Google Plus, before its closure in 2019, was a social networking platform designed to compete with other major social media sites like Facebook, Twitter, and LinkedIn. Although it’s no longer available, the lessons learned from optimizing posts for engagement on Google Plus can still apply to other platforms. The core principles of engaging social media posts are relevant across any network, whether it’s Facebook, LinkedIn, Instagram, or Twitter.

In this guide, we’ll explore how businesses used to optimize their Google Plus posts for maximum engagement and how you can apply these same strategies to modern social media platforms.

1. Understand Your Audience

Before creating any post, it’s essential to understand the audience you are trying to reach. While Google Plus was more business-oriented than platforms like Instagram, it still attracted a variety of users, from tech-savvy professionals to everyday social media users.

a) Identify Your Target Audience

• Consider the demographics of your audience, including their age, occupation, interests, and challenges. On Google Plus, many users were interested in tech, marketing, and digital trends, but other platforms attract diverse communities. Tailoring your content to these interests was, and remains, key to engagement.
• Monitor the types of posts that perform best. On Google Plus, you could use insights from past posts to determine which types of content resonated most with your followers. Similarly, Facebook Insights, LinkedIn Analytics, and Twitter Analytics today offer detailed information on what type of content your followers engage with the most.

b) Create Audience Personas

To get the most out of your social posts, create audience personas based on your target audience’s preferences, pain points, and behaviors. This helps you craft content that speaks directly to their needs, ensuring your posts are relevant and engaging.

2. Craft Compelling Content

Once you know your audience, it’s time to craft content that will capture their attention. On Google Plus, optimizing content meant creating posts that were visually appealing, informative, and engaging. These principles still apply today.

a) Create Eye-Catching Headlines

On Google Plus, the first few words of a post were crucial for grabbing attention. This is true for every social media platform. Whether you’re posting on LinkedIn, Twitter, or Facebook, your headline is the first thing users see, and it needs to grab attention. To optimize your headline:

• Use numbers or lists: Posts with numbers, such as “5 Ways to Improve SEO,” tend to attract more clicks.
• Ask questions: Asking questions can spark curiosity and encourage interaction.
• Be concise and clear: A concise and straightforward headline is more likely to resonate with users scrolling through their feeds.

b) Utilize High-Quality Images and Videos

Google Plus posts that included images or videos had higher engagement rates than those without. Visual content is powerful, and this holds true across all platforms. Here’s how to use visuals effectively:

• Include eye-catching visuals: Whether it’s an image, infographic, or video, make sure your visuals are high-quality, relevant, and appealing. Images help break up text and make your posts stand out in crowded feeds.
• Create custom graphics: On Google Plus, posts that used unique graphics or infographics often received higher engagement. Today, you can use tools like Canva or Adobe Spark to create custom visuals that are optimized for each platform.

c) Write Informative and Engaging Copy

On Google Plus, long-form posts were more likely to drive engagement because they offered users valuable information. While you don’t need to write an essay for every post, providing helpful, in-depth content remains effective on other platforms as well. Here are some tips:

• Keep it relevant: Your post should address a problem or interest that your audience cares about. On Google Plus, many users were looking for industry insights or digital marketing tips.
• Use bullet points or lists: Breaking down content into digestible sections makes it easier for users to read and engage with your post. This is especially effective on LinkedIn and Facebook today.
• Include a call to action (CTA): Encourage your audience to engage with your post by asking them to comment, share, or click on a link. A clear CTA can significantly boost engagement.

