Surveys abound on social media: how to take advantage of them

Surveys on social media have a good reputation, unlike those conducted during election years or at the end of a customer service call. They should not be underestimated: they are an excellent way to build a community, facilitate debate, and obtain feedback from our audience.

On Twitter, for example, you can ask a question with four possible answers and set a duration. On LinkedIn as well, although lenghts are longer and votes are visible; you can also add links and paragraphs with context. Surveys on TikTok are added to the content, just like Instagram stories, but they only have two options, while on IG they have increased to four. Surveys on Facebook also become a post themselves, but Meta is considering adding this feature to comments on posts.

WhatsApp and Telegram, which are not only messaging applications but also vital social media platforms for brands, have long incorporated polls.

Benefits of using surveys on social media

1. They allow us to get to know our audience. With the right questions, we can find out what people think, which provides valuable information for making business and social decisions.
2. They increase engagement. With just a click required, it is more likely that the resource will be used, thus increasing the reach and interaction of the post.
3. They are organic. They help create a community because participation is voluntary and people feel heard.
4. They facilitate conversation. When debate is interesting, people usually continue consuming related content, and there can be genuine back-and-forth interactions.

How can we take advantage of surveys in our marketing strategy?

It is useful to focus on trending topics and current discussions, as well as to inquire about the interests of the industry or company. Formulating clear questions is crucial.

In some cases, it is recommended to propose debates that are not simplistic, so that people participate through comments. Humor and informal language are key in almost all cases.

Lastly, don't forget to use surveys that require written responses instead of just clicking (such as forms or Instagram questions); it may be more challenging to get people to participate, but each response is more valuable for discovering keywords.

What are the sentences and words that are repeated? Are there any novel ideas? Do all people talk about the same topic in the same way? Can patterns be established? What can be used in a new publication?