You put in the time and effort to create content for your social networks, but you didn't get the response you expected or wanted.
The harsh truth is that there are many factors why this happened. Content is not adequate, targeting is not adequate, financial investment is not adequate ... But these are not the only factors, serious competition should be kept in mind.
Competition is not just competition from your industry, but the entire Internet and the attention of the average user.
Attention has dropped from 12 to 8 seconds in the last 20 years. And you don't have that much on social media, you only have 1.7 seconds and that's it. With reduced attention, an additional problem is that people do not remember what they saw.
In fact, the psychology of man is that the brain gets pleasure when it completes a task such as. training and in the same way the brain reacts to social networks, especially video content (which is the most effective format on all networks), that is, they get that kind of pleasure and that is why networks are contagious. But people don't absorb anything from what they saw, and when they close the application, they remain unfulfilled.
Your content should therefore leave a good impression, and you will achieve this by giving the content of value to the user, so much so that they will save or share it, which is better than reactions from "like" or "review".
All metrics are important, but this is a metric that shows you how much your content is worth to those who have seen it. So, the first 2 seconds of the video should capture them, and the rest should be worth it.
Value can be content that is educational, informative, entertaining, or whatever you judge by knowing your target audience.
That magical user attention you are fighting for is scattered everywhere. There is an endless flow of content on multiple platforms and they are constantly shuffling. Also, their attention is focused on content that comes from all over the world and everyone is struggling to reach them. To put this into perspective, this chart shows the amount of content consumed every minute of each day. With that in mind, whoever you are, whether you have a small business or are an influencer, you should view yourself as a content creator who creates specific content that has value for the people you want to reach.