3. Use Hashtags and Keywords

Hashtags played a significant role in how users discovered content on Google Plus, similar to how they function on Instagram, Twitter, and LinkedIn today.

a) Incorporate Relevant Hashtags

On Google Plus, hashtags were essential for increasing the discoverability of your posts. Using the right hashtags helped your content appear in search results and get noticed by users outside your immediate network. The same applies to current platforms. When using hashtags:

• Choose industry-relevant hashtags: Research trending hashtags in your niche to find ones that your target audience is following. Tools like Hashtagify can help you identify the most popular hashtags in your industry.
• Use branded hashtags: Creating a unique, branded hashtag can help you build community around your brand. Encourage your audience to use it when posting about your company or products.
• Don’t overuse hashtags: On most platforms, using too many hashtags can be seen as spammy. Stick to a few targeted and relevant hashtags to keep your post focused.

b) Optimize for SEO

Google Plus was connected to the broader Google ecosystem, which meant that using the right keywords could improve the visibility of your posts in search results. While this feature was specific to Google Plus, you can still optimize posts on LinkedIn, Instagram, and Twitter for better search visibility. To do this:

• Use relevant keywords: Identify key terms your audience is searching for and incorporate them naturally into your posts. This can help your content appear in searches or trends.
• Optimize your profile: Make sure your social media profiles are optimized with keywords in the bio, description, and headline to ensure discoverability.

4. Engage with Your Audience

On Google Plus, engaging with your audience in real-time was essential to driving post engagement. Prompt responses and active participation in the comments section helped build relationships and keep the conversation going. Engagement is crucial on any platform.

a) Respond to Comments

Responding to comments shows your audience that you value their input and are open to conversation. Whether you’re posting on LinkedIn or Facebook, taking the time to reply can foster a sense of community and loyalty. Some tips for engaging effectively:

• Reply promptly: Don’t wait too long to respond to comments. Quick replies keep the conversation flowing and show that you’re attentive.
• Encourage dialogue: Ask follow-up questions or ask users to share their opinions. This can encourage further engagement and keep the conversation alive.
• Address criticism professionally: If someone leaves a critical comment, don’t ignore it. Address their concerns professionally and try to offer a solution. Engaging with negative feedback can help build trust and transparency.

b) Engage with Other Users’ Posts

Engagement isn’t just about responding to comments on your posts. On Google Plus, actively engaging with others’ content (liking, sharing, and commenting on their posts) helped expand your reach and visibility. The same applies today:

• Like and share relevant posts: Engaging with industry influencers or complementary brands can help build relationships and expand your audience.
• Leave thoughtful comments: Adding value to others’ posts through insightful comments can encourage them to engage with your content in return.

5. Timing and Frequency

On Google Plus, the timing and frequency of posts had a significant impact on engagement. Posting at the right time ensured your content reached more people, while posting too often (or too little) could result in lower engagement. Here’s how to optimize timing and frequency on social media today.

a) Post at Peak Times

Every social platform has peak times when users are most active. On Google Plus, posting during these times ensured maximum visibility. Modern platforms still have optimal posting times:

• For LinkedIn: Tuesdays, Wednesdays, and Thursdays are considered the best days to post, with peak times in the early morning (8-10 a.m.) and around lunch (12-1 p.m.).
• For Instagram and Facebook: Posting between 9 a.m. and 3 p.m. during weekdays generally results in the highest engagement. Use platform analytics tools to determine the best posting times for your specific audience.

b) Post Consistently

Consistency is key to building engagement. On Google Plus, posting regularly (but not too frequently) helped maintain visibility and keep the audience engaged. Today, most platforms reward consistent activity:

• Aim to post a few times a week on platforms like LinkedIn or Facebook to stay on your audience’s radar.
• Use a social media calendar to plan and schedule your posts to ensure consistency without overwhelming your audience.

6. Analyze and Adjust

Google Plus allowed users to track post performance, helping businesses see which types of posts resonated with their audience. The same is true for modern platforms like LinkedIn, Twitter, and Facebook. Regularly reviewing analytics helps you fine-tune your strategy and improve engagement.

a) Track Key Metrics

Pay attention to engagement metrics such as likes, comments, shares, and clicks. This will help you understand what’s working and what needs adjustment.

b) Adjust Your Strategy

Based on the data, adjust your content strategy to focus on the types of posts that get the most engagement. Experiment with different formats (e.g., videos, images, articles) and track the results.