Social Media Engagement Down? Try This Strategy

Is social media not feeling so social anymore?

If posting on your brand’s Instagram, Facebook, LinkedIn, or YouTube profiles feels like shouting into the void lately, pull up a chair.

Welcome to the Social Media Throttling Support Group.

What’s social media throttling (and is it happening to you)?

Social media throttling is the reason brand accounts are experiencing reduced engagement and reach.

Why are brand accounts getting less visibility and engagement? Platforms like Facebook, Instagram, and LinkedIn have modified their algorithms to prioritize content that keeps users within the platform, consuming content (and ads) on their feeds.

Here’s what you need to know about recent social media algorithm changes:

• Penalty on external links: “Linking out” can cause platforms to deprioritize your posts, so drop the links on organic Facebook, LinkedIn, Instagram, and YouTube posts.
• Reduced reach: Organic posts from brand accounts are receiving reduced visibility, which means fewer users are seeing your posts, even if your follower count is higher than ever. (It might not be your content — it might truly be the algorithms.)
• Engagement dropping: This is only natural, as it’s hard to drive the same number of likes, comments, and shares when fewer people are seeing your posts.

What else has changed with social media lately?

Throttling is only the beginning. Set these algorithmic changes aside, and social media is still a trickier landscape than ever before.

Here are some other shifts happening in social media:

• Extreme content saturation: The sheer volume of available content makes it hard for posts to stand out and drive engagement.
• User behavior changes: Users increasingly favor private messages, groups, and niche communities over public feeds, seeking more personalized and secure interactions. As a result, public posts made by brands receive less attention and interaction.
• AI’s impact: AI is shifting how we create and consume content. Social posts can be mass-produced in seconds (worsening the saturation), accounts are using automated response technology (the jury’s out on that), and many consumers are getting tired of all the noise — as indicated by the popularity of social media breaks for mental health.

A lot to wrap your head around, right? Don’t fret — there’s a new social media engagement strategy in town (and we can never be sure, but we think this one’s going to stick).

Zero-click content for social media

We all know that platforms are penalizing external links, yet so many of us still use them and suffer the consequences.

A zero-click content approach challenges you to ditch the links in exchange for more reach, user trust, and engagement.

What does this look like in practice? No need to click away — we’ve got it all here.

How to improve social media engagement using a zero-click content strategy

Want better ROI from social media? A change may be in order. Here’s what social-forward hospitals and health systems are doing to boost engagement and results.

1. Embrace zero-click content

Deliver value directly in your posts and resist the urge to lead users to a secondary destination.

Don’t think of it as giving away your best information — it’s a way to make sure your best stuff gets seen. Because nobody is reading every single post, email, or blog we put out (except maybe our moms).

2. Lean into video content

Why is everyone talking about video content on social? Videos allow you to deliver a lot of value in a way that’s easier to understand (compared with text-based health info).

If you’re interested in making more video content but struggling with how:

• Read ways to incorporate more video into your strategy.
• Listen as Kelly Savage, Director of Social Media and Engagement at The Ohio State University Wexner Medical Center, shares video tips for lean healthcare marketing teams (below).

3. Confine links to the comment section

The idea of zero-click content on social media is great, but sometimes, you just need to direct your audience to a specific place. We get it.

When you need to share external content or link to your website, consider sharing the link as a comment rather than in the main post. Users are savvy — they’ll find the link if they’re looking for it — and you can avoid some algorithmic penalties.

4. Use platform-specific features

Social media platforms are always looking out for their #1: themselves. They love it when we use their native features.

Use platform-specific tools like LinkedIn’s document uploads or Instagram’s carousel posts to share comprehensive information directly on the platform.

View an example of zero-click content using Instagram’s carousel feature.

5. Focus on community building

With a shift toward private interactions and niche communities, public posts are getting less traction.

Meet your audience where they’re at — in their niche communities and groups — and participate in conversations to:

• Build relationships
• Boost brand awareness
• Bring more visibility to your content

How? I’m so glad you asked.

• Employees or brand ambassadors can join as individuals and engage authentically.
• Build relationships with moderators and share valuable content or offer up resources like webinars, infographics, or AMA (Ask Me Anything) sessions with your experts. .
• If access is limited, consider creating your own community.

6. Monitor and adapt

No social media engagement strategy is future-proof. Who knows where the platforms will be in 5 years — or even 2. Keep an eye on engagement metrics (as always) and be ready to adapt when the math isn’t mathing.

The strategies that work today might not work tomorrow. But one thing is clear: Platforms favor content that keeps users engaged on their site.

Use this knowledge to your advantage and make a push to publish more zero-click content on social. We’ll be cheering you on.