

    A source

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